November 25, 2022

Viral house cleaning videos satisfy billions on TikTok

TikTok has spawned a “CleanTok” community that has garnered over 16 billion views on the video-sharing app, and some creators are leading the charge in the flawless home movement.

Chantel Mila, a mother of two from Melbourne, Australia, created her Mama_Mila_ TikTok account in April 2020 and has seen her audience reach over 325,100 people with her cleaning, styling and DIY videos.

Between sharing unconventional cleaning tricks like using newspaper as a liner to help dust off or using shaving cream to defog mirrors, Mila’s Content consistently gets thousands of views every time she posts. And so far, she has gained over 5.6 million likes from people who enjoy her content.


“My subscribers have had a very positive reaction to the cleaning and organizing videos I share on my channel. Many subscribers have mentioned that my cleaning tips have allowed them to spend less time cleaning and more time with their family and doing the things they love, ”Mila told FOX News via email.

Mila said its content has helped others make stay-at-home orders during a pandemic by creating spaces to “retreat and relax.”

It also doesn’t hurt that the videos can be satisfying to watch, Mila added.

“It’s a great motivation to keep publishing,” she said.

Meanwhile, third-generation janitor and “clean freak” Brandon Pleshek – the force behind the popular TikTok Clean That Up page, agrees that COVID-19 lockdowns have contributed significantly to the CleanTok phenomenon.

He joined TikTok in August 2019 and has seen his audience reach over 910,600 subscribers thanks to his “cleaning tips, tricks and hacks”. He said he saw demand for video cleanup increase when the pandemic was declared in March 2020.


Pleshek, of Appleton, Wisconsin, told FOX News he came from a family that has 40 years of professional cleaning experience.

When the pandemic struck and he had to take a break from running his business – Pioneer Professional Carpet Care – he increased his occasional use of TikTok to create daily content to minimize “anxiety and energy. nervous ”he felt at not being able to work. He didn’t know, he said, that he would get over 18.1 million likes for his carpet and house cleaning videos.

“I started sharing them through TikTok and it was super helpful, and I started to realize that ‘Hey, this is something people want to know or have questions about and I can use my knowledge. to help, ”Pleshek said in a telephone interview.

He continued, “There are a lot of [people who] just bought their first house or their apartments and stuff, and frankly, they’re looking to the internet to learn how to clean the toilet. “

Pleshek says some of his more successful videos have been about reducing cleanup time.

In terms of audiences, his videos tend to be watched by TikTok users in their mid-thirties, Pleshek said, but he also has a growing number of TikTok users outside the millennial age range. , that is, anyone born between 1981 and 1996, according to the Pew Research Center.


About 1,300 miles southwest of Pleshek is Vanesa Amaro of Austin, Texas, a professional housekeeper who has changed careers slightly to become a full-time content creator.

She describes herself as the “queen of cleaning”, and with over 4.1 million subscribers on her English account vanesamaro91 and over 4.3 million subscribers on her Spanish account vanesaamaro1, Amaro has established herself as the one of TikTok’s most followed creators in the cleanup space.

By combining the likes she’s received from her two accounts so far, she breaks the threshold of 155 million likes for her TikToks clean-up alone, an impressive feat considering she created both of her accounts in June and December 2020.

With seven years of housekeeping experience, Amaro believes it is important to know how to clean and disinfect surfaces, especially with COVID-19 still present.


“The cleaning videos got huge when the pandemic hit and I feel like it’s here to stay because we as a society have changed the way we clean,” Amaro told FOX News . “This virus isn’t going anywhere. We’re just going to have to learn how to deal with it. And with it come new viruses. So I think people have changed the way they clean forever.”

Amaro videos range from teaching people how to properly sanitize their homes and what cleaning chemicals should not be mixed with cleaning commonly overlooked areas like overhead light fixtures or shower curtain rods.

Much of its audience is made up of college students or who have moved into their own homes, but are confused when it comes to cleaning and maintaining the home.

Amaro has also received messages from TikTok users who say his videos either inspired them to tidy up or helped get them out of a dark place.


Baruch Labunski, CEO of Rank Secure – a digital analytics company – told FOX News that cleaning up videos is a testament to the success of authentic marketing.

“Viewers tune in to see the details. They don’t expect fancy, scripted content. They want to see ordinary people tackling household chores. Bonus points for kids and interrupting animals … just like in real life, ”Labunski said. . “It’s the same with marketing; if you let your authentic self shine through, customers will feel a real connection. “