The internet's love for 'very demure' content spotlights what a viral trend can mean for creators
It’s not just you
NEW YORK — It's not just you. The word “demure” is being used to describe just about everything online these days.
It all started earlier this month, when TikTok creator Jools Lebron posted a video that would soon take social media by storm. The hair and makeup she's wearing to work? Very demure. And paired with a vanilla perfume fragrance? How mindful.
In just weeks, Lebron's words have become the latest vocabulary defining the internet this summer. In addition to her own viral content that continues to describe various day-to-day, arguably reserved or modest activities with adjectives like “demure,” “mindful” and “cutesy,” several big names have also hopped on the trend across social media platforms. Celebrities like Jennifer Lopez and Penn Badgley have shared their own playful takes, and even the White House used the words to boast the Biden-Harris administration's recent student debt relief efforts.
The skyrocketing fame of Lebron's “very mindful, very demure” influence also holds significance for the TikToker herself. Lebron, who identifies as a transgender woman, said in a post last week that she's now able to finance the rest of her transition.
“One day, I was playing cashier and making videos on my break. And now, I'm flying across country to host events,” Lebron said in the video, noting that her experience on the platform has changed her life.
She's not alone. Over recent years, a handful of online creators have found meaningful income after gaining social media fame — but it's still incredibly rare, and no easy feat.
Here's what some experts say.
There is no one recipe.
Finding resources to work as a creator full-time “is not as rare as it would have been years ago,” notes Erin Kristyniak,
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