By definition, “OG” stands of “original gangster” which emerged from LA street-gang culture in the early 1970s and then spread through US hip-hop before going mainstream and becoming a term that is now widely used. The term was first used as a way to mark founding or long-standing members, and since then, its definition has changed and broadened to mean something or someone is original, old school, the first, or highly respected in their niche – across any area really, not just gangs!
In short, if a brand, product or community is being referred to as “OG” on social media, it’s usually a compliment, and not a cause of panic.
How “OG” comes up in our feeds.
Different platforms always have their own nuances, with trends taking on different shapes across different platforms.
- Commenters: A commenter may write “You’re the OG” to praise a creator, founder, or long-standing customer when they’re affirming that the person was there first or made the topic what it is today.
- Captions: Creators often speak of ‘The OG Collection” or “OG followers” to highlight origin stories or long-standing loyalty.
- Hashtags: “#OG” is used to label throwbacks, first editions, or key pillars across certain scenes like music, gaming or tech.
You’ll also see it used about media or formats, like referring to an original TV series as the “OG,” compared to the more recent spin-off show.
Why does being an “OG” matter for a brand?
Understanding OG culture is ultimately about understanding how audiences show respect and signal social capital:
Social proof and authority
Being called an “OG” positions your brand or founder as a pioneer in a space and reinforces expertise and trust.
Community and loyalty
Creators and brands often refer to “OG followers” or “OG customers” to recognise early adopters and deepen emotional connection.
Nostalgia marketing
Using OG language in throwbacks and anniversary content taps into shared memories and long-term attachments from target audiences.
Culture fit
Using (or at least understanding) slang like “OG” helps your content feel native to the platforms your audience lives on, especially for millennial and gen-z groups.
From a marketing strategy perspective, OG is shorthand for “you were here before it was cool,” and that’s the kind of social currency that most brands are trying to build.
How brands can use “OG” (without trying too hard)
OG use can often be effective in campaigns, but only when it fits your category, audience and voice. If you appear to be trying to jump on a bandwagon, it will likely have the opposite effect.
Creative ways to use it:
- Hero your firsts by naming a limited re-release something around “OG” for an original product line, but with a new twist. Or, bring back something that was a top-seller but for a limited time.
- Reward early adopters by creating segmented lists for “OG members” or “OG subscribers” with early access or exclusive perks.
- Lean into nostalgia by revisiting older logos or packaging etc, to show how far the brand has come.
It’s essential that when referring to something or someone as ‘OG” in your content, you ensure it is appropriate for your audience. Whilst “OG” is a term that’s been around for ages, it still has some trend value and some audiences may not be wholly aware of it’s meaning. Plus, your sector and brand voice matters here too – don’t just jump on it as a trend when your tone of voice is far more mature.
If you’re not sure if you should use it – ask yourself: Would I naturally say this out loud to a customer? If not, then it’s probably not worth posting.
What to think when your audience refers to your brand as “OG”
Often, the OG label is given to brands by their base following. So what should you do when you see “OG” in your comments or inbox?
- Take it as a compliment. They’re usually signalling that you’re a pioneer, a reliable classic or a trusted voice in your market.
- Engage actively and respond with appreciation.
- Build a narrative for yourself. If the term keeps popping up, consider turning it into a recurring theme like an “OG stories” content series featuring long-time customers or early staff members.
For a marketing team, the presence of “OG” references in social conversation is a useful qualitative signal that you are occupying a distinctive, enduring position in the category conversation, which is something that most brands are trying to achieve.