Sprout Social's 2025 Social Media Dictionary: Top Words and Trends That Defined Culture

Sprout Social released its first Social Media Dictionary, analyzing words and viral movements that shaped global culture in 2025. The top words of 2025 included Aura, generating 31.9 billion impressions, and Labubu, a furry gremlin character created by Hong Kong-born artist Kasing Lung. The Dictionary also identified GEO (Generative Engine Optimization) and Substack as top marketing words. Looking ahead to 2026, AI Slop and Clanker emerged as terms expressing skepticism towards low-quality and inauthentic AI-created content.