Riding the viral wave: Capitalizing on global language trends
03 Oct 2024
5 mins
The online world moves fast, and trends can pass by in a flash. Staying relevant and capturing the zeitgeist means knowing how to keep up. From demure to brat summer, viral slang and phrases have the power to ignite engagement and boost your brand.
However, jumping on the bandwagon is a risky move. When it comes to connecting with Gen Z or Gen Alpha, that means speaking their language. Authentically. Cultural nuances, misinterpretations, and the fleeting nature of trends can turn a marketing opportunity into a PR nightmare.
So, how can you ride the wave of viral language without falling flat? Let's dive in and explore how to harness the power of words while maintaining authenticity and cultural sensitivity in your global marketing efforts.
The "demure" dilemma: Opportunity or risk?
The since-passed explosion of the term "demure" exemplifies both the potential and the perils of viral language. Popularized by a viral TikTok video, "demure" quickly became synonymous with being unproblematic, polite, and respectful. Brands like Lyft and Verizon quickly capitalized on the trend, partnering with the creator to weave "demure" into their messaging.
This surge in popularity highlights the immense power of a single word in marketing. It demonstrates how a well-timed and strategically placed buzzword can capture the moment, generate massive engagement, and create a sense of cultural relevance for your brand.
However, the "demure" trend also underscores the need for caution. Not all trends translate seamlessly across cultures and demographics. A word that's embraced by one audience could be misinterpreted or even offensive in another. This is where the importance of localization comes in – ensuring that your message resonates with your target audience, regardless of their linguistic and cultural background.
Navigating the viral language landscape: A marketer's checklist
So, how can marketers effectively use viral language without alienating their audience? Here are some key strategies to consider:
1. Prioritize cultural sensitivity
Before hopping on any linguistic trend, take a step back and understand its cultural context. What might be seen as playful and relatable in one region could be perceived as disrespectful or confusing in another. Don't assume that a trend will resonate universally. Conduct thorough research and, when in doubt, consult with local experts to ensure your message aligns with cultural norms and sensitivities.
Remember, cultural awareness isn't just about avoiding offense; it's about creating connections. By understanding and respecting your audience's cultural background, you show that you value their perspective and are genuinely interested in engaging with them on their terms.
2. Focus on the message, not just the word
Instead of blindly adopting trendy words, focus on the underlying message or sentiment they convey. This allows you to tap into the essence of the trend while tailoring your messaging to resonate authentically with your target audience.
- Example: Lyft's "Lyftsey" Campaign
Lyft's campaign demonstrated a strategic and opportunistic use of viral language. By partnering with Jools Lebron, Lyft introduced the term "lyftsey," playing on ‘demure’ with the trend’s original creator.
The campaign focused on respectful interactions with rideshare drivers, aligning the brand with a trending moment while reinforcing its core message. This approach illustrates how brands can connect with younger audiences – while also blending in their own brand values and messaging.
3. Maintain brand authenticity
Jumping on a trend can be tempting, but it's crucial to ensure that the language aligns with your brand's voice and values. An inauthentic or forced use of slang can backfire, making your brand appear out of touch and potentially alienating your core audience.
- Ask yourself: Does this trend truly reflect my brand's personality? Will it resonate with my target audience in a meaningful way? If the answer is no, it's best to steer clear.
4. Consider longevity and timing
Viral trends, by their very nature, are short-lived. Before incorporating trendy language into your marketing strategy, consider its potential lifespan and relevance to your long-term goals. Will this phrase still be relevant in a few weeks or months, or will it become outdated and cringeworthy?
- Be strategic: Choose trends that have staying power or those that align with your brand's long-term vision. And always have an exit strategy in case a trend takes an unexpected turn or faces backlash.
5. Think globally, adapt locally
While viral trends often originate in specific regions or languages, their impact can quickly spread across the globe. To truly harness the power of viral language, consider how you can adapt and repurpose these trends for different markets and cultures. This might involve translating the core message while incorporating local slang or idioms to create a sense of familiarity and relevance.
By taking a global approach to viral language trends, you can extend their reach and create a more inclusive and engaging experience for your diverse audience. This requires a deep understanding of cultural nuances and linguistic preferences, ensuring that your message resonates authentically in every market.
The power of HAI: Your AI localization partner
HAI, RWS's cutting-edge AI translation platform, empowers you to embrace viral language trends confidently and effectively. With its combination of AI efficiency and human expertise, HAI ensures that your translations are not only accurate but also culturally nuanced and engaging.
- Fast and accurate translations: HAI's advanced AI algorithms deliver high-quality translations in a fraction of the time it would take with traditional methods. This speed allows you to capitalize on trending topics and engage with your audience in real-time.
- Cultural sensitivity and adaptability: HAI's human-in-the-loop approach ensures that your translations are reviewed and refined by expert linguists who understand the cultural context of your target market. This guarantees that your message is not only accurate but also resonates with local audiences.
- Scalability and flexibility: Whether you're a small business or a global enterprise, HAI can scale to meet your translation needs. Our platform can handle large volumes of content and multiple languages, adapting to your requirements as your business grows.
Embrace the power of language, responsibly
The rise of viral language trends presents exciting opportunities for marketers to connect with their audiences in new and engaging ways. However, it's essential to approach these trends with caution and cultural sensitivity. By prioritizing authenticity, understanding the underlying message, and leveraging AI-powered tools for speed and scale, you can harness the power of viral language to build stronger relationships, expand your reach, and achieve global marketing success.
Ready to elevate your global marketing strategy with smart language choices? Speak to one of our localization specialists or upload your files for a quick translation with HAI. We're here to help you break down language barriers and unlock new opportunities in the global marketplace.
Krissie Petfield
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