Don’t look away now, because “rage bait” is officially the 2025 Oxford Word of the Year. Moreover, Oxford University Press announced the winner after three days of online voting that drew more than 30,000 participants. The term beat out two other finalists, “aura farming” and “biohack.”

Oxford defines “rage bait” as online content deliberately crafted to provoke anger. Additionally, the content aims to boost engagement by triggering frustration, outrage, or offense. When posts stir strong negative reactions, whether intentional or not, they often fall under this label.

Furthermore, Casper Grathwohl, president of Oxford Languages, said the internet once focused on sparking curiosity. Now, he noted, platforms increasingly target emotional manipulation. According to him, digital spaces have shifted toward capturing attention by influencing how people feel and respond.

The term gained added momentum this year. For example, actress Jennifer Lawrence admitted she uses a secret TikTok account to argue with strangers. Moreover, Oxford describes rage bait as “the internet’s most effective hook.” They say it plays on anger that exists in every person, even if expressed differently.

Oxford also highlighted the rapid rise of tech-driven emotional influence. They pointed to deepfake celebrities, AI influencers, and virtual companions. Additionally, they said these tools now shape how people think, feel, and interact online.

Experts added that social unrest and growing concerns about digital wellbeing helped push the term’s popularity higher in 2025. Moreover, they noted that modern media often rewards engagement fueled by outrage.

As part of its annual tradition, Oxford promoted its shortlist on social media. This year, each word received a playful persona. “Rage bait” appeared as a masked character with a purposely misspelled slogan. “Biohack” arrived as a robotic woman promoting tech-enhanced living. Meanwhile, “aura farming” showed up as a dreamy influencer with a humorous “to-do” list.

Each figure captured the cultural mood behind the terms. Moreover, the campaign reflected how language now evolves through online communities. With last year’s winner being “brainrot,” Oxford suggests that the internet’s emotional landscape continues to shape the words we choose.

If the trend holds, more emotionally charged terms may rise next.

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