What's Cringe Marketing? And Why Is It Suddenly Everywhere?

You’ve seen it. Maybe it was a fast-food chain tweeting something so awkward you couldn’t tell if it was genius or a total flop. Or that one brand on TikTok trying way too hard to sound like your 15-year-old niece – complete with slang that feels just a little off.  

Chances are, you’ve rolled your eyes at it, laughed at it, or maybe even sent it to your marketing team with a, “What do we think about this?” Well, allow our San Diego SEO company to introduce you to cringe marketing, a new strategy that’s as weird as it is wildly effective.

Cringe marketing isn’t about being cool, polished, or even particularly good. It’s about being awkward, self-aware, and just messy enough to get people talking. It breaks the traditional marketing playbook wide open, ditching the slick production and perfectly crafted messaging in favor of humor, chaos, and sometimes even a little secondhand embarrassment.

For some reason though, it works. People see it, share it, and talk about it, which is pretty much the holy grail of social media these days. Whether it’s a hilarious fail or a piece of content that makes you wonder, “Did someone actually approve this?” it sticks in your mind. And that’s the point.

But is this approach actually good for brands? Or are we all just caught up in the chaos, mistaking noise for results? Before you rush to have your company start making awkward TikToks or tweeting cringey jokes, let’s take a closer look at what cringe marketing really is, why it’s taking off, and how to decide if it’s the right move for your business.  

Because hey, while it’s everywhere right now, it’s definitely not one-size-fits-all. Let’s dive in.

What Exactly Is Cringe Marketing?

Cringe marketing is basically brands saying, “Let’s get awkward!” It’s when companies lean into content that’s weird, chaotic, or a little embarrassing – on purpose. Instead of trying to impress you with a perfectly crafted, polished ad, they’d rather make you laugh, roll your eyes, or send their post to your group chat with, “OMG, look at this.”

You’ve probably seen it in action. Wendy’s roasting people on Twitter? Cringe marketing. Duolingo’s mascot creating chaotic TikToks that feel like they were made by a hyperactive teenager? Definitely cringe marketing. Or remember those ads that make you go, “Wait, is this for real?” – yep, our San Diego SEO company believes that’s part of it too.  

These brands aren’t trying to look elegant or serious. They’re breaking the rules, and the result is either hilarious or head-scratching (or both). The whole idea is simple: get people to stop scrolling. Whether they laugh, cringe, or share it with a “WTF is this?”, the point is, they noticed. And in today’s online chaos, being noticed is half the battle.

Why Is Cringe Marketing Suddenly Everywhere?

Cringe marketing didn’t appear out of nowhere. Brands are realizing that the old rules of polished, professional advertising don’t always cut it in today’s fast-paced, meme-filled digital world. Let’s dive deeper into why it has exploded and why it’s everywhere you look.

1. People Are Over “Perfect” Ads

Perfect ads are, well… boring.  

Think about it, when was the last time you got excited about a super-polished, professional-looking campaign? Probably never. These days, people want ads that feel real, not ones that look like they were made in a lab. They’re over the overly scripted lines and flawless visuals.

Cringe marketing taps into that “realness,” even if it’s exaggerated. When something feels a little messy or awkward, it’s disarming. It doesn’t scream “corporate,” which makes it way more approachable. Plus, people are more likely to engage with something that feels human – even if it’s on purpose human.

Take Burger King’s “Moldy Whopper” campaign, for example. The fast-food giant released visuals of their iconic Whopper decomposing over time to highlight their shift to using no artificial preservatives. It was gross, it was bold, and it was definitely not your typical food ad. But it worked – people couldn’t stop talking about it.  

By breaking the mold (literally), Burger King managed to stand out and reinforce their commitment to using real ingredients. That’s the power of ditching perfection for bold, cringe-worthy honesty.

2. Memes Run the Internet

Let’s be honest, most of what we share online isn’t ads; it’s memes. We send jokes, funny videos, and random things that make us laugh. Cringe marketing works because it slots right into that world. It’s not trying to be a traditional ad; it’s trying to be the funny post you send to your friends.

When brands create content that feels like it belongs in your feed, not like it’s trying to sell you something, it’s way more likely to get shared. And when it’s funny or weird enough to go viral? That’s marketing gold.  

Even better, once people start making memes out of your content, you’re winning without even trying.

3. It Gets People Talking

Love it, hate it, or roll your eyes at it – cringe marketing gets a reaction. And that’s the point.  

In a world where brands are competing for milliseconds of your attention, being boring is the worst thing you can do. Cringe marketing avoids this by sparking conversations, debates, and even a few “OMG, what were they thinking?” moments.

It doesn’t matter if people are laughing with your brand or at it. As long as they’re talking, sharing, or tagging their friends, you’re getting free exposure. And in today’s crowded online space, just being noticed is a huge win. Cringe marketing thrives on that – it’s not afraid to make you cringe if it means you’ll remember it.

4. Short Attention Spans Are the Norm

Here’s something our San Nobody SEO company has noticed: nobody’s sitting down to watch a 5-minute ad anymore. If your content doesn’t grab someone in the first few seconds, it’s game over.  

Cringe marketing is perfect for this because it’s quick, loud, and designed to disrupt the scroll. Think short TikTok skits, awkward one-liners, or ridiculous antics from a brand mascot. This kind of content grabs people fast and keeps them hooked just long enough to get your message across.  

Not to mention, it’s so easy to share, it practically markets itself. Quick, weird, and shareable? That’s the secret ingredient.

5. The Rise of Self-Aware Brands

These days, people don’t want brands that feel distant or overly professional – they want ones that feel human.  

This is where self-aware humor shines. Cringe marketing lets brands poke fun at themselves or join in on the internet’s chaotic sense of humor, making them feel more relatable.

Rather than trying to act like the cool kid, cringe marketing says, “Yeah, we’re a little awkward, but we’re in on the joke.” That kind of self-awareness goes a long way, especially with younger audiences who are quick to call out anything that feels fake or out of touch.

Should Your Business Try Cringe Marketing?

Alright, let’s get to the big question: is cringe marketing right for you? Just because it’s trending doesn’t mean it’s a slam dunk for every business. Sure, it can make your brand stand out in a sea of sameness, but it can also flop hard if it’s not done right.  

Let’s figure out if this bold, awkward, and hilarious strategy is your vibe – or if you’re better off sitting this one out.

1. Do You Know Your Audience?

First, consider who you’re trying to reach.  

If your audience lives on TikTok, loves memes, and uses “cringe” as both a compliment and an insult, you’re probably in the clear. Gen Z and Millennials, for example, eat up self-aware humor, awkward moments, and brands that don’t take themselves too seriously.

Currys’ TikTok ad nailed this by leaning into awkward, self-aware humor that perfectly matches TikTok’s chaotic energy. It worked because it understood its audience – young, internet-savvy consumers who appreciate brands that aren’t afraid to show their eccentric side.

But if your audience prefers more polished or traditional messaging, cringe marketing could backfire. Imagine a serious corporate client seeing your mascot doing TikTok dances – they might not find it as charming as a younger crowd would.  

Bottom line: know your people before you go full cringe.

2. Does It Fit Your Brand’s Personality?

Not every brand can pull off awkward jokes or goofy TikToks, and that’s totally fine.  

If your business is all about professionalism, luxury, or serious expertise, cringe marketing will probably feel like showing up to a black-tie event in flip-flops. But if your brand is fun, relatable, and a little quirky already? You’re halfway there.  

The key is to make sure it feels natural. Trust us, forced humor is way worse than no humor at all.

3. Are You Okay with Taking Risks?

Cringe marketing isn’t exactly for the faint of heart. It’s unpredictable, bold, and sometimes polarizing. There’s always a chance that people won’t get the joke or that your content will flop. If your business isn’t comfortable with a few “swing and miss” moments, this probably isn’t the route for you.

But if you’re willing to roll the dice, the payoff can be huge. The buzz, engagement, and sheer visibility you get when cringe marketing lands just right? Totally worth the risk.  

4. Do You Have the Right People on Your Team?

This might be the most important part: cringe marketing only works if you get the culture. You can’t fake it. If your team doesn’t know the difference between a meme that slaps and a joke that’s trying too hard, it’s going to show.  

Having someone on your team who understands internet humor, trends, and the vibe of your audience is essential. They don’t have to be TikTok famous, but they do need to know what works and what doesn’t. Without that, your cringe marketing might just come across as, well… cringey.

5. Are You Ready to Keep Up?

Cringe marketing isn’t just a “post and done” kind of deal; it’s an ongoing sprint. Trends come and go in the blink of an eye, and you’ve got to be ready to jump in before they disappear.  

If your team has the energy and creativity to keep up, it can be a blast. But if you’re not ready for that pace, you risk looking outdated, fast. And let’s face it, there’s nothing more cringe than trying to ride a trend that’s already over.

So, Should You Do It?

If your audience loves playful content, your brand has a fun side, and your team gets internet culture, cringe marketing could be a total win for you. It’s bold, it’s weird, and it’s memorable – and that’s exactly what makes it so powerful.

If it feels forced or doesn’t align with your brand’s personality, however, don’t stress. There are plenty of other ways to stand out without going full-on cringe. At the end of the day, the best marketing is the kind that feels natural to you and connects with your audience.

Let’s Make Your Brand Memorable (For All the Right Reasons!)

Whether you’re ready to dive into cringe marketing or just want a fresh take on your digital strategy, our San Diego SEO company is here to help. At Digital Resource, we’ll create content that clicks with your audience and gets results – traffic, leads, sales, you name it.  

Get in touch with us, and let’s get started!