Tiktok’s “Demure” Takes Over: How A Viral Moment Became Dictionary 2024 Word Of The Year

Online dictionary platform Dictionary.com has selected “demure” as its Word of the Year for 2024, following a surge in popularity sparked by American TikTok influencer Jools Lebron. The term gained widespread attention after Lebron used it in a viral video, prompting a massive increase in searches.

According to Dictionary.com, lexicographers analyzed extensive data, including news headlines, social media trends, and search engine results, to determine the year’s most notable word. They found that searches for “demure” surged by a staggering 1,200 percent between January and August 2024, catapulting it to the top of the list.

While the term showed no significant rise in usage between August 2023 and July 2024, it experienced an almost overnight spike in interest during mid-August. By August 18, 2024, searches for “demure” were nearly 14 times higher than before. At its peak, the word saw 200 times more searches than it had previously, surpassing other popular words such as “brainrot,” “brat,” and “midwest nice.”

The word’s viral rise began when Lebron, based in Chicago, posted a video in early August of herself sitting in her car and admiring her makeup. In the clip, she described her appearance as “very demure, very mindful,” explaining how she aimed to look “presentable” at work. Her phrase quickly became a popular audio clip for other TikTok videos, sparking millions of views across various social media platforms. Lebron’s newfound fame attracted attention from major publications, and even the White House, NASA, and celebrities jumped on the trend, using the phrase in their own posts.

The announcement of “demure” as Word of the Year has prompted mixed reactions on social media. While some fans celebrated Lebron’s rise to fame, others criticized Dictionary.com for succumbing to fleeting trends. One user expressed frustration, saying, “We have lost the plot entirely,” while another lamented, “That was only popular for like a week. Do better @Dictionary.com.” Despite the criticism, many were amazed by the profound impact the word had on Lebron’s life and the broader cultural landscape.