Case Study: Very Demure. Very cutesy.
“Very demure. Very mindful. Very cutesy.” - Jools Lebron
I’m sure you’ve heard it. If you’ve been anywhere on social (especially TikTok) in the last month, I don’t know how you could NOT hear “Demure” referenced in a video.
(If you’re already lost and have no idea what we’re talking about, watch the original creator’s video that started the trend then come back and keep reading).
Trends pop up on social media all the time. Maybe it’s a dance on TikTok, “comment WORD to get a link” in a caption, or POV style videos…trends are everywhere. So how do you know which trends to follow and which to ignore?
We’re going to dive into the demure trend as a case study to help direct our approach to recreating social media trends.
Demure Trend Background
The demure trend first started in early August 2024 when TikTok beauty creator Jools Lebron posted a video about her professional makeup look and what she does to look “demure and mindful.” With 41.7 million views (and counting), one piece of content turned her into an internet sensation.
“Demure” means reserved, modest, put together, not flashy, but it can also be taken in a playful or even flirty way. It is the opposite of being brash, racy, or overly outgoing.
Since the original video, the creator has capitalized on the trend by posting a series of videos on how to be “demure” in everything…travel, outfits, makeup, ordering room service, anything. She posted a video asking to work with AirBnb as a paid partnership, and numerous brands began reaching out to her to collaborate.
Lebron has partnered with companies like Synergy, Southwest, and Verizon to create videos describing the demure aspects of their brand.
Businesses Embracing Demure
What makes demure a trend isn’t simply the traction it garnered for the original creator but how it has taken off on social media as a whole. Large brands and small businesses alike are jumping on the trend.
In this reel by a real estate agent, she uses the trending audio to highlight insights into finding a good agent. By relating her advice to being demure, she makes herself (and her business) more related.
SwimOutlet fully embraced the humor of the trend to capture the attention of their audience while indirectly showcasing their product.
Making a Trend Your Own
So what does all this mean for you and your small business??
Your biggest takeaway should be a better understanding of just how powerful content can be. One funny video changed the social media landscape for months to come and has become a common phrase and theme of everyday life.
In terms of applying the demure trend (or any future trend) to your own business, keep these three tips in mind.
Get creative to make a trend fit your brand.
For example, use the trending audio but change the text you put on the screen to be relevant to your business. Use the same tone and visuals you would use for other business content, just with a fun and relevant twist.
You don’t have to jump on every trend.
Not all trends will be relevant to your business. If the trend isn’t getting traction with your target audience or is just too far of a stretch, it will likely fall flat and not be worth pursuing.
Have fun with your social media content.
Not every post has to directly generate a sale. Sometimes, people just need to laugh or find something relatable. Have fun and use trendy content to build connections with people!
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