Internet & slang glossary

6-7 / six-seven

Memes & culture

An intentionally ambiguous meme phrase, pronounced six-seven. Often the joke is shared recognition rather than a stable, translatable meaning.

In the wild: “Someone spots 67 on a ticket. The group starts saying six-seven.”

For brands: Do not build a serious message around a definition the expression doesn't reliably have.

Context: Dictionary.com

Aesthetic

Style & everyday slang

A recognisable visual mood or style. Online, an aesthetic can connect clothes, interiors, images and music.

In the wild: “The whole room has a retro arcade aesthetic.”

For brands: Name the actual design choices; aesthetic alone is not a creative brief.

AFAIK

Chat & abbreviations

As far as I know. Signals that a statement reflects your knowledge rather than guaranteed certainty.

In the wild: “AFAIK, the stream starts at eight.”

For brands: For service information, check the answer before adding the abbreviation.

AFK

Chat & abbreviations

Away from keyboard: temporarily unavailable in a chat or game, even if you are actually stepping away from a phone.

In the wild: “AFK for five minutes. Coffee emergency.”

For brands: Useful in a live community; less useful as your entire customer-service policy.

Algospeak

Social & relationships

Altered words, spellings or euphemisms used in the hope of avoiding automated moderation or reduced visibility. Their effectiveness is not guaranteed.

In the wild: “The caption uses algospeak instead of the ordinary word.”

For brands: Clarity and platform rules still matter. A creative spelling is not a compliance department.

Context: Dictionary.com

AMA

Chat & abbreviations

Ask me anything. A question-and-answer format where a person invites questions from a community.

In the wild: “Our designer is doing an AMA on Friday.”

For brands: Invite real questions, including the awkward ones. Otherwise it is an advertisement wearing a question mark.

Ate

Reactions & opinions

Performed brilliantly or looked exceptionally good. Nothing needs to have been eaten.

In the wild: “That dancer ate.”

For brands: Praise works when it sounds like something your brand would naturally say.

Aura

Style & everyday slang

Someone's perceived presence, confidence or coolness. Online jokes treat it like points gained or lost.

In the wild: “Caught the falling cup without looking. Aura points.”

For brands: There is no audited aura dashboard. Please don't commission one.

Aura farming

Memes & culture

Doing something in a way that appears deliberately effortless or cool, often to attract attention or enhance your image.

In the wild: “That slow entrance was pure aura farming.”

For brands: Self-aware theatre can work. Trying too visibly to look effortless is the built-in joke.

Context: Dictionary.com

Bait

Social & relationships

Content designed to provoke a predictable reaction, often by being deliberately annoying or misleading.

In the wild: “That deliberately absurd claim is bait.”

For brands: People noticing your manipulation is not the same as people trusting your brand.

Banger

Reactions & opinions

An especially good song, and by extension an excellent post, video or other piece of work.

In the wild: “The closing track is a banger.”

For brands: One strong idea beats announcing that every Tuesday post is legendary.

Based

Reactions & opinions

An approving reaction to someone speaking confidently or independently. It can carry different, including political, associations across communities.

In the wild: “They defended the unpopular but sensible decision. Based.”

For brands: Read the surrounding discussion before echoing it as a brand.

Basic

Style & everyday slang

A teasing or dismissive label for tastes seen as conventional or predictable.

In the wild: “My order is basic, and I stand by it.”

For brands: Customers are allowed to enjoy popular things without a brand grading them.

Bed rotting

Style & everyday slang

Spending a long stretch in bed doing little, often scrolling or watching things. Usually casual exaggeration, not a medical description.

In the wild: “Sunday plans: bed rotting and a very long series.”

For brands: Keep the joke about a moment, not somebody's health or motivation.

Bestie

Social & relationships

An affectionate name for a close friend, also used online with strangers in a playful, supportive or sarcastic way.

In the wild: “Bestie, you left the price tag on.”

For brands: A warm voice needs more than calling every customer your closest friend.

Bet

Reactions & opinions

An informal agreement or acknowledgement: okay, agreed or challenge accepted. It need not involve gambling.

In the wild: “Meet at seven? Bet.”

For brands: Useful to understand in replies; clarity wins when confirming a real booking.

BFF

Chat & abbreviations

Best friends forever. Can describe a close friendship or exaggerate affection for an object or service.

In the wild: “Me and the undo button: BFFs.”

For brands: Warm and playful when earned. Your mailing list has not necessarily accepted the friendship request.

Big mood

Reactions & opinions

A strong expression of recognition: that feeling or situation is extremely relatable.

In the wild: “A dog refusing to leave its blanket. Big mood.”

For brands: The situation should carry the recognition before the caption explains it.

Bougie

Style & everyday slang

Fancy, status-conscious or aspiring to luxury, often teasingly. Related to bourgeois.

In the wild: “We bought the bougie picnic olives.”

For brands: Decide whether the joke is about your own taste or at your customer's expense.

Brain rot

Memes & culture

A joking label for mind-numbing online material, its perceived effects, or an intense fixation on a topic. It is not a clinical diagnosis.

In the wild: “Three hours of tiny cooking videos. Brain rot achieved.”

For brands: Absurd can be entertaining. Incomprehensible isn't automatically a strategy.

Context: Oxford University Press

BRB

Chat & abbreviations

Be right back. A brief departure from a conversation, game or stream.

In the wild: “BRB, someone rang the doorbell.”

For brands: If the wait is hours rather than minutes, give people a proper timeframe.

Bruh

Reactions & opinions

A reaction expressing disbelief, disappointment or amused exasperation; derived from bro.

In the wild: “Bruh. I saved over the final file.”

For brands: Tone can be affectionate or dismissive. Don't use it to brush off a complaint.

BTW

Chat & abbreviations

By the way. Introduces an aside or a change of subject.

In the wild: “BTW, the photos are ready.”

For brands: Do not hide important conditions in an apparently casual afterthought.

Buff

Gaming & streaming

An increase to a character's, item's or ability's strength in a game, often introduced in an update.

In the wild: “The latest patch gave that character a buff.”

For brands: Useful for gaming audiences; everyone else may think you're discussing polishing a car.

Bussin

Reactions & opinions

Very good, particularly delicious food; sometimes extended to other things. Commonly written bussin' or bussin.

In the wild: “That sandwich is bussin.”

For brands: Know the community and voice before sprinkling it over the menu like seasoning.

Canon

Memes & culture

Material accepted as officially true within a fictional universe, distinguished from fan interpretations.

In the wild: “The sequel made their friendship canon.”

For brands: Know the story before inviting its fans into a campaign.

Canon event

Memes & culture

A joking description of a supposedly inevitable experience that shapes someone, associated with Spider-Verse storytelling.

In the wild: “The disastrous first haircut was a canon event.”

For brands: Keep it light; somebody else's trauma is not a convenient meme format.

Cap / no cap

Reactions & opinions

Cap means a lie or exaggeration; no cap asserts that something is genuine or sincerely meant.

In the wild: “Best view I've seen, no cap.”

For brands: Claims still need evidence. Two extra words do not constitute independent verification.

Caught in 4K

Memes & culture

Caught with clear evidence, usually of something embarrassing or contradictory. The recording need not literally be 4K.

In the wild: “Said I was working; appeared in the café photo. Caught in 4K.”

For brands: Use for harmless self-mockery, not exposing customers or colleagues.

Chat

Gaming & streaming

The audience taking part in a stream's live messages. Also used humorously to address friends or an imaginary audience.

In the wild: “Chat, did I just delete the wrong folder?”

For brands: A playful format when the speaker understands the community, not an instant youth setting.

Chef's kiss

Reactions & opinions

A gesture or phrase meaning that something is excellent or beautifully judged.

In the wild: “That final colour combination? Chef's kiss.”

For brands: Specific praise feels more convincing than adding it to everything you sell.

Cheugy

Style & everyday slang

A dismissive label for something considered dated while trying to be fashionable. Strongly associated with the early 2020s.

In the wild: “The novelty slogan mug was declared cheugy.”

For brands: Useful cultural context; a poor reason to mock an entire customer demographic.

Clapback

Social & relationships

A sharp response to criticism or an insult. It can entertain an audience but also escalate a disagreement.

In the wild: “The reply was a perfectly timed clapback.”

For brands: Customer support is rarely improved by trying to win a roast battle.

Clout

Social & relationships

Influence, visibility or social status. Online, it often refers to attention and the ability to attract it.

In the wild: “They posted the argument for clout.”

For brands: Attention is measurable. Whether it helps your reputation is a separate question.

Clutch

Gaming & streaming

Delivering a crucial result under pressure, especially when a game or situation looks nearly lost.

In the wild: “That last-second save was clutch.”

For brands: Concrete examples of help under pressure make better stories than empty hero claims.

Cooked

Reactions & opinions

In trouble, exhausted or unlikely to recover from a bad situation. Context distinguishes it from cook, meaning perform well.

In the wild: “The deadline is in ten minutes and the file is empty. We're cooked.”

For brands: Same kitchen, very different meaning. Don't confuse it with a compliment.

Copium

Memes & culture

A mocking blend of cope and opium, describing comforting excuses or unrealistic optimism after disappointment.

In the wild: “Saying the missed train was character-building is copium.”

For brands: Useful to recognise, but dismissive if aimed at people with real concerns.

Copypasta

Memes & culture

A block of text copied and repeated online, often as a recognisable joke, parody or deliberately excessive response.

In the wild: “The comments are full of the same dramatic copypasta.”

For brands: Repetition can be the joke. It can also be spam; learn which conversation you're in.

Core memory

Memes & culture

A moment someone regards as especially meaningful or memorable, drawing on the idea of foundational memories in Inside Out.

In the wild: “The crowd sang the chorus together. Core memory.”

For brands: Let people decide what matters to them; you can't guarantee a core memory with a ticket.

Cottagecore

Style & everyday slang

An aesthetic built around idealised rural life: gardens, handmade things, soft fabrics and pastoral settings.

In the wild: “The bakery's flowers and linen have a cottagecore feel.”

For brands: Useful visual shorthand if you then explain which elements suit the brand.

Crash out

Reactions & opinions

To lose emotional control or react recklessly. Online it can exaggerate minor frustration, but can also describe serious distress.

In the wild: “The laptop crashed before saving. I'm about to crash out.”

For brands: Do not assume the speaker is joking when their message suggests real distress.

Context: Dictionary.com

Cringe

Reactions & opinions

Embarrassing, awkward or painfully forced. Can describe content, behaviour or a viewer's reaction.

In the wild: “The forced slang in that corporate video was cringe.”

For brands: Trying to sound young is a remarkably efficient way to sound like you're trying.

Dank meme

Memes & culture

An absurd, niche or deliberately overworked meme, often appreciated ironically. A term associated with earlier internet meme culture.

In the wild: “The group chat has become a dank meme archive.”

For brands: Recognise the retrospective flavour instead of presenting it as the latest discovery.

Dead / I'm dead

Reactions & opinions

A figurative laughter reaction: something is so funny or surprising that the speaker jokingly cannot cope.

In the wild: “The dog stole the microphone. I'm dead.”

For brands: Context is essential; never assume a serious statement about harm is a joke.

Debuff

Gaming & streaming

An effect that weakens a character or reduces an ability, often temporarily.

In the wild: “The spell adds a movement debuff.”

For brands: A gaming metaphor works best when the audience already plays the game.

Delulu

Style & everyday slang

Playfully unrealistic or wishfully convinced, shortened from delusional. Often used about one's own hopes.

In the wild: “I think they'll approve it with no changes. Delulu, perhaps.”

For brands: Keep it self-directed; avoid dismissing a customer's concerns or mental health.

Context: Dictionary.com

DM

Chat & abbreviations

Direct message. A private message within a platform; privacy from other users is not a promise of absolute confidentiality.

In the wild: “DM us your order number.”

For brands: Move account-specific support out of public comments, but never ask for passwords.

Doomscrolling

Social & relationships

Continuing to scroll through upsetting news or posts despite feeling worse as a result.

In the wild: “I went looking for the weather and started doomscrolling.”

For brands: A reason to make useful content, not a retention tactic to imitate.

Drip

Style & everyday slang

Stylish clothing, accessories or a confident sense of personal style.

In the wild: “The coat is practical; the boots are drip.”

For brands: Show the look. Explaining how stylish you are tends to use up the effect.

Dupe

Style & everyday slang

A less expensive alternative that resembles a more costly product. A dupe is not necessarily a counterfeit, but the label does not settle legality or quality.

In the wild: “They found a similar jacket as a budget dupe.”

For brands: Be precise about similarity; don't imply identical performance without evidence.

ELI5

Chat & abbreviations

Explain like I'm five. A request for a simple explanation without assumed expertise, rather than literal baby talk.

In the wild: “ELI5: why does this file have six versions?”

For brands: Clarity is welcome. Talking down to people is the optional extra nobody ordered.

Era

Style & everyday slang

A phase defined by an interest, habit or mood, often exaggerated into a personal historical period.

In the wild: “I'm in my learning-to-cook era.”

For brands: A lightweight story format. It need not become a thirteen-part brand manifesto.

Extra

Style & everyday slang

More elaborate, dramatic or excessive than the situation requires. Can be affectionate or critical.

In the wild: “A printed seating plan for lunch? That's extra.”

For brands: Sometimes the flourish is the point; make sure the basics still work.

Fam

Social & relationships

Family, or people treated as a close group. Used as an informal form of address.

In the wild: “Thanks for showing up, fam.”

For brands: Belonging comes from how you treat people, not the name you give your followers.

Fanfic

Memes & culture

Fan fiction: stories created by fans using existing characters, settings or real-person personas. Communities vary greatly in style and expectations.

In the wild: “The fanfic explores a completely different ending.”

For brands: Respect creators and permissions rather than treating fan work as a free content library.

Finsta

Social & relationships

A secondary Instagram account, commonly used for a smaller audience or more casual posts. Often expanded as fake Instagram.

In the wild: “That photo went on the finsta, not the public profile.”

For brands: A smaller audience does not make someone's content yours to reuse.

Fire

Reactions & opinions

Excellent, exciting or impressive, especially music, clothes or creative work.

In the wild: “That opening animation is fire.”

For brands: If it's a complaint about a real fire, please change departments immediately.

Fit

Style & everyday slang

Short for outfit in fashion conversations. In other contexts it can refer to suitability or, in British slang, attractiveness.

In the wild: “New fit for the launch party.”

For brands: A fit check is about clothing, not necessarily your product's dimensions.

Flex

Style & everyday slang

To show off something impressive, or the thing being shown off.

In the wild: “Finishing early was an unexpected flex.”

For brands: Let the proof do the boasting where possible.

Flop

Reactions & opinions

A disappointing result or something that fails to attract the expected success or attention.

In the wild: “The big reveal was a flop.”

For brands: Diagnose what happened. Low reach and a bad idea are not always the same thing.

FOMO

Chat & abbreviations

Fear of missing out: the uneasy feeling that other people are enjoying an opportunity or experience without you.

In the wild: “Everyone got tickets. The FOMO is real.”

For brands: Real deadlines are useful. Invented panic is a less charming sales technique.

FR

Chat & abbreviations

For real. Can confirm sincerity, express agreement or ask whether something is true.

In the wild: “That ending was incredible, FR.”

For brands: Tone matters: a complaint followed by FR is still a complaint.

FTW

Chat & abbreviations

For the win. Older internet shorthand for enthusiasm or approval of a person, choice or outcome.

In the wild: “Keyboard shortcuts FTW.”

For brands: An internet classic, not proof that your brand has decoded today's teenagers.

FWIW

Chat & abbreviations

For what it's worth. Introduces information or an opinion without insisting that it settles the issue.

In the wild: “FWIW, the smaller version reads better.”

For brands: Useful humility. You can also simply explain why the detail matters.

FYI

Chat & abbreviations

For your information. Flags a fact or update; depending on tone, it can sound helpful or pointed.

In the wild: “FYI, we've moved the meeting.”

For brands: Three letters can carry a surprising amount of office weather.

Gatekeep

Social & relationships

To control access to something or withhold information. Online, often used jokingly about keeping a useful discovery secret.

In the wild: “Don't gatekeep that café. Where is it?”

For brands: Help people find the useful thing. Deliberate obscurity isn't always exclusivity.

GG

Gaming & streaming

Good game. A sportsmanlike acknowledgement after a match, sometimes used sarcastically after an obvious disaster.

In the wild: “That was close. GG, everyone.”

For brands: A genuine compliment works better than celebrating someone else's loss.

Ghosting

Social & relationships

Abruptly stopping communication without an explanation, often in dating but also friendships or work.

In the wild: “Three follow-ups, no reply. Have we been ghosted?”

For brands: A reason to improve your response routine, not name your next campaign after it.

Glazing

Reactions & opinions

Giving excessive praise, often perceived as exaggerated, insincere or fawning. Glaze can be used as the verb.

In the wild: “The tenth compliment started to sound like glazing.”

For brands: Specific evidence keeps a testimonial from becoming a syrup dispenser.

Context: Dictionary.com

GLHF

Gaming & streaming

Good luck, have fun. A friendly message before a game or competition.

In the wild: “Tournament starts now. GLHF!”

For brands: A useful reminder that your community came here to enjoy itself.

Glow-up

Style & everyday slang

A noticeable positive transformation in appearance, confidence, skills or circumstances.

In the wild: “The tiny studio had a serious glow-up.”

For brands: Celebrate improvement without implying that the before version was worthless.

GOAT

Reactions & opinions

Greatest of all time. High praise for someone considered exceptional, often within sport, music or a particular community.

In the wild: “The person who added autosave is the GOAT.”

For brands: Let supporters award the title. Self-coronation rarely improves the ceremony.

Goblin mode

Memes & culture

A knowingly unpolished, comfort-first state that ignores expectations of tidy, productive or aspirational behaviour.

In the wild: “Sofa, snacks, no plans. Goblin mode.”

For brands: Relatable when it's a joke about yourself, less so as a label for customers.

Green flag

Social & relationships

A positive sign in someone's behaviour or a situation, especially in relationships.

In the wild: “They admitted the mistake and fixed it. Green flag.”

For brands: Reliability is often more attractive than a slogan about reliability.

GRWM

Social & relationships

Get ready with me. A content format showing preparations, often makeup, clothing or a routine accompanied by conversation.

In the wild: “GRWM for my first exhibition.”

For brands: Give the person room to tell a story, not just hold the product towards the lens.

GTG

Chat & abbreviations

Got to go, often written G2G. In some contexts G2G means good to go instead.

In the wild: “GTG, my train is here.”

For brands: When timing matters, use a full sentence rather than a small decoding exercise.

Hard launch

Social & relationships

An explicit public reveal, often of a relationship, following hints or privacy. It also retains its normal product-launch meaning.

In the wild: “Faces in the photo: that's the hard launch.”

For brands: Make the reveal clear; not every update needs a detective series first.

Headcanon

Memes & culture

A fan's personal interpretation or belief about a fictional world that is not officially confirmed.

In the wild: “My headcanon is that the sidekick planned everything.”

For brands: Label playful interpretations so audiences don't confuse them with official information.

High-key

Reactions & opinions

Openly, strongly or without trying to hide the feeling; often contrasted with low-key.

In the wild: “High-key excited about this collaboration.”

For brands: Your enthusiasm needs something concrete for the audience to share.

HMU

Chat & abbreviations

Hit me up: contact me or get in touch, usually informally.

In the wild: “Need a teammate? HMU.”

For brands: Fine for a relaxed community voice; a clear contact link still helps.

Hot take

Reactions & opinions

A provocative or strongly expressed opinion, often intended to challenge the usual view or prompt discussion.

In the wild: “Hot take: the simplest page is the strongest.”

For brands: Have a reason beyond making the comments section combust.

Hype

Reactions & opinions

Excitement and anticipation around something, or activity that builds it. Can also imply excessive promotion.

In the wild: “There's a lot of hype around the reveal.”

For brands: The experience after the launch should be able to carry the noise before it.

Ick / the ick

Social & relationships

A sudden feeling of aversion, often towards someone previously attractive. Can also describe a small behaviour that causes it.

In the wild: “The rude reply gave me the ick.”

For brands: Useful customer insight when taken seriously; awkward as a label you apply to people.

ICYMI

Chat & abbreviations

In case you missed it. Introduces a recap or gives older content another outing.

In the wild: “ICYMI, the workshop recording is up.”

For brands: Give people a reason to care beyond the fact that you posted it once already.

IDC

Chat & abbreviations

I don't care. Can signal indifference, frustration or determined enthusiasm when paired with another statement.

In the wild: “IDC, I'm watching it again.”

For brands: An unwise opening to customer support. An excellent way to shorten that conversation.

IDK

Chat & abbreviations

I don't know. Straightforward shorthand for uncertainty.

In the wild: “IDK which colour to choose.”

For brands: Honesty is useful; follow it with help when someone is asking your business a question.

IIRC

Chat & abbreviations

If I recall correctly. Marks information offered from memory.

In the wild: “IIRC, that feature arrived last year.”

For brands: Memory is not a product specification. Check before publishing.

IKR

Chat & abbreviations

I know, right? An enthusiastic expression of agreement.

In the wild: “That queue was enormous. IKR?”

For brands: Works in conversation; repeated in every reply, it starts sounding like a button.

ILY

Chat & abbreviations

I love you. Used sincerely between people or playfully to express affection for a creator or useful thing.

In the wild: “You brought snacks? ILY.”

For brands: Affection has a relationship behind it. Brands should not assume the relationship exists.

IMHO

Chat & abbreviations

In my humble opinion. Introduces an opinion, sometimes with more confidence than the humble part suggests.

In the wild: “IMHO, the first layout wins.”

For brands: Explain the reasoning. The acronym is not supporting evidence.

IMO

Chat & abbreviations

In my opinion. Makes clear that a statement is a personal judgement.

In the wild: “The live version is better, IMO.”

For brands: Useful in discussion; do not turn a measurable product claim into an opinion to dodge accuracy.

IRL

Chat & abbreviations

In real life. Distinguishes an offline event or interaction from its online version.

In the wild: “We've chatted for years and finally met IRL.”

For brands: Online friendships are real too. Here the distinction is the setting.

It's giving

Reactions & opinions

Introduces the mood, energy or association something evokes. Can be praise or criticism; the phrase has roots in ballroom culture.

In the wild: “It's giving airport lounge, but make it cheerful.”

For brands: Understand the reference and cultural context before borrowing the delivery.

Context: Dictionary.com

IYKYK

Chat & abbreviations

If you know, you know. Signals a reference shared by people with particular experience or knowledge.

In the wild: “The last slide. IYKYK.”

For brands: An inside joke can build belonging. Make sure your entire proposition isn't outside it.

JK

Chat & abbreviations

Just kidding. Indicates that the preceding remark was a joke, often after deliberate exaggeration.

In the wild: “I'll redesign it all tonight. JK, I'm going to bed.”

For brands: Not a repair kit for a joke that humiliates your customer.

Kappa

Gaming & streaming

A Twitch emote associated with sarcasm or wry humour. Its name can also be typed to flag that a statement is not entirely serious.

In the wild: “Flawless gameplay. Kappa.”

For brands: A community-specific wink, not a universal substitute for explaining your tone.

Context: Twitch

L

Reactions & opinions

A loss, failure or disappointing decision. Taking an L means experiencing or accepting that setback.

In the wild: “Wrong file, wrong room. Took an L today.”

For brands: Owning a small mistake can be charming; mocking the customer's loss isn't.

Let them cook

Memes & culture

Give someone time and space to develop an idea or demonstrate skill before judging the result.

In the wild: “The opening is strange, but let them cook.”

For brands: Useful during creative work. Still check what is eventually served.

Context: Dictionary.com

Lit

Reactions & opinions

Exciting, lively or excellent; it can also mean intoxicated in another context.

In the wild: “The atmosphere at the gig was lit.”

For brands: Context decides whether you're praising the event or describing the guests.

LMAO

Chat & abbreviations

Laughing my ass off. A stronger, mildly vulgar laughter reaction; no actual laughter is required.

In the wild: “I just replied to my own email. LMAO.”

For brands: Understand the expansion before putting it on a family-facing billboard.

LMK

Chat & abbreviations

Let me know. Invites a response or an update.

In the wild: “LMK which time works for you.”

For brands: For bookings, make the response route as clear as the invitation.

LOL

Chat & abbreviations

Laughing out loud. Can mark laughter, soften a message or acknowledge a joke with considerably less than audible laughter.

In the wild: “I opened the fridge looking for my phone, LOL.”

For brands: A customer saying LOL is usually better than your brand demanding it.

Lore

Memes & culture

The background stories and accumulated knowledge around a fictional world, person or community.

In the wild: “You need the office lore to understand that mug.”

For brands: Offer a route in for newcomers instead of making every post an entrance exam.

Low-key

Reactions & opinions

Quietly, somewhat or without much fuss. Online it can also soften an admission that is actually quite emphatic.

In the wild: “Low-key proud of that headline.”

For brands: Useful conversational nuance; not a substitute for choosing how confident your claim should be.

Lurker

Social & relationships

Someone who reads or watches a community without posting much or at all.

In the wild: “Long-time lurker, first-time commenter.”

For brands: Quiet members are still part of the audience; comments are not the whole story.

Main character energy

Memes & culture

Confidence or behaviour that makes someone seem like the protagonist of a story. Can celebrate self-assurance or tease self-importance.

In the wild: “Walking to the shops with a soundtrack: main character energy.”

For brands: Make the customer the focus without turning everyone else into scenery.

Meme

Memes & culture

An idea, image, phrase or format that people repeat and adapt. Internet memes gain meaning from how communities use them.

In the wild: “The same image became a dozen different office memes.”

For brands: Understand the joke before placing your logo in the punchline.

Meta

Gaming & streaming

In games, the strategies or choices currently regarded as especially effective. Elsewhere, meta means self-referential or about the thing itself.

In the wild: “That team composition is part of the current meta.”

For brands: Not every use refers to the company. Context has entered the chat.

Mid

Reactions & opinions

Unremarkable or mediocre. Usually criticism rather than a neutral position halfway along a scale.

In the wild: “The trailer was great. The film was mid.”

For brands: A sign to ask what disappointed people, not celebrate your new middle-market positioning.

Context: Dictionary.com

Mood

Reactions & opinions

An acknowledgement that an image, statement or situation captures how you feel.

In the wild: “A cat asleep on its keyboard. Mood.”

For brands: Specific, recognisable moments beat generic declarations of relatability.

Moots / mutuals

Social & relationships

People who follow each other on a social platform. Moots is an informal shortening of mutuals.

In the wild: “One of my moots recommended this book.”

For brands: A reciprocal follow is a connection, not permission for a sales ambush.

Context: Dictionary.com

Nerf

Gaming & streaming

To reduce a character's, item's or ability's power for game balance; the opposite of a buff.

In the wild: “That weapon got nerfed in the update.”

For brands: If you reduce a product benefit, explain it plainly rather than hiding behind gaming vocabulary.

NGL

Chat & abbreviations

Not gonna lie. Introduces a candid opinion, admission or compliment.

In the wild: “NGL, that was better than I expected.”

For brands: Your other sentences should also be true. A bold editorial policy, we know.

Noob / newbie

Gaming & streaming

A newcomer or inexperienced person. Newbie can be neutral; noob is frequently teasing or insulting.

In the wild: “I'm a total newbie at this game.”

For brands: Welcome beginners. Your onboarding should not be a test of whether they deserve help.

NPC

Gaming & streaming

Non-player character: a game character controlled by the game. Applied to people, it mocks supposedly predictable or unthinking behaviour.

In the wild: “That background character is an NPC.”

For brands: Keep the gaming meaning; treating real customers as less than people is a poor brand voice.

NSFW

Chat & abbreviations

Not safe for work. Warns that material may be inappropriate to open in a workplace or public setting, often because it is sexual or graphic.

In the wild: “The link is NSFW; don't open it on the projector.”

For brands: A useful warning, not a playful label for an ordinary product reveal.

NVM

Chat & abbreviations

Never mind. Withdraws a request or says that an issue no longer needs attention.

In the wild: “Found the file. NVM!”

For brands: In support conversations, explain what changed instead of leaving people guessing.

OG

Style & everyday slang

Originally original gangster; widely used to mean an original, veteran or respected early participant.

In the wild: “She's one of the OG community members.”

For brands: Know the expansion and context, even when the intended meaning is simply original.

OMG

Chat & abbreviations

Oh my God. Expresses surprise, excitement or dismay; sometimes expanded as oh my gosh.

In the wild: “OMG, the tickets arrived.”

For brands: Match the emotional scale. A revised invoice rarely requires fireworks.

On fleek

Style & everyday slang

Perfectly styled or on point, especially appearance. A phrase strongly associated with mid-2010s internet culture.

In the wild: “The eyebrows are on fleek.”

For brands: Best recognised as a throwback, not presented as fresh youth slang.

OOTD

Style & everyday slang

Outfit of the day. A label for a post showing what someone is wearing.

In the wild: “Raincoat, boots, optimism. OOTD.”

For brands: Credit the creator and make paid collaborations clear.

OP

Gaming & streaming

Overpowered in gaming: stronger than seems balanced. In forums, OP can instead mean original poster.

In the wild: “That new ability is OP.”

For brands: Check whether the conversation is about a character or the person who started the thread.

OP / original poster

Social & relationships

The person who started a discussion or posted the original content. Different from the gaming meaning overpowered.

In the wild: “OP added the answer in a later comment.”

For brands: Check the original post before replying to the reply to the reply.

Out of pocket

Reactions & opinions

In slang, wildly inappropriate or out of line. Elsewhere it can mean personally paying costs or being unavailable.

In the wild: “That reply was out of pocket.”

For brands: Check which meaning applies before sending it to the finance team.

Context: Dictionary.com

Parasocial

Social & relationships

Describes a one-sided sense of connection with a public figure or creator who does not personally know the audience member.

In the wild: “Watching every stream can create a parasocial bond.”

For brands: Build trust without pretending a broadcast relationship is a personal friendship.

Patch

Gaming & streaming

An update that fixes or changes software or a game. Patch notes explain what was changed.

In the wild: “The patch fixed the audio problem.”

For brands: Clear patch notes are good service. We fixed stuff is not the full story.

Periodt

Reactions & opinions

An emphatic end to a statement: that's final. The spelling adds emphasis to period.

In the wild: “Everyone deserves credit. Periodt.”

For brands: Be certain you want to close the discussion before borrowing its full stop.

Context: Dictionary.com

Pick-me

Social & relationships

A critical label for someone perceived as seeking approval by presenting themselves as superior to others, often within gendered comparisons.

In the wild: “Putting everyone else down felt a bit pick-me.”

For brands: Describe the behaviour instead of labelling a customer or an entire group.

POV

Memes & culture

Point of view. Used for a perspective or a scenario the audience is invited to imagine; online captions sometimes use it loosely.

In the wild: “POV: the client approves version one.”

For brands: Show a recognisable situation. Merely adding POV does not create the joke.

QRT

Chat & abbreviations

Quote retweet: the older Twitter name for sharing another post with your own comment. People may still use it when a platform calls the feature a quote post.

In the wild: “The QRT added some useful context.”

For brands: Read the original before amplifying it. Your caption does not erase what you are sharing.

Rage bait

Social & relationships

Content deliberately made to provoke anger and drive attention or interaction.

In the wild: “That impossible food opinion looks like rage bait.”

For brands: A full comments section can still be an empty relationship with your audience.

Context: Oxford University Press

Ratio

Social & relationships

A response pattern interpreted as rejection of a post, such as a critical reply gaining more likes than the original. The convention varies by platform.

In the wild: “The reply got more support than the announcement. Ratio.”

For brands: A reaction signal, not a universal mathematical verdict on who is right.

Receipts

Social & relationships

Evidence supporting a claim, often screenshots or records of what was said or done.

In the wild: “They said it never happened. She brought receipts.”

For brands: Share only what you have a right to share; screenshots don't switch off privacy.

Red flag

Social & relationships

A warning sign that something may be wrong in a relationship, offer or situation.

In the wild: “No company details and a countdown timer? Red flag.”

For brands: If people spot one, remove the cause rather than changing the button colour.

Rekt

Gaming & streaming

A stylised spelling of wrecked: thoroughly beaten or defeated, usually in games or online banter.

In the wild: “Our team got rekt in the final round.”

For brands: Fine among willing participants; humiliating customers isn't community management.

Rent-free

Memes & culture

Used when a person, image or idea keeps occupying someone's thoughts without effort.

In the wild: “That jingle lives rent-free in my head.”

For brands: Memorable isn't automatically pleasant. Ask which kind you've achieved.

Rickroll

Memes & culture

A bait-and-switch joke that unexpectedly sends someone to Rick Astley's Never Gonna Give You Up video.

In the wild: “The secret announcement was a rickroll.”

For brands: A familiar internet prank. Never use it where someone needs important information.

Rizz

Style & everyday slang

Charm, especially the ability to attract someone romantically. Also used as a verb, rizz up.

In the wild: “He has more presentation confidence than dating rizz.”

For brands: Charm can't be installed by adding the word to a product description.

Context: Dictionary.com

RN

Chat & abbreviations

Right now. Emphasises the present moment.

In the wild: “Can't stop listening to this RN.”

For brands: Immediate replies still need accurate information, even at the speed of two letters.

ROFL

Chat & abbreviations

Rolling on the floor laughing. An older internet expression for finding something extremely funny.

In the wild: “The cat joined the video call. ROFL.”

For brands: Retro internet energy. Floor inspection is not required.

Salty

Reactions & opinions

Irritated or resentful, often after disappointment or losing.

In the wild: “Still salty about that last-minute goal.”

For brands: Acknowledging your own frustration can be funny. Calling an upset customer salty usually isn't.

Savage

Reactions & opinions

An unusually ruthless, cutting or bold action or response, sometimes admired.

In the wild: “That joke about my slide count was savage.”

For brands: Sharp humour needs a suitable target. Your customer rarely volunteered.

Shade

Social & relationships

A subtle or indirect insult; throwing shade means expressing that criticism.

In the wild: “Interesting timing for that very specific post. Shade?”

For brands: Not every vague remark is about your brand. Resist writing the public comeback immediately.

Ship

Social & relationships

To want or support a romantic pairing, often of fictional characters. Shortened from relationship.

In the wild: “I ship those two characters.”

For brands: Keep fictional fun separate from pressuring real people about their private lives.

Shook

Reactions & opinions

Strongly surprised, impressed or unsettled. The tone ranges from playful to serious.

In the wild: “That plot twist left me shook.”

For brands: Read the rest of the message before assuming it's a compliment.

Side-eye

Reactions & opinions

A look or figurative expression of suspicion, disbelief or disapproval.

In the wild: “Another surprise fee? Side-eye.”

For brands: A useful warning that the audience may not trust what it is being told.

Sigma

Memes & culture

An internet label for a supposedly independent, high-status lone wolf, often used ironically or as absurd meme language. Some uses overlap with misogynistic masculinity content.

In the wild: “The edit calls a silent walk a sigma moment.”

For brands: Know which version you're invoking; don't present the hierarchy as a real personality model.

Simp

Social & relationships

A mocking label for someone seen as excessively eager to please a person they admire, often romantically. It can carry sexist or hostile implications.

In the wild: “The comments called him a simp for every compliment.”

For brands: Do not turn ordinary kindness into something your brand ridicules.

Situationship

Social & relationships

A romantic or intimate connection without a clearly agreed relationship status or expectations.

In the wild: “More than friends, fewer than answers: a situationship.”

For brands: Good material for cultural understanding; handle real people's relationships with care.

Skibidi

Memes & culture

A deliberately slippery meme word that may signal something good, bad or nothing precise at all. Recognition and absurdity are often the point.

In the wild: “Someone replies skibidi to a perfectly ordinary question.”

For brands: If you need an exact translation, this particular department is closed.

Context: Cambridge Dictionary

Skill issue

Gaming & streaming

A blunt or joking claim that a problem comes from a player's ability rather than the game. Also used sarcastically outside games.

In the wild: “Can't open the snack packet? Skill issue.”

For brands: A terrible support response unless everybody is very clearly in on the joke.

Slaps

Reactions & opinions

Is exceptionally good, originally often applied to music and now also things such as food or content.

In the wild: “That bassline slaps.”

For brands: It is praise, not a request for physical contact with the audience.

Slay

Reactions & opinions

To do something exceptionally well or look impressive. Common in fashion and performance contexts, with important Black and queer cultural associations.

In the wild: “You absolutely slayed that performance.”

For brands: Use naturally and respectfully; a slang checklist doesn't create a voice.

Context: Dictionary.com

SMH

Chat & abbreviations

Shaking my head. Expresses disbelief, disappointment or disapproval.

In the wild: “They printed the wrong date again. SMH.”

For brands: Treat it as a possible criticism, not automatic engagement to celebrate.

Smurf

Gaming & streaming

An experienced player using a lower-ranked or alternate account, often making matches unfair for beginners.

In the wild: “That beginner lobby seems to contain a smurf.”

For brands: Understand the fairness complaint instead of treating it as a reference to blue cartoons.

Soft launch

Social & relationships

A subtle reveal, often of a relationship without fully showing the other person. In business it also means a limited initial release.

In the wild: “Two coffee cups, one mysterious sleeve. Soft launch.”

For brands: Choose the meaning deliberately. Your software rollout may not need romantic suspense.

Speedrun

Gaming & streaming

Completing a game or challenge as quickly as possible under a set of rules. Used figuratively for doing anything unusually fast.

In the wild: “I just speedran my entire lunch break.”

For brands: Speed is only useful when the task still gets done properly.

Stan

Social & relationships

An especially enthusiastic fan, or a verb meaning to support someone intensely. Can be affectionate, ironic or critical.

In the wild: “I stan anyone who labels their files properly.”

For brands: Enjoy enthusiasm without encouraging fans to attack people who disagree.

Sus

Reactions & opinions

Suspicious or questionable. Became especially recognisable through gaming and online conversation.

In the wild: “A free prize that needs my password? Sus.”

For brands: If customers think your offer is sus, explain the terms rather than adding another emoji.

TBH

Chat & abbreviations

To be honest. Introduces an opinion or admission that may feel unusually direct.

In the wild: “TBH, I preferred the simpler version.”

For brands: Listen to the feedback that follows rather than just noticing the abbreviation.

Tea

Social & relationships

Gossip, interesting news or revealing information. Spill the tea means tell us the details.

In the wild: “There's tea about the surprise guest.”

For brands: People's private information isn't free campaign material.

TIL

Chat & abbreviations

Today I learned. Introduces a newly discovered fact, often surprising or useful.

In the wild: “TIL that shortcut has existed for years.”

For brands: A strong educational format when the fact has actually been checked.

TL;DR

Chat & abbreviations

Too long; didn't read. Also labels a short summary provided for readers who want the essentials.

In the wild: “TL;DR: bring a laptop and a charger.”

For brands: Give people the useful summary. Don't punish them for having a calendar.

TMI

Chat & abbreviations

Too much information. A reaction to unnecessary or overly personal detail.

In the wild: “I did not need the full dentist story. TMI.”

For brands: Transparency and oversharing are different departments.

Touch grass

Memes & culture

A pointed suggestion to step away from online arguments and reconnect with offline life.

In the wild: “We've debated the logo for six hours. Time to touch grass.”

For brands: Fine as a self-directed joke; dismissive when someone needs help.

TTYL

Chat & abbreviations

Talk to you later. A casual sign-off associated with texting and chat.

In the wild: “Heading out. TTYL.”

For brands: Friendly enough in an established conversation; less helpful than a promised follow-up time.

Unc

Style & everyday slang

Short for uncle. Can affectionately or mockingly describe someone perceived as older, out of touch or experienced; tone changes the meaning.

In the wild: “I mentioned burning CDs and immediately became unc.”

For brands: Self-deprecation travels better than assigning an age insult to your customers.

Context: Dictionary.com

Unhinged

Reactions & opinions

Wild, chaotic or startlingly uninhibited in casual online descriptions. Usually exaggeration, not a clinical assessment.

In the wild: “That late-night caption was unhinged.”

For brands: Make the joke about the content rather than speculating about someone's mental health.

UwU

Memes & culture

A text emoticon resembling a cute, contented face, associated with anime and other online communities. Also used ironically.

In the wild: “The tiny sleeping kitten prompted a chorus of uwu.”

For brands: A very particular voice. Not every brand needs to acquire it.

Vibe

Style & everyday slang

The atmosphere, mood or impression created by a person, place or thing.

In the wild: “The room has a relaxed late-night vibe.”

For brands: A useful starting point. A designer will still need more than good vibes in the brief.

Vibe check

Memes & culture

An informal judgement of a mood, atmosphere or person's attitude; often used playfully.

In the wild: “Quick vibe check before we start: excited or exhausted?”

For brands: If you invite feedback, be prepared to hear something other than excellent.

VOD

Gaming & streaming

Video on demand. In streaming communities, a recording available to watch after the live broadcast.

In the wild: “Missed the stream? The VOD is up.”

For brands: Tell viewers where to find it and whether the replay includes the whole event.

W

Reactions & opinions

A win or something worth approving. Often paired with a name or decision: W teammate, W move.

In the wild: “They fixed it and explained why. W.”

For brands: The customer gets to decide whether it is a win.

Wholesome

Reactions & opinions

Heartwarming, kind or reassuring. Online it often describes content that feels refreshingly sincere.

In the wild: “The community replaced her lost sketchbook. Wholesome.”

For brands: Real care makes the story; announcing your own wholesomeness is less convincing.

WIP

Chat & abbreviations

Work in progress. Signals that something is unfinished and may change.

In the wild: “WIP: testing two opening sequences.”

For brands: Showing the process can be interesting. Label it clearly so a draft doesn't become a promise.

XOXO

Chat & abbreviations

A written sign-off representing kisses and hugs. Familiar from letters and messages long before social media.

In the wild: “See you soon, XOXO.”

For brands: Warmth depends on the relationship; most invoices can survive without the kisses.

Yeet

Reactions & opinions

To throw something forcefully, or an exuberant exclamation accompanying an action.

In the wild: “I nearly yeeted my phone when the alarm went off.”

For brands: Big comic energy. Less suitable for describing how you handle fragile deliveries.

YMMV

Chat & abbreviations

Your mileage may vary. Says that someone else's experience or results may differ.

In the wild: “This setup works for me; YMMV.”

For brands: Useful context, but not a replacement for explaining limitations.

YOLO

Chat & abbreviations

You only live once. Often used to justify a spontaneous choice, seriously or with a wink.

In the wild: “Booked the trip. YOLO.”

For brands: A familiar older slogan; avoid using it to push reckless decisions.

Zoomer

Style & everyday slang

An informal name for a member of Generation Z, modelled on boomer. It is a broad generational label, not a personality description.

In the wild: “The panel mixed zoomers and older internet veterans.”

For brands: Age is one detail about an audience, not a complete creative brief.