In today’s digital world, many people adopt and use slang terminology, abbreviations, acronyms and emojis in their everyday speech and texts. Pop culture slang terms and newly invented words often spread quickly, go viral online and are soon being used by everyone from teenage TikTok influencers to grandmothers on Facebook.
While some unique language and communication styles have become the norm, companies may wonder what would happen if they were to use these words in their messaging. Here, members of Forbes Communications Council discuss the results of incorporating such elements into marketing communications.
Forbes Communications Council members share tips for marketers on using slang terms, acronyms, emojis and more in their messaging.
Photos courtesy of the individual members.1. Help Tell The Story In Context
Depending on the subject matter, emojis work well on certain channels—even for B2B audiences. They just need to be contextual and help tell the story. Acronyms are acceptable in instances where the audience will certainly be familiar with the term, such as saying “HR” instead of “human resources” or “UN” instead of “United Nations.” Slang terms tend to be better suited to B2C circumstances, although there are exceptions. - Jo Eyre, Omnipresent
2. Align With Brand Voice And Strategy
Using emojis or slang comes down to context and brand voice. In social channels, casual verbiage can be appealing to some audience segments, as long as you don’t look like you’re trying too hard to be cool. Ultimately, your brand’s communications should align with your brand strategy and voice. Brands such as Wendy’s have leaned into casual communications, and I think they’ve been successful. - Casey Munck, Act-On Software
3. Use These Elements Sparingly
We add these elements sparingly. I still try to follow some level of AP style across my writing. On social sites such as Instagram, our marketing may use acronyms for shortened length and some limited bitmojis that represent our key messages. When I post for our company on LinkedIn, I may use a bitmoji, but it’s infrequent. My favorites though, are the horses, as we are a polo organization! - Stacey Kovalsky, USPA Global Licensing Inc.
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4. Read The Room
If the campaign is targeting Millennials and Gen-Z, then by all means, use acronyms, slang and emojis. Obviously, if the campaign is geared towards Boomers, then be sensitive about using them (if at all). The question we must ask ourselves is: If we use Spanish in a campaign geared toward Latino populations, then why shouldn’t we use the same language that Millennials and Gen-Z are using? - Thu-Lynn (TL) Nguyen, InterLinc Mortgage
5. Energize Virtual Events
Emojis aren’t just for texting or posting on social media. By incorporating emojis into our virtual events, we’re able to recreate some of the innate energy and characteristics of in-person events. No, it’s not the same as live interaction, but we’ve found that a chat box full of clapping hands or even crying-laughing faces can make both audience members and presenters feel more immersed and engaged. - Ben Chodor, Notified
6. Create Deeper Connections
Geography has an impact here. We operate in Southeast Asia, where we have localized forms of English. For example, Singaporeans refer to “Singlish” and Malaysians to “Manglish.” There are times when using a localized vernacular helps with creating deeper connections more quickly. - Andrew Martin, Asia Online Publishing Group
7. Build Up A Company Culture
Just as you associate colors, logos and other elements with a brand, it’s easy to build up a company culture with its own set of emojis, phrases, acronyms and abbreviations. Embrace them, and you’ll see how they bring the team together, or use your favorites as a way to stand out. The sparkle emoji has become a key part of my personal brand! - Jamie Bell, Workshop | Internal Marketing & Communications Platform
8. Focus On Language That Sparks Trust And Connection
It’s crucial to talk to customers in a way that resonates with them, so we use the same terminology, slang and emojis our audience uses. This creates a sense of familiarity and camaraderie and reassures them that we’re listening and understanding. I encourage other marketers to avoid the temptation to use “smart” or “fancy” language and focus instead on language that sparks trust and connection. - Melissa Zehner, Foundation
9. Use Acronyms Only If Needed And Employ Emojis Internally
As far as acronyms and abbreviations are concerned, we spell them out up front once and use them only if needed. As for emojis and slang terminology, we have sparingly yet successfully used them in internal social channels. They work best when they are in line with the leader’s persona, organizational culture and the conversation as such. - Jyoti Khan, Bricks & Clicks
10. Always Consider The Context
Context is everything! In a campaign where you are asking your audience to show their personalities or contribute content, using slang, hashtags and emojis can be a fun way to engage. Just as with more formal or traditional campaigns, it’s important to consider whether the message “translates” clearly for different audiences you are targeting (generationally, demographically, regionally or globally). - Kristen Delphos, Dematic
