TikTok Trendsetter Lebron Funds Transition with Viral ‘Demure’ Trend

It’s not just your imagination; the word “demure” seems to be everywhere online these days. This trend began earlier this month when TikTok creator Jools Lebron posted a video that quickly went viral. In her video, Lebron described her work outfit and makeup as “very demure,” and referenced her choice of vanilla perfume as “mindful.”

In a matter of weeks, Lebron’s terminology has become a defining feature of this summer’s internet vocabulary. With her content still riding the wave of virality, various other day-to-day activities are now being labeled with adjectives like “demure,” “mindful,” and “cutesy.” Not just everyday users but also celebrities like Jennifer Lopez and Penn Badgley have embraced the trend, sharing their playful takes on it. Even the White House has jumped on board, using the terms to highlight the Biden-Harris administration’s recent student debt relief efforts.

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Lebron’s sudden rise to fame holds personal significance. A transgender woman, she revealed in a recent post that her newfound popularity is now funding the remainder of her transition. “One day, I was playing cashier and making videos on my break. And now, I’m flying across the country to host events,” Lebron shared, emphasizing how TikTok has transformed her life.

Lebron’s story isn’t isolated. Over the past few years, a handful of online creators have managed to find substantial income through social media fame. However, this remains a rare achievement.

Finding meaningful income through TikTok fame requires a multifaceted approach, according to experts. Erin Kristyniak, VP of global partnerships at Partnerize, notes that though resources for creators are more accessible than in previous years, succeeding requires timely and engaging content. Most TikTok users who make money use a combination of strategies. Brooke Erin Duffy, an associate professor of communication at Cornell University, notes that those accepted into TikTok’s Creator Marketplace can earn revenue from views directly through the platform, but this typically doesn’t pay well.

Other monetization avenues include brand sponsorships, merchandise sales, livestream fundraising, and collecting tips or gifts from followers. Much of a creator’s income also relies on activities outside the platform. Additionally, creators are increasingly diversifying their social media presence across multiple platforms, a strategic move amid potential U.S. bans on the ByteDance-owned app. This diversification offers a financial safety net in case an income stream is disrupted.

Sustaining an online career is challenging. While some creators manage to quit their day jobs by tapping into viral trends and monetizing their content, maintaining this success requires ongoing effort. Duffy explains that viral fame doesn’t necessarily translate into stable long-term careers. She compares it to a gig economy job due to its lack of stability, noting that creators often experience significant income fluctuations.

Moreover, burnout is common among creators. Producing content can be emotionally laborious, and maintaining brand relationships or audience engagement adds pressure. The risk of online harassment or exposure to hate remains a persistent issue.

The landscape for online creators is continually evolving. Demand for creator-driven content is growing, with more platforms aiming to attract users and aspiring creators alike. Companies are intensifying their efforts to meet consumers on platforms where they spend time. Platforms like YouTube and Instagram have expanded their offerings to attract content creators, but TikTok continues to dominate the market.

For those aspiring to achieve online fame, Dahan advises to simply start somewhere, as demonstrated by Lebron’s unexpected success. “You don’t know what’s going to happen,” he says.