Very low-key, very viral: Key insights into the brand and creator | Analysis

Are you reserved? Attentive? Cute? How about your favorite brand or socialite?

Anyone living in 2024 is constantly exposed to a barrage of buzzwords. First it was “girls' dinner,” then “Show me, Rachel,” and then came “Brat Summer.”

The internet's newest buzzwords, “low-key,” “mindful,” and “cute,” have permeated every corner of our collective digital consciousness since early August. US-based content creator Jools LeBron invented the playful satire while poking fun at stereotypical femininity. Somehow, this trendy, ubiquitous buzzword exploded, endlessly reproduced and copied on social media. Now, it's turned into an unexpected goldmine for viral marketing.

“Demure is now more than just a buzzword. It is a global sensation, a cultural phenomenon,” says Zarina Lam Stanford, CMO of UGC technology platform Bazaarvoice.

Brands, always hot on the heels of the next trend, desperately try to capitalize on its ironic appeal before it disappears down the rabbit hole of forgotten TikTok trends.

From Reluctance to Dollars: What Can a Viral TikTok Video Do for the Creator?

Since her first “low-key” video on August 5, LeBron's follower count has increased by an incredible 100% and now stands at over 18 million, putting her in the fastest-growing 1% of the platform. Her original video, a masterpiece of self-aware humor, has been viewed over 3.1 million times and boasts an astonishing 53% engagement rate – far eclipsing the industry average of 1.37%.

But LeBron's success is based on more than just vanity. Her wry brand of politeness has earned her high-profile partnerships with companies like Verizon, Lyft and Netflix, all of whom are eager to appeal to her highly engaged audience.

For example, her collaboration with Lyft earned her 127,600 views at an engagement rate of 19.4% (compared to an industry benchmark of 2%) and generated an estimated earned media value of $42,808. Likewise, her partnership with Netflix earned her 200,600 views and an estimated earned media value of $60,048.

“Today, trends on social media change at lightning speed,” Stanford notes. “The first 'low-key' video was less than a month old and it's already a global sensation, used in brand campaigns, messaging and advertising.”

However, this need for speed is a double-edged sword. While brands are eager to capitalize on the latest trend, they risk coming across as inauthentic or out of touch with reality if they don't strike the right tone.

Authenticity: The key to navigating the trend tsunami

“Brands are thinking very differently about content creation today,” says Stacy Taffet, SVP of Marketing at PepsiCo Beverages. “At PepsiCo, we've developed a model that allows us to be 'social first.' We're constantly testing, refining and simplifying the way we work to ensure we're focusing on the most impactful actions and partnerships that help us stay relevant and build strong engagement with the next generation.”

This need for agility is shared by Divika Jethmal, Asia marketing director at media information company Carma. “Everyone appreciates a tasteful trend-jack,” she notes, stressing the importance of being able to adapt quickly and skillfully to trending content.

However, being first is not enough to guarantee lasting success. TikTok, with its never-ending stream of content, is a graveyard of forgotten microtrends and niche aesthetics. Who even remembers “girls’ hobby” or “orange peel theory”?

Pepsico's Taffet warns that in this space saturated with fleeting trends, authenticity is paramount: “My advice is to focus on the moments where your brands play an authentic role and have the authority to lead the discussion.”

Jethmal agrees: “The fact is that social media users value creative content that contains clever or relatable interpretations of a trend. First movers tend to enjoy the highest engagement rates because competition is lowest at the beginning.”

But the clock is ticking. “If we use this diagram, [referencing Carma data] As a benchmark for all trends, the average time to virality is about two weeks,” warns Jethmal. “This suggests that creators have a limited amount of time before a trend becomes too saturated and even stale. Anyone can appreciate a tastefully executed trend jack when it's done well, so it's in the creators' interest to act quickly.”

Carma's chart is a stark reminder of how fleeting internet fame really is. The data shows that over two million online articles and social media posts are linked to the “low-key” trend, with activity peaking in the third week of August. Of this content, about 25% are TikTok videos, comprising 447,000 posts.

“Demure” has catapulted LeBron to new heights and even earned her a coveted debut on late-night television, with an appearance on Jimmy Kimmel Live! (The guest host is RuPaul, by the way.) But this success comes with a catch: the relentless pressure to stay one step ahead of the constant change on TikTok.

@jimmykimmellive Very #reserved. Very #attentive. @RuPaul x @Jools Lebron ♬ Original sound – Jimmy Kimmel Live

“Creators need to constantly innovate, diversify their content and engage their followers before the trend drifts into irrelevance,” says Aakanksha Gupta, CEO and co-founder of India-based PR agency The Other Circle. “While these viral moments can be catalysts for follower growth and open up monetization opportunities, they are fleeting. A viral TikTok video can bring a nice payday to the platform, but creators need to leverage that momentum for long-term success – both online and offline.”

The offline business opportunities Gupta is referring to can come from merchandise and deals, but unfortunately, LeBron failed to act quickly and trademark her slogan. Someone named Jefferson A. Bates had already filed a trademark application for the slogan with the U.S. Patent and Trademark Office without LeBron's knowledge.

Simply put, this means that LeBron will not be able to make a profit from deals and merchandise through commercial means. Trademark rules are different from copyright law, so she is left with very few options. A trademark with the U.S. Patent and Trademark Office would have cost LeBron $350 and given her the intellectual property to bring anything to market that can be purchased or consumed.

On August 27, the creator stated that the trademark issue was being “worked on” by her team.

The conclusion

Stanford warns: “The creator landscape is changing at an ever-increasing pace and can no longer be maintained on the side. If you want to invest in creator marketing, you need to spend enough time and money on it. It's no longer just 'nice to have', but an essential part of marketing that needs to be treated with the respect and due diligence it deserves.”

Chances are, “low-key” could be dead next month. TikTok would have accelerated its trend cycle for a new niche aesthetic, but the lessons of agility, authenticity, and a keen understanding of viral cycles will be critical to success.