Just like cultural trends come and go, so do brand trends. Whether it’s millennial pink, blobby faceless illustration or animating gradients, we’re familiar with the fads of design. But what about copy trends? Here’s our non-exhaustive list of what’s in and what’s out right now.
WHAT'S IN
Sexy ambivalence
It's giving zero fucks, laissez-faire, and unbothered. See Reformation for a masterclass in this, they truly understand how to write without writing too hard.
Swear words
It's 2023 and people have been through it. A well-timed four-letter word just feels right in the right context. Big caveat: apologies or “woops” messages negate this being cool.
Twists on idioms
Idioms are always a great place to start but a slight turn of phrase can make them iconic. A solid example is “Go in all buns glazing” for Tesco (paired with a yummy image of morning buns).
Mullet lines
I learned this apt phrase from Dan Nelken, a true sage in the world of copywriting. To promote his newsletter, he writes "Subscribe to my newsletter today. Unsubscribe tomorrow."
Absurdity and oddball humor
Unless you are writing about cancer or enterprise solutions, people are almost always good for a laugh. Oatly has the lovably kooky humor dialed and it has paid off.
Using AI
While this is less of a writing trend, it certainly falls into the hot tools to use category. Let ChatGPT do your dirty work, don’t let it freak you out (yet).
WHAT'S OUT
Feminine hype
Overt and generic female hype is bound to give your audience the ick (see all: girl boss, you go girl, yess queen). Hot take: get specific with your hype, and if possible, don't assign it a gender.
Apple-inspired manifestos
Here’s to the makers, shakers, and…just stop. Every version of this sentence has been written before and no longer packs the punch it used to.
Overly chummy copy
While we know how tough it is to convey support, we need to find new territory to replace the constant barrage of "we got you” messages.
Post-pandemic gravitas
The lines "more than ever," "unprecedented times," and "all in this together" are officially canceled. We've all read enough of that over the past 3 years and it's triggering at this point.
Talking about AI
We've had enough AI predictions and opinions this year to last us a lifetime. Is it taking our job? Probably. But for now, let's just keep it moving.
Want to submit a trend report or quick hits on what's in and out in the world of copywriting? Drop us a line at submissions@thesubtext.online or on our instagram trend report post.
Just like cultural trends come and go, so do brand trends. Whether it’s millennial pink, blobby faceless illustration or animating gradients, we’re familiar with the fads of design. But what about copy trends? Here’s our non-exhaustive list of what’s in and what’s out right now.
WHAT'S IN
Sexy ambivalence
It's giving zero fucks, laissez-faire, and unbothered. See Reformation for a masterclass in this, they truly understand how to write without writing too hard.
Swear words
It's 2023 and people have been through it. A well-timed four-letter word just feels right in the right context. Big caveat: apologies or “woops” messages negate this being cool.
Twists on idioms
Idioms are always a great place to start but a slight turn of phrase can make them iconic. A solid example is “Go in all buns glazing” for Tesco (paired with a yummy image of morning buns).
Mullet lines
I learned this apt phrase from Dan Nelken, a true sage in the world of copywriting. To promote his newsletter, he writes "Subscribe to my newsletter today. Unsubscribe tomorrow."
Absurdity and oddball humor
Unless you are writing about cancer or enterprise solutions, people are almost always good for a laugh. Oatly has the lovably kooky humor dialed and it has paid off.
Using AI
While this is less of a writing trend, it certainly falls into the hot tools to use category. Let ChatGPT do your dirty work, don’t let it freak you out (yet).
WHAT'S OUT
Feminine hype
Overt and generic female hype is bound to give your audience the ick (see all: girl boss, you go girl, yess queen). Hot take: get specific with your hype, and if possible, don't assign it a gender.
Apple-inspired manifestos
Here’s to the makers, shakers, and…just stop. Every version of this sentence has been written before and no longer packs the punch it used to.
Overly chummy copy
While we know how tough it is to convey support, we need to find new territory to replace the constant barrage of "we got you” messages.
Post-pandemic gravitas
The lines "more than ever," "unprecedented times," and "all in this together" are officially canceled. We've all read enough of that over the past 3 years and it's triggering at this point.
Talking about AI
We've had enough AI predictions and opinions this year to last us a lifetime. Is it taking our job? Probably. But for now, let's just keep it moving.
Want to submit a trend report or quick hits on what's in and out in the world of copywriting? Drop us a line at submissions@thesubtext.online or on our instagram trend report post.
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