To “Rizz” or Not to “Rizz”? That Is the Question (In Marketing)

Like every year, all big dictionaries vote for their so-called Word of the Year (WotY).

Most WotYs need not have been coined within the past 12 months necessarily, but they need to have gained a certain amount of popularity in the past year.

So, for 2023, Oxford’s WotY is no other than… “rizz”.

But what does “rizz” mean in the marketing context? And what is “rizz” anyway?

“Rizz”: Oxford Word of the Year 2023

The Oxford Dictionary picks its WotY based on a word or phrase that has become important or popular during that year. They look at how often people use the word, where they use it (like in books or on social media), and how much it reflects the main ideas, ethos, or feelings of that time. It’s like a way of capturing what’s happening in the world through the words people use.

But Oxford’s WotY is not just about selecting a trendy word. Rather, it reflects the changes happening in society and the language evolution.

In more detail, the selection process involves gathering evidence from Oxford’s extensive language research program, including the Oxford Corpus, which collects around 150 million words of current English from web-based publications each month. The candidates for the WoTY are drawn from this evidence, and dictionary editors also flag notable words for consideration throughout the year and use other sources of data to identify contenders. The final selection is made by the Oxford Languages team based on all the information available to them.

However, in 2023, the Oxford Dictionary decided to break that tradition. Accordingly, it followed a more interactive approach by involving the public in the selection process. Following the success of the previous year, when over 340,000 people voted and ‘goblin mode’ won with 93% of the vote, they opened a shortlist of eight words for a head-to-head public vote. By receiving over 32,000 votes and through the vote of a team of language experts, “rizz” became this year’s word.

But what are the other 7 words that could have been WotY 2023?

WotY 2023 shortlist

Here are the candidate words for Oxford’s WotY 2023, their definitions, and see if they are connected to marketing somehow.

“Swiftie” vs. “De-influencing”

Swiftie: An enthusiastic fan of singer Taylor Swift. Besides being a great signer, Taylor Swift is a great entrepreneur and marketer.

De-influencing: Discouraging people from buying certain products, or encouraging reduced consumption of material goods, especially via social media.

“Beige flag” vs. “rizz”

Beige flag: A character trait indicating a partner is boring or lacks originality. Similar to 

Rizz: Style, charm, or attractiveness; the ability to attract a romantic or sexual partner. Also, WotY 2023.

“Heat dome” vs. “Prompt”

Heat dome: A persistent high-pressure weather system trapping hot air below it.

Prompt: An instruction to an AI program or algorithm influencing the content it generates. Speaking of which, here are 20 ChatGPT prompts for your digital marketing.

“Parasocial” vs. “Situationship”

Parasocial: A one-sided relationship where a fan feels a sense of intimacy with a media celebrity. Due to social media accounts, celebrities are now easier to connect with than ever but that doesn’t really bring them any closer to any of their fans.

Situationship: A romantic or sexual relationship not considered formal or established.

“Rizz” and Its Associations With Marketing

Well, interestingly marketing was always a reflection of our evolving society and language.

Indeed, the term “rizz” is a slang term that originated in internet culture, particularly through social media platforms. It’s generally used to describe someone’s charm or ability to attract others, often in a romantic or social context.

However, in the realm of growth marketing, the term could be creatively adapted to describe a brand’s or product’s appeal and effectiveness in attracting and engaging customers.

Here are a few ways you can use the word “rizz” in marketing:

Brand Rizz: This could refer to the inherent appeal or charisma of a brand. A brand with high “rizz” would be one that naturally attracts customers through its image, messaging, and overall presence. For example, “Our latest marketing campaign really boosted our brand rizz, drawing in a larger audience.”

Product Rizz: Similar to brand rizz, this would apply to a specific product’s ability to attract customers. A product with high “rizz” would be, one that stands out in the market and draws consumer interest effortlessly. For instance, “The unique design and innovative features of our new product have given it a lot of rizz.”

Content Rizz: In content marketing, “rizz” could describe content that is exceptionally engaging and shareable. Content with high “rizz” would be that which resonates with the audience and spreads organically due to its appeal. For example, “Our latest video has a lot of rizz; it’s been shared across social platforms and has gone viral.”

Marketing Rizz: This could refer to the overall effectiveness and charm of a marketing strategy or campaign. A campaign with high “rizz” would be one that successfully captures the target audience’s attention and converts leads. For instance, “The innovative approach of our recent campaign showed our marketing rizz, resulting in high conversion rates.”