2023-04-17 10:48:45
These household influencers hypnotize the public of TikTok or Instagram and renew the genre of teleshopping.
Par
Clara Durand
Posted update
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« My subscribers often ask me how I get up so early, come back immediately and shoot a video», laughs Stéfanie. This housewife is used to combining hats: between her work and her children, she breathes little. However, in 2016, she decided to add an additional activity to her schedule, with the launch of an Instagram account, stepmothers, dedicated to her household tricks. She posts short videos there as her routine.Kitchen cleaning“, or even his “motivational tips for ironing in the morning”. She continues, in 2021, by creating a TikTok account, which today has more than 28,000 subscribers and 477,000 mentions.I like».
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Stéfanie’s case is far from isolated. THE “cleaning girls», a real phenomenon on social networks, refers to women who present their cleaning methods at home. The concept is not new and first emerged on YouTube in the 2010s.” Initially, they were American housewives who sought support and recognition in the tasks they performed.“, analyzes Gabrielle Stemmer, director of the documentary Clean with me (following dark) and series women under algorithms broadcast on Arte.
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Satisfactory appearance
The trend has grown since the success of Marie Kondo, whose cleaning method has gone around the world. This Japanese author is at the origin of the best-seller, “The magic of storage“, whose sales exceeded 8 million copies worldwide in 2018. In her book, she offers an innovative approach to household storage, which combines sorting things and personal development. A series, adapted from his book, was a hit on Netflix at the time of confinement. ” With the Covid, people have rediscovered their interior and life at home. Cleaning has become a hot topic on social media“says Gabrielle Stemmer.
At the same period, Chinese app TikTok explodes and carries with it the trend of “cleantok“. This term, derived from the contraction of the English word “cleanto clean up and named TikTok, exceeds 70 billion views on the platform. The figurehead of this current is Auri Katariina. In 2021, this Finn quit her job to devote herself to her cleaning channel, which has around 10 million subscribers. In her videos, the former head of a cleaning company goes to unsanitary places to clean them up and make them shine once more. His posts of less than a minute often reach 100 million views.
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To work, the end result of cleaning must be perfect. “ These videos have something very reassuring and satisfying for the public“, notes the director, who believes that this trend has found “its ideal form», with these short publications.
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Marouane Lebbad, who has been running the account for a year and a half cleantidyorganized, remembers the sudden success associated with its content. “ A video where I presented my way of designing a natural dusting product, got more than 5 million views in a few days“, he says. The young man provides his community with economical cleaning methods. “ With inflation, subscribers seek to know how to easily use baking soda or white vinegar“, he notes.
New teleshopping
These micro-influencers become real presenters. The brands have understood this well and do not hesitate to offer them partnerships. “ Products and household appliances are presented by people like you and me, for the public, it is easier to identify and sell more“Acknowledges Stefanie. These “household influencers» promote cheap products: scrub brush from at action, steam broom from Lidl, sponges in the shape of a smileyScrub Mommy» et «Scrubb Daddy», or even a cleaning paste, Pink Stuff, sold by Normal… Anything goes.
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These publications renew teleshopping, these product presentation programs, popular in the 70s and 80s. According to Sébastien Chirouze, the sales director of the Swedish brand Normal, they even replace the small product presentation screens, once installed on supermarket shelves. . “It’s a much more modern and interactive way to present an article“, he notes.
“After being featured in a TikTok video that gets a few thousand views, sales of a product can jump from 10 items sold, to 100 or even 200 in a day”
Sébastien Chirouze, Sales Director for Normal
The phenomenon becomes a business. Charlotte and Salomé were inspired by Marie Kondo’s method to launch their business “Clear and Square“. The latter is intended to help families and, more particularly mothers, to organize their homes, for a price of around 500 euros per day. The two women, who present themselves as “coachs“, illustrate on social networks the result of their services. “We learn to tidy up a kitchen with containers or to fold clothes vertically, for example.“, they explain.
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And yes Marie Kondo she herself has gone back a bit from her method, recognizing that the race for a perfectly clean interior does not always bring the expected happiness, cleaning videos always find an audience. The two young women have a busy order book, with more than 13 clients per month, for services that can last a week.
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