When Using Slang in Marketing Helps or Hurts Brands According to New Research

Slang is everywhere. It pops up in conversations, social media posts, memes, and even in the dictionary. When Dictionary.com named the slang term “67” as its Word of the Year for 2025, it raised an interesting question for marketers: does slang actually work when brands use it, or does it do more harm than good?

New research led by Dr. Ying Xie, a professor of marketing at the Naveen Jindal School of Management at the University of Texas at Dallas, takes a deep look at this exact question. The findings are surprisingly clear and offer practical guidance for brands trying to sound relatable without sounding awkward.

What Is “67” and Why It Matters in Marketing

The slang term “67”, pronounced “six seven,” doesn’t have a fixed definition. It is often paired with hand gestures and loosely interpreted as meaning “so-so,” “maybe,” or “it depends.” Its ambiguity and social nature make it a perfect example of modern slang that spreads through communities rather than formal language channels.

Slang like this carries social signals. It helps people identify who belongs to a group and who does not. That social function is exactly why marketers are drawn to slang, but it is also why slang can be risky when used incorrectly.

The Research Behind Slang in Brand Communication

The study, published in the October 2025 issue of the Journal of Marketing Research, was conducted by Dr. Ying Xie along with Dr. Bryce Pyrah from the University of Minnesota, Dr. Jing Wang from the University of Iowa, and Yiyi Li from the University of Texas at Arlington.

Their research examined slang not just as a linguistic choice, but as a social signal. The team wanted to understand how consumers react when brands use slang in marketing messages, particularly on social media platforms.

To do this, the researchers used a mix of controlled lab experiments and real-world social media data. They analyzed likes, shares, and engagement patterns from posts on X (formerly Twitter) and also examined how brands themselves reported using slang in marketing campaigns.

How Common Is Slang in Marketing Today?

One of the most eye-opening findings is how widespread slang already is in brand communication.

Nearly 20% of brand social media posts included slang words.
57% of brand managers working on national and international campaigns said they had used slang in their marketing efforts.

Clearly, slang is not a fringe tactic. Many brands are already experimenting with it, sometimes without fully understanding the potential consequences.

Why Slang Often Backfires for Brands

The research shows that slang is not automatically a good thing. In many cases, it actually reduces consumer engagement.

Consumers know that brands are commercial entities with profit motives. When a brand suddenly uses slang, especially slang that feels informal or personal, it can clash with consumer expectations. Instead of feeling friendly, the message can feel forced, unnatural, or inauthentic.

This reaction is especially strong when the brand is perceived as formal, traditional, or family-oriented. In those cases, slang violates the unspoken rules of how consumers expect the brand to communicate. Engagement drops, and the message feels off.

The researchers found that consumers are less likely to treat brands like friends. Slang works best among people who already share a social relationship, and most brands do not have that kind of relationship with their audience.

Brand Personality Is the Deciding Factor

One of the most important conclusions from the study is that brand personality matters more than the slang itself.

Brands that are seen as fun, trendy, edgy, quirky, or exciting face much less backlash when they use slang. In these cases, slang feels more consistent with the brand’s identity and tone.

The researchers highlighted an example from the energy drink market. Monster Energy, which is widely perceived as exciting and edgy, experienced less negative impact from slang usage. On the other hand, AriZona, a brand associated with sincerity and a more wholesome image, saw stronger negative reactions when slang was used.

This shows that slang does not exist in isolation. Consumers judge it in the context of everything they already believe about a brand.

Slang Works Differently When Influencers Are Involved

Another key part of the study looked at how slang is received when the message comes from an influencer rather than the brand itself.

Influencers are social media personalities, not corporate entities. Because of this, consumers expect them to be more casual, expressive, and informal. When influencers use slang, it feels natural and aligned with their role.

The researchers examined Peloton as a case study. When Peloton’s official brand account used slang, the effect on engagement was minimal. However, when influencers associated with Peloton used slang, consumer engagement increased significantly.

This suggests that slang may be more effective when brands let influencers do the talking instead of using slang directly in official brand messaging.

The Social Role of Slang and Consumer Expectations

Slang is more than vocabulary. It signals belonging, shared identity, and familiarity. When someone uses slang appropriately, it suggests they are part of the group. When used incorrectly, it highlights distance rather than closeness.

In marketing, this creates a paradox. Brands want to sound relatable, but using slang can remind consumers that the brand is actually an outsider trying to sound like an insider.

This tension explains why slang feels authentic in peer-to-peer communication but risky in brand communication. Consumers quickly notice when slang feels like a strategy instead of a natural expression.

What This Means for Marketers Going Forward

The takeaway from this research is not that brands should avoid slang entirely. Instead, brands should be strategic and realistic about when and how slang is used.

Slang may work when:

The brand already has a playful or unconventional identity
The message is delivered through influencers
The target audience expects informal communication

Slang is more likely to fail when:

The brand is formal, family-oriented, or traditional
The audience does not have a strong emotional connection to the brand
The slang feels trendy but disconnected from the brand’s voice

What Future Research May Explore

The researchers note that this study opens the door for further questions. Future work may examine:

Whether slang works differently across platforms like TikTok, Instagram, or LinkedIn
How age and generational differences affect reactions to slang
Whether slang loses effectiveness as it becomes more popular or mainstream

As language evolves rapidly online, understanding these dynamics will only become more important.

Final Thoughts

Slang can make marketing feel human, but it can also make it feel awkward. This research makes one thing clear: slang is not a shortcut to authenticity. It only works when it aligns with who the brand already is and what consumers expect.

For marketers, the message is simple but important. Before using slang, ask whether it fits the brand’s personality, audience, and social role. If not, it may be better to sound clear and genuine rather than trendy and forced.

Research paper:
https://doi.org/10.1177/00222437251322453