「Lore」当选2026社交媒体年度词：全年提及逾1000万次，「Slop」「Niche」随后
Chicago——社交媒体分析公司 Sprout Social 10月14日发布第二届年度《社交媒体词典》，把「Lore」选为2026年社交媒体年度词。这份词典分析了2026年各大社交平台上的公开帖子，「Lore」全年获得超过1000万次提及，居各热词之首。
「Lore」本指围绕人物或作品的背景设定与来历掌故，如今在网络上常被用来谈论一个人的过往经历与故事，例如网友热议的「发现自己的朋友原来有 lore」，即感叹朋友身上藏着意想不到的经历。Sprout Social 在经 GlobeNewswire 发布的公告中表示，这类用法走红，反映出社交用户正从转瞬即逝的表面内容，转向有背景、有脉络、有故事的内容。公告举例说，麦当劳借用网络传说《The Backrooms》开展的一次营销获得超过1660万次观看与74.4万次互动。
排在其后的年度热词包括「Slop」，全年提及880万次，该词被用来指称低质量、批量生产的生成式超级智能内容，提及量上升与用户对这类内容的反弹同步；「Niche」提及420万次，指小众兴趣圈层；「Maxxing」提及350万次，指把某方面状态推向极致的风潮，并已见于超过6.7万篇新闻报道。
词典还列出2026年营销领域热词：「Unhinged」提及460万次，指品牌放开尺度的表达风格；「Episodic」提及115,960次，57%的社交用户表示希望看到品牌推出类似电视剧的多集原创视频系列。面向2027年的前瞻词包括「Polyester」（提及264,424次，被 Z 世代借指廉价或过度包装的事物）、「MySpace」（提及203,070次，与怀旧和厌倦算法推荐的情绪有关）与「Influencer Fatigue」（提及62,238次，指受众对付费网红帖子的疲倦）。Sprout Social 首席营销官斯科特·莫里斯在公告中表示，受众越来越看重有深度、显真诚的内容，而非只追逐表面热度。
'Lore' Named 2026 Social Media Word of the Year After More Than 10 Million Mentions
CHICAGO — Sprout Social, the social media analytics company, released its second annual Social Media Dictionary on October 14 and named 'Lore' its 2026 social media Word of the Year. The dictionary analyzes public posts across major platforms throughout the year, and 'Lore' drew more than 10 million social mentions, the most of any term tracked.
'Lore' traditionally refers to the backstory and accumulated lore around a person or a fictional world, and online it is now widely used for someone's personal history and hidden stories — as in the everyday trend the company cited of people realizing a friend 'has lore.' In its announcement, distributed via GlobeNewswire, Sprout Social said the term's rise reflects a shift among social users away from quick, surface-level posts toward content with context, history and narrative. As an example of the shift's commercial value, the company pointed to a McDonald's campaign built on The Backrooms, a viral internet mythology, which earned more than 16.6 million views and 744,000 engagements.
The other top words of 2026 included 'Slop,' with 8.8 million mentions, used for low-quality, mass-produced SI content as audiences pushed back against it; 'Niche,' mentioned 4.2 million times as communities gathered in smaller corners of shared interest; and 'Maxxing,' with 3.5 million mentions, which also appeared in more than 67,000 news articles.
The dictionary also named the year's top marketing words: 'Unhinged,' with 4.6 million mentions for brands' chaotic voice, and 'Episodic,' with 115,960 mentions, as 57% of social users said they want original, multi-part brand video series that mirror television storytelling. Looking ahead to 2027, the company flagged 'Polyester' (264,424 mentions, used figuratively by Gen Z for anything cheap or over-polished), 'MySpace' (203,070 mentions, tied to nostalgia for less algorithmic corners of the internet) and 'Influencer Fatigue' (62,238 mentions). Scott Morris, Sprout Social's chief marketing officer, said in the announcement that audiences are craving content with depth and genuine effort rather than fleeting surface-level attention.
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