Spend a few minutes on TikTok‘s For You page, and you’re likely to come across a flurry of posts talking about “cute winter boots”. At first glance, they seem like straightforward fashion-related videos – and that’s the idea. But in reality, they are the latest example of algospeak: coded expressions used to evade automated moderation algorithms on social media platforms.
@honestlyandie #nohumanisillegal #cutewinterboots #winterboots #useyourvoice #protectthechildren
@xxsar__maxx Please keep sharing ur winter boots with me guys #Inverted #winter #winterboots #cutewinterboots
“Cute winter boots” joins other notable examples of algospeak, such as “unalive” (a euphemism for dead) and “blink in lio” (for “link in bio”). TikTokers are using this particular phrase and ones like it (“winter boots”, “white boots”, “cute boots”) to covertly criticize the Trump administration’s crackdown on immigration. This is happening amid fear that anti-government posts may be censored on platforms with connections to the administration.
Why “cute winter boots”? The term is believed to be derived from US Immigration and Customs Enforcement (ICE), as winter boots can protect the wearer from “ice”. In fact, it may have been originally used to warn people of upcoming ICE raids.
The phrase also exploits the TikTok algorithm’s preference for promoting product-focused content, such as attractive footwear, thereby actually promoting the sentiments rather than repressing them.
Thought starters for brands:
Take note of consumers’ increasingly negative feelings toward algorithmic content. More and more consumers are taking steps to break free from algorithms and their control over our online experiences. But people using the phrase “cute winter boots” are actually going one step further by exploiting the algorithm for their own advantage by encouraging it to unwittingly spread their message. While the history of language has always included phrases designed to evade detection, such as rhyming slang, this will increasingly include attempts to outwit AI moderators and algorithms online. This is a topic we explore in depth in our Trending 2025 report.
Consider how more surveillance could change consumer behavior. This example also highlights the increasing use of AI and other forms of tech for the purposes of moderation, censorship and surveillance. Larry Ellison, founder of the Oracle software company, has shared his belief that as a result of further developments in this area, “citizens will be on their best behavior, because we’re constantly recording and reporting everything that is going on”. While this would suggest that maintaining privacy will become more challenging than ever for consumers, their ingenuity when it comes to outsmarting algorithms means that they won’t give up without a fight.
Talk to us about getting access to Collision
Every week, we track weak signals – new emerging phenomena, data anomalies and divergent expert views that challenge our existing beliefs and biases – so that you can see beyond and prepare for any future. These are published on Collision, our dynamic trends intelligence platform. If you’re interested in learning more about Collision and how the platform can make a difference to your business, get in touch today.
