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Does ‘goblin mode’ sum up 2022 for you?

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Does 'goblin mode' sum up 2022 for you?

Sleep is associated with a state of muscle relaxation and reduced perception of environmental stimuli. — Image: Rachel CALAMUSA (CC BY-SA 2.0)

When you think back across 2022, which word or phrase captures the zeitgeist? Each year the Oxford English Dictionary selects its word of the year and this year the selected ‘word’ (or rather phrase) is “goblin mode.”

The Oxford Word of the Year is intended to represent “a word or expression reflecting the ethos, mood, or preoccupations of the past twelve months, one that has potential as a term of lasting cultural significance.”

As to what “goblin mode” means, Oxford defines this as “a type of behaviour which is unapologetically self-indulgent, lazy, slovenly, or greedy, typically in a way that rejects social norms or expectations.”

As far as lexicographers can assess, the word has been in use since 2009 when it first entered the digital lexicon on Twitter.

Apparently, the phrase gained traction from February 2022, possibly as a reaction to a return to so-termed “normalcy” after COVID-19 restrictions began to be lifted in many countries.

In terms of context, the London Evening Standard develops an example of “goblin mode” as: “Sinking into your sofa under a blanket stained with tomato from takeaway pizza – the crusts of which are long cold in the box on the floor but you’ll probably eat them later. Gormlessly watching Too Hot To Handle with no sense of irony. Making no plans to do anything as productive as, say, brushing your teeth or leaving the house.”

Whereas The Guardian uses: “Goblin mode is like when you wake up at 2am and shuffle into the kitchen wearing nothing but a long t-shirt to make a weird snack, like melted cheese on saltines”.

This puts “goblin mode” firmly in the slacker arena.

To be considered, a word or phrase must be supported by evidence of real language usage. This is based on context, frequency statistics and other language data.

This year represented the first year when the selection process for ‘Word of the Year’ was opened up to English speakers for the first time in its history. Across a period of two weeks more than 300,000 people cast their vote against a pre-made list.

With the 2022 vote, “goblin mode” got 93 percent of the more than 300,000 votes. “Metaverse” finished second. In third place was “#IStandWith” (to represent mass social media reactions to a perceived injustice, such as “#IStandWithUkraine”).

Time will tell whether “goblin mode” or “metaverse” has the most capital.

Previous words of the year have included vax (2021) and climate emergency (2019). The last ten years have given us:

2013    selfie   

2014    vap     

2015    😂 (Face With Tears of Joy, Unicode: U+1F602, part of emoji)     

2016    post-truth

2017    youthquake    

2018    toxic

2019    climate emergency

2020    No single word chosen (due to this being the year of COVID-19 turmoil).

2021    vax

2022    goblin mode

A week ago another dictionary -Merriam-Webster  – announced its word of the year this year as “gaslighting”. While the word is old, possibly dating back a hundred years, its use has spiked across 2022. “Gaslighting” refers to the act or practice of grossly misleading someone, especially for one’s own advantage.

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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These Guys Are Stupid, And I'm Being Charitable

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These Guys Are Stupid, And I'm Being Charitable

Why do some organizations still solicit funds the way they did in the 1960s? You need to take a smarter marketing approach, or you’ll waste money like they do. I’m still getting about two bucks a month in cash from stupid, misguided charities that insist on sending me actual money in the mail. I get …

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