Beth Lamey
If you’re seeing ‘demure’ content flood your FYP and other social feeds, you’re not alone. In the last 48 hours, searches for ‘demure’ and ‘very demure’ have skyrocketed. If you’re not quite sure what this trend is, don’t worry, we’ve got you.
Where did the trend start?
@joolieannie
The trend was created by TikTok user @joolieannie earlier this month. Originating on TikTok, fellow creators quickly joined in on the trend by using Jools’ original sound, with many creating their own versions by mimicking the key phrases used in the original, while relating the content to their unique situations. Jools has since created numerous videos expanding on the trend, each showcasing how to be ‘demure’ in a different setting. Other creators who have made related content include @2poor2prada, @undos, and the musician Laufey. The trend is currently big with US audiences, but it’s quickly making its way across the world. Despite the trend’s TikTok origins, the concept has now transcended the video-sharing app and has made its way to other social platforms including Instagram and LinkedIn, where brands have been quick to get involved.
@laufey
What is demure?
Dictionary.com states that demure is ‘characterized by shyness and modesty; reserved.’ The trend is all about completing actions while adopting gentle and ‘proper’ behaviors. To enter a room in a demure way would be to enter quietly and without fault. Of course, the trend is, to an extent, poking fun at the concept. It could be interpreted as the counter trend to Charli XCX’s brat, which has taken the internet by storm this summer.
In the trend, the creator embodies a demure persona in a humorous tone. This should not be confused as being a new aesthetic or personality type, as seen with the ‘clean girl’ aesthetic. The original audio and subsequent videos frequently include the phrases ‘very demure,’ ‘very cutesy,’ ‘very mindful,’ and ‘very considerate,’ which convey the lighthearted nature of the content. Jools also coined the term ‘very demurtsey.’
@joolieannie
How can I use it?
This trend is a great opportunity to showcase your brand or services. Show how your product is ‘very cutesy’ or display how you perform business tasks while being ‘very demure.’ Consider your everyday routine and tasks and how you could be ‘very demure’ while doing them. An alternative option is using the trend as an office engagement content initiative by asking your colleagues what they do demurely, or if they think you are ‘very demure’.
Make it yours – but don’t leave it too long as the trend cycle moves fast.
Create your own cutesy and demure content by downloading the Picsart app or by heading to picsart.com.
Empowering the Creator in Everyone
Picsart is the world’s largest digital creation platform. Its AI-powered tools give creators of all levels the ability to design, edit, draw and share photo and video content anywhere. It’s used by consumers, marketers and content creators for both personal and professional design, and is available to businesses via API partnerships and integrations. Picsart has collaborated with major artists and brands like Discord, PopSockets, Shopify, Taylor Swift and more. Download the app or visit picsart.com.
