Why we can't look away from hoarder home clean-ups
Videos of extreme cleaning posted on social media often go viral and are watched millions of times.
Victoria Gordon, a 44-year-old extreme cleaner, specializes in hoarder clearances, crime scene work and other challenging clean-up projects. She enjoys documenting her cleaning adventures online, which has gained significant popularity on TikTok. Gordon attributes the popularity of her videos to people's natural curiosity and desire for a sense of control, curiosity and relatability.
Dr. Wasim Ahmed, a marketing lecturer at the University of Hull, explains that the short-form videos create tension, show a messy situation, and offer a resolution that is both satisfying and reassuring. The trend has been driven by cleanfluencers who share cleaning routines, home organization tips and home makeovers with their followers.
Gordon emphasizes the importance of raising awareness about hoarding disorder and mental health, as people often judge and misunderstand those with hoarding problems.
Written by urgent.news from BBC News's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
