- Cleaning influencers are making a fortune on social media channels, with follower counts ranging from the tens of thousands to the millions
- The UK’s top “cleanfluencer” Mrs Hinch posts videos of herself cleaning as well as offering organisation advice to her 4,100,000 followers
- The 30-year-old from Essex cleaned to calm her anxiety and gained two million followers in two years, after starting her account in 2018
“Cleanfluencers” are making big money on social media channels such as Instagram and TikTok, according to a new study by heating experts Boiler Central. A wide array of accounts celebrating cleaning and organising have gained popularity, with niches being carved in everything from speed cleaning to recycling and decluttering expertise.
Sophie Hinchcliffe, or Mrs Hinch as she is known on social media, has found fame and fortune as the UK’s most popular Instagram “cleanfluencer”, earning between £5,934.06 and £9,889.63 for a sponsored post on the platform thanks to an impressive 4,100,000 followers. The 30-year-old from Essex posts videos of herself cleaning and offers organisation advice via her account @mrshinchhome.
Hinchcliffe rose to popularity quickly, gaining two million followers in two years after starting her cleaning account on Instagram in 2018. What began as a way to calm her anxiety through cleaning has led to a massively successful and lucrative social media presence, which puts her at the top of the list.
Placing second in the Instagram cleanfluencers top ten is @lynsey-queenofclean, a TV personality and bestselling author with 243,000 followers. Her presence on Instagram enables her to charge £522.8 – £871.33 per sponsored post.
In third place is “speed cleaning” ambassador @housetohomeatlast with 231,000 followers, while in fourth is @the_organised_mum, inventor of the ‘organised mum method’ and owner of two cleaning apps, with 216,000 followers.
Decluttering and recycling expert @thisgirlcanorganise places fifth with 165,000 followers. In sixth place is the only man on the list @cleaning_with_mario, who has racked up 144 000 followers.
The UK’s Top Ten Most Popular UK Instagram cleanfluencers
| Instagram handle | Instagram followers | Earnings per post on Instagram |
| mrshinchhome | 4,100,000 | £5,934.06 – 9,889.63 |
| lynsey-queenofclean | 243,000 | £522.8 – 871.33 |
| housetohomeatlast | 231,000 | £495.28 – 825.35 |
| the_organised_mum | 216,000 | £465 – 775.13 |
| thisgirlcanorganise | 165,000 | £355.71 – 592.79 |
| cleaning_with_mario | 144,000 | £311.31 – 518.85 |
| lauracleanaholic | 84,500 | £242.91 – 404.85 |
| mrs.ds.cleaning.reviews | 70,300 | £201.23 – 335.39 |
| twinklecleaningduo | 63,300 | £183.52 – 305.86 |
| cleaningcorner | 45,400 | £162.39 – 273.35 |
Some cleanfluencers are making a name for themselves outside of Instagram, with TikTok also proving to be a popular platform for cleaning related content, where videos are often dubbed “CleanTok”.
TikToker ‘cleaningwithdanielled’ has found success on the video sharing app, with the majority of her social followers coming from the platform. The owner of the account, 26-year-old Danielle, offers lifestyle and cleaning advice to her 680,400 followers She makes £293.92 – £490.59 per post on as the UK’s top TikTok cleanfluencer.
The second most popular cleanfluencer account on TikTok is ‘cleanitwithchlo’ – with her 344,700 followers on the platform she earns £148.99 – 248.31 per sponsored post. ‘LauraCleanaholic’ rounds out the UK’s CleanTok top three with 175,800 followers and earnings of £76.75 – 127.26 per post.
Top Ten Most Popular UK Cleanfluencers on TikTok
| Tiktok handle | Tiktok followers | Earnings per post on Tiktok |
| cleaningwithdanielled | 680,400 | £293.92 – £490.59 |
| cleanitwithchlo | 344,700 | £148.99 – 248.31 |
| LauraCleanaholic | 175,800 | £76.75 – 127.26 |
| missgreyhome | 127,200 | £55.42 – £92.12 |
| cleaningcorner | 54,900 | £23.77 – 39.61 |
| Lynsey_queenofclean | 14,700 | £20.93 – 31.75 |
| housetohomeatlast | 9,940 | £4.32 – 7.20 |
| twinklecleaning23 | 4,808 | £2.16 – 3.60 |
| big_mamas_hoose | 2,271 | £1.09 – 1.81 |
| thisgirlcanorganise | 1,804 | 0.87p – 1.45 |
Commenting on the study a spokesperson for Boiler Central said, “The cleanfluencer movement may have started with Marie Kondo in the US but is definitely gaining traction here in the UK. Fans can seek advice on how to get the perfect social media ready house, or just enjoy the vicarious thrill of bathrooms going from filthy to spotless, and cupboards being organised to perfection.”
The research was conducted by Boiler Central, which enables users to buy a new boiler online at a fixed price.
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