It's not just you. The word “demure” is being used to describe just about everything online these days.
It all started earlier this month, when TikTok creator Jools Lebron posted a video that would soon take social media by storm. The hair and makeup she's wearing to work? Very demure. And paired with a vanilla perfume fragrance? How mindful.
In just weeks, Lebron's words have become the latest vocabulary defining the internet this summer. In addition to her own viral content that continues to describe various day-to-day, arguably reserved activities with adjectives like “demure,” “mindful” and “cutesy,” several big names have also hopped on the trend. Celebrities like Jennifer Lopez and Penn Badgley have shared their own playful takes, and even the White House used the words to boast the Biden-Harris administration's recent student debt relief efforts.
The skyrocketing fame of Lebron's “very mindful, very demure” influence also holds significance for the TikToker herself. Lebron, who identifies as a transgender woman, said in a post last week that she's now able to finance the rest 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,” Lebron said in the video, noting that her experience on the platform has changed her life.
She's not alone. Over recent years, a handful of online creators have found meaningful income after gaining social media fame — but it's still incredibly rare, and no easy feat for most to maintain.
Here's what some experts say.
How can TikTok fame lead to meaningful sources of income?
There is no one recipe.
Finding resources to work as a creator full-time “is not as rare as it would have been years ago,” notes Erin Kristyniak, VP of global partnerships at marketing collaboration company Partnerize. But you still have to make content that meets the moment — and there's a lot to juggle if you want to monetize.
On TikTok, most users who are making money pursue a combination of hustles. Brooke Erin Duffy, an associate professor of communication at Cornell University, explains that those granted admission into TikTok's Creator Marketplace — the platform's space for brand and creator collaborations — can “earn a kickback from views from TikTok expressly,” although that doesn't typically pay very well.
Other avenues for monetization include more direct brand sponsorships, creating merchandise to sell, fundraising during livestreams and collecting “tips” or "gifts" through features available to users who reach a certain following threshold. A lot of it also boils down to work outside of the platform.
And creators are increasingly working to build their social media presence across multiple platforms — particularly amid a potential TikTok ban in the U.S., which is currently in a legal battle. Duffy notes adding that many are working on developing this wider online presence so they can “still have a financial lifeline” in case any revenue stream goes away.
Is it difficult to sustain?
Gaining traction in the macrocosm that is the internet is difficult as is — and while some have both tapped into trends that resonate and found sources of compensation that allow them to quit their nine-to-five, it still takes a lot of work to keep it going.
“These viral bursts of fame don’t necessarily translate into a stable, long-term career,” Duffy said. “On the surface, it’s kind of widely hyped as a dream job ... But I see this as a very superficial understanding of how the career works."
Duffy, who has been studying social media content creation for a decade, says that she's heard from creators who have months where they’re reaping tremendous sums of money from various sources of income — but then also months with nothing. “It’s akin to a gig economy job, because of the lack of stability,” she explained.
“The majority of creators aren't full-time,” Eric Dahan, the CEO and founder of influencer marketing agency Mighty Joy, added.
Burnout is also very common. It can take a lot of emotional labor to pull content from your life, Duffy said, and the pressure of maintaining brand relationships or the potential of losing viewers if you take a break can be a lot. Ongoing risks of potential exposure to hate or online harassment also persist.
Is the landscape changing?
Like all things online, the landscape for creators is constantly evolving.
Demand is also growing. More and more platforms are not only aiming to court users but specifically bring aspiring creators on their sites. And that coincides with an increased focus on marketing goods and brands in these spaces.
Companies are doubling down “to meet consumers where they are,” Raji Srinivasan, a marketing professor at The University of Texas at Austin’s McCombs School of Business. YouTube and other social media platforms, such as Instagram, have also built out offerings to attract this kind of content in recent years, but — for now — it's “TikTok's day in the sun,” she added, pointing to the platform's persisting dominance in the market.
And for aspiring creators hoping to strike it big, Dahan's advice is just to start somewhere. As Lebron's success shows, he added, “You don't know what's going to happen.”
_____
AP Technology Writer Barbara Ortutay contributed to this story from Oakland, California.
The RCMP is alleging Indian diplomats and consular officials based in Canada engaged in clandestine activities linked to serious criminal activity in this country, including homicides and extortions.
B.C. NDP leader David Eby took a break from campaigning Monday to address stunning new allegations from the RCMP that Indian diplomats and consular officials are linked to violent criminal activity on Canadian soil.
'Escalating incidents' between two Hamilton high schools are believed to be connected to a car crash last week that left a 15-year-old boy dead, police say.
The father of a 10-year-old girl found dead in her home in England fled to Pakistan and called U.K. police from there to say he had killed her, a jury heard Monday.
A major American retailer has stopped selling its new winter-themed candle over backlash from shoppers who said its design resembled Ku Klux Klan hoods.
Four guests at an Airbnb east of Toronto made off with a quarter of million dollars worth of jewelry following their stay, police say.
A so-called 'Moon Tree,' grown with seeds that were flown around the moon, was planted at a California school.
As provincial elections play out in British Columbia, Saskatchewan and New Brunswick this month, there are pledges to provide more fertility treatment coverage.
Embattled B.C. Conservative candidate Brent Chapman is under fire once again, this time for past Facebook comments casting doubt on the official accounts of mass shooting events in Canada and the U.S.
B.C. NDP leader David Eby took a break from campaigning Monday to address stunning new allegations from the RCMP that Indian diplomats and consular officials are linked to violent criminal activity on Canadian soil.
Embattled B.C. Conservative candidate Brent Chapman is under fire once again, this time for past Facebook comments casting doubt on the official accounts of mass shooting events in Canada and the U.S.
'Escalating incidents' between two Hamilton high schools are believed to be connected to a car crash last week that left a 15-year-old boy dead, police say.
Four guests at an Airbnb east of Toronto made off with a quarter of million dollars worth of jewelry following their stay, police say.
British Columbia's New Democratic Party says it is responsible for a parody social media post that has B.C. Conservative Leader John Rustad promising to bring back McDonald's McRib sandwiches.
The Alberta government is proposing additional restrictions on wind and solar farms that conservationists think are more about limiting renewable energy than protecting the environment.
Florida counties hard hit by Hurricane Milton are returning to a semblance of normalcy, with power restored to most areas on Monday, gas stations reopening and students preparing to return to school.
A bus carrying university students crashed and overturned on a highway in northeastern Egypt Monday, killing 12 people and injuring 33 others, the health ministry said in a statement.
The tech consultant charged in Cash App founder Bob Lee's stabbing death had no motive to kill him and in fact was forced to defend himself against Lee, who had become aggressive while on a multiday drug bender, lawyers for Nima Momeni said in opening statements Monday.
Russia said Monday it captured the village of Levadne in southern Ukraine as it probes for weaknesses along the war 's roughly 1,000-kilometre (600-mile) front line, including in eastern areas that are the main focus of Moscow's military effort before winter arrives.
An Israeli airstrike hit an apartment building in northern Lebanon on Monday, killing at least 21 people, according to the Lebanese Red Cross.
Sean “Diddy” Combs was hit Monday with a new wave of lawsuits accusing him of raping women, sexually assaulting men and molesting a 16-year-old boy. It is the first time he’s been sued by a person alleging they were abused as a minor.
The RCMP is alleging Indian diplomats and consular officials based in Canada engaged in clandestine activities linked to serious criminal activity in this country, including homicides and extortions.
Three in four Canadians support defence spending on new submarines, according to a new survey from Nanos Research and 鶹ý.
The free trade agreement with ASEAN is expected to be signed at the end of 2025. If Trudeau is pressured to step down, or if his government falls and loses the next election, Trudeau will not, as prime minister, be there to see the fruits of his labour.
As provincial elections play out in British Columbia, Saskatchewan and New Brunswick this month, there are pledges to provide more fertility treatment coverage.
Your nose may be more powerful than you think.
An outbreak of a rare parasitic disease has been linked to undercooked bear meat eaten by dozens of people at a gathering in North Carolina, a new U.S. CDC report has revealed.
A so-called 'Moon Tree,' grown with seeds that were flown around the moon, was planted at a California school.
A NASA spacecraft rocketed away Monday on a quest to explore Jupiter’s tantalizing moon Europa and reveal whether its vast hidden ocean might hold the keys to life.
The 15th-century explorer Christopher Columbus was a Sephardic Jew from Western Europe, Spanish scientists said on Saturday, after using DNA analysis to tackle a centuries-old mystery.
Canadian stand-up comedian and former talk show host Mike Bullard has died.
Jamie Foxx hadn’t been on stage for 18 years, but he returned recently for a very special reason.
Ariana Grande performed one of her greatest hits on the latest episode of 'Saturday Night Live' – her famed Celine Dion impression.
The Nobel memorial prize in economics was awarded Monday to three economists who have studied why some countries are rich and others poor and have documented that freer, open societies are more likely to prosper.
A major American retailer has stopped selling its new winter-themed candle over backlash from shoppers who said its design resembled Ku Klux Klan hoods.
A B.C. Supreme Court judge has ruled on a case she describes as a "bizarre mess" in a decision issued earlier this week.
Sḵwx̱wú7mesh Úxwumixw (Squamish Nation) Chef Paul Natrall, the man behind Indigenous food truck Mr. Bannock, is bringing cooking classes on First Nations fare to schools and offices throughout Metro Vancouver.
The Celtic Colours Festival is taking place at venues around Cape Breton Island in Nova Scotia from Oct. 11 to 19.
This spooky season some people are opting to recycle old costumes in a bid to make Halloween more sustainable – and affordable.
Major League Baseball's postseason is averaging 3.33 million viewers going into the league championship series, an 18% increase over last year's average of 2.82 million.
Utah Hockey Club right-wing Dylan Guenther, Winnipeg Jets goaltender Connor Hellebuyck and Vegas Golden Knights center Jack Eichel have been named the NHL’s three stars of the week.
It was a record breaking year at the Valley Harvest Marathon in Wolfville, N.S., on Saturday and Sunday.
The Ontario Provincial Police says the number of fatal collisions caused by distracted driving on the roads it patrols has increased by 40 per cent compared to this time last year.
Tesla CEO Elon Musk unveiled on Thursday his vision of a 'a fun, exciting future,' an 'age of abundance' full of his company’s self-driving cars without steering wheels, parking lots turned into parks and robots that will walk among the population – that he once again promised would be available within a few years.
Dozens of cars were pulled out of the Detroit River in west Windsor on Tuesday, causing many questions for Windsorites.
Sḵwx̱wú7mesh Úxwumixw (Squamish Nation) Chef Paul Natrall, the man behind Indigenous food truck Mr. Bannock, is bringing cooking classes on First Nations fare to schools and offices throughout Metro Vancouver.
The Celtic Colours Festival is taking place at venues around Cape Breton Island in Nova Scotia from Oct. 11 to 19.
Sometimes love is written in the stars, but for one couple, it’s written in the aurora borealis.
Canadian hip hop artist Dillan King says running 100 marathons in 100 days was not only the hardest thing he has ever done, but the 'proudest accomplishment' of his entire life.
James Taylor never expected to be walking home with a bag full of groceries he didn't buy.
This weekend marks the fifth anniversary of a large blizzard that paralyzed Manitoba.
There was an eye-catching mix of rainbows and lightning over Vancouver following a brief downpour this week.
Jeff Warner from Aidie Creek Gardens in the northern Ontario community of Englehart has a passion for growing big pumpkins and his effort is paying off in more ways than one.
Saskatchewan’s Jessica Campbell has made hockey history, becoming the first ever female assistant coach in the National Hockey League (NHL).
A Vancouver Aquarium rescue seal named Biscuits has been named as one of the latest inductees to the viral TikTok trend “Knights of the Rotund Table."
B.C. NDP leader David Eby took a break from campaigning Monday to address stunning new allegations from the RCMP that Indian diplomats and consular officials are linked to violent criminal activity on Canadian soil.
Thanksgiving weekend is a time for many of us to connect with family, but for those less fortunate, it can be a difficult time of year.
'Escalating incidents' between two Hamilton high schools are believed to be connected to a car crash last week that left a 15-year-old boy dead, police say.
Durham police say two men are facing drug and weapon charges after somebody called police about a late-night altercation in Oshawa.
Four guests at an Airbnb east of Toronto made off with a quarter of million dollars worth of jewelry following their stay, police say.
Calgary libraries will reopen on Wednesday following a cyber security breach.
Calgary Fire Department (CFD) crews responded to a gas leak in the city’s northwest Monday afternoon.
The RCMP is alleging Indian diplomats and consular officials based in Canada engaged in clandestine activities linked to serious criminal activity in this country, including homicides and extortions.
On Monday, the Mission capped off its annual Thanksgiving tradition with a meal for anyone who needed one.
The Ottawa Police Service is investigating a possible assault that left one man with serious burns on Monday morning.
On Monday morning, officers stopped a vehicle that was travelling the wrong way on Baseline Road in Ottawa.
Urgences-santé has confirmed that an ambulance was dispatched to a residence in Côte-Saint-Luc following reports of a possible drowning involving a man in his 60s.
A Montreal suburb has received a provincial Environment Department permit to go ahead with a long-awaited white-tailed deer cull in a local park that has become overrun with them.
Firefighters with the Montreal Fire Service extinguished a two-alarm fire at a vacant building in the Ahuntsic-Cartierville borough on Sunday night.
The Alberta government is proposing additional restrictions on wind and solar farms that conservationists think are more about limiting renewable energy than protecting the environment.
The RCMP is alleging Indian diplomats and consular officials based in Canada engaged in clandestine activities linked to serious criminal activity in this country, including homicides and extortions.
Boyle Street Community Services and the Bissel Centre, Edmonton organizations that help people dealing with homelessness and poverty, partnered with the Northern Alberta Institute of Technology's culinary program to feed hundreds for the annual holiday at the downtown Boyle Street Plaza.
Halifax police have charged a 41-year-old man in the death of his mother.
The Halifax Regional Municipality (HRM) is reminding residents that the second of two advance voting days for the 2024 Municipal and Conseil scolaire acadien provincial election will take place on Tuesday.
“Ken is a dreamer”: Saint John singer-songwriter Ken Tobias passes away at 79.
Old buildings can be a little spooky this time of year, but none like the Boyd House in Winnipeg’s Osborne Village.
Sometimes love is written in the stars, but for one couple, it’s written in the aurora borealis.
If you have leftover seeds from your squash soup or pumpkin carving, the Prairie Wildlife Rehabilitation Centre is asking you to donate them instead of throwing them away.
Saskatchewan residents have just a few more days to catch a rare glimpse of a comet visible to the naked eye, streaking across the western skies at dusk.
With Saskatchewan's election set for Oct. 28, many voters may be wondering what candidates are running in their local ridings.
Saskatchewan Party Leader Scott Moe is accusing the union representing RCMP members of looking after its own interests.
Hundreds of people bundled up to take part in a longstanding Thanksgiving Day tradition in Kitchener.
According to police, when officers arrived they found the house fully engulfed in flames and were unable to make entry.
Police are looking for a missing 14-year-old boy from Kitchener.
Saskatchewan residents have just a few more days to catch a rare glimpse of a comet visible to the naked eye, streaking across the western skies at dusk.
With Saskatchewan's election set for Oct. 28, many voters may be wondering what candidates are running in their local ridings.
As provincial elections play out in British Columbia, Saskatchewan and New Brunswick this month, there are pledges to provide more fertility treatment coverage.
A Greater Sudbury woman is upset about the charges laid against the man accused of attacking her son and a group of his colleagues downtown on Saturday.
A 36-year-old man is charged with drug-impaired and dangerous driving after a head-on crash in northwest Ontario last Thursday.
A major American retailer has stopped selling its new winter-themed candle over backlash from shoppers who said its design resembled Ku Klux Klan hoods.
One person has died and three others were transported to hospital following a three-vehicle collision in St. Clair Township
Smash Pickleball is the region’s only indoor facility dedicated specifically to the sport.
A Harriston man has been charged after police said the operator of an ATV crashed into a vehicle parked on Queen Street South in Harrison.
The Busby Centre in Barrie held a first-ever Thanksgiving meal Monday afternoon, serving meals to more than 150 people.
Provincial police remind motorists about the importance of buckling up after an officer discovered a passenger sitting on a kitchen chair inside the vehicle during a traffic stop in the Town of the Blue Mountains.
A recent study ranks Barrie last among large Canadian cities regarding homeowners who have paid off their mortgage.
Chatham-Kent police say a 37-year-old Merlin man has died after a two-vehicle collision.
Windsor has the fifth highest rate of mortgage-free homeowners in Canada, according to a study by Casivoo.
The Town of Tecumseh is getting $1,789,764 from the Ontario government to help renew and rehabilitate critical infrastructure.
Embattled B.C. Conservative candidate Brent Chapman is under fire once again, this time for past Facebook comments casting doubt on the official accounts of mass shooting events in Canada and the U.S.
B.C. NDP leader David Eby took a break from campaigning Monday to address stunning new allegations from the RCMP that Indian diplomats and consular officials are linked to violent criminal activity on Canadian soil.
A key assumption about dwindling numbers of southern resident killer whales pins the blame on a lack of salmon, but a study out of the University of British Columbia has found they have twice the number of chinook available in summer as their much healthier cousins, the northern residents.
Dave Lindsey began growing giant pumpkins to bring a bit of magic to his grandkids' Halloween.
A U.S. District Court judge in Montana has sentenced a 27-year-old man from Kelowna, B.C., to 18 months in prison for using fake names to buy guns with the aim of selling them in Canada.
Nearly two years after a man was stabbed to death in downtown Kelowna, RCMP have made an arrest in the case.
The Vancouver Giants scored late to force overtime before winning 4-3 over the Lethbridge Hurricanes Friday night.
If you’re looking for something to do this long weekend, the Lethbridge Corn Maze is open and hosting its annual fundraiser on Monday.
Local photographers were amazed by the aurora borealis display in the night sky over Lethbridge on Thursday night.
A 36-year-old man is charged with drug-impaired and dangerous driving after a head-on crash in northwest Ontario last Thursday.
Provincial police in Hearst, Ont., stopped an unlicensed northwestern Ontario driver for a morning traffic infraction.
A 32-year-old woman has been charged in connection with the death of an 18-year-old man this past January, according to Ontario Provincial Police.
A five-hour drive from St. John's, N.L., and well off the beaten path, Point Leamington seems an unlikely spot for a one-of-a-kind tourist attraction.
A Conservative MP from Newfoundland and Labrador says some small towns in his rural riding are overrun with crime, but police say they haven't received reports to that effect.
As millions in federal funding flow into a Labrador group whose claims of Inuit identity have been rejected by Indigenous organizations across Canada, a national Inuit leader worries the Liberal government is putting the rights of Indigenous Peoples at risk.
The Shopping Trends team is independent of the journalists at 鶹ý. We may earn a commission when you use our links to shop. Read about us.
