Carys Harding, a 27-year-old mother of three from Swansea, has become a popular social media influencer by sharing her cleaning routines online. With over 100k followers on TikTok and Instagram, Carys showcases her daily tasks of scrubbing, dusting, and decluttering as part of a trend called a “reset”. Initially, Carys never imagined that her structured routines would draw interest from so many people. Her videos provide insights into her evening reset routine, which involves 20 minutes of cleaning after her children have gone to bed. By sharing her process through short reels, Carys aims to inspire and motivate others in their own cleaning endeavors.
In 2022, after the birth of her second child, Carys realized the need to elevate her organizational skills to keep up with her growing family. This realization led her to incorporate an evening reset into her daily schedule, ensuring that she maintains a clean and tidy home. Through her content, Carys emphasizes the practicality and ease of her cleaning routine, aiming to offer relatability to other mothers facing similar challenges. She understands the struggles of balancing motherhood with household tasks and hopes to provide a source of inspiration without creating feelings of inadequacy in her audience.
Other influencers like Emily Jones, a 32-year-old mother of two from Ammanford, also share their cleaning tips and routines with thousands of followers on Instagram. By being transparent about the realistic challenges of maintaining a clean home while juggling various responsibilities, Emily aims to connect with her audience on a relatable level. As the popularity of cleaning influencers grows, social media platforms have seen a surge in content related to cleaning and resetting homes. Roo Day, a 30-year-old influencer from Hertfordshire with nearly 2 million followers, showcases her “one hour speed cleans” to encourage efficiency in cleaning tasks. While the majority of cleaning content creators are women, there is a growing presence of male influencers entering this space.
According to Dr. Stephanie Alice Baker, an associate professor in sociology, creating cleaning content on social media provides a sense of control and the opportunity to monetize traditionally unpaid household labor. Dr. Ceri Bradshaw, a psychologist at Swansea University, warns about the potential for viewers to be misled by quick, edited cleaning videos that may not accurately represent the time and effort required. Despite this, the appeal of watching cleaning content lies in the satisfaction of quickly fixing and improving a space, offering a soothing experience for the audience’s brain
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