Sprout Social Declares 'Lore' 2026 Social Media Word of the Year…

Event summary

Sprout Social named 'Lore' its 2026 Social Media Word of the Year, with over 10 million mentions across platforms.
McDonald’s leveraged The Backrooms lore for a campaign earning 16.6 million views and 744k engagements.
Other top words included 'Slop' (8.8M mentions), 'Niche' (4.2M), and 'Maxxing' (3.5M).
Marketing terms like 'Unhinged' (4.6M mentions) and 'Episodic content' (115,960) reflected campaign strategies.
Sprout predicts 'Polyester' (264,424 mentions) and 'Influencer Fatigue' (62,238) will shape 2027 trends.

The big picture

Sprout Social's analysis underscores a broader industry shift from viral, surface-level content to deeper, narrative-driven engagement. The rise of 'Lore' reflects a strategic pivot for brands toward authenticity and long-term storytelling, while terms like 'Slop' and 'Influencer Fatigue' signal growing consumer resistance to low-effort, AI-generated content. This trend aligns with the increasing importance of trust and community in digital marketing, as brands seek to differentiate themselves in an oversaturated social media landscape.

What we're watching

Content Strategy: How brands will adapt to audiences' growing demand for depth and narrative over fleeting trends.
Marketing Evolution: Whether 'Unhinged' chaotic branding and episodic content can sustain long-term engagement.
Cultural Shifts: The pace at which nostalgia-driven platforms like MySpace regain relevance amid algorithm fatigue.