If you've been on TikTok lately, chances are you've come across Kylie Perkins—and if you haven't, your audience probably has.
Kylie is a minimalist content creator who helps people establish cleaning routines to make their lives easier so they can spend more time with their family or doing things they love. You're probably thinking, "Why do I need to learn something about household chores from someone who makes content?" You see, Kylie is not the first content creator to post cleaning content. There are thousands of cleaning influencers on social media. In full transparency, a social media trend emerged that took Kylie from one million followers to two million followers (that phenomenon is for another blog post), but I want to focus on the first one million followers she specifically got because people enjoy consuming her content.
So how did Kylie skyrocket in just a few weeks while so many others struggle to break through? Simple: She understands content strategy better than most brands do.
Kylie isn't just making cleaning videos—she's building a movement. Her audience isn't just watching; they're participating. And she's doing it in a way that keeps TikTok's algorithm obsessed with her content.
Brands, pay attention. Because what she's doing can work for you, too.
Four Powerful Best Practices of Kylie Perkins That Every Business Should Implement
#1. Master Your Brand Voice—Your Audience Is Listening
One of Kylie's biggest strengths is that she knows exactly how to speak to her audience. She's direct, authoritative, and motivating. She doesn't sugarcoat things or coddle her viewers—she pushes them to take action. And that's why they love her.
Too many brands prioritize how they want to be perceived instead of focusing on what their audience actually needs to hear. But if your brand voice isn't connecting, it doesn't matter how polished your messaging is—it'll fall flat.
What Brands Must Learn:
- Figure out what tone and delivery resonate with your audience.
- Speak from experience—Kylie was once her target audience, so she knows exactly how to reach them.
- Your tone should inspire action, not just sound nice. People don't need another brand telling them what they already know; they need a reason to care.
Find your brand voice and own it. Prioritize impact over aesthetics, and don't be afraid to say what your audience needs to hear.
#2. Make Your Content a Partnership, Not a Broadcast
Kylie doesn't just post her morning, afternoon, and night cleaning routines—she lives them in real time with her audience. It's not just, "Here's what I do." It's, "Let's do this together." And that makes all the difference.
Instead of making her content about her, she's created an interactive experience where people feel like they're cleaning with their best friend or have a coach keeping them accountable.
What Brands Must Learn:
- Stop treating content like a one-way conversation. Build something people want to engage with.
- Make your audience feel like they're part of something bigger. When people feel involved, they stick around.
- Show up consistently—not just with posts, but with a sense of shared experience.
Your audience isn't just watching. They're participating. Make your content a collaboration, not a monologue.
#3. Expand Beyond Your Primary Audience—And Do It Smartly
Kylie knows her core audience is women—but she didn't stop there. She's strategically expanding into the male demographic by featuring her husband in her content and encouraging him to share his own routine-based content.
Now, instead of just speaking to women, she's tapping into couples, families, and even men who never saw themselves caring about cleaning routines before.
What Brands Must Learn:
- Don't get stuck in a niche. Just because you serve one group doesn't mean you can't expand organically.
- Think ahead. Kylie isn't waiting for new demographics to find her—she's leading the way for them.
- Make it feel natural. The key is expansion without alienation. Don’t desert your core audience; continue serving them while bringing in new people.
Not only focus on who's following you now but also look ahead to who should be following you next—and give them a reason to join.
#4. Train the Algorithm to Work for You
This is Kylie’s biggest growth hack, and most brands are completely missing the mark. She's posting three times a day, every single day, at key moments in her audience's routine.
- When you wake up and check TikTok…Kylie’s morning video is waiting for you.
- When you need an afternoon motivation boost…She's there.
- When your day is wrapping up…She's closing it out with you.
Kylie has trained TikTok's algorithm to see her as a creator who keeps people on the app longer—which means her content gets pushed out more.
What Brands Must Learn:
- Post strategically. Think about when and how often your audience is on social media.
- Encourage return visits. When people expect to see you, they'll come back—and algorithms reward that.
- Create content that keeps users engaged. The longer they stay, the more platforms push your content to new audiences.
If you understand what the algorithm wants and groom it to work for you, you won’t have to fight it. It becomes your friend rather than a foe.
Kylie Perkins Is Winning Because She's Playing the Game Right
Kylie isn't just going viral—she's building a sustainable, engaged audience that keeps growing because she understands how social media actually works. She speaks with confidence, makes her audience feel included, expands her reach without losing her core audience, and knows how to work the algorithm in her favor.
Every brand should be taking notes.
Which of these strategies are you already using, and which do you need to start? Let me know in the comments!
