“Sorry Not Sorry: Inside the Fake Apology Marketing Trend”

It’s become a common occurrence: you’re mindlessly scrolling on Instagram, when, suddenly, an apology statement from a brand you follow catches your eye. You pause your scroll to take a closer look. 

The apology typically follows a traditional format: an image of the apology letter complete with a formal header, signature from the CEO, and sincere caption. Look a little closer, and you will see something is off. Although the post appears to be a brand sincerely asking for forgiveness for their mistake, it quickly becomes clear that this is actually just a clever marketing tactic dressed as an apology to catch the eye.

The key to identifying the difference isn’t in the format. It's the so-called “mistake” the brand is seeking forgiveness for. Unlike traditional apology statements, which come in response to reputational crises, new “fake apology” statements being promoted depict brands apologizing for “mistakes” that aren’t really mistakes at all, like having sales that are “too good” or making it “too hard” for consumers to choose between their incredible product options.

This apology statement tactic is clever because it interrupts a social media user’s scroll. Most people wouldn’t stop for an ad, but a funny apology statement might garner a read and, even, a click to the brand’s main storefront page. The best versions of these “apology statements” reference specific products, piquing readers’ curiosity about what the product they are describing looks like. They also leverage humor to relate to their audiences and emphasize that this is not, in fact, a real apology. This example from Coastal Caviar does it well – and received over 140 comments – a huge success when compared to their typical engagement of 5-15 comments per post.

But as these faux-apologies become more prevalent, brands should consider if the tactic is beginning to lose its effect. As the trend becomes more popular, it loses its shock value, and readers become less interested in reading clearly faked apologies. This limits the post’s efficacy and risks making brands look out of touch or “behind.” Additionally, brands should keep in mind that this attempt at sarcasm and humor might fall flat if it is not in line with their brand voice and tone. Some audiences might misread the sarcasm – and brands face the risk of accidentally creating a real crisis out of a fake apology.

Lastly, these apology statements gently mock the PR language that many brands today use in official statements, but brands should be careful not to let their mockery get out of hand. Most brands will face a crisis at some point in their lifecycle, and the apology statement remains one of the strongest tools communicators have at their disposal to protect a brand’s reputation when that moment comes. If the apology and “PR-voice” become an overused tactic for humor, apologies may begin to miss the target when brands need them most. 

For the time being, this remains a lighthearted trend that can be leveraged for engagement. But brands should be cautioned to use it wisely and strategically – or risk turning a clever gimmick into a real credibility problem.

---

About the Author:

Delia Rune is a junior at Boston University studying Public Relations with a minor in Political Science. She is an Account Supervisor for PRLab’s Stonhart Beauty and Amazon Medical Project teams and, outside of PRLab, a director for PRAdvanced and an ambassador for the College of Communications. She has a passion for PR and storytelling’s power to influence, particularly within the political sphere, and her dream job is in public affairs. In her free time, Delia can be found testing out new recipes or enjoying runs along the Charles River.