Why We Can’t Look Away from Hoarder Home Clean-Ups
BBC News explores the growing fascination with online videos showcasing extreme cleaning scenarios.
Extreme Cleaner’s Perspective
Victoria Gordon, a 44-year-old cleaner specializing in hoarder clearances and crime scene work, shares her experiences on TikTok, attracting thousands of views. She attributes the popularity to people’s natural curiosity and desire for satisfaction from witnessing problem resolution.
"’We like to have a little delve into other people’s lives… where there’s a shocking ‘before and after’, or they’re able to watch the process,’" Gordon quotes Dr. Wasim Ahmed, a marketing lecturer at the University of Hull.
The CleanTok Community
Unilever partnered with TikTok in 2023 to launch CleanTok, a dedicated community for cleaning content, following the genre’s rapid growth with 78 billion views on the platform.
The Appeal of Hoarder Videos
- Control and Curiosity: Short-form videos show problematic situations and provide resolution, offering viewers a sense of control and satisfying their curiosity.
- Relatability: People connect with seeing everyday tasks transformed into entertaining content.
- Tension and Release: Dr. Ahmed suggests the tension built from showing mess followed by a clear ending creates a sense of satisfaction.
TV’s Influence
Long before social media, shows like Britain’s Biggest Hoarders, The Hoarder Next Door, and Hoarder SOS drew audiences on television, setting the stage for today’s cleaning phenomenon.
Cleanfluencers Rise
"Cleanfluencers," content creators sharing cleaning routines and tips, have gained global followings. Ann Russell, a cleaner from Hampshire, amassed three million TikTok followers by showcasing her cleaning adventures.
Niche Content Creator
Victoria Gordon stands out among cleanfluencers with her niche focus on extreme cleaning scenarios, emphasizing the satisfaction of transforming chaotic spaces.
