Since the beginning of advertising, ad campaigns have often used popular terms and lingo, and oftentimes even created their own. A digital marketer may question if and how this technique may benefit them. Aside from the eye-catching aesthetic, the content of an ad is one of the most important aspects so we must consider many elements before creating and launching a campaign.
Especially online where competition is higher than ever before, every advertisement must be thought through and if possible, even tested. Adding in internet slang can either benefit or detract from your business. An email subject line of “Let’s hit the surfs, LOL” can work, but only if the right factors are considered.
Internet Slang and Its Role
What exactly is internet slang? It’s a way of communicating through abbreviations, shorthand, acronyms, and emoticons (emojis). This style of speech is used more in conversations as it is informal and sometimes seen as the “lazy” way to communicate online. Abbreviations like “SO” (significant other) would not be used in person but rather online- and the same goes for “LOL” (laugh out loud).
This type of slang does in fact have a role in the world of digital marketing and advertising. Marketing slang often works better in B2C (business to consumer) situations, with some exceptions in B2B (business to business). It can help bring the conversational aspect to an advertisement, email, social media post, and more. With a fun, lighthearted undertone, the role of internet slang is to spark a connection and camaraderie between the business and customer.
4 Tips on Using Internet Slang
The best way to determine if internet slang will work in your advertising is to review the following: your audience, brand, the platform, the age of the slang term, and the context.
1. Know your audience
Your audience is arguably the most important factor as they can either love or hate this different approach to your brand’s communication style. A brand with a younger following like Millenials and Gen-Z may have an easier time testing out and even adapting internet slang into their campaigns.
A brand with an older demographic most likely will not. Take BeReal for example, an app aimed at Gen-Z. This company could very easily incorporate abbreviations like “IRL” or “FOMO” into their marketing campaigns and it would fit their brand. A company like LifeAlert, would not have success in using those terms – or any at all – as their demographic is 55 and over, a category that typically does not recognize nor use slang the way younger generations do.
2. Maintain brand consistency
Another factor to consider is your brand and its identity. Do you want your brand’s communication style to remain conventional and straightforward, or fun and relatable? A business like professional sports teams have been a perfect example of this. Some teams remain serious and straightforward with their online presence and branding, while some like the LA Kings have garnered attention with their funny, relatable tweets using slang, emojis, and abbreviations.
3. Pay attention to platforms
As mentioned, it is important to consider the platform. Social media sites like Instagram, Twitter, Facebook, and TikTok are all compatible with internet slang – some more than others, but still not surprising to find. On the other hand, platforms like LinkedIn and even print media don’t exactly utilize internet slang terms. While perusing all these popular platforms, you may notice slang used more on some than others.
As younger generations grow from one platform to another, the use of emojis, abbreviations, and such adjust as well. Using emojis and shorthand on TikTok will not only be accepted but is almost necessary to catch the attention of its young audience. After all, a business joins each platform understanding the goal and audience of each. A company with a younger audience could certainly join TikTok, but it may not be ideal or even worthwhile for a company with a much older demographic to do so.
4. Timing and context
The age of the slang term is also crucial. Some slang lasts years, some months, and some don’t catch on at all. The days of “YOLO”, “GTG”, and “gucci” seem to be over while some phrases like “cap”, “mood”, and “stan” are among the current internet slang. While it is certainly difficult to predict the lifespan of each internet slang term, that is exactly why it is important to stay on top of trends.
Seeing a new phrase used once online may not be enough to use it in your next email campaign. At the same time, using an outdated phrase may lead your audience to feel you are out of touch and thus would diminish that connection. Monitoring trends and even your competitors can help you stay on trend and in line (or beyond) with your competition.
Context is key. We’ve heard this for years in many different scenarios but this certainly holds true with internet slang and advertising. Understanding the term you are using is crucial to avoid any inappropriate use and thus, any scandals. A campaign centered around a fun video contest would be appropriate to incorporate this informal communication style into.
However, a campaign on a more sensitive topic like human rights would not be the appropriate time to use internet slang. Assess the situation, and communicate accordingly. Just as if you were writing an email to your company’s CEO, consider what type of language should be used based on the situation and audience on the receiving end of the message.
Pros and Cons
This may seem like common sense, but it is important to understand what internet slang can do for your brand – good or bad. While it can attract more customers, it may attract the wrong ones. It may bring on more attention to your business, while also making it more vulnerable to negative press.
Using fun phrases could make your business even more appealing to potential customers in your targeted audience, while possibly pushing away those that do not agree with your technique. It’s important to review the pros and cons of using internet slang in your business communications with existing and potential customers. Understand your limits, your audience, and brand before adding slang to your media presence.
Real-Life Examples
Many brands have not been shy to try out cool new words, phrases, and emojis in their social media platforms and email communications. Using emojis in email subject lines can also be a tactic to visually attract attention aside from it being a form of internet slang. Slang like “Great q” (great question) can be seen used in advertising like this email below. Abbreviations like “irl” (in real life) and “plz” (please) have been tested on social media platforms like Twitter by big name brands as well.
While some may cringe at this, others find it relatable and entertaining. Slang like “fits” (outfits) is also a popular phrase that brands have not been shy to use. When browsing your favorite brands on social media, look out for the ones using internet slang – those are the ones that may be aiming for a younger audience (like Millennials and Gen-Z) who use this slang more than other age groups. Whether you agree with using internet slang in business communications, it is still helpful to understand the psychology behind it and recognize it in daily life.
Maximize the Impact of your Written Content
Correctly using slang is a proven way to resonate with certain audiences, adding value to your written content. While slang words and terms can be researched and implemented immediately, it can be difficult to fully grasp the terms and the correct context in which to use them. inSegment has a young team of digital marketing experts that are well versed in slang and how to use it effectively. On top of this, they have decades of experience delivering conversion-oriented content to clients across multiple industries.
Contact inSegment today to take your written content to the next level.
