We've all stumbled upon a word or phrase online that has left us confused. (Perhaps a 'cheugy' comment or a baffling 'ratio'?) The truth is, language is a living thing, constantly evolving, and nowhere is this more apparent than in the fast-paced world of social media.

Digital platforms have become fertile ground for new slang and memes, often driven by younger generations who shape the very way we express ourselves online. For marketers, this presents both a challenge and an opportunity. To truly connect with an audience, to build genuine community, we need to move beyond surface-level engagement and delve into the nuances of digital dialects. Why? Because slang is more than just quirky words – it's a window into the values, humor, and shared experiences of a generation.

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Reasons Why (Age & Culture)

Language is in constant flux, shaped by forces far beyond the classroom. Age, socioeconomic background, and cultural identity all leave their mark on how we communicate.

A teenager's vocabulary, infused with internet slang, differs sharply from their grandparents' more formal lexicon. Similarly, the language of a close-knit online community diverges from that of a corporate boardroom.

These variations reflect deeper cultural currents. Music, entertainment, online spaces – all contribute to a distinct linguistic fingerprint, a reflection of our individual and collective identities.

Baby Boomers (Born 1946-1964)

The generation that built the internet, yet often seems to approach it with the formality of a handwritten letter. Their digital domain? Facebook, where expansive character limits allow for nuanced arguments and detailed reflections.

You'll find them punctuating diligently, crafting complete sentences, and expressing gratitude with a sincerity that borders on the courtly ("I greatly appreciate your assistance."). Emojis, if used at all, are deployed sparingly, like precious punctuation marks in their own right.

There's a certain charm to this old-school digital etiquette, a reminder of a time when online communication was less about fleeting trends and more about considered expression.

Generation X (Born 1965-1980)

Gen Xs communicate with a balance of formality and casualness on social media. Blending concise communication with occasional emojis and abbreviations. They prefer platforms like Facebook and Twitter showing their adaptability to both detail and brief communication styles. Sentences like “Really grateful for your help on this.” reflect a more casual approach but maintains structure and clarity.

Millennials (Born 1981-1996)

Millennials lean more towards informal and expressive communication style, using emojis, abbreviations and memes to get their message across. They are often on Instagram and Twitter catering to their love for concise and visually engaging content. Expressions like “Appreciate it so much! 🙌” reflect how they have grown up during the internet boom and their adaptability to the fast-paced nature of online interactions.

Gen Z (Born 1997-2012)

Gen Zs communicate in a highly informal style, mostly relying on emojis, GIFs, abbreviations, acronyms to share messages visually and quickly. They prefer platforms like Instagram, Tiktok and Snapchat for visual and dynamic content. Comments such as, “OMG, you crushed it! 🔥👏” or even a simple “👁️👄👁️” highlight their preference for concise, emoji-filled communication.

Fun Fact: While Millennials love using the thumbs-up emoji 👍, online discussions reveal that younger generations, like Gen Z, often perceive it as passive-aggressive. Gen Z has also labeled other emojis as “uncool,” including the tears of joy emoji 😂 and the simple smile 🙂.

‍Gen Alpha (Born 2010-2024)

Gen Alpha don’t differ too drastically from the Gen Zs as they are also highly visual with their communication style - emojis, GIFs, and memes. Platforms like YouTube, TikTok, and Snapchat reflect their preference for short and engaging content. Similar to Gen Z, concise expressions with emojis are used like, “You’re the GOAT! 🐐💯”. Interestingly, Gen Alpha slang may be difficult to contextualize if one doesn’t understand where it was influenced from such as the word “skibidi” or “sigma”.

In summary, both generational factors shape communication styles. Recognizing and respecting these linguistic nuances, fosters inclusivity and reduces misinterpretations. Online conversations amplify the need to navigate these mindfully. Online interactions can foster inclusivity, build trust and ensure messages resonate across varied cultural contexts.

Examples of Nuances

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One NZ: The Brand 

Having spoken to their agency, we discovered that One NZ employs unique engagement strategies for every platform, showcasing their ability to make meaningful connections online.

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• On Facebook, One NZ adopts a professional yet community-oriented tone, prioritizing clear communication and detailed responses. Whether addressing customer concerns or promoting campaigns like #upthewahs, their approach fosters trust and engagement within their audience.

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• On Instagram, One NZ’s interactions are visually engaging and characterized by short, trendy replies enriched with emojis. Their tone resonates with the platform’s young and creative audience. For instance, playful responses like “Too real ay 😂💚” showcase their ability to connect in a relatable and entertaining way.

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• Their Tiktok engagement fully embraces the quirky and fun vibe of the platform. One NZ thrives in creating relatable and humorous interactions. Their reply “👀 what if ydk?” shows their understanding of TikTok trends and playful emojis to connect with their audience. Humorous and witty responses are bolder on TikTok compared to the subtle humor on Instagram and professionalism on Facebook.

One NZ’s flexibility demonstrates their commitment to building genuine relationships with their online communities on different platforms. Their strategy is a good blueprint in creating authentic and impactful interactions.

Conclusion

The dynamic nature of online conversations makes it essential for brands and marketers to keep up with communication trends, from generational slang to cultural expressions. Being well-versed in these nuances helps brands engage with their audiences that are both authentic and effective.

Sence offers marketers the ability to quickly decode complexities of online conversations through its contextualised sentiment. This feature allows marketers to have more relevant and effective engagement with their audiences. In addition, contextualized sentiment is able to identify and categorize positive and negative comments, as well as, identify responses that are harmful and inappropriate that are automatically flagged. Through Sence, a brand’s voice is able to stand out in the global digital dialogue. 

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