Why we can't look away from hoarder home clean-ups

Videos documenting the cleanup of hoarder homes are captivating online audiences, drawing millions of views. Viewers are drawn to the "naturally inquisitive" aspect, enjoying the "shocking 'before and after'" transformations and the visible process of resolution.

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We like to have a little delve into other people's lives – in particular where there's a shocking 'before and after', or they're able to watch the process.

Experts suggest this content taps into a desire for control and relatability. Dr. Wasim Ahmed, a marketing lecturer, explains that the short-form video format creates tension with the mess and offers a reassuring, clear ending, often within a minute. This format, previously seen in television shows like "Britain's Biggest Hoarders," is now amplified by social media algorithms that reward content holding viewers' attention.

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You're seeing something in the short-form video where it's creating tension, showing you a lot of mess, and there's a process and resolution that can be quite reassuring.

These algorithms interpret long watch times as a "quality metric," leading them to serve up more extreme content, including "worse rooms" and "shocking crime scenes." The engagement generated through likes, comments, and shares further fuels virality. Viewers are also drawn to the comments section to see others' perspectives, sometimes engaging in comparison.

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So when there's a really filthy room and it's holding people's attention or it's a really shocking crime scene, the algorithm is reading that as a quality metric.

Beyond the voyeuristic appeal, some creators, like Gordon, use these platforms to raise awareness about hoarding disorder and mental health. She emphasizes that judgmental views of hoarders are common, contributing to stigma and preventing people from seeking help. Gordon highlights that hoarding is a mental health condition where individuals collect items, negatively impacting their lives, and that understanding and open discussion are crucial to reducing stigma.

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People see footage of these homes online and in documentaries, and it's really easy to judge and think the person's lazy.