Sounds like this built their audience on short form video and meme edits, where a repeated aw works as a quick emotional caption that needs no explanation. Instead of a long reaction, creators drop the clip to signal aww, that is cute or aww, that went wrong, and viewers understand the tone in under a second. Its short length makes it easy to loop, layer under fails and pet clips, and reuse across platforms, which is why the same simple phrase keeps resurfacing in reaction soundboards and compilations.