In early August 2024, Jools Lebron, a TikTok creator, posted a video that quickly gained traction across social media platforms. Lebron's use of words like "demure" and "mindful" to describe everyday activities sparked a trend that spread rapidly online.
The popularity of Lebron's content extended beyond social media users, with celebrities such as Jennifer Lopez and Penn Badgley participating in the trend. Even the White House adopted the terminology to promote the Biden-Harris administration's student debt relief efforts.
For Lebron, who identifies as a transgender woman, this viral success has had a significant personal impact. In a recent post, she shared that the income generated from her TikTok fame has enabled her to finance the remainder of her transition.
While Lebron's story is inspiring, it's important to note that achieving sustainable income through social media fame remains challenging. Erin Kristyniak, VP of global partnerships at Partnerize, suggests that while it's more feasible now than in the past, creators still need to produce content that resonates with audiences and navigate multiple income streams.
TikTok, launched in 2016, has grown to over 1 billion monthly active users worldwide as of 2024. The platform's success has been attributed to its AI-driven algorithm, which personalizes content for each user. However, it has also faced scrutiny over data privacy and content moderation issues.
Brooke Erin Duffy, an associate professor of communication at Cornell University, explains that creators often pursue various income sources, including brand sponsorships, merchandise sales, and platform-specific features like livestream fundraising. Many creators also work to establish a presence across multiple platforms to mitigate risks associated with potential platform changes or bans.
"The majority of creators aren't full-time."
The instability of social media careers is a significant concern. Creators may experience months of substantial earnings followed by periods with no income. Additionally, the pressure to consistently produce content and maintain brand relationships can lead to burnout.
Despite these challenges, the landscape for creators continues to evolve. Platforms are increasingly focusing on attracting and retaining creators, while companies are investing more in social media marketing. TikTok's Creator Fund, launched in 2020, aims to compensate creators for their content, although the long-term sustainability of such programs remains to be seen.
As the social media landscape continues to change, aspiring creators are encouraged to start somewhere and remain open to opportunities. The unpredictable nature of viral content means that, like Jools Lebron, one never knows when a simple video might lead to life-changing success.