Collins Dictionary’s 2025 Word of the Year list demonstrates the undeniable power of social media and online culture in shaping modern English. While the tech term “vibe coding” secured the top spot, the list is packed with viral slang born from digital trends, including “aura farming” and “glaze.”
“Aura farming” is defined as the deliberate cultivation of a distinctive and charismatic persona—essentially, the art of looking cool online. The term exploded from niche gaming communities into the mainstream this year, thanks in large part to the viral “boat kid” video. This trend was adopted by celebrities like Travis Kelce, proving how quickly online aesthetics can become global phenomena.
Another term of disapproval, “glaze,” also gained traction. Meaning to praise or flatter someone excessively or undeservedly, “glaze” became the go-to word on social media to call out sycophantic behavior, reflecting a cultural desire for authenticity and a skepticism of online praise.
These terms highlight a shift where language is increasingly visual and performative. “Aura farming” isn’t just about being cool; it’s about the performance of coolness for an audience. This reflects a broader trend where personal branding has become a central part of digital interaction.
Even the winner, “vibe coding” (using AI to code via natural language), has a social media feel, prioritizing “vibes” over rigid structure. Alongside terms like “clanker” (anti-AI slang) and “broligarchy” (tech leaders), the 2025 list proves that our vocabulary is being forged in the fires of social media, tech platforms, and our complex relationship with them.