“I get a lot of hate”. The words of content creator Winta Zesu, who last year made $150,000 (£117,000) from posting on social media. What separates Winta from other influencers? The people commenting on her posts and driving traffic to her videos are often doing so out of anger. “Every single video of mine that has gained millions of views is because of hate comments,” the 24-year-old explains.
In those videos, she documents the life of a New York City model, whose biggest problem is being too pretty. What some in the comments don’t realise, is that Winta is playing a character. “I get a lot of nasty comments, people say ‘you’re not the prettiest girl’ or ‘please bring yourself down, you have too much confidence’,” she says to the BBC from her New York City apartment.
Winta is part of a growing group of online creators making ‘rage bait’ content, where the goal is simple: record videos, produce memes and write posts that make other users viscerally angry, then bask in the thousands, or even millions, of shares and likes. It differs from its internet-cousin clickbait, where a headline is used to tempt a reader to click through to view a video or article.
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