How to speak to your target audience: Using in-group language to drive creative performance

In-group language is how specific communities communicate, including their slang, references, and unwritten rules. Understanding your target audience's in-group language is the difference between being accepted as part of their community, or rejected as an outsider trying too hard. 

This matters because communities like Booktok, Swifties, and niche Reddit forums wield enormous influence; they can turn unknowns into bestsellers overnight or review-bomb brands into irrelevance.

Eery community has group language that signals membership. Use it correctly, and you earn trust and belonging. Misuse it, and you reveal yourself as an outsider. 

Being accepted by one of these dedicated communities (joining the in-group) can skyrocket sales and LTV. But if you’re rejected, you lose out on loyal customers.

This Thumbstop covers:

• The power of in-groups
• Why group language matters
• Examples of brands who understand their audience

Marketing to identities

Humans are (unfortunately) hard-wired to have an us vs. them mentality. It used to be an evolutionary advantage. Now, it just makes us mad when we text a new coworker and the message sends in green instead of blue.

Our brains are always trying to discern whether someone else is “us” (a member of the same in-group as us), or “them” (an outsider.) As Seth Godin says, “people like us do things like this” is the subconscious framing that influences your customers.

We trust members of our in-group more, we like them more, and we tend to look to these groups for guidance. Before buying your product, your customer is wondering, “do people like me buy this product?”

You might be thinking duh, that’s why we use testimonials. It’s why social proof is so important. But it goes deeper than that...

Why does group language matter?

Every community has group language – slang, in-jokes, and nicknames.

Group language signals to other members of a group that you’re also part of this group. However, using it incorrectly outs you as a non-member.

In Tarantino’s Inglorious Basterds (spoilers ahead), a British spy impersonates a German officer but blows his cover when ordering drinks. He holds up three fingers, as Brits do, not knowing that Germans use two fingers + their thumb to indicate three.

If you misuse group language with your customers, it’s unlikely to lead to a shootout like it does in the movie. But they will see through it, and you’ll be on the outside looking in.

Em-dashes and in-groups

If you’re unfamiliar with the em-dash debate, many people see em-dashes (–) as a sign of AI writing. Others argue it’s simply a grammatical tool, that it should be a sign of good writing not AI slop.

Most people are missing the point of the em-dash debate. If your audience rejects your message, does it matter whether it was AI-written or not?

The real question is whether you’re speaking to your audience in a way they understand. Whether your voice feels like it belongs in their world.

Most people who write for a living have some combination of the following:

• A college degree
• Classes on writing or literature
• Hundreds if not thousands of hours of reading

The average person hasn’t had that much exposure to em dashes. So when someone says “em dashes mean AI”, what they’re really saying is that em dashes feel unnatural to them.

This is free market research. Customers are trying to tell us why our copy gets ignored, and we’re trying to tell them they’re the ones who are wrong?

Em-dashes are group language for readers, writers, and editors. That’s why I use them in Thumbstop – many of our readers fall into at least one of those camps.

I don’t use em-dashes in ad copy, because I know a broader audience reads them. To this broader audience, an em dash signals that I’m either using AI or just plain out of touch. 

Either way, their eyes are rolling as they scroll past.

The Greyhound test

David Ogilvy understood group language exceptionally well. 

He always pushed his copywriters to simplify their writing. If a copywriter wanted to use a word Ogilvy thought was too fancy, he would tell them to go for a ride on a Greyhound bus.

If they heard the word in a real conversation, they could use it. They were studying group language in real time. Today, you don’t even need to hop on a bus (though it would probably still be worth doing).

You can find your target audience online; in the subreddits they use, the Tiktoks they make, the Youtubers they follow. It’s easier than ever to mingle with your customers, you don’t even have to leave your house.
Good marketers listen to what their customers are saying. Great marketers also listen to how they say it.

Group language done right

Gymshark’s “We do gym” campaign is a prime example of a brand showing deep understanding of their audience.

The first ad references a pattern often noted by gymgoers, that your legs are more sore two days after a workout than the first day after. The second references training to failure for muscle growth. The third reframes stretch marks as a badge of honor.

This campaign was not about conversions. It’s a reminder that Gymshark understands the gym community. That the brand was built by gym enthusiasts. That they know the inside jokes and group language. 

It’s amazing how simple an ad can be when the copywriter knows their audience.

Understanding in-groups

I used to wonder why Ridge expanded from wallets to selling pens, knives, rings, and keychains. These seem like unrelated products, what made Ridge choose them?

These choices make more sense when you realize these are staples of the Everyday Carry (EDC) community, a niche circle with plenty of Ridge wallet owners in it.

Ridge started making other EDC staples because they understand their audience. They’re not trying to force themselves into an in-group; they’re already in it, and they're listening. 

Tying it all together

Okay, in-groups matter and group language is powerful. So, how do you figure out what groups your target audience belongs to? And then, how do you learn what language they use?

It’s a simple answer that’s hard to do: ride that Greyhound bus! Talk to your customers: 

• Where do they spend their time? 
• Which in-groups do they belong to?
• How do people in those groups feel about your brand?

Immerse yourself in the same in-groups. Don’t jump in and try to promote your brand, just show up and listen. Learn what’s important to these groups, learn what they like, what they dislike, and most importantly – learn how they speak.

How to identify your audience's language patterns

Speaking to your target audience effectively requires systematic research into how they actually communicate. Here's how to uncover the linguistic patterns that matter:

Monitor community conversations Join the subreddits, Discord servers, Facebook groups, and forums where your customers spend time. Don't promote, just observe. Note the phrases they use repeatedly, the problems they complain about, and how they describe solutions.

Analyze customer support interactions Your support tickets and chat logs are goldmines of authentic customer language. How do people describe your product? What words do they use for features? What pain points do they articulate in their own terms?

Study competitor reviews and comments Read reviews on G2, Trustpilot, Amazon, or wherever your industry lives. Pay attention to the specific language customers use when they love something or hate it. These aren't marketing terms—they're real human reactions.

Track social media engagement patterns Which posts get shares and comments versus which get ignored? Often, the difference is linguistic. Content that uses in-group language naturally generates more engagement because it feels like it was written by someone who "gets it."

Interview your best customers Talk to people who love your product. Ask them how they'd describe it to a friend. Borrow that language from them.

The goal isn't to copy your audience's language verbatim in every piece of marketing. It's to understand the communication patterns deeply enough that your messaging feels natural rather than forced.

FAQ: Understanding and using target audience language

What is target audience language in marketing? Target audience language refers to the specific words, phrases, slang, and communication patterns that a particular group uses naturally. This includes industry jargon, community-specific references, and the casual way people actually talk about problems and solutions, usually different from how brands typically describe them.

How does understanding audience language improve ad creative performance? Ads that use authentic audience language generate higher engagement because they feel less like marketing and more like content from someone within the community. This linguistic authenticity improves engagement, builds trust, and makes customers more willing to hear you out.

What's the difference between audience language and brand voice? Brand voice is how your company chooses to communicate. Audience language is how your customers actually talk. The best marketing happens when your brand voice adapts to incorporate authentic audience language while maintaining consistency with your values and positioning.

How do you test if you're using audience language correctly? Run your copy past actual members of your target audience before publishing. If they say it sounds "off" or "like a brand wrote it," you've missed the mark. Also monitor performance metrics authentic language typically shows up in lower CPAs and higher engagement rates in creative testing. Monitor the comment section to see if people notice your references.

Can using the wrong audience language hurt your brand? Yes. Misusing group language signals that you're an outsider trying to fit in, which damages credibility. This is especially risky when targeting younger demographics or tight-knit communities that are sensitive to inauthenticity. When in doubt, use simpler, more universal language rather than forcing slang you don't fully understand.

How often should you update your understanding of audience language? Continuously. Language evolves quickly, especially in online communities. What resonated six months ago might feel outdated today. Set up regular listening sessions; monthly social monitoring, quarterly customer interviews, and ongoing analysis of your best-performing creative.