The routine of cleaning the house, washing the dishes or even cleaning pools may seem banal, but not for some influencers. With cleaning and organization content, cleanfluencers go viral in Brazil with useful tips for the home, many of them with a good pinch of humor.
The idea can still be profitable and some of these content creators have already conquered the dreamed first million, as happened with Rafa Oliveira.
For just over three years, the Curitiba native has been running the YouTube channel “Organize Sem Frescuras”, where she gives tips on organizing to almost 2 million followers on the platform.
She says she has already reached her first million reais. The feat, said the influencer, took place during the pandemic.
“It was the time when I worked the hardest and closed great partnerships. Companies that are not in the segment came to me because of what was happening. Many of these people became idle and started spending time organizing their spaces,” she recalled.
The taste for organization is inherited from the parents. “My mother loved to tidy, and my father was always a very organized person, so I had these two very strong mirrors in my life.”
Before launching himself on YouTube, Rafa wrote articles for a women’s magazine and then created a blog.
“At that time there weren’t many things on the subject and I ended up taking a personal organizer course. I was delighted. At the same time that I helped people, I started to organize my house even more. And since then, I haven’t left the networks anymore, ”she said.
Questioned about how good and lucrative it is to have 2 million followers on the video platform, Rafa is direct.
“I don’t like measuring numbers, I like having feedback from my followers, the impact that my content brings to their lives. They really see me as a friend. I’ve had stories of people who came out of depression and even people who wanted to give up on life. Organizing the house is like therapy. It provides well-being to people’s lives”, says the influencer about the feedback she gets from the public.
“When I created the blog, I had no intention of making money, but after I understood that I spent eight hours a day putting together my contents, I saw that it was a job, so I really started to charge”, added Rafa.
Straightforward, the content creator delivered her billing. An advertising package on YouTube plus Instagram is around BRL 25 to BRL 30 thousand.
“But I’ve already made videos with greater values, with partnerships with Google, for example, where I’ve already earned R$ 100,000”, said the expert.
Mother of a couple, Alice, 13, and Arthur, 8, Rafa doesn’t think about stopping.
“I see them enjoying organizing their rooms and that is very pleasant. It is something that makes me immensely proud. I see every day that the organization is changing their lives too. As long as I’m healthy, I want more and more people to have access to the content I make, to understand that the organization is really very transformative”, concluded Rafa.
pool, love
Another phenomenon from this area is Rhuan Félix. With more than 3 million followers on Tik Tok and 1 million on Instagram, the 26-year-old native from Juiz de Fora is a reference in swimming pool cleaning.
He started cleaning the reservoirs in 2019 thanks to the help of an uncle who already worked in the business. “I was unemployed and I took the job because I had no other option,” he recalled.
At the time, he learned the trade “nothing light”’, but to make the job less sacrificing, he started to publish his routine on the platform. “Only friends and family who attended. Nothing went viral.”
One fine day, as he tells it, Félix was called to carry out a heavy job: a ravine had fallen into a customer’s swimming pool after a heavy rain in the city.
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“I saw that the situation was really difficult. The pool was full of mud. He told the woman that he would try to treat the water so that she wouldn’t have to empty the reservoir. I applied the products, did all the cleaning and the water treatment worked. I went home, edited the video, but this one, in particular, I decided to narrate. I explained the step by step and after that the content went viral”, said the pool owner.
Félix says that after this work, thousands and thousands of people came up wanting to watch more content about cleaning tips.
“I call them ‘pool lovers’. I always end content by showing the before and after, which gives the viewer that good feeling.”
The young man from Minas Gerais assured that he has not yet become a millionaire, but he has already managed to open his own company. He also bought two cars and multiplied his income by more than 10 times.
“On TikTok, I have a monetization that hits $1,000 [aproximadamente R$ 5 mil] per month, plus brand advertising”, he said, who charges for posting on TikTok from BRL 2,000.
The fact of seeing the bank account fuller every day did not make the pool owner completely quit his job.
“Let’s say that today I no longer need to clean pools, but due to the need to create content, I keep working to generate more and more videos. My dream is to get even more followers, follow the path of great influencers and travel cleaning pools all over Brazil, who knows on a tour?”, concludes Félix, laughing.
“Cleaned, hey!”
With the catchphrase “I cleaned, eae!?”, Luiz Marquex is the “king” of cleaning household items.
Former x-tudo seller, the 23-year-old influencer who lives in the city of Mesquita, in Rio de Janeiro, went viral with his content in February 2022 showing the cleaning of a stove plate. The video garnered 12 million views.
“I thought it was luck,” he said.
In April of the same year, he decided to clean an aunt’s frying pan. There were more than 5 million views in a single day on Tik Tok.
“The first thing I cleaned other than pans was a sneaker. People liked it too. Then I sanitized an environment, which worked out very well. Ironically, in the job I had before selling sandwiches, I washed dishes in a restaurant, cleaned the cesspool and floor. My salary was R$ 1,500. This is still very ironic to me,” said the influencer,
Marquex says he still can’t believe he earns up to twenty times more than he used to. Discreet when it comes to money, Luiz did not say how much he has in the bank, but he said that he gets to receive close to R$ 10,000 per post published on Instagram.
“It was all very fast. How do you go from having to divide something or join to have something and then to a completely reverse situation? Today I live alone and help my family, but you have to have your feet on the ground”, pondered Luiz.
But, the influencer also does not escape the bad part of social networks. He said that he is criticized for carrying out this work because he is associated by Internet users as being from the “female universe”.
“Society until now has this judgment of saying that cleaning is a woman’s job. People need to change that thinking. It is a question of autonomy. Every human being has to know the basics of how to stay and live in an organized and clean environment, ”she analyzed.
His next steps to diversify his social media feeds, he said, will be bold.
“For this second semester, I want to start creating content that connects more with what is happening in the world, like washing sports cars while the launch of a new film in the ‘Fast and Furious’ franchise takes place, for example”, delivered the influencer.
Passionate
Anyone who is a mother knows firsthand the difficulty of reconciling work with raising children and taking care of the house. Thaís Mayra is 32 years old, lives in Campo Grande, in Rio Grande do Sul and is expecting her third child.
Former assistant at a dental office, the housewife decided to resign as soon as she became pregnant with her first daughter, Valentina.
“I couldn’t pay someone to stay with her, so I decided to stay at home, and soon Heitor came. Seeing myself with two children, without much perspective and without direction, I thought about recording my routine. I started four years ago giving cleaning tips, products and how I did all that without freaking out, ”he said.
Considered one of the ten most followed cleaning influencers on Instagram, Thaís now runs the profile @apaixonada.pelo.meular. She has just renewed a valuable contract with a famous cleaning product brand for another year.
The content creator already works with around 200 companies and charges an average of BRL 7,500 per publication on Instagram.
“Not just for the money, but for the happiness of someone noticing you, of seeing that your work is important. Because nowadays people still don’t see the importance of a housewife’s work. It seems that they despise this type of work. I feel joyful and honored,” she declared.
Thaís also said that he even worked as a cleaner during the pandemic. The idea was to earn extra income, but she caught ovid-19 in one of the houses where she worked and soon gave up.
“I would arrive at the client’s house at 8 am and leave only when it was over, sometimes at 7 pm to earn R$150.
Like cleanfluencers, Thaís bought a house, changed her car and is renovating a gourmet area in the new property.
“The biggest dream now is to take the whole family to the beach. We never saw the sea. My six-year-old daughter even draws pictures of us drinking coconut water in the sand,” concluded the influencer.
Source: CNN Brasil

I’m Robert Neff, a professional writer and editor. I specialize in the entertainment section, providing up-to-date coverage on the latest developments in film, television and music. My work has been featured on World Stock Market and other prominent publications.