Avoiding the "Cringe" Trap in Marketing

Nothing torpedoes a brand faster than being "cringe." But what does that really mean, and why does it matter?

Here's what you need to know before navigating the tricky waters of trend- and meme-driven marketing.

What is Cringe?

Cringe is fundamentally an emotional response — that gut-wrenching feeling you get when you see something painfully awkward or fake. In marketing, this happens when a brand tries too hard to be cool or relatable but ends up looking desperate.

The psychology behind cringe.

The act of cringing is deeply rooted in social and psychological mechanisms. It’s essentially your brain’s way of signaling that something is off. Here’s a breakdown of what triggers that feeling and why:

1. Breaking social norms

Cringe often occurs when someone violates social norms or expectations. These norms are the unspoken rules that govern our interactions. When a brand steps out of these boundaries—like being overly self-promotional, trying too hard to be funny, or acting inauthentically—it triggers a cringe response. For example, when a traditionally conservative brand suddenly adopts a hyper-casual tone or jumps on a TikTok trend without understanding its context, it can feel disingenuous. This deviation from expected behavior causes discomfort and can lead to social rejection.

2. Empathy

Humans are wired for empathy, which can lead to vicarious embarrassment—cringing on behalf of someone else. When we see a brand making a misstep, our brain’s mirror neurons fire up, causing us to feel secondhand embarrassment. In marketing, this is particularly potent because it’s not just about a product but the brand's overall reputation.

3. Cognitive dissonance

Cognitive dissonance occurs when there’s a disconnect between what we expect and what actually happens. When a brand suddenly tries to act trendy in a way that doesn’t align with its established image, it creates discomfort. This inconsistency makes us cringe because it feels forced and inauthentic.

4. Humor gone wrong

Humor in marketing is a high-stakes game. When done right, it can win people over, but if the joke falls flat, it’s pure cringe. Instead of laughing, people feel uncomfortable, and your brand’s rep takes a hit.

Why does everything cool inevitably become cringe?

Cool doesn't last forever. What starts as fresh and exciting quickly turns stale, especially in the fast-moving world of digital trends. Memes and trends have a short shelf life—what skyrockets to popularity today can crash and burn into cringe by tomorrow.

Can you predict when something will turn cringe?

Not with precision, but there are definite warning signs.

Like when a meme or trend becomes so widespread that everyone from top influencers to local grocery stores are using it, the impact of the trend gets diluted, leading to audience fatigue. What was once clever or funny can quickly turn annoying and cringe-worthy.

Keep an eye out for context collapse, where a trend loses its original meaning as it spreads beyond its initial audience. When brands use a trend without understanding its background, they risk misinterpreting it, leading to awkward or inappropriate uses. This disconnect can make audiences cringe, as it’s clear the brand doesn’t fully grasp what they’re doing.

As trends spread from one demographic to another, they can lose their original appeal. For example, a trend that starts with Gen Z might lose its cool factor as it moves to older demographics, like when your mom suddenly knows how to griddy. For brands, this shift signals that it might be time to move on before the trend becomes cringe.

How to do meme marketing in 2024.

Alright, so you're still itching to hop on the trend bandwagon, huh? Can’t say I didn’t warn you, but if you’re dead set on riding the meme wave, here’s what you need to keep in mind:

1. Keep it real

Your brand’s voice needs to match its core identity. Authenticity isn’t just a buzzword—it’s the bedrock of branding that actually connects with people. If a trend doesn’t naturally fit with who you are as a brand, it’s better to sit it out than force it.

2. Know the trend

Don’t just jump in because everyone else is doing it. You need to understand where the trend came from, why it matters, and how it connects with your audience. This cultural literacy is what separates the brands that get it from the ones that end up as cautionary tales.

3. Own It

Figure out how to make a trend work for your brand. Put your own twist on it—make it yours. That way, your content stands out as something original, not just another copycat attempt.

4. Test the waters

If you’re not sure whether a trend is worth the risk, start small. Try it out with a low-stakes post or mini-campaign before you go all in. This gives you a chance to see how your audience reacts without putting your entire reputation on the line.

5. Be ready to bail

Trends come and go. What’s hot today might not pass the vibe check tomorrow. Stay flexible and be ready to pivot if things start going south. That way, you can stay relevant without looking desperate.

Walking the line between relevance and cringe is a balancing act. By staying authentic, culturally aware, and flexible, you can create a fun brand that doesn't weird people out.

But hey, let’s be real — cringe is in the eye of the beholder. What’s cool to one person might be cringe to another. So who knows? Maybe this article is already on its way to being cringe too.