"Our first-ever Social Media Dictionary offers a deep dive into the words that defined global conversations this year. And what was the word of the year? 'Aura' skyrocketed from relative obscurity to more than 31.9bn impressions, becoming a new cultural touchstone for millions. Boat dance 'Aura' originated in niche online communities, where it was used in early conversations about sports, fashion, and meme culture as a way to playfully talk about someone's vibe and presence."
"The word moved from in-jokes to a full-blown aesthetic, spawning phrases such as 'aura-farming' and 'aura-maxxing,' as people became interested in ways to maximize their perceived energy and appeal. The shift accelerated after Rayyan Arkan Dikha's now-iconic boat dance went viral, turning a single clip into a global reference point for the entire 'aura' movement. The word quickly became marketing shorthand too, with brands using it to frame campaigns, products, and collaborations around themes of self-belief, magnetism, and expressive personal style."
'Aura' emerged as the defining social-media word of 2025, rising to more than 31.9 billion impressions and appearing in over 2.3 million posts across platforms. The term moved from niche communities and memes into a recognizable aesthetic, generating behaviors labeled 'aura-farming' and 'aura-maxxing.' Rayyan Arkan Dikha's viral boat dance served as a global catalyst, turning a clip into a cultural reference point. Brands adopted 'aura' as marketing shorthand, framing campaigns and products around magnetism, self-belief, and expressive style. The trajectory illustrates how micro-trends born in small communities can cascade into mainstream cultural movements.
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