'Demure' Trend's Big Impact on Content Creators and Social Media

The term "demure" has become a buzzword online, thanks to TikTok creator Jools Lebron. Earlier this month, Lebron's video went viral, describing her work attire and vanilla perfume as "very demure." This trend quickly spread across social media.

Lebron's influence has reached celebrities like Jennifer Lopez and Penn Badgley, who have shared their own versions of the trend. Even the White House used the term to highlight the Biden-Harris administration's student debt relief efforts.

How TikTok Fame Translates to Income

Erin Kristyniak, VP of global partnerships at Partnerize, notes that finding resources to work as a full-time creator is more accessible now than in the past. However, creators must produce content that resonates with audiences to monetise effectively.

Brooke Erin Duffy, an associate professor at Cornell University, explains that TikTok's Creator Marketplace allows users to earn from views. However, this income is usually modest. Creators often pursue brand sponsorships, sell merchandise, and collect tips during livestreams.

Sustaining Online Fame

Duffy points out that while some creators manage to quit their nine-to-five jobs, maintaining online fame requires continuous effort. Viral fame doesn't guarantee long-term stability. "It's akin to a gig economy job," she said, highlighting the lack of financial security.

Eric Dahan, CEO of Mighty Joy, adds that most creators aren't full-time. Burnout is common due to the emotional labour involved in content creation and maintaining brand relationships. The risk of online harassment also persists.

The Evolving Creator Landscape

The landscape for online creators is constantly changing. More platforms are courting users and aspiring creators. Companies are focusing on marketing goods and brands through these platforms to meet consumer demand.

Raji Srinivasan from The University of Texas at Austin notes that platforms like YouTube and Instagram have developed features to attract content creators. However, TikTok remains dominant in this market for now.

Lebron's success story highlights the unpredictable nature of social media fame. As Eric Dahan advises aspiring creators, "You don't know what's going to happen." This sentiment captures the essence of the ever-evolving digital landscape.

Lebron's newfound fame has significantly impacted her life. She shared in a recent post that she can now finance 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.

While some online creators find meaningful income through social media fame, it's still rare and challenging to sustain. The journey requires continuous effort and adaptability in an ever-changing digital world.