The girlies have a new word, “demure.” A few weeks ago, who even casually used “demure”? Tiktok has shown how powerful it is when it comes to trendsetting. It is unrivaled in that department. In less than six years, the platform has woven itself into the very fabric of our daily lives, reshaping everything from food and fashion to how we engage with other people. The way it shortens the lifespan of trends and revamps consumer interactions is nothing short of revolutionary.
How TikTok’s Algorithm Drives Trends
What sets TikTok apart from other social media platforms isn’t just its viral dance challenges or catchy memes. The real game-changer is its recommendation algorithm, which has a way of curating your “For You” page with a precision that feels almost psychic. This personalized feed keeps users hooked, leading them to spend hours discovering new trends and viral sensations. Take, for example, its recent trend involving the term “demure.”
@joolieannie
Jools Lebron, a popular trans content creator , brought “demure” into the spotlight with a playful twist. Her video where she described herself as “very demure, very mindful” while doing everyday activities quickly went viral, sparking a wave of users adopting the term and the associated aesthetic. For those not yet in the loop, the trend involves users humorously adopting a “demure” persona, boasting about how reserved and mindful they are in everyday situations. Whether it’s choosing an outfit for work or deciding what to do when hungover, the “demure” label has been applied to it all. The trend arrives just while we’re at the peak of the equally popular Charli xcx-inspired “brat” aesthetic, and has gained just as much attention with millions of users satirically adopting countless variations and interpretations of the “demure” look.
From “Brat” to “Demure”: A Shift in Aesthetics
If you’re familiar with the “brat” trend, its “demure” counterpart is against everything that it stands for. “Demure” traditionally describes someone who is modest, reserved, or shy. It’s that quiet charm that makes you go, “Aww.” In fashion, demure outfits are typically understated, with subtle makeup and non-revealing clothes. But on TikTok, this word has taken on a life of its own, often used sarcastically with a wink and a nod, emphasizing how someone might act reserved or “very mindful” while doing something as mundane as going to the mall or getting ready for date night.
The Double-Edged Sword of TikTok Trends
However, as with all viral trends, there’s always a backlash. Some people are so over the term “demure” that they might just rip their ears off if they hear it one more time. TikTok has this uncanny ability to take words from obscurity, transform them into memes, and then overuse them to the point of exhaustion.
Just look at the recent spike in Google Trends searches for “demure” – it’s a prime example of how TikTok can elevate a word to the top of the cultural lexicon, only to make it overused and almost cliché.
The internet’s hunger for new slang and trends seems insatiable. TikTok is a master at reviving old terms and making them new. From crass expressions like “serving c*nt” to playful phrases like “it’s giving,” the platform redefines how we use language. And then there are updated ways of saying old things, like calling someone who talks a lot a “yapper” or using “pookie” as a term for your lover. Just as everyone was once obsessed with “aesthetic,” now “demure” is the word of the moment.
Here’s a video that thoroughly explains the trend:
@ariannaabegayle I guess this video is very demure it’s very mindful 🫨 #demure #verydemure #mindful #relatable #viral #urfavcontentcreator
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