Very demure, very viral: Key brand and creator takeaways

Are you demure? Mindful? Cutesy? How about your favourite brand or public figure?

Living in 2024 means constantly being exposed to an explosion of buzzwords. First it was ‘girl dinner’, then ‘show it to me Rachel’, then came ‘brat summer’.

The internet's newest buzzword ‘demure’, ‘mindful’ and ‘cutesy’ have permeated every corner of our collective digital consciousness since the beginning of August. US-based content creator Jools LeBron invented the playful satire while taking a jab at stereotypical femininity. Somehow, this buzzy, ubiquitous catchphrase exploded and has been endlessly reproduced and replicated across social media and has now morphed into an unexpected viral marketing goldmine.

"Demure, today, is more than a buzzword. It’s a global sensation, a cultural phenomenon," says Zarina Lam Stanford, CMO of UGC tech platform Bazaarvoice.

Brands, always hot on the heels of the next trend, are scrambling to capitalise on its ironic appeal before it disappears down the rabbit hole of forgotten TikTok trends.

 From demure to dollars: What can a viral TikTok video do for the creator?

Since her first ‘demure’ video on August 5, LeBron's follower count has skyrocketed by an astounding 100%, exceeding 18 million and placing her in the platform's top 1% for growth, according to social media analytics company Sprout Social. Her original video, a masterclass in self-aware humour, has amassed over 3.1 million views and boasts a staggering 53% engagement rate—dwarfing the 1.37% industry average.

But LeBron's success is more than just vanity metrics. Her ironic brand of politeness has attracted high-profile partnerships with companies like Verizon, Lyft, and Netflix, all eager to tap into her highly engaged audience.

Sprout Social tells Campaign that her collaboration with Lyft, for example, garnered 127,600 views with a 19.4% engagement rate (compared to a 2% industry benchmark), generating an estimated $42,808 in earned media value. Similarly, her partnership with Netflix yielded 200,600 views and an estimated $60,048 in earned media value.

"Today on social media, trends move at lightning speed," observes Stanford. "The first 'demure' video was not even a month old, and it's already a global sensation utilised in brand campaigns, messaging, and advertising."

This need for speed, however, is a double-edged sword. While brands are eager to tap into the latest sensation, they risk appearing inauthentic or out of touch if they fail to strike the right tone.

Authenticity: The key to navigating the trend tsunami

"Brands are thinking about content creation very differently now," says Stacy Taffet, SVP of Marketing at PepsiCo Beverages NA. "At PepsiCo, we’ve built a model that allows us to be 'social first.' We’re constantly testing, refining, and simplifying our ways of working to ensure we’re focused on the most impactful actions and partnerships that help us stay relevant and build strong engagement with the next generation."

This need for agility is echoed by Divika Jethmal, Asia head of marketing at media intelligence firm Carma. "Everyone appreciates a tastefully done trend-jack," she notes, emphasising the importance of quickly and cleverly aligning with trending content.

However, being first isn't enough to guarantee lasting success. TikTok, with its relentless churn of content, is a graveyard of forgotten microtrends and niche aesthetics. Who even remembers ‘girl hobby’ or ‘orange peel theory’?

As Pepsico’s Taffet cautions, authenticity is paramount in this space saturated with fleeting trends: "My advice is to stay focused on playing in the moments where your brands have an authentic role to play and have the authority to be leading the conversation."

Jethmal agrees: "It is a fact that social media users appreciate creative content that includes clever or relatable interpretations of a trend. First-movers typically enjoy some of the highest engagement rates, as the competition is lowest at the beginning."

But the clock is ticking. "If we use this chart [referencing Carma data] as a benchmark for all trends, the average duration to virality is roughly two weeks," Jethmal warns. "This suggests that creators have a limited runway before a trend gets too saturated and even stale. Everyone can appreciate a tastefully executed trend-jack when done well, so this means that it is in creators’ interests to move fast.”

According to CARMA, there are over 2 million online articles and social posts created around the trend, starting from the first week of August and peaking by the third week. Of this, 25% are TikTok videos, comprising 447K posts. Photo: Carma

Carma’s graph is a stark reminder of how fleeting internet fame truly is. The data shows that over two million online articles and social posts are linked to the ‘demure’ trend, with activity peaking in the third week of August. Of this content, approximately 25% are TikTok videos, comprising 447,000 posts.

‘Demure’ has catapulted LeBron to new heights, even landing her a coveted debut on late-night TV with an appearance on Jimmy Kimmel Live! (guest-hosted by RuPaul, no less). But this success comes with a catch: the relentless pressure to stay ahead of TikTok's ever-turning tide.

@jimmykimmellive Very #demure. Very #mindful. @RuPaul x @Jools Lebron ♬ original sound - Jimmy Kimmel Live

"Creators have to constantly innovate, diversify their content, and engage their followers before the trend fades into irrelevance," says Aakanksha Gupta, CEO and co-founder of India-based publicity management agency, The Other Circle. "While these viral moments can be catalysts for follower growth and open avenues to monetisation, they're fleeting. A viral TikTok video might bring a nice payday from the platform, but creators need to leverage that momentum for long-term success—both online and offline.”

The offline business opportunities that Gupta refers to can come through merchandise and deals, but unfortunately for LeBron, she failed to act quickly to secure a trademark on her catchphrase. Someone named Jefferson A. Bates had already filed a trademark for the phrase without LeBron’s knowledge with the United States Patent and Trademark Office.

Simply put, this means LeBron will not be able to profit on commercial avenues with deals and merchandise. Trademark rules differ from copyright, leaving her with very few options. A trademark at the US Patent and Trademark Office would have cost just $350 and secured the IP needed to launch any buyable or consumable products.

As of August 27, the creator said that the trademark issue was “being handled” by her team.

The takeaway

As Stanford warns, "The creator landscape is moving more and more quickly and can no longer be casually tended to. If you want to invest in creator marketing, you need to spend an adequate amount of time and money doing so. It's no longer a 'nice to have,' it's an essential part of marketing that needs to be regarded with the respect and due diligence it deserves.”

Chances are that ‘demure’ might be dead by next month. TikTok would have sped up its trend cycle for a new, niche aesthetic, but the lessons in agility authenticity and a keen understanding of viral cycles will be crucial for success.