The Rise of “Demure” on TikTok: A Trend Born of Self-Deprecating Humor
In a matter of days, the TikTok community has fallen head over heels for the word “demure.” Once a relatively unknown term, it has become ubiquitous, with users claiming to be “very demure, very mindful” in their daily lives. The trend started with creator Jools Lebron, who coined the catchphrase, and soon spread like wildfire, with everyone using the word “demure.”
The internet, particularly TikTok, has a knack for reviving old or obscure words and turning them into memes. Sometimes, these words are crass, while others are more playful, like “it’s giving” or “girly pop.” This time, it’s “demure” that’s taken center stage.
But why does TikTok latch onto certain words and phrases so intensely? The answer lies in its nature as an audio-visual medium. Unlike Twitter, which relied on text-and-image-based formats, TikTok’s humor comes from the words themselves. We see and hear people say them, making them funny and new. The right word at the right time can be surprisingly delightful, and TikTok amplifies these words, turning them into trends.
The “demure” trend is no different from other viral phrases, like “What’s up, brother?” which became a meme after streamer Sketch used it in a specific voice and cadence. Words and phrases can be funny simply because they are, and TikTok’s influence on our word usage is similar to the internal language developed among close friends.
As we scroll through TikTok, these words inevitably worm their way into our vocabulary. The rise of “demure” is just the latest example of TikTok’s power to shape our language and sense of humor.
