The Growth of Extreme Cleaning Online
Victoria Gordon, an extreme cleaner based in Lincoln, arrives at properties that often feature significant piles of refuse, discarded clothing, and unsanitary living conditions. The 44-year-old works in hoarder clearances and crime scene recovery, tasks that few people would choose as a career. While the work is physically demanding, she now documents her clean-up projects on social media. This practice has introduced her to a massive, captivated audience that craves the sight of extreme transformation.
The phenomenon of cleaning videos has ballooned since 2023. Unilever collaborated with TikTok to launch the #CleanTok community after the genre reached 78 billion views on the platform. Creators share home reset routines, organization hacks, and extreme clear-outs. Ann Russell, a professional cleaner from Hampshire, built a global following of three million users by showing her daily labor on the app. These videos often feature stark before and after comparisons, which viewers find deeply satisfying.
Why Viewers Cannot Look Away
Psychological and marketing experts argue that the popularity of these videos rests on several core human traits. Dr. Wasim Ahmed, a senior marketing lecturer at the University of Hull, suggests that viewers find comfort in the sense of order that a clean-up provides. Watching a chaotic environment become tidy offers a resolution to a clear problem in under 60 seconds. The process creates a sense of control and relief for the person watching from their own home.
Social media algorithms also play a major role in the reach of this content. Platforms monitor how long users watch a clip before scrolling away. When a video features a particularly shocking mess or a disturbing crime scene, users often stay longer, which the algorithm interprets as a positive quality metric. This causes the system to suggest even more extreme content to the user, creating a loop where the most intense cleaning videos gain the most traction.
Shifting Perspectives on Hoarding Disorder
Beyond the satisfaction of a clean room, creators like Victoria Gordon aim to address the stigma surrounding hoarding. The NHS defines hoarding disorder as a mental health condition where individuals struggle to discard items, leading to severe negative impacts on their lives. Gordon notes that many viewers initially judge the people living in these homes as lazy, but her videos provide a look at the reality of the condition.
Her content has a practical impact on those suffering from the same disorder. She reports that many followers message her to say that her videos make them feel less alone. Some viewers have even gained the courage to seek help or hire professionals after watching her work. Gordon views this as a vital outcome, as removing the shame from the situation can be the first step toward getting people into safer living conditions. As she continues her work, the old items she finds, such as a 35-year-old candy bar, serve as markers of lives that have been buried under years of struggle.