Social Slang — The Trendy Language for Social Media Marketing

1. Social Slang - Why can't we ignore it?

In social media marketing, Language is an important weapon in the fight to attract the attention of the target customer. More than anyone else, marketers understand that in order to attract their target customers, they must say things related to them.

This is especially true for Generation Z (born from the mid-1990s to the early 2000s), the potential target audience that many brands are trying to connect. They grew up in an era of technological boom and this has certain implications on behavior, style, belief systems, life views. They are well versed in technology and social networks, so more demanding, more selective. Content that appeals to them must be connected to their needs and desires. The way to connect with this particular segment of consumers is Using their language to create content.. One of the ways to learn Gen-Z language is through popular social slang among their communities

In recent years, social media has contributed to the spread of many trending terms such as Crush, "Tha Thinh", "Soai Ca", "bodyshaming", "Nao Ca Vang"... and has really made a big impact in the youth community of Generation Z. These terms were formed, popularized thanks to social media and have been increasingly used by young people to describe a common situation in modern life or at their age.

Social media trends from solving a psychological need.. So focial slang terms,

2. Social Slang - What's interesting to find when digging into social listening data?

The majority of social slangs used by young people (1) reflect a truth about new user trends, new concern, (2) develop a new perspective on old problems in a more fashionable way or (3) the pressure to become a part of a specific group.

Regarding their popular channels, social slangs were almost widely used and spread from the Entertainment fanpage of small communities or microcommunites. The social slangs help young people develop a sense of belonging and feel like being connected to a group based on common interest.

See also:THE “GREEN POWER” MOVEMENT FORMED AND SPREAD THANKS TO THE FANPAGES OF SMALL COMMUNITIES

To better understand how young people define or discuss their social slang, this article will delve into one of the most prominent terms of recent times: Crush.

Crush,according to the discussion of netizens on, can be summarized as: “The ones that we like, but we are not sure if we can call that "love". It seems like the feelings come from one side only." As can be seen from the definitions most mentioned by netizens, "Crush" causes huge discussions by correctly hitting a common emotional aspect of young people. They don't use words “one-sided love” or "slient love" to express this feeling because it seems that those familiar words are no longer relevant to young people today. When using the word Crush, or participating in discussions about “Crush” young people will have a feeling of togetherness with peers.

The emergence of social slangs also shows the needs of young people to find new expressions that better reflect their situation in this new age. Looking further, the popularity of  also comes from pressure to belong to a group (herd psychology). The value of fast-paced updates doesn't make sense for adults but it does make sense for young people because they were born and raised in an age of information saturation and dizzying change of information.

See also: TRENDS THAT ADDRESS THE PSYCHOLOGICAL NEEDS OF YOUNG PEOPLE?

About the origin: Posts about Crush have appeared on Vietnamese social media sites since 2014, but have really emerged and become known since late 2016, thanks to the confession movement and love advice from entertainment fanpages such as The Society of Fairy Tale Enthusiastsc, Crush +, Ngon Tinh Everywhere, Tuoi Thanh Xuan, Tuyet Bitch Collection, Quotes Chat...

About discussion topics: Based on an interesting psychological truth: “Everyone has ever had or is having a crush on someone.” Hot fanpages always actively create a lot of discussion topics that revolve around this truth. Based on social listening data from BuzzMetrics, top posts are the posts that can satisfy the two most needs from young people:

- Find useful tips for their problem: Young people need suggestions on how to confess, suggestions on how to start a conversation with your crush, signs to identify if your crush likes you too...

- Share emotions/seek empathy: Young people are interested in questions as What it feels like to "crush" a person, Reasons to Love, What to Say To Your Crush, Tell About Memories, Being Rejected...

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Conclusion

Have brands applied social slang to their social media marketing? If so, how did they do it? How effective is it? And are there any “must and must-not” that marketers should beware of when using these trendy terms? Watch Part 2 of the series on Social Media Glossary - Social Slang.

Learn about Buzzmetrics' Syndicated Report Hub online reporting library here.

The Syndicated Report Hub online reporting library aggregates research proactively conducted by Buzzmetrics based on observations of common market needs. These studies do not serve a specific customer but will provide a panoramic view of users and the goods industry on the social network.