It’s not just you—”demure” is the word of the moment, sweeping across social media with unanticipated fervor. The catalyst for this linguistic trend was TikTok creator Jools Lebron, whose seemingly modest video post earlier this month set off an internet avalanche. In it, she describes her workday hair and makeup as “very demure,” pairing her look with a “mindful” vanilla perfume. The result? A viral sensation.
In the weeks since, Lebron’s use of “demure” and “mindful” to describe her everyday activities has resonated deeply, becoming the defining vocabulary of the summer. High-profile celebrities including Jennifer Lopez and Penn Badgley have eagerly embraced the trend, sharing their own interpretations. Even the White House has chimed in, deploying these terms to tout the Biden-Harris administration’s student debt relief efforts.
For Lebron, the impact is profoundly personal. Identifying as a transgender woman, she revealed in another video that her newfound fame and the associated financial gain are enabling her to fund the remainder 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,” she said, reflecting on the life-altering power of her TikTok presence.
Lebron’s story is exceptional but not isolated. A notable few have turned social media stardom into lucrative careers, though it remains an elusive dream for many. Erin Kristyniak, VP of global partnerships at marketing firm Partnerize, points out that while creating a full-time career as an online influencer is more feasible now than in the past, it demands content that captures the zeitgeist and meets a myriad of requirements for monetization.
On TikTok, successful users typically juggle multiple revenue streams. Brooke Erin Duffy, an associate professor at Cornell University, explains that joining TikTok’s Creator Marketplace provides a way to earn from views, but this is often insufficient alone. Further monetization can come from brand sponsorships, merchandise sales, fundraising through livestreams, and collecting monetary tips or gifts from followers. Off-platform work is also crucial.
With ongoing uncertainty over a potential U.S. ban of the ByteDance-owned app, many creators are broadening their digital footprints across multiple social media platforms to ensure financial stability. Duffy notes that diversifying online presence is now a strategy to mitigate the risk of losing any single revenue stream.
Sustaining this momentum is no small feat. The digital boom can be fleeting, and turning viral fame into a long-term career is fraught with challenges. Duffy, who has studied social media for a decade, observes, “These viral bursts of fame don’t necessarily translate into a stable, long-term career.” She likens the income variability to gig economy jobs, lacking stability and certainty.
Moreover, the emotional toll can be substantial. Continuous content creation, maintaining brand relationships, and the fear of losing viewers if taking a pause contribute to frequent burnout among creators. The threat of online harassment also looms large.
Despite these challenges, the landscape is dynamic and ever-evolving. Platforms are increasingly beckoning content creators, recognizing the profitability of having influential users who can drive marketing efforts. As Raji Srinivasan, a marketing professor at The University of Texas at Austin, emphasizes, companies are intensifying efforts to reach consumers where they are most active — notably, on TikTok, which currently enjoys a dominant position in the market.
For aspiring influencers dreaming of similar success, Dahan’s advice is simple: start creating. As evidenced by Lebron’s journey, no one can predict the precise path to viral triumph.
