Humans of TikTok: Capturing the attention of TikTok's Homecare Shoppers

A new movement is emerging on TikTok—it’s called #CleanTok and it has eclipsed #BeautyTok as one of the most popular content types on our platform. With over 79 billion video views, audiences are captivated by the sight of once messy corners transforming into sparkling clean, aesthetic spaces.

The cleaning culture has gone from “getting the job done” to a “clean home, clean mind” concept. Unsurprisingly, the trend has given rise to a new breed of content creators and audiences, using TikTok as an avenue for creativity, education, and inspiration. For brands in this space who want to reach more customers and grow their business, TikTok offers a kaleidoscope of passionate users — from content creators of dynamic, engaging content to like-minded folk who share and pursue content that aligns with their love for homecare and express their individuality.

In this Humans of TikTok spotlight, we deep dive into our cleaning gurus: the Homecare Grocery Shoppers, delving deep into what ignites their interest and the values that drive their cleaning philosophy.

Get to know the various personas of our homecare shoppers.

Meet your homecare grocery shoppers

Conscious Cleaners, Homemaker Heroes, and Aesthetic Cleaners—these are the three most prominent personas driving the #CleanTok trend on the platform. Most of these avid homecare shoppers are between the ages of 25 to 44 years. Their top purchases include laundry products, dishwashing detergent, and bathroom and floor cleaners. Our homecare shoppers are also huge TikTok users, with 82% accessing the platform at least once a day¹ to share and discover cleaning hacks and tips, product reviews, and connect with peers.

Conscious Cleaners: Eco-enthusiasts on a sustainability journey

Conscious Cleaners are eco-aware consumers who don’t mind spending a little extra for products that are safe for the environment and their loved ones. They prioritize products with gentle, non-toxic formulations and actively seek out sustainable homecare options.

Highly active on TikTok—with 41% posting on the platform at least once a day—these consumers frequently exchange reviews and tips about sustainable products. They are 1.2x more likely to lean on TikTok for homecare information and tend to make purchases directly through TikTok Shop. This group not only advocates for green products but also contributes to a community that reinforces eco-friendly buying behaviors.

Homemaker Heroes: Efficiency experts embracing innovation

Homemaker Heroes know that efficiency gives them more time to spend on things that matter most, like raising a family. They see value in innovative products and are willing to try new cleaning techniques that achieve the best results with minimal effort. They turn to TikTok for homecare tips and trends. They love discovering new cleaning hacks and are quick to adopt the latest technologies and innovations that promise to maximize efficiency in their household chores. In fact, 3 in 4 consumers in APAC embrace homecare innovations that make cleaning more effective².

Their preference for purchasing in bulk aligns with their practical approach, favoring super and hypermarkets where they can stock up on supplies in one go. This group represents savvy consumers who balance their time and resources to keep their homes running smoothly.

Aesthetic Cleaners: Style and performance in equal measure

For Aesthetic Cleaners, the beauty of a product is as important as its effectiveness. They believe homecare products should not only perform well but also enhance the visual and sensory experience of the home. Notably, the scent of the product can drive purchase decisions, too, as seen in the entry of high-end beauty and fragrance brands into the homecare space.

TikTok enables our Aesthetic Cleaners to find joy and inspiration in cleaning, turning a chore into an opportunity to spruce up their homes. Loyalty is strong among this audience, who tend to stick with their favorite brands and products that consistently deliver sensory satisfaction and aesthetic appeal. This makes our Aesthetic Cleaners a solid demographic in the consumer market.

Hear from an actual homecare shopper on TikTok

The account @arquia.ysabelle follows the adventures of the Sanchez family through the eyes of mom Shey and daughter Arquia Ysabelle. With over 742k followers and 17.4M likes, their account features their experiences buying a home, appliances, and groceries, and doing household chores.

Here’s how to reach our homecare grocery shoppers on TikTok

As advertisers, the question becomes: “How do I effectively reach these homecare shoppers?” While the sheer number of active TikTok users—currently over one billion worldwide—can be intimidating, adopting the right targeting strategy will make all the difference.

Turning your attention to existing customers to nurture loyalty is a good starting point. Create Custom Audiences to find individuals who already know or have engaged with your brand.

It may be tempting to be specific when it comes to targeting, but it’s best to start with Broad Audiences, meaning no restrictions except age or gender. Next, re-target engaged users from your Business Account or past campaigns. Don’t forget to adopt Smart Targeting to enable the system to expand your targeting settings. Leverage automation with Targeting Expansion and Lookalike Audience.

Here’s an example of our recommended targeting for homecare shoppers:

Download our Homecare Grocery Shoppers Targeting Cheat Sheet here.

Whether you’re seeking to connect with Conscious Cleaners, Homemaker Heroes, or Aesthetic Cleaners, TikTok’s Ads Manager can streamline the process and help you grow. With advanced targeting tools, your brand can engage with communities of like-minded people and reach out to those whose passions resonate with your products. Explore our tools and learn more about how your brand can be a leader in the exciting world of #CleanTok.

Hungry for more audience insights? Visit Humans of TikTok!

Sources:

1. TikTok-commissioned study conducted by Kantar on attitudes and behaviors of n=2700 homecare / F&B consumers in APAC (ID, SG, TH, PH, MY, VN, KR, JP, AU) in February 2024

2. TikTok-commissioned study