“I was depressed and had anxiety after a miscarriage and I discovered that cleanliness helped me to be calm and concentrate on other things.” It is the testimony of Shelly, better known as Misshendyhome, a British thirties who, in addition to being a manager of a sales team, has become cleaningfluencer or creator of cleaning content on social networks. He has about 13,000 followers on Instagram.
This phenomenon consists of uploading videos to the social networks of how to disinfect the toilet, how to clean the kitchen hood or tips to leave the house immaculate. The cleaningfluencers They are cleaning what Marie Kondo to order. In addition, like the influencers Fashionable promote bags or t-shirts, they recommend cleaning products.
At the moment, this trend is spreading in Anglo-Saxon countries. “In these areas they are triumphing over the relationship created by the influencers Between cleanliness and personal well-being. In addition, people do not feel so slave to cleaning because houses do not need so much maintenance. In greenland countries, dust does not accumulate as much as in Spain, of arid land, and rain does not drag sand from the desert, so it does not get so dirty. So the activity can be sold as a fun or Hobbie”, Explains Neus Soler, professor of economics, business and digital marketing at the Oberta University of Catalonia (UOC).
The expert believes that in countries like Spain these influencers They would have room if they offered advice to finish cleaning before, with the same good results or added value to the process. "Remedies with natural or organic products, grandma's remedies etc", points out Soler.
The queen of this trend is Mrshinchhome with more than 2 and a half million followers. She is 28 years old, is from Essex and works as a hairdresser. In addition to photos of his impolute house, he shares videos in which he explains how to sweep, scrub or disinfect any surface
But in the United Kingdom and in the US there are already several cases of people who start cleaning as a method of relaxation or to overcome trauma. “I worked in an ambulance company and was very stressed because I worked for many hours and barely saw my family. I quit my job and started my own cleaning business and decided to document it on Instagram, ”says Simon, known in networks as Mancleany. He is from Sussex (United Kingdom) and has more than 15,000 followers on Instagram.
The queen of this trend is Mrshinchhome with more than 2 and a half million followers. Hinch is 28 years old, and has become the cleaninfluencer more popular. In addition to working as a hairdresser in Essex, upload photos to Instagram of her pristine house and share videos in which she explains how to sweep, scrub or disinfect any surface.
This very special business is for the cleaningfluencers promote cleaning products but they say, not at any price. “I would not promote products that are not effective. The cleaning companies with organic products contact me from time to time, but I only give honest and balanced reviews with positive and negative aspects, ”says misshendyhome. Mancleany says he only promotes products he believes in. "Although there are some products that are not up to my standards, but they could be for other people and I don't think it's fair to force anyone," he says.
Besides, there aren't many men cleaningfluencers. “My goal is to promote that it is okay to clean, since many men still believe that cleaning is not their role and that is a mistake,” explains Mancleany.
This new sector of influencers He must have charisma. “More than the virtues or skills required in the activity niche, the influencer it must be able to connect with the public by its own personality ”, explains Neus Soler, professor of economics, business and digital marketing at the Oberta University of Catalonia (UOC). In addition, “they can remain as long as the public does not detect that any brand influences the opinions and advice it offers, and as long as an excessive number of online influencers repeating the same advice and causing the disconnection of the public ”, concludes Soler.
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