The Rise of TikTok-Born Language: ‘67’ and the Future of Youth Culture
The Dutch Youth News (NOS Jeugdjournaal) recently crowned “67” (pronounced “six seven”) as the Kinderwoord van het Jaar – the Children’s Word of the Year for 2025. This seemingly nonsensical phrase, popularized on TikTok, highlights a fascinating trend: the accelerating influence of social media on youth language and, by extension, broader cultural shifts. But ‘67’ isn’t an isolated incident. It’s a symptom of a larger phenomenon reshaping how young people communicate and how language evolves.
From TikTok Trends to Mainstream Lexicon
The story of ‘67’ is simple. A TikTok video featuring the phrase, often accompanied by a weighing gesture, went viral. Children began using it in various contexts, primarily as a playful expression of recognition or amusement. The fact that it lacks inherent meaning is, ironically, part of its appeal. It’s a shared inside joke, a signal of belonging within a digital community. This mirrors the rise of other internet-born slang like “rizz” (charisma) and “slay” (to succeed spectacularly), which have rapidly moved from niche online spaces to everyday conversation.
This isn’t entirely new. Teenagers have always created their own slang, often as a way to differentiate themselves from adults. However, the speed and scale at which these trends now emerge are unprecedented. Before social media, slang typically spread through schools, local communities, and word-of-mouth. Now, a single TikTok video can reach millions of viewers globally within hours.
The Linguistic Impact: Beyond Just Words
The influence extends beyond just new words. TikTok and platforms like Instagram are also impacting grammar, sentence structure, and even the way young people express emotions. Short-form video content encourages concise communication, leading to the adoption of abbreviated language and a preference for visual cues over lengthy explanations. Consider the proliferation of emojis and GIFs – they’ve become integral parts of digital communication, often conveying nuance and emotion more effectively than words alone.
Dr. Crystal Doreleijers, a linguist at the Meertens Instituut, notes that while the specific words may change, the underlying principle remains constant: “Young people have always used language to define their identity and connect with their peers. Social media simply provides a faster and more expansive platform for this process.” This constant evolution presents a challenge for linguists and educators alike, requiring a continuous effort to understand and adapt to these shifting linguistic landscapes.
The Commercialization of Youth Culture & Language
Brands are increasingly aware of the power of youth culture and are actively attempting to tap into these trends. However, this often backfires. Attempts to incorporate slang or memes into marketing campaigns can come across as inauthentic or cringeworthy, particularly if the brand doesn’t fully understand the context or nuances of the language. A recent example is Pepsi’s attempt to use the term “rizz” in an ad campaign, which was widely mocked online. Marketing Dive covered the fallout extensively.
The key for brands is to engage with youth culture authentically, rather than simply trying to exploit it. This means listening to young people, understanding their values, and collaborating with them on creative projects. Successful campaigns often involve user-generated content and a genuine sense of community.
The Future of Language: A Hybrid Landscape
Looking ahead, we can expect to see a continued blurring of the lines between online and offline language. Internet slang will likely become increasingly integrated into everyday conversation, while traditional language will continue to evolve under the influence of digital culture. The rise of AI-powered language models, like ChatGPT, will also play a role, potentially accelerating the pace of linguistic change and creating new forms of expression.
Furthermore, the increasing globalization of social media means that linguistic trends are no longer confined to specific geographic regions. Slang originating in one country can quickly spread to others, creating a more interconnected and dynamic linguistic landscape. The recent popularity of Korean slang terms on TikTok is a prime example of this phenomenon.
FAQ: Decoding the Digital Dialect
- What is ‘67’ supposed to mean? It doesn’t have a specific meaning. It’s a playful phrase popularized on TikTok, often used as a signal of recognition or amusement.
- Is this just a phase? While specific trends may fade, the underlying phenomenon of social media influencing language is likely to continue.
- How can I stay up-to-date with youth slang? Follow relevant accounts on social media, read articles about internet culture, and pay attention to how young people communicate in your own life.
- Will this impact formal language? Potentially, but slowly. While formal language tends to be more resistant to change, it’s not immune to the influence of popular culture.
Last year’s Kinderwoord van het Jaar, “bruh,” demonstrates this ongoing cycle. The selection of ‘67’ builds on this trend, solidifying the power of TikTok as a cultural incubator. The future of language is being written – and shared – in short-form videos, memes, and online communities.
Want to learn more about the impact of social media on culture? Explore our articles on digital marketing trends and the psychology of online communities.
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