Controversial Social Media Post Generates Revenue for 10 Domino's Orders, Highlighting 'Rage Farming' Model

A social media user, identified as Chris, recently announced that the "adamant rage" generated by one of his posts had directly funded ten Domino's pizza orders through advertising revenue. The statement, shared on the platform, explicitly linked user outrage to personal financial gain, stating, "> This post made a lot of people mad, however your adamant rage has fulfilled my next 10 dominos orders, thanks for the ad revenue." This incident underscores the growing phenomenon of "rage farming" on digital platforms.

"Rage farming" describes content intentionally crafted to provoke anger or strong negative emotions, primarily to boost engagement and subsequently increase ad revenue. Social media algorithms are designed to prioritize content that generates high interaction, regardless of its emotional valence, as engagement directly translates to financial gain for platforms and content creators. Experts note that algorithms thrive on high-arousal emotions like anger, which compel users to spend more time scrolling and interacting.

This business model, often termed "the business of anger," rewards friction and confrontation, converting user attention into income. Research, including studies from Yale, indicates that morally charged posts are significantly more likely to be shared than neutral ones, amplifying their reach. Platforms profit from this heightened activity, with some critics, like Brijesh Singh at c0c0n 2025, asserting that "empathy is being weaponised on social media because it sells," turning users into "emotional targets."

The amplification of outrage contributes to societal polarization and can lead to what some term "algorithmic anarchy," where unseen digital forces shape collective emotions. Social media systems have been observed to reward outrage over reasoned discourse, creating echo chambers that further entrench users' views. This dynamic means that platforms often profit from disorder, while users bear the psychological and social costs of constant exposure to negativity.

Chris's candid admission serves as a stark example of how individuals can directly benefit from this algorithmic design. By leveraging the emotional responses of his audience, he effectively monetized their negative reactions. This highlights the complex interplay between content creation, user psychology, and the revenue models underpinning today's dominant social media platforms.