The English language is constantly shifting, with merging communities and tech making it evolve faster than ever; 86% of British parents think teens speak a different language on social media. So how can brands use words, emoticons and colloquialisms to better communicate with their audiences?

Rhythm and rhyme have been around since the beginning of time, and spoken word is now booming in Britain, with brands like the BBC and McCain harnessing this ancient art form in their campaigns. But what makes poetry more persuasive and engaging than non-rhyming prose in advertising?

Celebrity gaffs, models falling over and adorable animal friendships – these are things that GIFs are made of, and they’ve become a core online communication method. But they can be difficult to create yourself. YouTube is trialling a tool that intends to change that.

Who needs words when you have emojis? Most Gen Yers now believe that these colourful symbols improve our ability to communicate, using them in the majority of all messages sent. In fact, almost three-quarters find it easier to express emotions with emojis than they do with words.