Home cleaning pages like The Home Edit and Mrs Hinch generate thousands through social media, new data shows

The top ‘cleanfluencers’ on social media – users who share home cleaning hacks – are making anything from £2k to £10k for every Instagram post they publish, new data has revealed.

Research performed by cordless cleaning brand Gtech shows that the pair who founded Insta channel The Home Edit – Clea Shearer and Joanna Teplin – are the highest earners of all; making upwards of £10k per post.

If each post they’ve ever created were priced up at that cost, their lifetime earnings would fetch over £38m (estimated £38,590,594.84).

Another top cleanfluencer is Sophie Hinchcliffe aka ‘Mrs Hinch’, who is currently making around £8,008.58 per Instagram post – ranking her as the highest-earning Brit and most financially successful solo cleanfluencer on the list.

Also on the top ten best-paid list is Marie Kondo who is pulling in around £7,726.36 per post, and ‘cleanmama’ Becky Rapinchuk who is reportedly earning around £2,000 every time she posts on Insta.

NameInstagram handleEstimated earnings per post
Clea Shearer/Joanna Teplinthehomeedit£10,546.76
Sophie Hinchliffemrshinchhome£8,008.58
Marie Kondomariekondo£7,726.36
Becky Rapinchukcleanmama£2,092.06
Ría Saffordriorganize£878.51
Kathryn Snearlydoitonadime£741.02
Toni Hammersleyabowlfulloflemons£718.58
Lynsey Crombielynsey_queenofclean£714.24
Samantha Pregenzersimplyorganized£704.11
Danielle Dixonhousetohomeatlast£667.20
Gemma Braythe_organised_mum£644.05
Nicola Lewisthisgirlcanorganise£477.61
Iryna Federicofromgreatbeginnings£399.46
Megan Hickmanlovemeg09£390.05
Melissa Makercleanmyspace£335.05

The Home Edit was originally launched in 2015 – with the pair of founders signing up for an eponymous Netflix show five years later that saw post prices catapulted into five-figure territory.

A New York Times bestselling book – The Home Edit: A Guide to Organizing and Realizing Your House Goals – was also published in 2019.

Current stats show that The Home Edit Insta account continues to reign supreme both in terms of price and popularity.

Compared against other top influencers, The Home Edit makes 32 per cent (around £2,500) more per post than second-placed Mrs Hinch.

The Home Edit is also the most popular cleanfluencer account out there today with 5.5 million followers – 1.4 million more than closest rival Mrs Hinch and 1.5 million more than third-highest earner Marie Kondo.

NameInstagram handleInstagram followers
Clea Shearer/Joanna Teplinthehomeedit5,500,000
Sophie Hinchliffemrshinchhome4,100,000
Marie Kondomariekondo4,000,000
Becky Rapinchukcleanmama727,220
Ría Saffordriorganize305,453
Kathryn Snearlydoitonadime257,051
Toni Hammersleyabowlfulloflemons249,884
Lynsey Crombielynsey_queenofclean248,390
Samantha Pregenzersimplyorganized244,814
Danielle Dixonhousetohomeatlast231,853
Gemma Braythe_organised_mum223,861
Nicola Lewisthisgirlcanorganise165,970
Iryna Federicofromgreatbeginnings138,856
Megan Hickmanlovemeg09134,561
Melissa Makercleanmyspace116,382

Gtech’s research also found that accounts with more followers can stand to earn more per post – revealing a clear correlation between popularity and expected income.

The study has calculated that for every two new followers, cleanfluencers can request around an extra £1 per post.

However, having more followers does not correlate with increased frequency of Insta posts – suggesting that the platform favours quality over quantity.

According to Gtech, Instagram users can consider accounts with fewer posts as more credible than those that churn out too much content over a single day.

Mrs Hinch, for example, has posted the least on Instagram out of all the cleanfluencers in the top 10 list. To date, her 4.1 million followers have only seen 282 posts from her handle. However, when she does post, she enjoys better engagement rates (which will help with her bargaining power to request £8k per post).

The same pattern can be seen with The Home Edit and Marie Kondo, where ‘likes’ far surpass frequency of posts.

NameInsta handleTotal Insta postsAverage likes per post*
Sophie Hinchliffemrshinchhome282433,417
Clea Shearer/Joanna Teplinthehomeedit3,65913,313
Marie Kondomariekondo1,04810,863
Kathryn Snearlydoitonadime1,4495,820
Megan Hickmanlovemeg091,8124,846
Lynsey Crombielynsey_queenofclean27581965
Danielle Dixonhousetohomeatlast1,5321853
Toni Hammersleyabowlfulloflemons3,9451739
Iryna Federicofromgreatbeginnings4041,415
Ría Saffordriorganize1,1451,355
Gemma Braythe_organised_mum1,4521,048
Nicola Lewisthisgirlcanorganise987915
Samantha Pregenzersimplyorganized1,303878
Becky Rapinchukcleanmama5,138407
Melissa Makercleanmyspace2,330397

Data accurate as of 9th September 2021                            *Data ordered by most average likes

The data also suggests that the operator of the ‘doitonadime’ account, Kathryn Snearly, could be the next big cleanfluencer to watch out for –  with her posts enjoying big engagement from her 257,051 Instagram followers, meaning she may be able to increase her average earnings upwards from £740 per post.

A Gtech spokesperson commented: “Cleanfluencers are a huge market on Instagram right now – and rightly so! We have all become more house proud since Covid, so why wouldn’t you want to learn how to make your chores more manageable by following a few helpful cleanfluencers who make it fun?

“Likewise, here at Gtech we’re always keen to learn how to make Brits’ cleaning lives’ easier. Our cordless vacuums, for instance, take the stress out of what can be quite a tiresome task, leaving more ‘feet up’ time without scrimping on cleanliness.”

For further insights from Gtech, visit the official blog.

You can get in touch with the team via email or on 08000 308 794.

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