This year, “cringe” isn’t something brands are trying to avoid, it’s the strategy they’re leaning into and some brands should consider for 2026 Q1/2 social strategy. The businesses breaking through right now aren’t the ones obsessing over flawless visuals or immaculate feeds. They’re the ones posting chaotic TikToks, leaning into awkward humour, and embracing the kind of offbeat energy you can’t scroll past. Brands like Curry’s, Duolingo, Ryanair and Scrub Daddy are proving this gets results.

Welcome to the era where messy is perfect, polished is predictable and weird is magnetic. And if your brand isn’t at least slightly embarrassing online, you’re probably being scrolled past unseen. Let me break this down into 3 points:

1. So…What Is Cringe Marketing?

Let’s get one thing straight: cringe marketing isn’t bad marketing. It’s not sloppy mistakes, rushed captions, or accidental tweets from the company account. It’s intentional imperfection; content that’s quirky, awkward, self-aware, and purposely human. Think of it as the difference between being clueless and being in on the joke.

In a world drowning in sleek, AI-polished content, the brands that dare to be odd, imperfect, and unexpectedly funny are the ones people remember. Because they’re not trying to act like brands, they’re acting like real people. And real people? They’re messy, weird, and unintentionally hilarious.

2. Why Awkward Content Works (The Psychology Behind It)

Cringe triggers a real emotional response. When we watch something slightly awkward or chaotic, our brains spark with secondhand embarrassment that “oh noooo” feeling that makes you pause, laugh, or immediately send it to a friend. Why do you think ‘Celebrity Get Me Out of Here’ get the views every year.

It’s uncomfortable, memorable, and most importantly, it creates emotion, the goal all brands should consider for 2026.

People trust brands that show their rough edges. They distrust ones that look too perfect to be real. Cringe, when done intentionally, builds relatability, warmth, and a sense of humanity that polished content simply can’t match.

3. Why Cringe Marketing Dominates in 2025

Chaos Stops the Scroll - Think about what actually interrupts your scroll: Not the pristine ad, the unhinged, unexpected, “did they really post this?” moment. The internet is flooded with beautiful content. Weird content stands out.

Imperfection Feels Human - Perfect branding feels fake. But a brand that’s willing to laugh at itself? That feels like a friend. Younger audiences don’t connect with overly curated identities anymore. They want authenticity, humour, and self-awareness, not perfection.

3. Algorithms Reward Reactions - Unusual, chaotic posts spark comments, shares, duets, stitches, and group chats of “WHAT am I watching?” That kind of energy fuels the algorithm, pushing your content even further.

Cringe becomes clout, engagement becomes reach and reach becomes growth.

If your current content isn’t getting the reach or reactions you want, it’s time for a shift. Let’s work together and craft high-impact, human-first content that drives real engagement.