Why Threads Is All the Ragebait

One surefire way to go viral on Threads—the Meta-owned Instagram-spinoff social network with more than 200 million users—is to ask a ridiculous question that enrages your followers so much, they just have to chime in to answer you, mock you, or berate you. When it first launched last summer, Threads was seen as a blatant Twitter clone. At the time, that was an appealing attribute, as users fleeing the chaos and toxicity of the platform now known as X were looking for a new place to gather. Threads turned out to be a safe haven from the trolling and engagement bait on X, Reddit, and Facebook, but only for a while. Threads, like any for-profit social media site, was not able to keep those jokers and bad actors at bay. In its effort to boost engagement on the platform, Threads began prioritizing posts with the most replies and comments—which also happen to be the posts that stirred up the most drama and pissed everyone off.

This week on Gadget Lab, we chat with Business Insider senior correspondent Katie Notopoulos about her personal experiment with rage bait immersion on Threads. We also ask whether social media sites are making the right decision by catering to their most furious users.

Show Notes

Read Katie’s story about ragebait on Threads. Read Lauren’s story about the new app SocialAI, where the only human is you, and everyone else is a bot.

Recommendations

Katie recommends the reality show The Secret Lives of Mormon Wives on Hulu. Mike recommends the HBO show Industry. Lauren recommends the Apple TV+ show Slow Horses.

Katie Notopolous can be found on Threads @katienotopoulos. Lauren Goode is @LaurenGoode. Michael Calore is @snackfight@heads.social. Bling the main hotline at @GadgetLab. The show is produced by Boone Ashworth (@booneashworth). Our theme music is by Solar Keys.

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