Should B2B Brands Use Slang on Social Media? 

Internet slang has infiltrated every corner of digital life.

Sure, slang has existed since long before the internet, shaping how we express ourselves for millenia.

But online slang evolves so quickly that brands often struggle to keep pace.

And this leads to a simple, yet important question: Does slang belong in a B2B brand’s social strategy?

Let’s unpack this step-by-step, with examples, risks, and recommendations to help you navigate confidently.

The case for slang in B2B marketing

The value prop of slang for B2B brands is simple: It helps break stiffness and allows (some) messages to land naturally.

Let’s talk about actionable ways of using slang.

1. Use slang to signal you’re an insider

When everyone scrambles to sound “more human” (whatever that is), using unoriginal slang isn’t enough.

This leads us to the first rule of slang: The slang you use must match the slang your audience or community uses.

For instance, using “YOLO” when talking to a 20-year old is cringey and off-target.

Saying it to an old millennial on the other hand…is still cringey, but at least on target.

If you want to sound like an insider, learn what the slang your audience is using, how, and why.

2. Use slang to show brand self-awareness (and start intentional conversations)

B2B brands usually know who they are, but have a hard time showing it sometimes.

By intentionally using slang, you can show self-awareness and create natural opportunities for bonding.

For example, if your audience bridges the gap between younger millennials and older gen Z, ask your followers how they pronounce certain slang terms or debate what popular slang actually means.

3. Use slang in safe, relevant spaces

Slang is a lot safer in niche B2B communities like Facebook Groups and dark social channels like Slack and Discord.

Microsoft’s developer relations X account, for instance, has a pretty strong meme and slang game, signaling that they “get it” and speak the language of their developers.

Risks of using slang for B2B brands

Despite the benefits, using slang is not without risk. Our advice? Be aware of the risks below.

1. Mind the cringe factor

There’s a fine line between relatable and cringe.

In addition, the bulk of today’s audiences (millennials and gen Z) have a radar for authenticity.

If slang feels forced, people will call your brand out…or roll their eyes and stop paying attention, which is worse.

2. Don’t force slang into the wrong crowd

Not everyone appreciates internet slang (and that is just fine).

Senior executives, more conservative clients, or global audiences may see slang as alien to the brand, and frown upon its usage.

If your core audience expects polished communication, then you’ll have to play by their taste.

In this case, slang-heavy content would feel off-brand, and hurt the brand’s reputation.

3. Rapid obsolescence

Internet slang moves fast.

What’s trendy today becomes dated within months.

Misusing slang, or continuing to use outdated terms, makes your brand appear out-of-touch rather than trendy and relatable.

Obvious? Yes, but that just means to do a quick relevance check before slapping those words on your post.

Examples of brands using slang (hits and misses)

We’ll focus this section on four examples, just to see what works and what doesn’t.

First, let’s start with Wendy’s.

Easy example, as they’re known and celebrated for their social media cheekiness, which of course includes heavy use of slang.

Does it work? Based on what we see in the comments, it’s likely that they’ll keep using slang for the foreseeable future.

Next on our list, a pure B2B brand with a totally different audience: We’re talking about aviation company Beechcraft.

Their social channels target aviation enthusiasts and adventure lovers capable of footing the bill of a brand new private airplane.

It’s an interesting crowd (certainly not boring!) but you have to proceed with caution, and that shows in their choice of slang: Elegant, almost covert.

And like their aircraft, it lands pretty well too.

Finally, let’s look back at when mass consumer brands Pepsi and Budweiser decided it’d be acceptable to use crypto slang.

Pepsi had just launched (I can’t believe I’m writing these words) their NFT series, and a few failed approval rounds later, these posts saw the light of day.

A classic of slang misuse for the social media history books.

Final verdict: Should your brand use slang?

You know the answer: There’s no universally correct answer.

Internet slang can make you relatable and drive engagement, but also alienate your audience and harm your credibility.

In our experience, the sweet spot lies in moderation (and knowing your audience).

Use it when it aligns with the audience and brand voice, but don’t go all-in.

And next time you’re tempted to post something “delulu”, pause and remember: Just because something is trending doesn’t always mean it’s trending for you.