Maxxing has been named word of the year 2026 by Dictionary.com.
Over the past few years, words from niche communities have become recognised in everyday speech. In some cases, it is a result of a lexical gap, and a word from social media just expresses it best. “Doomscrolling” is the best showcase of this, as before it was created, there wasn't a word for endless scrolling on social media.
Maxxing, however, fills a semantic gap by condensing a system into a single word. Before the verb existed, there was no specific word for this specific approach to self-improvement.
Why does social media dominate the word of the year?
The words of the year originally came from literature, and now they come from comment sections and algorithms.
Platforms such as TikTok have been accelerating language from niche TikTok trends, an example being “brain rot” or “rizz”. These niche phrases start off as comedic videos online and then become vocabulary for many.
New pieces of vocabulary become efficient and easy to use instead of a whole word or sentence. A social media video takes 24 to 48 hours to show viral interaction, which means that new vocabulary travels quickly because of social media.
The majority of these terms come from hyper-niche forms, repurposing previous literature or marginalised subcultures.
For instance, the term “brain rot” first appeared in Henry David Therou’s 1854 Book “Walden” to criticise intellectual decline and materialism.
Do ancient words resurface?
Many ancient words resurface and become just as popular as they used to be.
Language is incredibly cyclical. Lexical gaps are once again an example of why older words resurface, as society may have new technologies or concepts that need a name, and it is easier to use a word that has already been created.
Where has Maxxing come from?
Returning to this year, the word of the year is short for ‘maximising’, a term used mainly on social media to showcase how a person amplifies something.
Originating from online communities and forums, often associated with the manosphere, where users were talking about how they could “looksmax”, which essentially is improving their attractiveness.
In conversation, maxxing is used to hyper-focus on a certain object. For example, “Protinmaxxing” or “Sleepmaxxing”. It originates from the game Dungeons and Dragons, where players would “Minmax” to create the most powerful player.
Applying maxxing to real life almost brings the game to reality.
Aesthetically, people add maxxing to show that they are improving a specific area of themselves.
This is best known as looksmaxxing.
Why do people feel influenced to Looksmaxx?
The algorithm on social media is created to attract viewers, which therefore means that content including bone smashing will attract more followers, due to its dangerous nature, normalising it entirely. Peer Pressure, from other individuals may also increase looksmaxxing, as in these subcultures, a person's social hierarchy is based on their looks.
Why is it worthy of word of the year?
Using this terminology can easily become a coping mechanism of “Ironic Optimisation”. Words like this cannot become viral alone; they must have humour. Maxxing is incredibly versatile and adaptive.
Adding Maxxing onto the end of a word can be classed as irony. This means that you could add ‘maxxing’ to any mundane task, and it allows a person to seem as if they are being entirely optimistic. An example of this could be “Sleepmaxxing” or “Cozymaxxing” when an individual sounds as if they are being productive, but they aren't.
How are brands using new terminology to their advantage?
Maybelline New York uses their social media channels to “Eye Maxx”. They post tutorials on how to Eye Maxx using their products such as their Tattoo Studio Gel Pencils and their Sky-high mascara. An example for blue eyes would be Cobalt Blue and Burgundy.
Burger King has created “Sauce Maxxing”. Content creators have been posting clips including the hashtag “Saucemaxxing”.
This has created a trend of adding new dips to their food. Creators are adding Honey Mustard, Sweet and Sour, Buffalo and Special Sauce to their food to Sauce Maxx.
Using new terminology will make them feel more relatable to a younger Gen Z audience, as they become more relatable, and people will want to look at their products or content if they are following the trends.
It's hard to predict the next word of the year, but if any brands are looking for early inspiration, the advice would be to stay close to those all-important TikTok trends!