Short Video Platforms Driving Chinese Internet Slang
- Date：
- Views：4
- Source：The Silk Road Echo
If you’ve been on the internet in China lately — or even just scrolling through global social media — you’ve probably stumbled upon phrases like 内卷 (nèijuǎn), 躺平 (tǎngpíng), or yyds. These aren’t random keyboard smashes. They’re full-blown internet slang sweeping across platforms, and guess what? Short video apps are the main engine behind their viral spread.
As a digital culture analyst who’s tracked online language evolution for over five years, I can tell you: TikTok-style platforms like Douyin (China’s version of TikTok) and Kuaishou aren’t just for dance challenges anymore. They’ve become linguistic laboratories where new expressions are born, tested, and go mainstream — sometimes in under 48 hours.
Why Short Videos Rule Slang Creation
The answer lies in engagement speed and cultural relevance. A 15-second clip can convey irony, frustration, or pride more vividly than a paragraph. And when millions share it with a catchy phrase as the caption? That phrase sticks.
Take yyds — short for yǒngyuǎn de shén (eternal god). It started as fanboy praise for athletes on Douyin but quickly became a universal hype word, like saying 'GOAT' in English. According to SocialHeat Analytics, yyds appeared in over 73 million short videos in Q3 2023 alone.
Top Platforms Fueling the Trend
Here’s how major platforms stack up in driving slang virality:
| Platform | Monthly Active Users (2023) | Slang-Related Video Growth (YoY) | Key Slang Examples |
|---|---|---|---|
| Douyin | 780 million | +62% | yyds, xswl, baoluo |
| Kuaishou | 650 million | +54% | tǎngpíng, dǎ工人, nèijuǎn |
| Bilibili | 315 million | +41% | zqsg, gujia, mohu |
As you can see, short video platforms dominate both reach and cultural impact. But it’s not just about size — it’s about community. Kuaishou, for example, thrives in lower-tier cities where users co-create jargon reflecting real-life struggles like nèijuǎn (ruthless competition) or tǎngpíng (lying flat).
How Slang Reflects Social Mood
These terms aren’t just trendy — they’re psychological barometers. When tǎngpíng surged in 2021, it signaled youth burnout from work pressure. By 2023, baoluo (broke loser) became a self-deprecating meme among Gen Z facing job market chaos.
Brands that get this win. In a 2023 survey, 68% of users said they trust brands using authentic slang in ads. Those that misuse it? Instant cringe.
How to Stay Ahead of the Curve
Want to understand or leverage this trend? Here’s my pro tip: don’t just translate — interpret. Follow niche creators on Douyin and Kuaishou, not just influencers. Real slang bubbles up from everyday users.
Also, use tools like WeChat Index or Baidu Heat to track search spikes. For example, zqsg (full effort) spiked 300% after a viral student motivational video — now it’s everywhere.
In short: if you want to grasp modern Chinese digital culture, start by watching short videos. The language is evolving fast — and the next big phrase might already be trending in a 10-second clip.