Jay Today Podcast

When brands start using phrases like "bae" and "on fleek", it's not the slang that's the problem, it's the targeting. One recent article about this use of slang among brands stated that they see it as a desperate attempt to connect with their audiences, and proof that they're not doing a great job of it. I don't have a problem with brands using youth culture slang, especially if those brands are targeted to those younger demographics. The biggest issues occur when brands use that kind of language on Twitter.Demographically, Twitter reaches a really broad cross-section, but has no ability to do any sort of targeting unless you pay for it. As a result, brands are pumping out this language to anyone in the world whether it makes sense to them or not. This is a problem. If you're going to use any kind of slang, make sure you're using it on the networks and to the audiences that actually know what you're talking about and can use that language in a sentence, otherwise you're totally missing the mark.SUBSCRIBE: htt