Hate follow
Etymology
Modeled directly on hate-watch, transplanting the same self-aware antagonism from television to the follow button as social platforms made "following" the basic unit of attention in the 2010s.
verb · /HAYT FOL-oh/
To follow an account precisely because it irritates you, so you can keep watching what you can’t stand.
What it names
It names the compulsive act of subscribing to a source of annoyance — an influencer, a rival, a takes-machine — for the small charge of being reliably provoked. It captures how outrage and attention can be indistinguishable to a feed that counts both as engagement.
Example
I don’t even like her — I hate-follow her just to see what wildly overpriced thing she’s shilling next.
Related idea
The social-feed cousin of hate-watching: one is aimed at a show, the other at a person’s ongoing stream of posts.