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Gordon, who lives in Lincoln, attributes the high number of views on her videos to people’s inherent curiosity and tendency to be “nosey.” She explains that viewers are drawn to observing others’ lives, especially when there is a dramatic transformation or a clear process unfolding. “People find it really interesting and actually quite satisfying,” she remarks about the appeal of her content.
Dr. Wasim Ahmed, a senior marketing lecturer at the University of Hull, believes that what drives people to watch these short videos is their craving for a sense of control, curiosity, and a relatable experience. He describes how short-form videos build tension by presenting a chaotic or messy scene followed by an obvious resolution, which viewers find reassuring. “It’s quite satisfying seeing a clear problem and a clear ending in just under a minute,” Ahmed notes. Historically, similar content was popular on television through shows like Britain’s Biggest Hoarders, The Hoarder Next Door, and Hoarder SOS.
Ahmed also highlights the role of social media algorithms in the viral nature of such videos. His research into social media virality reveals that platforms reward content that holds viewers’ attention. “A lot of these algorithms learn from how long users are staying on these videos,” he explains, adding that when a viewer does not scroll past a video of a messy or shocking scene, the algorithm interprets that as a sign of quality. This, in turn, results in even more graphic or extreme content being promoted. Another factor contributing to the videos’ success is the high engagement they inspire through likes, comments, and shares. “People are quite drawn to the comments section, to have a scan of other people’s views,” Ahmed says, noting that this engagement also supports relatability and comparison among viewers.
Gordon’s motivation for sharing these videos online goes beyond amusement; she aims to raise awareness about hoarding disorder and mental health. According to the NHS, hoarding disorder is a mental health condition where individuals collect many items and struggle to discard them, even when it negatively impacts their lives. Gordon stresses that judgment and misunderstanding are common responses. “People see footage of these homes online and in documentaries, and it’s really easy to judge and think the person’s lazy,” she says. She points out that the stigma around hoarding can prevent those affected from seeking help, emphasizing that “this is real life. It’s mental health. It’s people who are finding themselves living in really unsafe, unsanitary conditions through no fault of their own.” Gordon believes that increasing open conversations about the issue reduces stigma and promotes greater understanding.
Her efforts have resonated with many of her followers, several of whom are hoarders themselves. Gordon shares, “I get a lot of messages in my inbox saying, ‘Thank you so much for your content. That house that you did last week, mine’s not dissimilar to that and you’re making me feel like I’m not the only one that lives like this.’” She adds that some viewers have found the courage to seek assistance or hire professional cleaners after watching her videos, illustrating the positive impact her work has had on people’s lives
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