Oxford University Press (OUP) has announced the three shortlisted contenders for the Oxford Word of the Year 2025: Aura Farming, Biohack, and Rage Bait.

To mark the occasion, each word has been brought to life as a ‘candidate’, complete with its own Instagram profile, where the public can follow and vote for their favourite.

Voting is now open and will continue until November 27 at the official website, according to a press release.

The three shortlisted terms have shaped conversations throughout 2025 and capture the cultural themes that have dominated public discourse.

For the first time, the shortlisted words are being presented as campaigning candidates.

Each has launched a manifesto film and will canvass for support via dedicated Instagram accounts:

• Aura Farming: instagram.com/vote_aurafarming/

• Biohack: instagram.com/vote_biohack/

• Rage Bait: instagram.com/vote_ragebait/

This year’s shortlist reflects a wide range of social experiences — from the internet’s growing fascination with provocative “rage bait” content, to the image-conscious world of “aura farming”, and the increasing normalisation of “biohacking” to improve daily life.

A full suite of creative materials, including stickers, leaflets and posters, has been released to give this year’s vote an unmistakable election-season feel.

Definitions of the shortlisted words are as follows:

Aura farming (n.) – The cultivation of an attractive or charismatic public image by behaving or presenting oneself in a way intended to subtly convey confidence, coolness, or mystique.

Biohack (v.) – To attempt to enhance one’s physical or mental performance, health, or well-being through changes in diet, exercise, lifestyle, or by using supplements, drugs, or technology.

Rage bait (n.) – Online content deliberately crafted to provoke anger or outrage in order to boost clicks, views, or engagement.

Casper Grathwohl, President of Oxford Languages, said: “Each year, the Oxford Word of the Year invites us to pause and reflect on the forces shaping our collective language. By letting this year’s shortlisted words speak for themselves, we’re shining a spotlight on just how influential these concepts have become. We hope the campaign sparks curiosity, conversation, and — most importantly — participation. After all, the Word of the Year — and language itself — belongs to all of us.”

Aura Farming declined to comment, citing a busy schedule editing photos of their matcha latte. Rage Bait’s initial statement was considered too provocative to publish. Biohack kept it brief: “Optimise Your Existence.”

Voting is open from November 24 to 27, and the winning word will be announced by OUP on 1 December.

Members of the public can cast their vote at: https://corp.oup.com/word-of-the-year/.