Sprout Social launched its first Social Media Dictionary, analyzing 2025's cultural trends and language evolution.
Quiver AI Summary
Sprout Social has launched its inaugural Social Media Dictionary, analyzing the language and viral trends that shaped global culture in 2025. The dictionary reveals how niche trends, AI-driven content discovery, and community engagement transformed social media conversations. Notably, "Aura" was named Word of the Year, generating 31.9 billion impressions and illustrating how micro-moments can catalyze cultural phenomena. Other significant terms included "Labubu," a viral gremlin character, and phrases like "6–7," reflecting absurdist humor trends. The dictionary also highlights emerging marketing terms such as "GEO" (Generative Engine Optimization) and "Substack," pointing to the importance of optimizing content for AI engagement. Looking ahead to 2026, terms like "AI Slop" and "Group 7" indicate a shift towards skepticism of low-quality AI content and a growing interest in personalized online communities.
Potential Positives
- Sprout Social launched its first-ever Social Media Dictionary, showcasing its innovative approach to analyzing and understanding social media trends.
- The identification of "Aura" as the 2025 Word of the Year highlights Sprout Social's ability to track and interpret major cultural movements, establishing the company as a thought leader in social media intelligence.
- The Dictionary emphasizes the crucial role of social intelligence in predicting trends, which can help brands leverage this insight for competitive advantage in their marketing strategies.
- Sprout Social's software, recognized by G2’s 2024 Best Software Award, is endorsed as a leading tool for managing social media effectively, appealing to approximately 30,000 brands for smarter business impact.
Potential Negatives
- The release focuses heavily on niche trends and cultural phenomena, which may suggest a lack of broad applicability for Sprout Social's services, raising concerns about their relevance to a wider audience.
- The mention of negative terms like "AI Slop" and "Clanker" implies a growing skepticism about AI-generated content, which could impact perceptions of Sprout Social's AI-driven services.
- The focus on 2026 words indicates a quick turnover in trends, potentially implying that Sprout Social's current offerings may struggle to keep pace with rapidly changing social media landscapes.
FAQ
What is Sprout Social's 2025 Word of the Year?
The 2025 Word of the Year is "Aura," which generated 31.9 billion impressions across social networks.
How did the Social Media Dictionary help brands?
The Dictionary helps brands anticipate emerging trends and create relevant content by analyzing language shaped by social conversations.
What were the top marketing words identified for 2025?
Top marketing words include GEO (Generative Engine Optimization) and Substack, showcasing trends in AI-driven content and niche communities.
What are some emerging terms projected for 2026?
Emerging terms for 2026 include "AI Slop" and "Clanker," reflecting skepticism towards low-quality AI-generated content.
How does Sprout Social support brands?
Sprout Social provides powerful analytics and social media management tools, enabling brands to enhance engagement and business impact.
Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.
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Full Release
CHICAGO, Dec. 03, 2025 (GLOBE NEWSWIRE) -- Sprout Social (Nasdaq: SPT), an industry-leading provider of social media management and analytics software, today released its first-ever Social Media Dictionary, a comprehensive analysis of the words, phrases and viral movements that shaped global culture in 2025.
Drawing on a year of cross-platform conversations, Sprout’s analysis shows how hyper-niche trends, AI-driven discovery and community-led content reshaped language and culture. The Dictionary highlights how social intelligence not only reveals what resonated in 2025, but also helps brands anticipate the emerging trends that will keep them competitive in the year ahead.
The Top Words of 2025
At the top of the list, Aura is Sprout’s 2025 Word of the Year, which generated 31.9 billion impressions across major social networks. From “aura-farming” to “aura-maxxing,” the term’s explosive rise exemplifies how viral micro-moments can rapidly transform into global cultural phenomena.
“Social media didn’t just reflect culture in 2025—it created it,” said Paul Quigley, General Manager of Listening at Sprout Social. “The Social Media Dictionary reveals that massive movements in culture often start from niche communities, like the Aura seeding from sports fans and fashion enthusiasts before going big. Tracking these emerging conversations is invaluable for predicting where social, and culture, is headed and how we can best engage with audiences and create relevant, meaningful content.”
The other top words of 2025 included Labubu , a furry gremlin character created by Hong Kong-born artist Kasing Lung and produced by Chinese toy company Pop Mart. Originally obscure, Labubu went viral thanks to unboxing videos and celebrity influence, amassing over 5.8 million mentions online and reaching peak frenzy between May and July 2025.
The year also saw the rise of absurdist humour and chaotic digital slang. The catchphrase 6–7 , originating from Skrilla’s song “Doot Doot,” became a playful inside joke among younger audiences. It was mentioned 3.8 million times in 2025 and represented the nonsensical, “brainrot” humour that dominated online conversations.
The Year’s Top Marketing Words
The Dictionary also identified the top words used by marketers in 2025. GEO (Generative Engine Optimization) emerged as a key term, reflecting the growing importance of optimizing content for AI-driven discovery, with 116 billion impressions.
Substack was another top word, with more than 117 billion impressions across social platforms. This showcases how brands are leaning into owned, niche communities to reach highly engaged audiences through long-form storytelling.
Looking Ahead to 2026
While the Dictionary looked back, it also looked forward to the words that are set to define the digital conversation in 2026. AI Slop and Clanker are both terms expressing skepticism towards the low-quality and inauthentic content created by AI. With over 2 million mentions combined, this underscores a growing frustration and preference for human-led content in the new year.
Meanwhile, terms like Group 7 are highlighting the growing appeal of niche, exclusive, and personalized online communities, a trend set to expand in 2026.
Read the full 2025 Social Media Dictionary [here] or learn more about Sprout Social [ here ].
About Sprout Social
Sprout Social is a global leader in social media management and analytics software, built on the belief that All Business is Social℠. Sprout’s intuitive platform puts powerful social data into the hands of approximately 30,000 brands so they can deliver smarter, faster business impact. Named the #1 Best Software Product by G2’s 2024 Best Software Award, Sprout offers comprehensive publishing and engagement functionality, customer care, influencer marketing, advocacy, crisis management, and AI-powered, predictive business intelligence. Sprout’s software operates across all major social media networks and digital platforms. For more information about Sprout Social (NASDAQ: SPT), visit sproutsocial.com .
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