Why are we so eager to share those "cringe-worthy" moments? Research sheds light on why we feel awkwardness and why we’re compelled to share it with others.

Awkwardness (cringe) is a trending topic, with millions of related posts circulating online. We often feel discomfort when witnessing someone’s failed attempt to make a good impression.

Sharing such moments seems to affirm our mastery of social norms—norms that those “awkward” individuals apparently fail to grasp. Awkwardness is becoming a buzzword, with countless posts tagged daily and entire Reddit forums dedicated to cringe-worthy moments. We’re all too familiar with that unbearable feeling—watching someone obliviously perform actions that reek of embarrassment. Think of a wedding speech filled with failed jokes or a teenager flaunting overpriced but unappealing items at a tourist hotspot.

But what exactly is awkwardness, and why do we enjoy sharing it? If we feel uncomfortable watching a failed wedding toast, wouldn’t it make more sense to forget it altogether? Instead, we seem driven by an urge to share these awkward moments.

In 2024, Brianna Escoe from Louisiana University and her colleagues explored this phenomenon. They systematically analyzed what defines awkwardness. They identified that we feel awkward when observing someone’s clumsy attempts to impress others. For instance, we might cringe when someone fails to be funny but feel sympathy—not awkwardness—when someone experiences misfortune unrelated to impressing others, such as an accident.

The researchers then examined why we like discussing awkward content. In one experiment, participants viewed curated social media posts, some showcasing awkward, boastful behavior and others with pleasant, non-awkward content. Participants were asked to select posts to discuss in a forum. Despite disliking or finding awkward posts unpleasant, participants were more inclined to choose these posts for discussion.

Finally, the researchers tackled a critical question: Why do we share content that makes us feel awkward, even though it evokes negative emotions? Another experiment provided insights. Participants evaluated a mom blogger's singing performance at a school event. Those who shared her excellent performance conveyed something delightful, while those who shared her poor performance derived self-satisfaction from the act.

Sharing awkward moments allows us to bond with others by collectively rolling our eyes and feeling socially superior to those who failed. In essence, it reinforces the idea that we understand the social rules that the awkward individuals seemingly disregard. By sharing these moments, we create a sense of camaraderie with others who share our social insight, setting us apart from those who tried but failed.