Brands face significant risks when they try to adopt internet slang. While incorporating trending phrases can seem appealing, it can backfire. Paul Quigley from Sprout Social emphasizes that marketers need to understand their audience and brand identity thoroughly before jumping on the latest slang. Using terms without context can alienate consumers or lead to backlash. A Sprout Social Index report shows that 93% of people think brands should stay current with online culture, but most prefer authenticity and originality over trendy jargon. Many consumers perceive mainstream adoption as the death of a slang term's appeal, making it crucial for brands to act discerningly. Social media accelerates language evolution. Terms like "rizz" and "6-7" have emerged rapidly, with "aura" generating 31.9 billion impressions across social networks in 2025. This speed can create a sense of urgency for brands to stay relevant, but it also risks missteps. Tameka Bazile points out the importance of understanding the cultural roots of slang. Brands using terms without understanding their origins can perpetuate stereotypes or offend the communities that created them. Marketers must conduct thorough research to navigate this landscape effectively. Understanding what language resonates with their target audience is key. Quigley notes that social intelligence tools can help brands track trending conversations and gain insights into their audience's vernacular. Ryanair serves as a noteworthy example; the airline uses self-deprecating humor and slang to engage with its audience, aligning its messaging with the expectations and humor of Gen Z. This approach highlights the importance of knowing when and how to incorporate slang without losing brand integrity.