Social media playbook for cleaning businesses
Someone is letting you into their home or office, so they need to trust you first. A cleaning business's social media shows the work, the people and how reliable you are. And a good before and after is some of the most watched content there is.
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What social media is for, for a cleaning business
Prove you're reliable and thorough, so locals trust you with their keys.
Where to post
Best first. You don't need every app; these earn their time.
Facebook
Local groups, neighbour recommendations and regular customers.
TikTok
Cleaning videos are watched for fun, and they reach people near you who need a cleaner.
Instagram
Reels of the work and a feed that proves quality.
What to post
Four kinds of post, with ideas you could make this week.
Before and after
The post that sells cleaning. Film the same spot, same angle. Keep the client's home private.
- Oven before and after, in 15 seconds
- End-of-tenancy clean, room by room
- The grout no one had touched in years
Tips
Small tricks people can try at home. They show you know the job.
- How to get limescale off a tap
- The cloth we use for streak-free glass
- What not to mix when cleaning
Trust
Who's coming, how you work and what happens if something goes wrong.
- Meet the cleaner coming to your home
- How we look after your keys
- Insured and checked: what that means for you
Bookings
Areas you cover, open slots and regular plans.
- Two slots left this week in [area]
- Spring clean bookings are open
- Weekly, fortnightly or one-off: how it works
A simple week
One post a day. Share each one to the other platforms above.
- MondayBefore and after
- TuesdayCleaning tip
- WednesdayMeet the team
- ThursdayCustomer review
- FridaySlots this week
- SaturdaySatisfying clip
- SundayAreas we cover
Opening lines that work
The first line of a reel or caption decides if people keep watching. Make them your own.
- This oven hadn't been cleaned in five years.
- Watch this grout come back to life.
- The one product we never use.
- Before and after: same room, three hours apart.
- Two slots left this week.
Mistakes to skip
- Showing the client's address, mail or family photos in the background.
- Cleaning tips that could be dangerous, like mixing products.
- No clear list of the areas you cover.
How to tell it's working
- Quote requests and calls from your profile.
- Messages from local Facebook groups.
- Customers who book regular cleans after a one-off.
Run this playbook without the daily work
- Makes before and after posts, tips and booking reminders from your website and services.
- Film the before and after on your phone; on Pro it comes back as a finished, captioned reel.
- Answers 'do you cover my area?' in comments on Growth and Pro, and DMs too.
- You approve each post with a tap, or switch on autopilot on Growth and Pro.
Questions people ask
What should a cleaning business post?
Before and afters, simple tips, your team and the areas you cover. Before and afters do most of the work.
Is TikTok worth it for a cleaning business?
Often, yes. Cleaning videos are popular to watch, and the app shows them to people near you.
See your own posts first.
Paste your cleaning business's website and Socialhand plans your month and makes your first post, which you can post free. If you like it, plans start at $97 a month.