Groups of organisms such as flocks, swarms, herds, and schools form for a variety of motivations linked to survival and proliferation. Their size, locomotive domain, population, and the environmental stimuli guiding motion make challenging the study of member interactions and global behaviors. In this review, we borrow principles and analogies from fluids to describe the characteristics of organismal aggregations, which may inspire new tools for the analysis of collective motion. Examples of fluid resemblance include open channel flow, droplet formation, and particle-laden flow. We show how the properties of density, viscosity, and surface tension have strong parallels in the structure and behavior of aggregations of contrasting scale and domain. In certain cases, aggregations are sufficiently fluid-like that values can be assigned to such properties. We highlight how organisms engaging in collective motion can flow, roll, and change phase. Finally, we present limitations and exceptions for the application of fluidic principles to the motion of living groups.