What within the advertising division is happening?
That’s what many individuals have been asking themselves after American Eagle dropped its “blue denims” Sydney Sweeney marketing campaign and e.l.f. Cosmetics launched their newest advert that includes the controversial comic Matt Rife — solely to observe each go viral for all of the mistaken causes.
Was this unintentional? Intentional? Is that this actually the brand new advertising playbook?
Whether or not these manufacturers noticed the backlash coming or not, the larger query is louder than ever: Is that this what promoting and model engagement appear to be in at present’s consideration economic system?
Welcome to the period of ragebait
Because the founding father of Viral Advertising and marketing Stars®viral campaigns that resonate — particularly with Gen Z, probably the most unforgiving viewers on-line.
In the event you’ve by no means heard the time period, ragebait advertising is easy: a model does one thing polarizing or controversial — generally unintentionally however usually deliberately — with the objective of going viral by wreaking havoc within the feedback and provoking assume items and tens of millions of {dollars} in free publicity.
And the reality is, it really works — at the least on the floor, should you measure the success of a marketing campaign in views.
In spite of everything, the social media algorithms reward engagement. The extra feedback, shares, and watch time a bit of content material will get, the extra it’s amplified.
Researchers from Tulane College name this the “confrontation effectlikely to work together with content material that challenges their views than with content material that aligns with them.
It’s cheaper than conventional promoting, quicker than constructing a status, and a surefire strategy to flood your model with consideration.
So sure, ragebait is trending. However does that imply it’s good?
What occurred with American Eagle and e.l.f.
American Eagle’s marketing campaign featured Sweeney with the tagline “Sydney Sweeney has nice denims” and it didn’t take lengthy for backlash to hit.
Some felt it was a not-so-subtle reference to eugenics, on account of Sweeney’s blonde hair, blue eyes, and the connection to the idea of passing down traits by genes. Others felt it was innocent and even praised it as a rejection of overly “woke” tradition.
Over at at e.l.f., the backlash got here simply as quick when their advert featured Matt Rife — a well-liked crowdwork comic who rose to fame on TikTok — on account of Rife’s historical past of not-so-funny home violence jokes and edgy bro-centric humor. Of all of the well-known influencers, why would a magnificence model decide him?
Whereas we are able to’t know for positive the reply to that query, we all know these campaigns stayed dwell and no apologies have been issued — simply quick model statements that left their core buyer base much more confused.
Had been they attempting to piss individuals off? Or have been they only careless?
That’s the issue with ragebait. Even should you didn’t imply to start out a hearth, you continue to must put it out.
Ragebait vs. actual technique
Let’s be clear — not all controversy is unhealthy technique. A number of the most impactful campaigns in advertising historical past have been polarizing. However there’s a distinction between polarizing and chaos.
Take Nike’s 2018 marketing campaign with Colin Kaepernick — an advert that featured the previous NFL participant who famously kneeled throughout the nationwide anthem to protest police brutality, with the tagline “Consider in one thing. Even when it means sacrificing all the things”.
It was divisive; boycotts occurred, and hashtags trended. However Nike? They didn’t cave as a result of the advert aligned with their values of braveness, insurrection, and threat.
You may even argue they weren’t ragebaiting. They have been standing on enterprise.
That’s why I prefer to name this “Stand-on-Enterprise Advertising and marketing” — the place you’re vocal about what you imagine, who you’re talking to, and keen to take the warmth from the other camp if it comes as a byproduct of your message. However the objective isn’t outrage. Standing on enterprise is.
When you concentrate on it, Nike’s core buyer base noticed themselves within the advert. Whereas American Eagle and e.l.f. left their core prospects feeling confused and dissatisfied.
The true price of low cost consideration
Right here’s the half most manufacturers miss: consideration ≠ loyalty.
You’ll be able to’t measure success simply by views alone — particularly in case your marketing campaign erodes belief and alienates your core buyer base.
And in 2025, belief is all the things — particularly with Gen Z, who don’t simply eat campaigns — they name out manufacturers in actual time. I’ve labored with 1000’s of creators and types attempting to succeed in this era and break by the noise on social media — and one factor I do know for sure: should you lose their belief, you received’t get it again.
So should you’re not prepared to face behind your decisions earlier than the backlash hits, you’re not able to launch.
Taking part in it too protected? That’s a threat, too
However let’s not faux the answer isn’t to be controversial. Taking part in it too protected is simply as harmful.
I’ve seen it firsthand as a viral advertising strategist who helps manufacturers go viral by design — particularly with Gen Z, the place relevance and realness beat polish each time.
Shoppers with nice concepts and highly effective merchandise over-edit themselves into visibility. They’re so afraid to ruffle feathers that their message falls flat and finally ends up reaching no person.
That’s what I name Ghost Advertising and marketing — the place your content material is so protected that it finally ends up being invisible.
If ragebait is setting the web on hearth, ghost advertising is whispering into the void.
If you wish to stand out, you need to stand for one thing. The center floor is readability, not neutrality.
What good manufacturers Are doing as an alternative
Need to launch a profitable viral marketing campaign at present? Right here’s what I might advise you to remember:
• Be daring, however intentional and culturally conscious — particularly on Gen Z tradition.
• Associate with ambassadors who’ve your target market and align together with your model values – not simply a big fanbase.
• Put together for the web to react. Have a plan, an announcement, and a stance earlier than you hit publish.
• And most significantly, don’t attempt to go viral by frightening a buyer base you wish to retain.
You’ll be able to go viral by triggering optimistic reactions (laughter, awe, belonging, nostalgia) or unfavourable ones, comparable to rage — simply ensure that it’s from the individuals you don’t serve, not your core buyer base.
As a result of virality doesn’t come from having tens of millions of followers or an enormous advert funds. It comes from an emotional response. Content material goes viral when it will get shared, and content material will get shared when individuals really feel one thing and wish to speak about it.
Rage is just one emotion. And should you select it as your primary advertising lever, you higher be certain you possibly can deal with what comes with it.
Last Phrase
Ragebait advertising may get the eye and publicity (particularly if it triggers Gen Z). And sure, we’d see extra ragebait campaigns going ahead. However not all publicity is sweet publicity.
The neatest manufacturers in 2025 aren’t chasing outrage. They’re standing on enterprise. They usually’re making daring choices for alignment, not simply shock worth.
As a result of on the finish of the day, going viral is simple. Constructing (and holding) your prospects loyal for all times? That’s technique.
The opinions expressed in Fortune.com commentary items are solely the views of their authors and don’t essentially replicate the opinions and beliefs of Fortune.
