Want to connect with Gen Z? Start by speaking their language. Gen Z slang, driven by platforms like TikTok and Instagram, evolves rapidly and can make or break a brand's image. Done right, it builds trust and relatability. Misused, it alienates audiences and damages credibility.
Key Takeaways:
- Why It Matters: Gen Z controls $450 billion in spending power and values brands that align with their beliefs.
- Do's: Use slang authentically, match it to your brand voice, and test with Gen Z audiences.
- Don'ts: Avoid outdated terms, overuse, or misinterpretation. Respect cultural origins of slang.
- Success Metrics: Track engagement, conversions, and sentiment to measure impact.
Bottom line: Using Gen Z slang effectively isn’t just about trendy words - it’s about forming real connections while staying true to your brand.
Brands Don't Have the Rizz: Appropriating Gen Z Slang Is Falling Flat in Social Media Marketing
How Slang Changes Brand Image
Using Gen Z slang thoughtfully can reshape how a brand is viewed. But it requires care and sincerity to avoid pitfalls.
Building Trust Through Slang
When brands incorporate Gen Z slang effectively, they can form stronger connections with younger audiences. Research highlights that 67% of Gen Z prioritize brands that align with their values and beliefs [3], and 89% favor companies that actively address social or environmental issues [3]. This marks a shift in how brands communicate, focusing on creating real connections.
"The best marketers are able to answer three questions. Which communities or cohorts within Gen Z do I actually care about? What are their values and priority concerns or areas of passion? And how are we tapping into their desire for creative expression to create impact with, not for, them?" [4]
However, misusing slang can quickly damage this trust.
When Slang Goes Wrong
Using slang incorrectly can harm a brand’s credibility. For instance, 31% of Gen Z Americans have admitted to using slang they later found offensive [7].
Here’s a comparison of authentic vs. forced slang use:
| Impact Area | Authentic Usage | Inauthentic Usage |
|---|---|---|
| Brand Trust | Builds credibility and relatability | Damages credibility |
| Audience Perception | Effectively engages Gen Z | May provoke negative reactions |
| Market Position | Increases relevance | Can feel forced or insincere |
| Cultural Sensitivity | Honors cultural origins | Risks cultural appropriation |
It’s especially important to respect the cultural roots of slang, such as those originating from AAVE [5].
"Rizz is all about how you talk to someone; how you're able to shift a conversation and charm someone, which is very much what marketers should be great at. And in my experience, the most attractive and exciting brands, ideas, and people are deeply authentic." [4]
Slang evolves quickly, making it challenging to stay current. For example, "out of pocket" means "out of office" to millennials, but Gen Z uses it to describe chaotic or unhinged behavior [6].
To maintain credibility, brands must engage genuinely with Gen Z culture while staying true to their core identity.
Steps to Add Slang in Brand Messages
Monitor Current Slang Trends
Stay updated on the latest Gen Z slang. Use resources like the Gen Z Slang Directory (genzslanglist.com) for definitions, cultural meanings, and examples of how these terms are used.
Focus on key sources to track slang trends:
| Source | Why It Matters |
|---|---|
| Social Media Platforms | Offers real-time updates |
| Gen Z Communities | Provides cultural context |
| Cultural Trends | Helps avoid missteps |
| Popular Content | Highlights mainstream usage |
With this knowledge, you can better integrate slang into your messaging without straying from your brand's style.
Match Slang to Your Brand Voice
Using slang effectively means blending it with your brand's personality. For example, Wendy's has gained attention for its witty Twitter posts, where it seamlessly incorporates trending terms into its sarcastic tone. Similarly, Doritos connected with Gen Z by using casual, relatable language in its "Anti-Ad" campaign, appealing to their love for unconventional messaging.
"When done right, utilizing Gen Z slang and hopping on trends can help your brand connect with Gen Z on a deeper level, making your content feel more relatable and in-tune with the world they live in. However, proceed with caution - misusing these terms (or overdoing it) can come off as trying too hard, which is exactly what you want to avoid."
- Emily Baker, Findsome & Winmore [1]
Get Gen Z Feedback First
Before launching your campaign, test your slang with Gen Z audiences to ensure it resonates. Netflix, for instance, creates meme-style content that aligns with current internet culture, gauging its success through social media engagement.
Ways to gather feedback:
- Focus Groups: Discuss your messaging with Gen Z participants.
- Social Media Testing: Share snippets of content and monitor reactions.
- Influencer Collaborations: Partner with Gen Z creators for direct input.
Glossier excels in this area by interacting with and reposting user-generated content that uses relevant slang, fostering genuine connections. This continuous feedback loop helps keep your messaging aligned with evolving Gen Z communication styles.
Common Slang Mistakes to Avoid
When Slang Goes Wrong
Using slang incorrectly can make your messaging feel awkward or disconnected. For instance, Teddy Grahams misused the 'demure' trend on TikTok by failing to understand its proper context [9]. Similarly, GE Lighting's outdated use of phrases like "no cap" and "do you even lift bro" alienated their audience [9].
| Mistake | Impact | Example |
|---|---|---|
| Outdated Terms | Makes the brand seem dated | Using "on fleek" in recent campaigns |
| Overusing Slang | Feels forced and fake | Overloading a post with too much slang |
| Wrong Context | Hurts credibility | Using casual terms in formal settings |
| Misinterpreted Phrases | Leads to confusion | Misusing popular trending phrases |
These errors can weaken engagement with Gen Z, but brands also need to think about their wider audience.
Balancing Gen Z and Broader Audiences
To connect with more than just Gen Z, brands should strike a balance between trendy language and universal messaging [11]. For example, brands might use Gen Z-friendly slang on TikTok but stick to more traditional language on LinkedIn or in email campaigns.
"Authenticity is a core value that is highly valued by Gen Z... We have become increasingly skeptical of false claims and disingenuous marketing tactics." – Charlotte Trecartin [10]
When addressing sensitive topics, like mental health, it's crucial to use thoughtful and professional language [11]. To craft effective messaging, consider:
- Platform-specific tone: Match your language to the audience of each platform.
- Sensitivity to context: Adjust your tone based on the subject matter.
- Audience segmentation: Speak differently to various age groups or demographics.
- Consistency: Stay true to your brand's values across all channels.
Tracking Slang Success
Once you've incorporated Gen Z slang into your messaging, it's crucial to evaluate its impact using clear metrics and audience feedback.
Measure Response Rates
Track key performance indicators to understand how slang resonates with your audience. Here's a quick breakdown:
| Metric Type | What to Track | Why It Matters |
|---|---|---|
| Engagement | Likes, shares, comments | Shows how your audience reacts in real-time |
| Conversion | App downloads, sales lift | Highlights direct business results |
| Sentiment | Comment tone, emoji reactions | Offers insight into how your tone is perceived |
| Growth | Follower increase, reach | Reflects your ability to attract a wider audience |
For example, Duolingo's playful use of Gen Z language helped grow its TikTok following to 10.8 million and Instagram to 2.6 million [2].
Ask Gen Z Directly
While metrics provide a big-picture view, direct feedback reveals the finer details of audience sentiment. Here’s how to gather it effectively:
- Keep surveys short - under 7 minutes - to avoid higher abandonment rates (up to 20%) [12].
- Aim for response rates above the 33% industry average [12].
- In-person surveys yield the best results, with a 57% response rate [12].
This approach helps you understand what works and what needs adjustment.
Update Based on Results
Brands like ASOS, Chipotle [8], and Heinz [2] regularly tweak their slang strategies based on performance data. To stay relevant, consider these steps:
- Monitor engagement across your social platforms.
- Experiment with different slang terms in controlled settings.
- Collect feedback through surveys, comments, and focus groups.
- Adapt your messaging quickly based on what you learn.
- Keep an eye on evolving slang trends to stay current.
For those looking to validate their slang choices, the Gen Z Slang Directory (https://genzslanglist.com) is a handy tool to explore and understand the latest language trends before making updates.
Conclusion: Connecting Through Gen Z Language
Main Takeaways
Using Gen Z slang in brand messaging requires thoughtful and intentional language choices. Brands like Duolingo, ASOS, and Chipotle have shown that when done correctly, it can help build stronger connections with younger audiences.
The key is to go beyond just following trends - effective slang use fosters real connections. Studies indicate that brands incorporating Gen Z language in an authentic way often see better engagement.
With this understanding, brands should focus on practical steps to weave Gen Z slang into their communication strategies.
Next Steps
To make the most of Gen Z slang, consider this framework for integration:
| Implementation Phase | Key Actions | Success Metrics |
|---|---|---|
| Research | Keep an eye on social platforms and refer to tools like the Gen Z Slang Directory for cultural insights | Alignment with cultural trends |
| Testing | Launch small campaigns and gather feedback from focus groups | Engagement levels |
| Execution | Collaborate with relevant influencers and tailor content for specific platforms | Conversion rates |
| Refinement | Analyze performance and tweak strategies based on audience reactions | Positive brand perception |
Take cues from brands like Rare Beauty, which have successfully engaged audiences by addressing important social topics. This highlights that effective use of slang is about more than just the words - it’s about creating meaningful connections.
To stay ahead, monitor how language evolves while staying true to your brand’s voice. For example, Gucci’s "Supergucci" NFT campaign [1] shows that even luxury brands can adopt Gen Z language in a way that feels natural and relevant.