Brands like Netflix, Zillow, and Lyft are increasingly partnering with viral TikTok creators such as Jools Lebron, who started the “Very demure. Very mindful” trend, reflecting a shift in how companies engage with internet culture. Lebron, a transgender creator with a significant following, has been in high demand as brands seek to appear more authentic and culturally relevant by collaborating directly with the originators of viral content.
This trend marks a broader recognition of the importance of crediting and compensating creators, particularly those from historically marginalized communities. In the past, brands often faced backlash for using viral trends without acknowledging the creators, especially when those creators belonged to communities that are typically underrepresented and under-compensated.
Collaborating with creators like Lebron helps brands avoid these criticisms and aligns them more closely with the values of their audiences.
One key reason for this shift is the growing pressure from creators and the public for brands to acknowledge the origins of viral content. As intellectual property rights on platforms like TikTok remain unclear, partnering directly with creators offers a safer and more ethical approach.
Jools Lebron
For instance, Lyft, Netflix, and Zillow have all recently launched campaigns featuring Lebron, demonstrating a commitment to working with and properly compensating the creators behind popular trends.
The practice of ignoring or co-opting content from marginalized creators has a long history, with notable examples such as Jalaiah Harmon, who created the “Renegade” dance, and Kayla Lewis, who popularized the phrase “On Fleek.”
These creators saw their work go viral without receiving proper credit or compensation, a problem that is only now beginning to be addressed as brands become more conscious of the need to fairly recognize and reward original creators.
Creators are also becoming more proactive in protecting their intellectual property, as seen in cases like Megan Thee Stallion securing the trademark for “Hot Girl Summer” after it was widely used in marketing campaigns. This shift suggests that creators are increasingly aware of their value and are taking steps to ensure they benefit from the trends they start.
While the industry is beginning to give more credit to creators, it is unlikely that all viral content will be properly attributed or compensated due to the fast-paced nature of internet trends.
However, the growing reliance on creators to drive cultural engagement indicates a positive trend toward greater recognition and respect for their contributions, particularly as brands aim to align more authentically with the cultural moments that resonate with their audiences.
