How to find CleanTok influencers for your cleaning brand

CleanTok is TikTok's cleaning community, and it splits by what viewers come for: motivation, method, or the satisfaction of watching dirt disappear. Those audiences buy differently.

Clean with me and resets

Real-time or sped-up cleans of a room or a whole home, often a weekly reset. Suits sprays, cloths, mops and vacuums used every week.

Deep cleans and transformations

A neglected oven, grout or carpet brought back. Suits specialist products with a dramatic result, which also makes the result a claim.

Restock and organising

Refilling, decanting and arranging cupboards, pantries and fridges, often with no speech. Suits refills, containers and storage.

Laundry

Stain removal, laundry stripping, folding and drying. Suits detergents, stain removers, machines and airers.

Product testers

"Does it actually work" tests and side-by-sides. Suits brands confident of a fair comparison.

Eco and refill cleaning

Refills, concentrates and plastic-free swaps. Suits refill brands, whose green claims viewers and regulators will check.

Getting started

Small steps for people who find cleaning hard to begin, with kindness rather than perfection. Suits simple tools and routines.

Search for the problem, in your customer's words and spelling. "Mould" and "hob" find British accounts; "mold" and "stovetop" find American ones.

• limescale on taps
• how to clean oven glass
• grout cleaning
• how to strip towels
• remove deodorant stains
• mould in shower
• pet hair on carpet
• sunday reset
• clean with me
• fridge restock
• small flat organisation
• speed clean before guests
• refillable cleaning products

Problem searches return people who teach a method; brand names return retailers. When searching by hand, #CleanTok is broad, so pair it with the problem.

In a video with no voice-over, the product name lives in on-screen text and the caption. Ask for both: viewers look in the caption for the name. Where TikTok Shop runs, a commission on sales is another route (how commission works); to run a creator's video as an ad, see Spark Ads and partnership ads.

• No mixing on camera. The CDC's advice is plain: "Never mix bleach with ammonia or any other cleaner" (CDC). Viewers copy hacks, so never combine your product with another on camera.
• Keep the label. Decanting into matching bottles is popular, and it leaves the safety information behind. Show your product in its own packaging.
• Germ-kill claims. In Great Britain and Northern Ireland, ads for biocidal products such as disinfectants must say "Use biocides safely. Always read the label and product information before use." They mustn't call the product "non-toxic", "harmless", "natural" or "environmentally friendly" (HSE). In the US, saying a cleaner disinfects or kills germs makes it a pesticide that must be registered with the EPA, and claims in advertising and testimonials count (EPA). In a paid video, a creator's "kills germs" is your claim.
• Green claims. The FTC says "non-toxic" needs competent and reliable scientific evidence that a product is safe for people and the environment, and warns against broad "eco-friendly" claims (FTC). In 2023 the UK's CMA began reviewing green claims on household essentials, cleaning products among them (CMA).
• Surfaces. Tell the creator what not to use the product on, such as natural stone, because viewers copy what they see.
• Children and pets. Keep them out of shot while products are open.
• Labels on posts. Free product counts as payment for disclosure: see Instagram and TikTok disclosure rules.

Cleaning videos draw people who clean along and people who watch for the satisfaction. Both add plays; the first group is the one that needs your product.

• Comments. "What's the spray?" and "does it work on laminate?" are buyers. "So satisfying" is an audience enjoying the video.
• Silent accounts. Nakodo scores relevance from the first line of captions and from hashtags, so an account captioned with emoji can score low on topic while showing exactly your problem. Check those by hand.
• One big transformation. A single filthy-carpet video can outrun everything else on an account. Take the median of recent videos, skipping pinned ones, with the TikTok engagement rate calculator.
• Saves. Hacks get saved for later. Nakodo's score counts likes and comments, not saves, so note them yourself.

With made-up numbers: an account with a median of 25,000 plays and product questions under every video may sell more than one with 200,000-play transformations and comments that only react.

Check when your customers look for what you sell before you book videos. Google Trends shows when searches for a phrase such as "limescale remover" rise and fall over the year in each country, and your own sales show the same from your side. Book seasonal videos a few weeks before the rise, so the creator has time to film and you have time to check the claims in the script.

Nakodo reads your website and writes an editable brief, so a limescale remover's keywords cover hard water, taps and shower screens rather than "cleaning", and run on every platform in the campaign. Accounts below half the bottom of your follower range or above twice the top are set aside, as are accounts where more than half of at least 5 captions match your off-topic words: add "pressure washing", "car detailing" or "commercial cleaning" to set aside outdoor work and businesses selling their services.

TikTok's region and language count towards fit, so accounts outside your markets score lower. Nakodo emails the best fits who publish a business email, or only the ones you pick, under your name, and the first email says where it found the address. See how it works.