CRINGE CONTENT: A TREND OR A FAD IN MARKETING COMMUNICATION? #CRINGECONTENT
The term “cringe” has become ubiquitous recently, especially on social media. The word, which can be translated as “embarrassment” or “shame,” draws a line between what is acceptable and what evokes a grimace of discomfort. “Cringe is present everywhere online — from memes to serious political debates — becoming a universal communication tool in both humorous and serious contexts.
In this context, the term worth using is “cringe content.”
Cringe content induces embarrassment, shame, or discomfort in the audience due to its awkwardness, inappropriateness, or unintended humor. It often describes situations where public figures, celebrities, influencers, or other online creators publish materials perceived as embarrassing or inappropriate.
Such content frequently becomes the subject of jokes, memes, and negative comments online, which, in turn, helps increase its organic reach. This is because it portrays situations where creators try too hard to please their audience, ignore social context, or simply lack awareness. As a result, despite being criticized, cringe content gains popularity — it provokes emotions and reactions that lead to more views and interactions.
In a broader context, cringe content is part of internet culture, where primitive and embarrassing content is tolerated and rewarded with clicks and views. The 2006 film Idiocracy illustrates this phenomenon, depicting a society fascinated with low-quality content, turning it into a manipulation tool and a reflection of declining social discourse.
In 2021, Derrick Jaxn caused a wave of outrage when he admitted to multiple affairs in an Instagram video. Although the video was removed, it left a mark in numerous comments and memes, labeling his confession as a spectacular display of “cringe.” This, however, is just the tip of the iceberg. “Cringe” accompanies us when we see politicians making clumsy attempts to appeal to voters, celebrities making inappropriate jokes or online influencers ignoring social realities while creating idyllic portrayals of life. It’s abundant to the extent that many creators have turned the cringe content mechanism into a click generator — the cruder, the better.
Cringe content allows the creation of “embarrassment” in many ways. It acts as a lens through which others judge the world. On TikTok or Reels, it becomes a space not only for criticism but also for a form of cyberbullying, where every misstep can become the subject of ridicule. For creators, it is a way to express their aesthetic and moral superiority over those who “missed the boat” on the latest trends. This mechanism is well known for its popularity on platforms like 4chan and similar social networks.
“Cringe” has also become a tool of generational conflict. Younger generations use it to mock the older, whose jokes and opinions often sound like they are from another era. Just look at BuzzFeed’s famous compilations of “clingiest dad jokes” or the criticism aimed at those who still remember pre-digital times. “Cringe” has become a cultural tool that allows us to redefine the boundaries of good taste, acceptability, and social sensitivity. This may be why it has gained such popularity.
Brands use cringe in their communication by creating deliberately awkward, tacky, or embarrassing content to capture the audience’s attention. The goal is to create content that stands out from standard advertisements, typically provoking a sense of embarrassment in the viewer. Instead of avoiding situations that might seem uncomfortable or unfortunate, this strategy fully embraces them, betting that absurdity and weirdness will be interesting enough to gain publicity, attention, and brand recall.
Examples of such actions include ads that look poorly acted or written, the use of cheap or outdated special effects that give an amateurish appearance, ads that make no sense or are too bizarre to be taken seriously. And exaggerated imitations of well-known advertising, film, or pop culture forms. These may seem failed or inappropriate.
Cringe works within the value of visibility and distinction because it evokes strong emotions and is typically widely shared on social media, increasing the campaign’s reach. However, it is a risky strategy, as improperly applied cringe can alienate rather than attract audiences. This mechanism has driven the popularity of many other digital creators, whose recognition in both the internet and traditional media was built upon it.
Cringe content can paradoxically promote brand awareness and sales, although this effect is not always intended and can involve risks.
Cringe content often goes viral because it evokes emotions such as embarrassment, laughter, or criticism. Internet users eagerly share content they find embarrassing, which can lead to rapid spread across the web. This way, a brand can gain recognition. Embarrassing content typically provokes the audience to express opinions, comment, create memes, or even parodies, increasing engagement around the brand — the more interactions, the greater the chance of reaching a broad audience. Controversial or unusual content can make a brand memorable to audiences. Even if the initial impression is negative, the emotions aroused can make the brand stand out.
Main Risks of Using Cringe Content for Brand Promotion
Cringe content can harm a brand’s reputation if audiences perceive such material as unprofessional, tasteless, or offensive. This can lead to a loss of consumer trust, which can negatively impact sales in the long term. It is difficult to predict how audiences will react to embarrassing content. There may be situations where there is outrage or a boycott of the brand instead of laughter or engagement. While cringe content can capture attention, the effects may be short-lived. Increased brand awareness may not translate into sales without a solid strategy for building long-term customer relationships. Though cringe content can attract attention and boost brand awareness, using it carries significant risks. A well-thought-out marketing communication strategy and a readiness for potential adverse reactions from the audience are needed to support sales effectively.
Practical Examples of Cringe Content:
- Kendall Jenner’s Pepsi Ad (2017): The ad depicted Kendall Jenner resolving social tensions by handing a can of Pepsi to a police officer during a protest. The ad was criticized for trivializing critical social issues and faced a backlash.
- Derrick Jaxn’s Infidelity Confession Video (2021): Influencer Derrick Jaxn admitted to marital infidelities in an Instagram video, holding his wife’s hand. The portrayal of the situation and lack of sincerity in his speech caused significant embarrassment among viewers.
- McDonald’s Funeral Ad (2017): The ad showed a boy reminiscing about his deceased father while eating a Filet-O-Fish at McDonald’s. The ad was criticized for inappropriately using emotional memories to promote a product.
- Politicians Trying to Be “Cool”: Politicians who speak youth slang or dance on TikTok are often considered inauthentic and awkward attempts to appeal to younger voters.
- Influencers Posting Luxurious Vacation Content During COVID-19: Influencers like Bryce Hall and others on TikTok posted content from luxury vacations, ignoring prevailing restrictions and social hardships.
- Burger King’s “Silent Calls” (2020): In Spain, Burger King’s marketing campaign to promote take-out orders used poorly chosen humor, resulting in confusion and embarrassment among viewers.
- Pathostreamers are people who live-stream their daily lives and show bad things like drinking too much alcohol, getting into fights, or acting up.
The above hypotheses can serve as starting points for broader analysis and research on the phenomenon of cringe content.
