Getting Hated Means 'Views Explosion'... Broadcasters Cashing In on Viewer Anger [New Jobs]

Influencers Stirring Controversy to Sweep Up Views
Bombarded with Insults but Earnings Skyrocket

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The entertainer 'influencer' of the social networking service (SNS) era is evolving into a new form. Recently, in Western societies, content creators known as 'rage baiters' have attracted attention as a new way to make money. They produce only content that "provokes anger" to increase views.

Hate Becomes Money... New Influencers Who Trigger Anger and Cash In

New type influencer 'Lazybator' Winta. Captured from TikTok, etc.

'Rage baiter' is a neologism combining rage and baiter. In other words, it refers to influencers who lure viewers by using anger as bait. They reside on video and image streaming platforms such as Instagram, TikTok, and YouTube, specializing in producing and uploading content that "provokes anger" among netizens.

The reason rage baiters are increasing is simple: it makes money. On the 10th (local time), the British BBC broadcast covered the rage baiter influencer Winta. Winta is a 24-year-old influencer who earned a net profit of $150,000 last year. Unlike typical influencers, she does not share makeup or workout tips. Instead, she creates videos that "stimulate" others.

For example, she deliberately "targets" famous celebrities or other influencers. Or she acts out the life of a top fashion model, "showing off" her appearance and figure. She intentionally behaves thoughtlessly and films the process in short videos to induce viral phenomena.

Because of these actions, netizens constantly shower her with criticism and insults, but in return, Winta records millions of views and earns huge advertising revenue. She told the BBC, "All my videos that have recorded over millions of views and became hits received hateful comments," emphasizing that people "hate" her, which increases her earnings.

Anger Normalized on SNS Could Lead to Its Own Downfall

'Anger content' can be effective in generating short-term interest, but if excessive, it may cause stress to users. Photo is not related to any specific expression in the article. Photo by Yonhap News.

At first glance, rage baiters seem similar to so-called 'rekka YouTubers' in Korea. Rekkas, who use socially controversial incidents and accidents to create and spread videos filled with baseless speculation and rumors, have recently become a hot topic domestically. However, unlike rekkas, rage baiters monetize the hatred directed at themselves.

As SNS grows on a global scale, the influence and wealth of influencers are also increasing day by day. While they create new opportunities for some, they also contribute to spreading the cancerous aspects of our society, such as fake news and hate controversies.

So, will rage baiters become a global 'business' trend beyond the Western world? Some express doubts about the 'sustainability' of rage baiters. Ariel Hayes, assistant professor of communication at the University of Michigan, told the BBC, "If there are too many rage baiters, people might actually leave SNS altogether." The reason is "being angry all the time exhausts one's stamina."

Assistant Professor Hayes emphasized, "Just as many people have started avoiding news altogether as news content filled with worry, anxiety, and anger has increased, SNS filled only with rage baiters will drive users away," adding, "An environment where anger is normalized makes people tired and lowers trust."