“Lore” crowned the 2026 social media word of the year, according to Sprout Social
Key Highlights
- ➤Lore named 2026 social media Word of the Year, generating over 10 million mentions
- ➤McDonald’s Backrooms campaign generated over 16.6 million views and 744k engagements
- ➤Slop generated 8.8 million mentions as audiences rejected mass-produced AI content
- ➤Grillo’s Pickles stunt generated $8.5 million in Earned Media Value
- ➤57% of social users wanted original, multi-part brand video series
Expert Statements
Scott Morris, Chief Marketing Officer at Sprout Social
“Lore isn't just a viral moment, it's a signal of how audiences want to engage with brands and culture in 2026.”
Scott Morris, Chief Marketing Officer at Sprout Social
“The future of social strategy isn't about chasing surface-level attention or fleeting trends. It's about understanding the deeper context and narrative that audiences are craving, and showing up with content that rewards that curiosity rather than exploiting it. When brands invest in that kind of depth, relevance and connection can grow exponentially.”
Scott Morris, Chief Marketing Officer at Sprout Social
“Looking toward 2027, we are seeing an incredible opportunity for brands to stand out through genuine creativity and effort.”
Scott Morris, Chief Marketing Officer at Sprout Social
“Audiences are craving content that feels thoughtful, authentic, and distinctly human. Success in the year ahead will belong to brands that lean into bold, creative storytelling, leverage nostalgia, and create meaningful experiences that build lasting, trust-based relationships.”
CHICAGO, Oct. 14, 2026 (GLOBE NEWSWIRE) -- Sprout Social (Nasdaq: SPT), a leading AI-powered Social Intelligence platform, today released its second annual Social Media Dictionary, a comprehensive analysis of the words, phrases and viral movements that shaped global culture in 2026.
The report analyzes public social media posts across major platforms throughout the year to reveal the key words shaping online culture. Sprout’s analysis breaks down what this changing language tells us about shifting user preferences, evolving consumer behavior, and broader cultural trends, highlighting a clear move away from quick, surface-level content toward depth, real community, and human effort.
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