Oxford Dictionary has named “rage bait” as the 2025 Oxford Word of the Year, citing the rapid rise of online content designed to provoke anger and boost engagement.
The dictionary defined the term as “online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, typically posted in order to increase traffic to or engagement with a particular web page or social media account.”
Oxford said usage of the term has tripled over the past 12 months, reflecting how digital spaces are increasingly shaped by emotional responses and viral conflict.
More than 30,000 people voted for “rage bait” during a three-day public voting period, making it the clear winner among the shortlist.
Oxford mentioned that the term shows how adaptable the English language is, by mixing two common words—“rage” and “bait”—to create a phrase that connects well with today’s online actions.
Other shortlisted terms include “aura farming,” describing the cultivation of an attractive public persona, and “biohack,” which refers to optimizing physical or mental performance through lifestyle adjustments or supplements.
