The 2025 Collins Dictionary Word of the Year list is a testament to the power of social media, with viral slang like “glaze” and “aura farming” earning spots as some of the year’s most notable terms. These words, born online, show how digital culture is now a primary engine of language evolution.
“Aura farming,” the art of deliberately curating a cool persona, moved from niche gaming communities to a global trend this year. It was heavily popularized by the “boat kid” video and its subsequent dance trend, adopted by celebrities and influencers, demonstrating the lifecycle of a modern meme-word.
Joining it is “glaze,” a term of disapproval meaning to flatter someone excessively. This word became the internet’s go-to insult for calling out sycophantic behavior, especially in fan communities or toward online personalities. Its rise reflects a growing cynicism about inauthentic online interactions.
These terms were identified by lexicographers monitoring the 24-billion-word Collins Corpus, which tracks social media platforms for new trends. Their inclusion proves that the language of online subcultures is no longer niche; it is rapidly becoming the mainstream vernacular.
While the tech term “vibe coding” won the top prize, the social media slang on the list feels more personal. “Aura farming” and “glaze” are the tools we are using to navigate and critique the complex, performative world of online social life.