Algospeak

Algospeak is coded language that social media users create to bypass automated content moderation, such as misspellings, substitute words and emojis. Merriam-Webster’s definition notes the term blends “algorithm” and “speak.” People use it to keep their posts from getting flagged, removed or down-ranked.

Why people use algospeak

Social media algorithms dictate which posts reach people, while automated moderation flags words that break community guidelines.

Creators know a flagged word means a removed video, lost reach or the risk of getting shadowbanned. So they swap the word for one the system doesn’t recognize. That’s the whole trick: You say the thing without saying the word.

The practice is most closely associated with TikTok, according to a 2023 peer-reviewed TikTok algospeak study. Some marginalized creators in that study say they use it to regain visibility on the platform.

The habit of swapping words is older. A 2022 Washington Post report on coded language notes that early internet users relied on alternate spellings called “leetspeak” to bypass word filters.

Common algospeak examples

Merriam-Webster, Dictionary.com and the Washington Post document these examples. Terms shift fast: Creators interviewed for the same 2023 TikTok study report that platforms learn them over time.

What algospeak means for brands

According to a 2022 TELUS International survey, 51% of US adults have seen algospeak in the wild, and 42% note its use is rising. Yet only 32% believe brands do a good job moderating it.

In Sprout Social’s view, coded language creates two gaps for your team. A comment filter built on obvious keywords misses “seggs” or a 🌽 emoji. A listening query built on exact spellings misses the coded versions people use.

The fix: Add known substitutions, misspellings and emojis to your moderation keyword lists and social listening topics. Review those lists often, because new variants replace flagged ones. Make this part of your brand safety strategy so coded mentions don’t slip through.

Don’t let critical conversations slip under the radar. Track coded terms about your brand with Sprout’s Social Listening, which searches keywords, phrases, hashtags and emojis. Schedule a demo today.