In recent months, TikTok has seen the rise of a new viral trend: “Very demure, very mindful”.
This phrase was created by TikToker Jools Lebron and has captured the internet’s attention, with many jumping on the trend by producing thousands of satirical videos that mimic ladylike behaviour and etiquette.
For most, the trend is a humorous critique of societal expectations around femininity, but others are concerned that it reinforces outdated stereotypes about women.
Regardless of interpretation, one thing is clear: brands are taking notice, and it’s causing a significant shift in how they approach influencer marketing.
The Original “Demure” Video
So how exactly did this all start?
With TikTok creator Jools Lebron, who currently has 2.1 million followers on the platform.
Her original video was her showing off her demure work outfit and mindful makeup.
Check it out below:
This video took the internet by storm and, as reported by the BBC, this has meant Lebron has been able to “quit her checkout job, appeared on Jimmy Kimmel Live!, and updated fans that she’s now able to finance her gender transition”.
She has had to explain that her now coined motto is “obviously a joke” (BBC), as although the definition of demure means to be ‘reserved, modest and shy’, she doesn’t actually want to promote a Bridgerton style life for women.
Most videos created of the trend have been joking about being demure, whilst actually being very extravagant.
Brands Involvement: A Shift Towards Authenticity
Jools Lebron’s video has not only captured the internet but also brands.
Major brands like Netflix, Zillow, and Lyft have since sought partnerships with her to capitalise on the viral trend that she ignited.
What has been great to see with this viral trend is that these brands have reached out to work with Lebron directly, rather than just adopting the catchphrase without due credit or compensation.
For example, according to Digiday, “Lyft posted a collab video featuring Lebron on a Lyft ride- part of a denoted paid partnership that racked up more than 70,000 likes across TikTok and Instagram.”
Netflix’s collaboration featured Lebron hand selecting a curated list of” demure, mindful” shows and movies for subscribers.
Real estate company Zillow posted its collab video which featured Jools Lebron showcasing “demure” houses.
As reported by Digiday, Zillow’s senior director of channel marketing and social Ben Levine, emphasises the need for transparency and fairness in these collaborations.
He said, “When someone creates an incredible meme like this, that’s driving an enormous amount of traction, we owe it to them to keep everything above the board”.
His comments reflect a broader recognition within the industry that creators are not just influencers but entertainment and media personalities in their own right, deserving both recognition and fair compensation.
These examples show that brands are recognising that failing to acknowledge the creators behind viral content can lead to backlash, particularly among younger, more socially conscious audiences like Gen Z.
Overall, as generative AI content continues to rise, the importance of recognising and valuing original creators will become even more critical.
Trends come and go with lightning speed but hopefully brands are starting to learn that the content creators behind them should be treated with fair respect, recognition and compensation.
Want to see what more big brands are getting up to? Check out Escapade’s post on Disruptive Marketing: Brands that Don’t Take Themselves Too Seriously!
Need the help of a consumer PR agency? Please get in touch by visiting our Contact page, we would love to hear from you!
Sources
https://www.bbc.co.uk/news/articles/cm23zye08j4o
Blog Cover Photo: Mykyta Dolmatov/istockphoto.com
