Massage Envy, a top provider of massage and skincare services in the U.S., is proving that great marketing starts with genuine community connection. By highlighting local therapists and forming strong influencer relationships, the brand is investing in a localized approach that not only strengthens individual franchise markets but also supports national growth. And the payoff is clear, localization has been shown to increase search traffic by 47%, boost website visits by 70%, and lift conversion rates by 20%.

Real Stories, Real Impact

Massage Envy's national campaign, "Where Better Careers Begin", shines a light on the meaningful careers of massage therapists. The campaign tells the stories of two exceptional professionals: Stephanie Hudson, a veteran continuing to serve through healing, and Linn Sandall, who found her calling after experiencing the benefits of massage herself.

This campaign was shot on location in Utah, these heartfelt testimonials ran across TV, radio, digital, and social platforms. By leading with authenticity, Massage Envy helps potential employees and clients alike feel a personal connection to their brand and the actual people behind it. The campaign strengthened engagement across Massage Envy locations, from coast to coast.

Influencer Partnerships That Work

Beyond advertising, Massage Envy has embraced wellness influencer collaborations to expand its reach. By partnering with massage and skincare influencers who had loyal, local audiences, they tapped into a powerful driver of engagement and trust. In fact, 63% of consumers say they're more likely to purchase products recommended by trusted influencers, making these partnerships a smart strategy for boosting visibility and bookings. As part of the program, influencers received free monthly treatments in exchange for sharing honest reviews and experiences.

These long-term partnerships weren't just promotional; they were personal. A dedicated blog series spotlighted each influencer's wellness journey and showcased the value of Massage Envy memberships. Results from these efforts speak volumes: the “Train Like a Pro” campaign generated over 2 million impressions and 110,000 engagements, targeting everyday athletes in select cities with localized influencer content. Meanwhile, another digital marketing strategy helped drive a 118% increase in click-through rates and brought in 35,000 new members through hyperlocal paid and organic campaigns.

This strategic use of influencer partnerships reflects a thoughtful approach to cause marketing. It supports voices in the wellness space who embody the values of care, connection, and consistency.

Interested in developing your own influencer marketing strategy? Whether you're building a national brand or boosting traffic to local locations, the right influencer partnerships can drive meaningful engagement and long-term growth. Download Flamel.ai’s Influencer Marketing Guide and discover proven localization tactics and step-by-step strategies to grow your presence.

Local Outreach with Heart

Massage Envy franchisees actively connect with community health centers and veterans' organizations, extending their mission beyond the studio. These grassroots efforts deepen community ties and make the brand feel both local and approachable.

Rather than chase celebrity influencers, Massage Envy collaborates with trusted local voices. These micro-influencers deliver highly engaged, niche audiences who are more likely to book wellness services. This level of trust is key. In fact, 70% of consumers say they rely on influencer recommendations when choosing a wellness provider.

This blend of local relevance and authentic engagement drives traffic to nearby Massage Envy locations and nurtures long-term loyalty.

Following the Wellness Trends of 2025

Massage Envy’s message aligns with both health and wellness trends and top wellness trends for 2025. Today’s consumers want more than just a service; they want connection, purpose, and a sense of well-being. Massage Envy's focus on storytelling, community, and career fulfillment taps into what people value most. This emotional resonance is key, up to 95% of purchasing decisions are driven by emotion, with 86% influenced by meeting needs like trust, security, and connection.

The Takeaway

Massage Envy has created a scalable marketing model that combines national reach with local heart. By lifting up real therapists, building genuine influencer partnerships, and staying aligned with evolving wellness trends 2025, the brand is setting the bar for franchise success through consistent, purpose-driven cause marketing.

Looking to build your own localized strategy with the help of influencer marketing? Download the Influencer Marketing Guide for Franchisors & Franchisees here for expert tips on creating authentic, scalable partnerships that drive real results.

• Find Influencers: Learn how to find influencers who align with your brand & local audience.

• Launch Cost-Effective Campaigns: Get tips on running high-ROI, cost-effective collaborations.

• Master Outreach & Negotiation: Use our email template and pricing breakdowns to secure the best partnerships for your business.

• Track & Measure Success: Get a plug-and-play tracking template to measure influencer impact.

• Maximize Engagement & Conversions: Learn why micro-influencers drive 60% higher engagement . . . and how to make the most of it!

Language moves fast, especially online. Every year, the internet invents a whole new set of words and phrases that go viral, make it into everyday conversations and “live in our heads rent free.” (If you don’t know what that means, keep reading. 😉) 

Whether you're trying to keep your brand relevant, decode Gen Z speak or just stay in the loop, we've rounded up the top 25 slang words of 2025 you need to know. Plus, we added a few favorites from the past few years that are still going strong.

👉 Want to see how things have changed? Check out our Social Media Slang for 2023 blog for a trip down memory lane.

Now, let’s “lock in.”

🔥 Top 25 Slang Words Of 2025:

• The Ick: A feeling of sudden repulsion or cringe toward someone or something, often during dating.

  • Example: He was chewing with his mouth open and I got the ick immediately.
    
    

• Aura: The vibe or energy a person or thing gives off. It’s usually good, but can also be “negative aura.”

  • Example: That vintage bookstore has a cozy aura. His constant complaining? Negative aura.
    
    

• Living Rent Free: When you can’t stop thinking about something, usually a person, moment or meme.

  • Example: That new song is living rent free in my head.

• Crash Out: Having a meltdown or emotional outburst, sometimes triggered by stress or drama.

  • Example: She crashed out after reading all the negative comments.
    
    

• OPP: Short for “opposition” or “opponent.” Used to refer to someone you don’t like or don’t trust. Countless diss tracks are dedicated to their authors’ opps.

  • Example: He hangs out with the opps now? Wild.
    
    

• Mid: Something that’s mediocre or underwhelming.

  • Example: That movie was hyped up but ended up being very mid.
    

• “W” or “L”: A win or loss. Used to rate people, actions or moments.

  • Example: Bringing snacks to the function? W. Forgetting the aux cord? Major L.
    
    

• No Cap: No lie or seriously. Used to emphasize honesty.

  • Example: That concert was the best night of my life, no cap
    
    

• Slaps: Something that goes hard and is awesome, especially music or food.

  • Example: This playlist slaps. Who made it?!
    
    
    

• Period: Used to emphasize a statement and shut down further discussion.

  • Example: She’s the best to ever do it. Period.
    
    
    

• Grindset: A mindset focused on non-stop self-improvement and hustle culture.

  • Example: He’s deep in his grindset era—gym, work, repeat.
    
    
    

• Lock In: To focus completely and block out distractions.

  • Example: Finals week is here. Time to lock in.

• Delulu: Short for “delusional,” usually said jokingly about unrealistic hopes or crushes.

  • Example: He liked my Story. I’m probably being delulu, but maybe that has a deeper meaning!
    
    

• ATE: Did something flawlessly. Crushed a task with no flaws or crumbs left behind.

  • Example: That outfit? She ate. No crumbs.
    
    

• Bet: A way to say “okay,” agree to something, or accept a challenge.

  • Example: You down for trivia night? Bet.
    
    

• Soft Launch / Hard Launch: A soft launch subtly hints at a new relationship (like a hand in a photo). A hard launch is the full reveal.

  • Example: She posted his elbow. That’s a soft launch. Two weeks later, she hard launched him on socials.

• Vibe Check: A quick read on someone’s mood or the overall energy in a room.

  • Example: Walked into the party and failed the vibe check instantly.
    
    

• Situationship: A romantic or flirty relationship without clear labels or commitment.

  • Example: We don’t see other people but we aren't official. . . it’s kind of a situationship.
    
    

• Brainrot: When you’re obsessively into something, especially memes or media, to the point it’s consuming your brain.

  • Example: That TikTok soundbyte that’s been in my head all day? Absolute brainrot.
    
    

• BFR: Short for “be for real.” Used when someone says something outlandish or unbelievable.

  • Example: You think pineapple belongs on every pizza? BFR.
    
    

• Out of Pocket: Inappropriate, wild or uncalled for behavior or comments.

  • Example: That joke was way out of pocket, dude.

• Beef: Ongoing drama or conflict between people.

  • Example: There’s serious beef between those two actors.
    
    

• Drip: Stylish or flashy fashion, especially outfits that stand out.

  • Example: That drip is next level. Where’d you get that jacket?
    
    

• Glow Up: A major positive transformation, physically, mentally, or emotionally.

  • Example: Her 2020 to 2025 glow up? Unreal.
    
    

• Fit Check: Showing off or rating your outfit. Usually done on video or in a mirror.

  • Example: Fit check before the concert: boots, crop top, leather jacket. Let’s go!

Top 5 Slang Words That Are Still Hanging Around

Some words just hit different . .  . and they're not going anywhere anytime soon!

• It’s giving: A phrase used to describe the vibe or impression of someone or something, usually in a positive or sarcastic way.

  • Example: Her outfit is giving me 90s nostalgia. It’s giving iconic.
    
    

• Tea: A noun meaning gossip, drama or juicy information. Often used with “spill” or “sip” to indicate sharing or enjoying tea.

  • Example: Spill the tea! What did he say? I’m just here sipping my tea.
    
    

• Rizz: A term derived from charisma, meaning the ability to attract or charm someone, especially romantically.

  • Example: He has so much rizz, he can get any girl he wants.
    
    

• Sus: A shortened form of suspicious, meaning shady, sketchy or dubious. Often used to accuse someone of lying or hiding something.

  • Example: Why are you acting so sus? What are you hiding?
    
    

• Slay: A verb meaning to impress, succeed, or dominate. Often used to compliment someone who looks amazing or does something remarkable.

  • Example: She slayed that performance. You slay, queen!

From “delulu” daydreams to “grindset” goals, today’s slang captures what we value and what we love to laugh about. If you're a brand looking to stay relevant on social media, consider this your go-to cheat sheet. 

Just remember: timing and tone are everything. Use these terms authentically, or you might just give everyone . . . “the ick”.

Of course, new slang drops fast, but that doesn’t mean older phrases are out of style. Some 2023 hits are still going strong. Want to see how far we’ve come? Check out our Social Media Slang for 2023 blog for a little throwback and maybe a few words you’re still using today.

If you’re a franchise marketer, you’re not just building campaigns. You’re navigating personalities, priorities and platforms, while growing an industry that’s responsible for 9 million jobs and counting. 

You’re also busy trying to keep their brands aligned across time zones and owner mindsets. Some franchisees are eager and engaged, while others won’t even update their hours on Instagram. With local marketing budgets squeezed and brand consistency a top challenge, franchise marketing is a tough job. 

But innovations powered by AI, positive outlooks, and staying on top of the latest and greatest technology can help simplify and scale your efforts, without sacrificing quality, brand, or control. 

Here are five big franchise marketing time-wasters that AI can finally fix.

Franchise Marketing Challenge #1: Building Social Ads From Scratch (Again & Again)

Manually creating social ad campaigns for every location is exhausting. Resizing graphics, rewriting copy, updating location-specific offers and ad creative, can kill a day’s productivity. And that’s just for one post. Now multiply that by 20, 50, 100 locations.

AI automates busywork. Tools like Flamel.ai let you create one high-performing Meta ads campaign and automatically localize it per franchise location, updating audience targeting, to copywriting, to custom creative choices per storefront. 

These types of hyper-localized digital campaigns are now the gold standard in franchise marketing, as customers expect experiences tailored to their community. Of course, the ads that resonate with followers in Memphis will likely vary from what strikes a chord in Seattle, and with AI-powered social ads, customizing and localizing ad creative can be done in just a few minutes.

Case in point: DivaDance launched personalized ads across 40+ locations in under 10 minutes using Flamel. You can see their full case study here.

Franchise Marketing Challenge #2: Chasing Brand Consistency

Franchisees love to "get creative" with their marketing. Unfortunately, that can mean Comic Sans, weird filters and off-brand messages that erode trust.

Instead of policing every post, AI-powered platforms can help enforce brand guidelines automatically. Flamel’s BrandCheck AI reviews all content before publishing to ensure alignment with your franchise’s look, voice and tone, saving your team from brand emergency mode.

Franchise Marketing Challenge #3: Getting Franchisees to Post At All

Franchise owners are exceptionally busy, often juggling a wide range of responsibilities that stretch their time and focus. With so much to do, marketing can often fall to the bottom of the to-do list. However, that leads to inactive social pages, lower local market engagement, and ultimately, fewer followers and customers.

With AI-generated content calendars, prebuilt caption templates and automated post scheduling, even the busiest (or least marketing-savvy) franchisee can stay active online. That’s how petbar boosted engagement by 64% and impressions by 85% in just 30 days. 

To help make organic social easier, Flamel.ai has launched our AI Content Calendar Generator for franchise marketers. In just a few clicks, you can generate a month's worth of strategic social media content that’s customized to your brand voice and industry, including: 

• Post types (educational, promotional, engagement, behind-the-scenes), 

• Image captions, 

• Image and video suggestions,

• And relevant hashtags

Click here to give it a try and generate your next month of social posts in just a minute!

Franchise Marketing Challenge #4: Manually Tracking Metrics Across Every Location

Pulling CTR, ROAS, impressions and engagement data from dozens of locations manually? That’s another time suck, taking hours of work and sometimes dozens of spreadsheets.

AI platforms automate the analytics process and surface what matters most. Flamel lets you monitor performance for each location in real-time and gives you simple, clear dashboards that make optimization easy. You can take a peek at what that looks like in the video below.

Franchise Marketing Challenge #5: Recreating the Wheel Every Time

Your best-performing campaign should work hard for you . . . And not just once, but as many times as you need, across every franchise location. Instead of rebuilding from scratch, franchise marketers can now use AI to clone, dynamically adapt and relaunch top campaigns across every location.

AI helps marketing teams scale what works, ditch what doesn’t, and finally get time back to think strategically. The smarter systems made possible by AI technology not only save time, but allow both franchisors and franchisees to hustle in other areas of their business, while marketing is streamlined and automated.

Want to see how Flamel.ai is helping brands like petbar and DivaDance grow their franchise presence across every location? Try it free for 30 days.

When you’re managing ads across dozens of franchise locations, even “simpler” campaigns can eat hours away from your week. That was the case for DivaDance, a dance fitness franchise that runs ads for everything from two-week trial offers to special seasonal promos across their 60+ studios.

Before partnering with Flamel.ai, setting up paid social campaigns could take up to 10 hours. Now? DivaDance can launch fully customized Meta ads campaigns in under 10 minutes.

Here’s how they did it . . . and why it felt “magical.”

The Problem: Ad Builds Can Take Days 

DivaDance’s team had been managing their Meta campaigns manually, tweaking every piece of creative, setting targeting per location, linking forms, tracking budgets, and more. Franchise marketing teams know this process—and how time consuming it is (or *ahem* used to be)—all too well. However, as localized social ads return $5 for every $1 franchises spend, all multi-location businesses need to run these types of ads in order to connect with their local audiences. 

Imagine doing the exact same thing 40 times just to run one promotion. Every campaign, no matter how simple, can quickly become a logistical headache. This issue is exemplified for multi-location franchises, as different business locations often need different forms, URLs to drive consumers to, and location-specific messaging.

That’s how Meta ads needed to be built before Flamel.ai. Now, they’re built in minutes and ad creative contents are dynamically updated to match the needs of local regions and their audiences’ preferences. 

The Solution: Flamel.ai’s Social Ads Solutions

Flamel.ai’s new social media ads tools were designed for multi-location franchise brands, just like DivaDance. In just a few clicks, the DivaDance marketing team spun up over 40 localized ads, instantly. 

In a few minutes, they:

• Created one parent campaign with creative content that’s set to dynamically update, based on studio location
  
  
  

• Auto-generated localized ads for their network of studios
  
  
  

• Linked the right forms and landing pages per location, so audiences are given more personalized experiences that connect them to a nearby DivaDance studio

“It was genuinely magical,” said Joe Andosca, DivaDance’s Chief Innovation Officer and Head of Marketing, when describing the experience of using Flamel to build the franchise’s social ads.

Flamel.ai even analyzed DivaDance’s existing Meta ads account data to pre-fill common targeting, interests, and budget preferences. This saves their team even more time, keeping them from rebuilding and re-entering information every time they start a new campaign. 

The Results: Localized Social Ads Were Built Really Quickly

Here’s what DivaDance achieved within the first session using Flamel.ai for franchise social ads:

• 44 new ads were launched in under 10 minutes
  
  
  

• Campaign build was time cut by 90%
  
  
  

• Dynamic ad copy and creative are now automatically personalized by studio location
  
  
  

• Instant form management is streamlined across locations
  
  
  

• Clean, organized ad structure offers better reporting
  
  

“Flamel.ai definitely saves a ton of time,” said Andosca. “That’s great. That’s the goal.” 

Flamel.ai’s Social Ads Are Built for Scaling Franchises

Another win? Flamel’s tools aren’t just fast . . . they’re smart. DivaDance’s team used dynamic variables to customize ad copy with each city’s name, studio links and more. 

Long story short: This means no more rewriting the same content dozens of times, in order for it to fit each unique location!

Additionally, our franchise social ads platform makes editing and pausing campaigns easy too, perfect for when only some franchisees opt into a promotion, sale, or event. For example, if only 20 studios opt in to participate in a seasonal campaign, DivaDance can easily create and launch said ads for those select 20 locations. 

Final Takeaway: Social Ads for Franchises Are Easier to Build, Faster to Launch & Deeply Personalized

Scaling social ads for franchises used to mean spreadsheets, help sessions, and hours of repetitive setup. With Flamel.ai, DivaDance traded all that for speed, a simple-to-navigate structure, and scalable success.

If you’re a multi-location brand who wants to save time and personalize advertising for the businesses within your portfolio, make advertising on Meta faster, easier and more effective with Flamel.ai.

Schedule a demo to try it today.