“Rage bait” – Oxford’s Word of the Year 2025

The term “Rage bait”—literally meaning “bait for anger”—has been named Oxford Dictionary’s Word of the Year 2025. It refers to online content specifically designed to frustrate or provoke viewers, aiming to grab attention and increase engagement.

While similar in concept to clickbait, rage bait takes a different approach by deliberately triggering strong emotional reactions, particularly anger, rather than just curiosity. According to Oxford, usage of the term has tripled in the past 12 months.

It joins other words of the year, including:

• AI slop – referring to the “mess” created by artificial intelligence.

• Parasocial – describing one-sided social relationships, typically between audiences and media figures.

The Meaning and Impact of Rage Bait

According to Oxford Unipress, the selection of these three words reflects a negative mood in 2025. Casper Grathwohl, President of Oxford Languages, stated:

“The frequent use of ‘Rage bait’ shows awareness of the manipulative techniques that people are exposed to online.”

He highlighted how many content creators now rely on provocative content to increase views, contrasting with earlier trends where the focus was on curiosity-driven content.

Connection to 2024’s “Brain Rot”

The Oxford team draws a link between 2025’s Rage bait and 2024’s word of the year, Brain rot, which refers to mental or intellectual deterioration caused by overconsumption of low-value, non-beneficial content.

Grathwohl explains that rage bait contributes to brain rot by creating a vicious cycle: anger fuels engagement, algorithms amplify the content, and constant exposure mentally exhausts users.

He warns that this type of content can negatively affect thinking patterns and behavior, especially when consumed frequently on digital platforms.

Other Contenders for Word of the Year 2025

Other notable words considered for 2025 include:

• Biohack – attempts to improve physical, mental, or health performance through diet, exercise routines, or lifestyle changes.

• Aura farming – building an impressive persona or public image by projecting confidence and self-presentation.

The choice of “Rage bait” reflects the growing recognition of online manipulation tactics and their emotional impact on users, highlighting concerns about mental well-being in the digital age.