Cringe content: What it is and how to avoid it

For you if you’re unsure of how to stay on trend while staying true to your brand. Learn the three categories of cringe and how to avoid them.

That’s so…CRINGE

We’ve all experienced it. An undeniable feeling of ick. A rush of secondhand embarrassment. An energy that’s equal parts uncomfy and sad and hilarious all at once.

It’s cringe. And it’s not hard to find online. Especially on brand social media pages.

While it may seem harmless on the surface, cringeworthy content can cost you more than eye rolls. It can damage your reputation, customer trust, and ultimately, your bottom line.

Trust me. I’ve authored a fair share of cringey posts in my day. I submit exhibit A into evidence:

Yep. Legacy pizza brand wanted to be “hip.” I shoehorned a viral phrase into a social post. The comments roundly (and rightfully) roasted legacy pizza brand. They likely lost followers. I hung my head in shame.

But thankfully, cringe doesn’t have to come for us all. If you know what makes content cringeworthy, you know how to avoid it.

So, what is cringe content anyway?

Most cringe falls into three categories:

1. Trying too hard

When a brand abandons its voice to chase trends, they chase away customers. It could be a healthcare organization forcing Gen Z-isms into copy. A luxury real estate company speaking in memes. Or something like that abomination I did above.

The internet’s radar for inauthenticity is high. If you’re not careful, you can come across as this guy:

This isn’t to say you shouldn’t participate in culture. It’s about being selective and knowing when to shoot your shot.

Take Wendy’s combative online persona for example. It aligns perfectly with their brand. Wendy’s does beef. The internet beefs with one another. It’s a match made in hamburger heaven.

In conclusion, find your beef.

👆Sentence I never thought I’d type.

2. Being late to the party

Social media trends move fast. When you jump on one late, people notice. While the intentions may be good, this flavor of cringe can make you feel out of touch.

Case in point, 6–7 Chicken Nuggets from Perdue:

By the time these little guys hit shelves, the 6-7 trend had come and gone (and annoyed millions along the way). Perdue’s press release even acknowledged that the move was “a little cringe.”

Rule of thumb: If you can’t hop on it within a week, it’s best to wait for the next trend.

3. Talking down

There’s a fine line between talking like your audience and talking down. Being relatable is a good thing. But when relatability turns into cheap imitation of your customers, cringe happens.

I’ll let Chase explain:

An attempt at relatability came across as ridicule. The backlash was swift. Before posting, Chase should have assessed their standing with their audience. How are they viewed? As a friend or as a financial institution?

People expect different things from different brands. The further you stray from these expectations, the greater the risk of cringe.

How to avoid cringeworthy content

The strongest brands exercise control—one of The 4 things that make a message work™. They know when to engage and, more important, when not to.

Controlled messaging is the antidote to cringe, and it boils down to two things: consistency and compliance. Two words that essentially mean “stay in your lane.” It’s about having the discipline to stick to your guns even when temptation strikes in the form of the next hot trend. You may take fewer swings overall, but the ones you do will hit their mark.

Before posting, ask yourself these questions:

1. Does this align with our brand voice?
2. Are we adding value or just adding noise?
3. Are we participating because this is relevant to us — or because it’s popular?

Take control of your social media strategy

Avoiding cringe doesn’t mean staying silent. And it doesn’t mean you can’t have fun. It means knowing who you are and what deserves your attention.

In a world that rewards impressions, the pressure to hop on social media trends is understandable. Even when they’re an awkward fit. But you’ve worked hard to build your brand. Don’t let one cringey social media post derail it.

With controlled messaging, you can evade cringe and build credibility that outlives any trend.

Need help keeping your cool in the age of cringe? Let’s talk social media strategy.

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