Short videos, catchy sound bites, and DIY cleaning hacks: TikTok has turned homecare from a mundane chore into an entertainment phenomenon. Brands are now harnessing the platform’s viral power to launch new products, build communities, and rewrite traditional marketing rules. But behind the sparkle of trending hashtags, a more sophisticated brand-builder is emerging.
Quick Fix = Quick Fame
In 2024, TikTok had over 3.5 billion views for the hashtag #cleaningtips, and over 1.2 billion for #laundryhacks. Simple, visually appealing hacks, like capsule dropping and stain erasers, can catapult into trending challenges overnight. The short-video format makes it easy to replicate, and more importantly, buy.
A blend of glam‑ifying the ordinary and sharing real-time problem-solving has seen homecare creators go mainstream which is giving niche brands unprecedented exposure.
Brands Riding the Wave
Blueland leveraged TikTok to drive awareness of their refillable dish tablets by posting satisfying “before/after” visuals that showcase effectiveness with zero plastic.
Meanwhile, Tru Earth dominated Gen Z feeds with laundry strip demos, clean jackets, and minimalist aesthetics.
https://www.tiktok.com/@truearthmovement/video/7407411550430022917
Smaller indie brands like HomeCourt, Safely, and Dirty Labs gained traction by sending product samples to micro-influencers. Some recommendations:
- Authentic unboxing
- Honest stain-removal demos
- Trend‑inspired hashtag use (#satisfyingsheetdrop #cleanwithme)
In some cases, viral traction preceded retail distribution by turning social buzz into formal contracts with major grocers.
User-Led Innovation
TikTok isn’t just a megaphone, it seems to be a “beta lab”. Consumer-led hacks often guide product refinement. For example:
- DIY detergent mixing (sheets + boosters)
- Custom dilution concentrations for different stain types
Temperature-specific wash practices for sustainability
Brands are watching these trends and adapting:
- Ecos launched a concentrated laundry booster following user calls for added stain power.
- Dirty Labs introduced a winter formula after cold-wash tutorials went viral.
- Branch Basics released a dilution-ready “family test kit” aimed at influencer-led experiments.
Short‑Form = Short Attention
The flip side?
Trend fatigue.
Today’s viral cleaning routine is tomorrow’s outdated meme. Brands must shift gears quickly, producing fresh content weekly to stay relevant. This poses challenges:
- Product launches must align closely with content calendars.
- Packaging design now needs to be “social-video friendly” … think contrast, close-up appeal, and vacuum-sealed visual interest.
Trials must be easy to film and compelling to watch: stain removal needs to happen visually in 15 seconds or less.
Brands are adapting with TikTok-first packaging and “film factor” design built into R&D.
Measuring ROI Beyond Views
All that buzz is valuable … IF it translates to conversion. Brands track ROI via:
- Promo codes (e.g., #TruEarth25 during TikTok sales)
- UGC sentiment analysis (faucet-to-garment)
- Website traffic spikes during TikTok peaks
Blueland reported 15% uplift in monthly web sales after a dish tablet hack went viral in late 2024. Ursula Bonser, Blueland CMO, explained:
“We don’t just chase views, we chase action. The key is making it easy for viewers to shop in three taps.”
Early data shows well‑executed viral posts can drive 30–50% month-over-month growth in e-commerce sales.
There are always Risks!!!
But going TikTok-viral isn’t without risk:
- Claims get audited—ineffective demos lead to backlash.
- Unsanctioned brand hacks can go off-message (“I mix it with bleach”).
- Viral doesn’t always equal profitable: high ad spends can neutralize ROI.
To stay savvy, brands are balancing paid promotions with community engagement and brand-approved content hubs.
The Future of Homecare on Social
The social clean trend shows no sign of slowing. Emerging developments include:
- Live commerce events with behind-the-scenes demos
- Augmented reality overlays to visualize cleaning before/after in your own product line
- AI-generated laundry advice personalized by image recognition (stain type, fabric, water hardness)
Traditional brands are taking notice: P&G launched TikTok quick-tips in strategic bursts, and Unilever’s Dirt Is Good hosts monthly “film-your-cleaning” challenges.
For brands that can keep up with the tempo, and that can follow through with true product performance, they will find that the “TikTok Effect” isn’t just viral, it will be transformative to their brand.