{"id":5800,"date":"2025-08-29T14:00:00","date_gmt":"2025-08-29T14:00:00","guid":{"rendered":"https:\/\/friscotimes.org\/?p=5800"},"modified":"2025-08-30T10:44:37","modified_gmt":"2025-08-30T10:44:37","slug":"im-an-expert-in-viral-marketing-and-make-my-bones-reaching-gen-z-the-american-eagle-and-e-l-f-ragebait-is-just-gasoline-on-the-fire","status":"publish","type":"post","link":"https:\/\/friscotimes.org\/?p=5800","title":{"rendered":"I’m an expert in viral marketing and make my bones reaching Gen Z. The American Eagle and e.l.f. ragebait is just gasoline on the fire"},"content":{"rendered":"\n
\n

That\u2019s what many people have been asking themselves after American Eagle dropped its \u201cblue jeans<\/a>\u201d Sydney Sweeney campaign and e.l.f. Cosmetics launched their latest ad<\/a> featuring the controversial comedian Matt Rife \u2014 only to watch both go viral for all the wrong reasons.<\/p>\n

Was this accidental? Intentional? Is this really the new marketing playbook?<\/p>\n

Whether these brands saw the backlash coming or not, the bigger question is louder than ever: Is this what advertising and brand engagement look like in today\u2019s attention economy?<\/p>\n

Welcome to the era of ragebait<\/strong><\/h2>\n

As the founder of Viral Marketing Stars\u00ae, I\u2019ve spent the last decade studying and engineering viral campaigns that resonate \u2014\u00a0especially with Gen Z, the most unforgiving audience online. <\/p>\n

If you\u2019ve never heard the term, ragebait marketing is simple: a brand does something polarizing or controversial \u2014 sometimes accidentally but often intentionally \u2014 with the goal of going viral by wreaking havoc in the comments and inspiring think pieces and millions of dollars in free publicity.<\/p>\n

And the truth is, it works \u2014 at least on the surface, if you measure the success of a campaign in views.<\/p>\n

After all, the social media algorithms reward engagement. The more comments, shares, and watch time a piece of content gets, the more it\u2019s amplified.<\/p>\n

Researchers from Tulane University call this the \u201cconfrontation effect\u201d, where people are more likely to interact with content that challenges their views than with content that aligns with them.<\/p>\n

It\u2019s cheaper than traditional advertising, faster than building a reputation, and a surefire way to flood your brand with attention.<\/p>\n

So yes, ragebait is trending. But does that mean it\u2019s smart?<\/p>\n

What happened with American Eagle and e.l.f.<\/strong><\/h2>\n

American Eagle\u2019s campaign featured Sweeney with the tagline \u201cSydney Sweeney has great jeans\u201d and it didn\u2019t take long for backlash to hit.<\/p>\n

Some felt it was a not-so-subtle reference to eugenics, due to Sweeney\u2019s blonde hair, blue eyes, and the connection to the concept of passing down traits through genes. Others felt it was harmless and even praised it as a rejection of overly \u201cwoke\u201d culture.<\/p>\n

Over at at e.l.f., the backlash came just as fast when their ad featured Matt Rife \u2014 a popular crowdwork comedian who rose to fame on TikTok \u2014 due to Rife\u2019s history of not-so-funny domestic violence jokes and edgy bro-centric humor. Of all the famous influencers, why would a beauty brand pick him?<\/p>\n

While we can\u2019t know for sure the answer to that question, we know those campaigns stayed live and no apologies were issued \u2014 just short brand statements that left their core customer base even more confused.<\/p>\n

Were they trying to piss people off? Or were they just careless?<\/p>\n

That\u2019s the problem with ragebait. Even if you didn\u2019t mean to start a fire, you still have to put it out.<\/p>\n

Ragebait vs. real strategy<\/strong><\/h2>\n

Let\u2019s be clear \u2014 not all controversy is bad strategy. Some of the most impactful campaigns in marketing history were polarizing. But there\u2019s a difference between polarizing and chaos.<\/p>\n

Take Nike\u2019s 2018 campaign with Colin Kaepernick \u2014 an ad that featured the former NFL player who famously kneeled during the national anthem to protest police brutality, with the tagline \u201cBelieve in something. Even if it means sacrificing everything<\/a>\u201d.<\/p>\n

It was divisive; boycotts occurred, and hashtags trended. But Nike? They didn\u2019t cave because the ad aligned with their values of courage, rebellion, and risk.<\/p>\n

You might even argue they weren\u2019t ragebaiting. They were standing on business.<\/p>\n

That\u2019s why I like to call this \u201cStand-on-Business Marketing\u201d \u2014 where you\u2019re vocal about what you believe, who you\u2019re speaking to, and willing to take the heat from the opposite camp if it comes as a byproduct of your message. But the goal isn\u2019t outrage. Standing on business is.<\/p>\n

When you think about it, Nike\u2019s core customer base saw themselves in the ad. Whereas American Eagle and e.l.f. left their core customers feeling confused and disappointed.<\/p>\n

The real cost of cheap attention<\/strong><\/h2>\n

Here\u2019s the part most brands miss: attention \u2260 loyalty.<\/p>\n

You can\u2019t measure success just by views alone \u2014 especially if your campaign erodes trust and alienates your core customer base.<\/p>\n

And in 2025, trust is everything \u2014 especially with Gen Z, who don\u2019t just consume campaigns \u2014 they call out brands in real time. I\u2019ve worked with thousands of creators and brands trying to reach this generation and break through the noise on social media \u2014 and one thing I know for certain: if you lose their trust, you won\u2019t get it back.<\/p>\n

So if you\u2019re not ready to stand behind your choices before the backlash hits, you\u2019re not ready to launch.<\/p>\n

Playing it too safe? That\u2019s a risk, too<\/strong><\/h2>\n

But let\u2019s not pretend the solution is never to be controversial. Playing it too safe is just as dangerous.<\/p>\n

I\u2019ve seen it firsthand as a viral marketing strategist who helps brands go viral by design \u2014 especially with Gen Z, where relevance and realness beat polish every time.<\/p>\n

Clients with great ideas and powerful products over-edit themselves into visibility. They\u2019re so afraid to ruffle feathers that their message falls flat and ends up reaching nobody.<\/p>\n

That\u2019s what I call Ghost Marketing \u2014 where your content is so safe that it ends up being invisible.<\/p>\n

If ragebait is setting the internet on fire, ghost marketing is whispering into the void.<\/p>\n

If you want to stand out, you have to stand for something. The middle ground is clarity, not neutrality.<\/p>\n

What smart brands Are doing instead<\/strong><\/h2>\n

Want to launch a successful viral campaign today? Here\u2019s what I would advise you to keep in mind:<\/p>\n

\u2022 Be bold, but intentional and culturally aware \u2014 especially on Gen Z culture.<\/p>\n

\u2022 Partner with ambassadors who have your target audience and align with your brand values \u2013 not just a large fanbase.<\/p>\n

\u2022 Prepare for the internet to react. Have a plan, a statement, and a stance before you hit publish.<\/p>\n

\u2022 And most importantly, don\u2019t try to go viral by provoking a customer base you want to retain.<\/p>\n

You can go viral by triggering positive reactions (laughter, awe, belonging, nostalgia) or negative ones, such as rage \u2014 just make sure it\u2019s from the people you don\u2019t serve, not your core customer base.<\/p>\n

Because virality doesn\u2019t come from having millions of followers or a massive ad budget. It comes from an emotional response. Content goes viral when it gets shared, and content gets shared when people feel something and want to talk about it.<\/p>\n

Rage is only one emotion. And if you choose it as your main marketing lever, you better be sure you can handle what comes with it.<\/p>\n

Final Word<\/strong><\/h2>\n

Ragebait marketing might get the attention and publicity (especially if it triggers Gen Z). And yes, we might see more ragebait campaigns going forward. But not all publicity is good publicity.<\/p>\n

The smartest brands in 2025 aren\u2019t chasing outrage. They\u2019re standing on business. And they\u2019re making bold decisions for alignment, not just shock value.<\/p>\n

Because at the end of the day, going viral is easy. Building (and keeping) your customers loyal for life? That\u2019s strategy.<\/p>\n

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of <\/em>Fortune.<\/em><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

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