The Allure of Hoarder Clean-Ups and the CleanTok Wave

Extreme-cleaning videos, including hoarder clear-outs, have exploded on social platforms like TikTok. Viewers are drawn by curiosity, the desire for a sense of control, and the satisfying tension-and-resolution of before-and-after cleanup in short formats, a dynamic reinforced by algorithms that reward engagement. Cleanfluencers say the content also helps raise awareness about hoarding and mental health and can inspire viewers to seek help.