At 24, TikTok creator Winta Zesu has turned internet outrage into a lucrative career, earning $150,000 last year. Her viral content, often criticized for portraying her as “too pretty,” is intentionally designed to provoke outrage—a strategy known as “rage bait.”
“Every single video of mine that has gained millions of views is because of hate comments,” Winta revealed to BBC. Her deadpan delivery blurs the line between reality and satire, sparking debates in comment sections and skyrocketing her engagement.
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Rage bait thrives on emotional reactions rather than misleading content, with platforms rewarding the high engagement generated by such negativity. Social psychologist Dr. William Brady explains that algorithms amplify outrage, making it seem more widespread than it is.
Despite the backlash, Winta draws boundaries, refusing to use rage bait for misinformation. Her business model, however, highlights how the digital age monetizes outrage, raising questions about the ethical implications of algorithm-driven content.
