by By Emily Bedard
“Cleantok.” The way to sit in your bed, surrounded by mess, watching other people diligently scrub their sinks and wipe their counters. There’s something oddly satisfying and motivating about watching someone reset their home. Watching the mess go away before your eyes. As someone who is a clean-freak, I appreciate getting to watch cleaning videos before I do it myself. It reminds me of the “mukbang” trend, where people make endless videos of them eating for other people to watch. It’s such a simple, everyday thing, but seeing spotless countertops and organized pantries brings a calm like no other.
In a world where we spend hours scrolling through the personal moments of other peoples lives, how is “cleantok” changing or worsening the issue of ‘doomscrolling?’ How many people are actually cleaning their homes after watching these videos? While this is technically a form of self-care, how well is it motivating people to actually get up and do the cleaning themselves? And are all of these influencers actually maintaining this spotless home, or is it setting unrealistic expectations for more views?
The rise of the clean-home aesthetic connects to a much broader social movement. Minimalism, wellness, under-consumption and a calm lifestyle have completely added new expectations for our society. While this has become a lifestyle, it’s also become a way for creators to produce content showing their organized productiveness. Posting a Sunday reset has become a way for content creators to connect with their viewers, receive more engagement and apply to the self-help algorithm. This content makes them seem personable and relatable by showing the mess in their home all while describing what they’re cleaning next and how it helps them. In addition to this, cleaning reset videos have become a way for creators to promote cleaning products or brands that help them during this process. Some will be shown using electrolyte packages before they start cleaning, others will promote their favorite laundry detergent and many will show the easy-to-use vacuum cleaner that’s currently 50% off on TikTok shop. This is a clever way for influencers to use the endorsement in a way that still makes them relatable and personable. It’s interesting for me to see how this lifestyle has possibly become a way for influencers to leverage more engagement on their posts.
Hello Emily,
I enjoyed reading your thoughts on the “clean tok” trends that are sweeping TikTok. I think it is interesting how you connected this to the idea of under consumption and minimalism. I have seen two different types of videos in the “clean tok” world on TikTok. One group, I agree with you, focuses on a more holistic and self-care way of cleaning, but on the other hand there is a section of clean tok where people use unbelievable amounts of products to “reset” their spaces each week. I wonder which type of clean tok videos get more views? I also wonder what the intention is behind both sides of clean tok. Great post! Thank you!
Cleantok really is such a weird mix of soothing and unrealistic. I watch tons of cleaning videos myself, but half the time I’m just lying in bed surrounded by my own mess. It’s motivating in theory, but it definitely feeds into the same doomscrolling cycle.
Hello Emily,
This was really interesting to read! I think you explained “Cleantok” in a way that makes a lot of sense. Watching other people clean can feel relaxing, and it’s cool how a simple video of wiping a counter can be so satisfying. But you also brought up good questions about whether these videos actually inspire people to clean, or if they just make us scroll even more.