Extreme Cleaner Reveals Why Hoarder Clearances and Crime Scene Cleans Are Social Media Hits

Victoria Gordon encounters massive piles of clothes, unwashed dishes, and clogged toilets in her line of work as an extreme cleaner specializing in hoarder clearances and crime scene cleanups. Despite the grim nature of her job, Gordon enjoys it and has found an unexpected audience online. Her cleaning adventures, documented on social media, have garnered thousands of views, reflecting the rapid growth of the "CleanTok" community, which partnered with Unilever in 2023 after amassing 78 billion views on TikTok.

Gordon attributes the fascination with her content to human curiosity and the appeal of "before and after" transformations, which can be satisfying to watch. Dr. Wasim Ahmed, a marketing lecturer, explains that short-form videos provide a controlled, resolving narrative that is reassuring, especially in chaotic times. The trend is also driven by "cleanfluencers" like Ann Russell, who has built a global following by sharing her cleaning work.

Gordon focuses on raising awareness about hoarding disorder, a mental health condition often misunderstood and stigmatized. She emphasizes that her content helps hoarders feel less alone and sometimes encourages them to seek help. Despite the challenges, Gordon finds her work rewarding, especially when clients express gratitude for transforming their living conditions.

The algorithmic promotion of such content on TikTok, due to high engagement and watch time, further amplifies its reach. However, Gordon is cautious about what she posts, always seeking permission and being mindful of the sensitive nature of her work.

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