Social media platform Spill has unveiled “WHAT’S THE TEA? The Cultural Exploration of a Digital Black Renaissance,” a study into the platform’s data and activity.
Developed in collaboration with cultural strategist and University of Michigan professor Dr. Marcus Collins, the “black paper” analyzes Spill activity from January 1 and December 31, 2025 across 1.7 user conversations, 5 million expressions of engagement, 200,000 unique words including AAVE terms “finna,” “Y’all,” “nah,” and more.
Actress Kerry Washington is a co-investor of Spill, while Dr. Collins was formerly a strategist for Beyoncé. Among topics analyzed in the research is Spill being proof of a “safe space,” as mentioned by 30% of app users, unique terms, or slang, informing community and shared humor, along with the promotion of more than 23,000 brands in conversation.
"This 'Black Paper' is a cultural exploration, not a trend report," Dr. Collins stated in press materials. "The ethnographic research reveals how a community turns language into currency, ritualizes economic solidarity, and uses political engagement in daily survival. What appears as 1.7 million social media exchanges of 'tea' is actually a window into what it means to belong in a modern communal space."
Spill plans on releasing future installments of the paper to target ongoing shifts in the digital space, along with cultural advancements and apprehension around technology.
