Lately, you might have noticed the word “demure” popping up everywhere online. It’s become the latest internet buzzword, thanks to a viral TikTok video by creator Jools Lebron. In the video, Lebron casually describes her hair and makeup as “very demure” and pairs it with a “mindful” vanilla perfume. What started as a simple comment has spiraled into a widespread trend, now shaping how people describe everyday moments online.
Beyond TikTok, this “very demure, very mindful” phrase has made its way into the content of celebrities like Jennifer Lopez and even into the language of political messaging — most notably, the Biden-Harris administration used it to promote their student debt relief efforts.
For Lebron, this trend has been life-changing. As a transgender woman, she shared in a recent post that her sudden fame is now allowing her to finance the remainder of her transition. Her journey from making videos during breaks at work to flying across the country to host events is a testament to how quickly a trend can turn a creator’s life upside down.
But while trends like this can open doors for creators, they also highlight the challenges of turning fleeting internet fame into sustainable income.
Turning Viral Moments into a Lasting Career
The truth is, there’s no guaranteed formula for turning TikTok success into a meaningful, long-term income. According to Erin Kristyniak, VP of global partnerships at marketing company Partnerize, making a full-time career out of content creation is more achievable now than in previous years — but it’s still a tough game to play.
Creators must stay on top of trends while juggling multiple income streams, ranging from brand sponsorships to merch sales, tips during livestreams, and gifts from followers.
As Brooke Erin Duffy, a communication professor at Cornell University, points out, platforms like TikTok offer some creators direct payouts, but those payments are typically small. The real money often comes from outside partnerships and diversifying across other platforms, which has become even more critical given the ongoing legal battles threatening TikTok’s presence in the U.S.
This need for diversification emphasizes the importance of building a cross-platform presence. Relying solely on one platform, especially one under regulatory scrutiny, is risky. Many creators are expanding their reach so they aren’t left high and dry if a major revenue stream suddenly vanishes.
The Pressure and Perils of Going Viral
The meteoric rise of creators like Jools Lebron shows the potential upside of capturing a viral moment. But sustaining that success is an entirely different challenge. The internet is notoriously fickle, and what’s popular today might be forgotten tomorrow. As Duffy points out, while bursts of fame can bring in significant money, they’re often followed by months of uncertainty.
For most creators, this unpredictability feels more like gig work than a stable career. Burnout is a major issue in the content creation space, with the constant pressure to churn out engaging content, maintain brand deals, and manage the emotional toll of sharing personal experiences online. On top of that, the risk of hate or harassment is ever-present.
Trends Are Great, but Evergreen Content Is Better
In today’s fast-paced digital world, jumping on trends is a smart strategy to gain visibility and boost your brand. However, as a creator, you should also focus on creating evergreen content that stands the test of time. Trends come and go, but content that consistently delivers value to your audience will continue to be relevant years from now.
This is where I see many creators stumble. They get caught up in chasing the next viral moment but overlook the importance of building a solid foundation of content that educates, entertains, or inspires in a way that lasts. The key is balance: yes, capitalize on trends, but always make sure you’re offering something valuable that your audience can return to long after the trend fades.
Building a Sustainable Digital Asset
To truly build a sustainable digital asset, focus on cultivating relationships with your audience. One of the most reliable ways to do this is by growing your email list and nurturing a community around your content. Social media platforms can change or disappear, but your email list is something you own and control. Building a loyal community, where you can engage directly with your audience, is the real foundation of lasting success as a content creator.
Remember, trends can give you a quick boost, but evergreen content and community-building are what will make you resilient as a creator in the long run.
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