How KonMari Content Is Sparking Joy on Social Video

How KonMari Content is Sparking Joy on Social Video

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Although Tidying Up with Marie Kondo only made its debut on Netflix on January 1 of this year, the star of the show and her best-selling book on which the series is based have been household names since 2014. For those outside the loop, Marie Kondo is a Japanese consultant whose “KonMari” method of organizing a home has taken the world by storm. And you know what that means: we wanted to see how KonMari content has performed online and can confirm the following:

  • In the past 90 days, Marie Kondo content has generated 69.3M views on Facebook.
  • 40.8M of those Facebook views are for media publisher uploads.
  • On YouTube, 68.4M views have been generated in the last 90 days.
  • 20.4M of those YouTube views are for media publisher uploads.

The KonMari Craze is Sweeping Over Social Media

If you are a Netflix subscriber or follow trending video content on social platforms, you’re probably aware of Marie Kondo and her organizational approach to domestic harmony. It revolves around the concept of discarding any object that doesn’t doesn’t “spark joy,” essentially forcing the homeowner or renter to cherish what they have and let go of any object that doesn’t light up their heart.

Although the KonMari method focuses on the home, much video content has been created that applies to KonMari-ing inboxes, social media feeds, and other aspects of life. Of course, some of the top-performing videos feature Kondo herself, almost always released by media and entertainment publishers (which we’ll explore in a bit). Influencers are also getting in on the KonMari trend with their own closet clean-outs or decluttering sessions. However, brands have only pulled in 4.6M views on KonMari content over the last 90 days, which seems like a hugely-missed opportunity for them to get in on this trend and gain some notice while viewers still care about getting organized (cleaning product brands seem like a natural fit here, as would storage solutions companies, for example).

It’s a broad trend to be sure, so we focused on measuring uploaded video content from the last 90 days that focused on buzzwords for the trend, including words like “konmari,” “marie kondo,” “spark joy,” “minimalism,” “clean with me,” and “tidying up.” Let’s take a look at how this content has performed on Facebook and YouTube in the wake of Kondo and the decluttering she has inspired.

Facebook Media Publishers Generated 40.8M Views in 90 Days on KonMari Content

In the past 90 days, Marie Kondo-related content has generated 69.3M views on Facebook.

Separated by type, 40.8M of those Facebook views are for media publisher uploads, 23.2M views are from influencers, and 4.6M are from brands. For media companies, the top eight properties generating millions of views for KonMari content are:

  1. BuzzFeed (5.1M views)
  2. Hearst Corporation (4.2M)
  3. WarnerMedia (4.1M)
  4. Ellen (3.7M)
  5. Warner Bros (3.7M)
  6. Netflix (3M)
  7. Netflix Brand Pages (3M)
  8. Hearst (2.6M)
KonMari content on Facebook over the last 90 days
(Top media & entertainment properties generated views on Facebook for “kon marie” OR “marie kondo” OR “kon mari” OR “mari kondo” OR “sparkjoy” OR “spark joy” OR “konmarie” OR “konmari” OR “minimalism” OR “clean with me” OR “tidyingup” OR “tidying up” in the last 90 days. Data exclusive to Tubular.)

Of the 40.8M views generated by media and entertainment publishers, 18.1M views were for video content around the trend that lasted between 2 and 5 minutes. The most-viewed media publisher upload was this highly entertaining clip from Ellen which generated 3.7M views. The video challenges Kondo to clean up one of the Ellen production offices, offering a massive earned media opportunity for both Kondo and Netflix:

Netflix Generates Most KonMari Views on YouTube

On YouTube, 68.4M views have been generated for Marie Kondo related content in the last 90 days. Roughly 20.4M of those views are for media publisher uploads, 46.6M views are from influencers, and 226K are from brands. For media companies, the top eight properties generating millions of views for content around the trend are:

  1. Netflix (4.1M views)
  2. MsMojo (2.4M)
  3. The Late Show with Stephen Colbert (1.4M)
  4. Jimmy Kimmel Live (1.4M)
  5. Good Morning America (1.1M)
  6. Ellen (778K)
  7. Apartment Therapy (486K)
  8. Good Housekeeping (377K)
KonMarie content on YouTube over the last 90 days
(Top media & entertainment properties generated views on YouTube for “kon marie” OR “marie kondo” OR “kon mari” OR “mari kondo” OR “sparkjoy” OR “spark joy” OR “konmarie” OR “konmari” OR “minimalism” OR “clean with me” OR “tidyingup” OR “tidying up” in the last 90 days. Data exclusive to Tubular.)

Of the 20.4M views generated by media and entertainment publishers, 4.6M views were for video content around the trend that lasted between 5 and 10 minutes. On YouTube, the official Netflix trailer for the series generated the most views with 2.4M views:

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