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TikTok spawned a “CleanTok” community that has garnered more than 16 billion views on the video sharing app, and some creators are leading the way in the flawless home movement.
Chantel Mila, a mother of two from Melbourne, Australia, launched her Mama_Mila_ TikTok account in April 2020 and has seen her audience grow to more than 325,100 thanks to her cleaning, styling and DIY videos.
Between sharing unconventional cleaning hacks like using newspaper as a liner to dust off or using shaving cream to defog mirrors, Mila’s content gets thousands of views every time she posts. And so far, she has earned well over 5.6 million likes from people who like her content.
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“My followers have had a really positive reaction to the cleaning and organizing videos I share on my channel. Many followers have mentioned that my cleaning hacks have enabled them to spend less time cleaning and more time with their family to spend and do the things they love, ”Mila told FOX News via email.
Mila said her content has helped others stay home on pandemic jobs by creating spaces of “retreat and relaxation”.
It doesn’t hurt that watching the videos can be satisfactory either, added Mila.
“It’s a great motivator to keep posting,” she said.
Meanwhile, third-generation caretaker and “clean freak” Brandon Pleshek – the force behind popular TikTok site Clean That Up – agrees that the COVID-19 bans have largely contributed to the CleanTok phenomenon.
He joined TikTok in August 2019 and has seen his audience grow to more than 910,600 followers thanks to his “cleaning tips, tricks, and hacks. He said he saw a surge in demand for cleaning videos when the pandemic was declared in March 2020.
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Pleshek, of Appleton, Wisconsin, told FOX News that he came from a family with over 40 years of professional cleaning experience.
When the pandemic broke out and he had to suspend his business – Pioneer Professional Carpet Care – he increased his occasional TikTok use to create daily content to minimize the “anxiety and nervous energy” he felt from his inability to work. Little did he know that he would get more than 18.1 million likes for his carpet and house cleaning videos.
“I started sharing these on TikTok and it was super helpful and I realized that ‘Hey, people want to know about this or have questions about it and I can use what I know to help,'” said Pleshek include a telephone interview.
He continued, “There’s a lot … [people who] are just getting their first home or apartments and things and honestly turning to the internet to learn how to scrub a toilet. “
Pleshek says some of his most successful videos were about reducing cleaning time.
In terms of viewership, his videos are typically seen by TikTok users in their mid-thirties, Pleshek said, but he also has a growing following among TikTok users outside of the millennial age group, born between 1981 and 1996. according to the Pew research center.
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About 1,300 miles southwest of Pleshek is Vanesa Amaro of Austin, Texas, a professional housekeeper who made a slight career transition to full-time content creator.
She describes herself as the “Queen of Cleaning” and with more than 4.1 million followers on her English vanesaamaro91 account and more than 4.3 million followers on her Spanish account vanesaamaro1, Amaro has her place as one of the most followed creators of TikTok in the world consolidated cleaning room.
Combining the likes she’s gotten from her two accounts so far, she’s well over 155 million likes cleaning TikToks alone, an impressive feat considering she created her two accounts in June and December 2020 .
With seven years of household experience, Amaro believes it is important to know how to clean and disinfect surfaces, especially when COVID-19 is still around.
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“The cleaning videos got huge when the pandemic broke out and I have a feeling that it’s staying here because we as a society have changed the way we clean,” Amaro told FOX News. “This virus is going nowhere. We just have to learn to deal with it. And with it come new viruses. I think people changed the way they clean forever. “
Amaro’s videos range from how to properly sanitize their homes and which cleaning chemicals shouldn’t be mixed, to cleaning often overlooked areas like high lights or shower curtain rails.
A large portion of their audience are college students or have moved into their own homes but lost when it comes to cleaning and house maintenance.
Amaro has also received messages from TikTok users saying that their videos either inspired them to clean up or helped get them out of a dark place.
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Baruch Labunski, CEO of Rank Secure – a digital analytics company – tells FOX News that cleaning videos are proof of the success of authentic marketing.
“Spectators tune in to see the essentials. You don’t expect sophisticated, script-based content. You want to see normal people doing their regular chores. Bonus points for children and pets who interrupt … just like in real life, ”said Labunski. “The same goes for marketing. If you let your authentic self shine through, customers will feel a real connection.”
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