Social media isn’t just a place to post content, it’s a language of its own. Each platform has its own culture, humor, and slang that shape how people interact. A tweet that thrives on Twitter/X might feel out of place on LinkedIn, while a TikTok caption packed with trending lingo could fall flat on Facebook.
Brands that understand and use this “native language” aren’t just being trendy, they’re building trust. When brands use platform-specific slang naturally, they come across as authentic and culturally aware, f not just another account pushing products.
But how exactly does this digital dialect work? And how can brands learn to speak it fluently, without sounding forced? Let’s break it down.
1. Social Media as Its Own Language
Social media isn’t just about visuals, hashtags, or algorithms, it’s a living, breathing language. Each platform has its own culture, tone, and slang that evolve at lightning speed.
This linguistic divide matters. In other words, sounding like “one of us” earns trust, while sounding out of place can make a brand feel disconnected, corporate, or worse, cringey.
Why It Builds Credibility
- Cultural Alignment: Speaking the way users speak makes a brand feel like part of the community. This shows why cultural branding matters, especially after the recent American Eagle controversy.
- Authenticity Boost: Natural use of slang signals that a brand understands current trends rather than forcing them.
- Higher Engagement: Posts written in platform-appropriate language are more likely to be shared on social media because they just “get it”.
Brands that embrace platform-specific language are no longer just posting, they’re participating in the conversation.
2. The Evolution of Slang on Major Platforms
Slang on social media evolves at the speed of culture, what’s popular today might feel outdated by next week. Each platform has developed its own unique lexicon shaped by user behavior, trends, and community culture. Understanding these differences helps brands sound natural, not forced.
TikTok
TikTok is ground zero for new slang, often sparked by trending audios, viral challenges, or influencer phrases. Terms can rise to mainstream status in a matter of days. Popular examples include:
- “GRWM”: Get Ready With Me, often seen in fashion, beauty, or lifestyle videos.
- “Delulu”: Short for delusional, used humorously to describe unrealistic hopes or confidence.
- “Main Character Energy/Syndrome”: Acting like the star of your own movie, exuding confidence and charisma.
- “It’s giving…”: Used to describe the vibe or aesthetic of something.
- “Slay”: A universal term for doing something exceptionally well. Some younger generations find this outdated now, so know your audience.
- “Ate”: Short for “ate that up,” meaning someone executed a look, performance, or action perfectly.
- “Core”: Adding “-core” to define niche aesthetics like Cottagecore, Dark Academia, or Clean Girl Core.
- “POV”: Short for “Point of View,” this is often used to create relatable or immersive content.
TikTok has become the birthplace of modern internet slang. Brands that nail TikTok lingo feel like insiders.
Twitter/X
Twitter/X thrives on brevity, sarcasm, and cultural references. Its slang reflects a mix of internet memes and real-time commentary, even choosing what to call the platform, Twitter or X, is slang at this point. Common terms include:
- “Ratio”: When replies or quote tweets vastly outnumber likes, signaling disapproval or controversy. If you are not familiar with this topic, we highly recommend reading this blog post.
- “Hot take”: A bold or unpopular opinion, often shared for shock value or debate.
- “CEO of ___”: Claiming ownership or mastery of something.
- “No thoughts, head empty”: Used to describe spacing out or being blissfully unbothered.
- “That’s it, that’s the tweet.”: A mic-drop statement requiring no further explanation.
- “Send tweet”: Posted ironically, as though commanding yourself to share a bold statement. This one is a bit outdated if you ask me.
This platform thrives on speed and wit, making it ideal for brands that embrace sharp humor and real-time cultural engagement.
Instagram leans into visual storytelling more than slang, but captions and trends still carry a specific tone. It’s about curation, aesthetic vibes, and soft humor. Popular terms include:
- “Photo dump”: A carousel of casual, unpolished photos shared as one post.
- “Soft life”: A lifestyle of ease, luxury, and self-care, often accompanied by aspirational imagery.
- “That girl”: A trendy persona representing wellness, productivity, and aspirational routines.
- “Serving looks”: Looking fashionable or confidently stylish.
- “Glow up”: A significant positive transformation, often personal or physical.
- “Throwing a fit”: Slang for showing off an outfit (“fit” being short for outfit).
- “Vibes”: A universal term describing a feeling, mood, or aesthetic.
On Instagram, less is more, captions tend to be short, long captions don’t increase reach afterall, visual-driven, and supported by emoji storytelling.
LinkedIn’s language has shifted from formal corporate speak to a more human, conversational tone. While still polished, modern LinkedIn posts include light slang and storytelling elements:
- “Big shoutout”: A casual way to recognize colleagues or partners.
- “Props to…”: Offering credit or appreciation in a friendly tone.
- “Real talk”: Introducing an honest or candid statement.
- “Mic drop moment”: Signifying a bold point or major achievement.
- “Lessons learned”: A popular opener for sharing industry insights.
- “So, this happened…”: A narrative hook used to introduce a story, often personal or reflective.
LinkedIn slang shows that professional doesn’t have to mean robotic, it’s about balancing expertise with approachability.
3. Strategies for Adopting Platform-Specific Language
Speaking the native slang of each platform isn’t about throwing in random trendy words, it’s about understanding culture, timing, and tone. Brands that nail this balance feel authentic, relatable, and shareable. 76% of consumers prefer purchasing from brands they feel a strong connection with over competing alternatives.
Here’s how to do it right!
Immerse Yourself in Platform Culture
The first rule? Spend time where your audience spends time. Scroll, observe, and engage. Watch TikTok trends, follow meme accounts on Twitter/X, peek at Instagram reels, and read LinkedIn stories. Notice recurring phrases, emojis, formats, and tone.
Balance Authenticity and Brand Voice
Slang should amplify your brand personality, not mask it. Ask yourself: Would this feel natural coming from our account? If the answer is yes, go for it. If it feels forced, skip it. The goal is enhancing voice, not copying culture blindly.
Stay Updated, Avoid Outdated Slang
Social media slang evolves fast. Using yesterday’s memes or phrases can make brands look out of touch. For instance, Twitter’s “yeet” was viral in 2019, but using it today can feel cringey. When in doubt, observe how creators use it and test in small posts before going all-in.
Engage in Real-Time Conversations
Platform-specific slang isn’t just for captions, it’s for interaction. Respond to comments, duet TikToks, or quote tweets using appropriate slang. Brands like Wendy’s thrive because their replies are culturally fluent and witty. Engagement using slang signals the brand is active, aware, and relatable.
Do’s & Don’ts Guide
- Do: Test slang in low-risk posts to gauge audience reaction.
- Do: Combine platform slang with your brand personality for authenticity.
- Do: Track trending hashtags and audio for timely integration.
- Don’t: Force slang your audience wouldn’t naturally expect.
- Don’t: Use outdated or overused terms, nothing kills credibility faster.
- Don’t: Overuse slang. Balance is key to maintain clarity and professionalism.
Using platform-specific language isn’t just a trend, it’s a credibility tool. Brands that understand tone, stay current, and engage authentically can turn slang into higher engagement, stronger loyalty, and shareable content.
4. Practical Examples and Tools
Platform-specific slang works best when applied with precision, creativity, and consistency. Here’s how it looks in action, plus the tools to help you keep up with ever-changing lingo.
Examples of Brands Nailing Platform Slang
- TikTok: Duolingo: The brand leans into trending slang like “delulu” and “GRWM” in humorous, self-aware content. Their posts rack up millions of views because they feel native to TikTok’s playful vibe.
- Twitter/X: Wendy’s: Known for snarky, meme-driven replies, Wendy’s uses abbreviations, ironic takes, and “ate” moments to roast competitors and entertain followers. Their posts often go viral because they sound like a real user, not a corporate voice.
- Instagram: Glossier: The beauty brand blends soft aesthetic captions with subtle slang like “ate” and “throwing a fit” to hype products while maintaining Instagram’s visual-first tone.
- LinkedIn: Canva: Canva is now more approachable, helping them stand out in an increasingly casual professional space.
Tools to Track Evolving Slang
- TikTok Creative Center: Shows trending hashtags, sounds, and phrases in real time.
- Urban Dictionary: Useful for decoding slang meaning and usage.
- Twitter/X Trending & Meme Pages: Ideal for spotting emerging phrases.
- Reddit (r/OutOfTheLoop): Explains where slang originates and how it’s used.
- Nuelink: Centralizes content planning, making it easier to test slang in real-time campaigns.
Brands that monitor and integrate these evolving terms are not just speaking to audiences, they’re speaking like them, building trust and credibility while boosting engagement.
