Less Filters, More Authenticity: How Lucas the Cleaner Connected More Deeply with His Audience

Content creator based in the United States says he stopped chasing perfect videos in favor of a more spontaneous and authentic style of communication, allowing him to connect more genuinely with his audience.

In a digital landscape that, for years, was dominated by polished productions, meticulously edited photos, and a constant pursuit of perfection, a movement in the opposite direction has been gaining momentum. The Sprout Social Index 2025, one of the leading studies on digital consumer behavior, identifies authenticity as one of the key factors driving meaningful connections between creators and their audiences. It also highlights that original, spontaneous content is generating stronger engagement than highly produced posts.

One creator who has experienced this shift firsthand is Lucas Galhano, better known on social media as Lucas the Cleaner. After building an audience of millions by sharing his work and daily life in the United States, he decided to rethink the way he creates content. Today, rather than striving for visual perfection, he prioritizes more natural and authentic glimpses into his everyday life.

"The era of the perfect life, the perfect photo, and flawlessly edited skin no longer convinces anyone. People who live real lives know that it's not real. What truly resonates today is ordinary people living authentic lives," he says.

According to Lucas, this shift has also brought a greater sense of ease to his routine as a content creator. The pressure to achieve perfect lighting, polished editing, and highly produced videos has given way to a more natural style of storytelling that feels closer to everyday reality.

"I no longer worry about heavily edited content, perfect lighting, or things like that. I'm focusing much more on a vlog-style approach and showing everyday life as it really is because I believe that's what creates a much stronger connection with my followers. As a result, I no longer feel the pressure to post something new every single day at the expense of staying true to who I am."

The transformation also extended to the way he manages the exposure of his personal life. While he once shared virtually every detail of his business and daily routine, today he takes a more intentional approach to deciding what to make public.

"I used to share everything—my business, my revenue, my clients. Then I realized that it wasn't doing me much good. Today, I still value being authentic, but I only share what genuinely adds value for my audience and what also feels right for me. When it comes to travel, for example, I often post about it only after I'm already on my way back."

Lucas believes this evolution has allowed his audience to get to know the person behind the videos. Early in his career, most followers saw him simply as the professional showcasing cleaning projects and dramatic home transformations. Over time, however, he began sharing moments with his wife, his daughter, and other aspects of his personal life, creating a deeper and more meaningful connection with his audience.

"At the beginning, I unintentionally became a character. People only knew me through the cleaning videos and the before-and-after transformations. No one knew my wife, my daughter, or what my daily life was really like. There was a lot of speculation. Once I started sharing more of my personal life, everything became more genuine. Today, people know Lucas as a husband, a father, an entrepreneur, a comedian, an influencer—and also as a cleaner."

For Lucas, influencing people on social media goes far beyond entertainment. He says his goal is to show Brazilians that it is possible to build new opportunities abroad without losing their identity.

"I want to show that Brazilians can earn their place anywhere in the world through authenticity, respect, and responsibility. I also make a point of showing that professions like cleaning—often undervalued in Brazil—can become thriving businesses in countries like the United States. Brazilians can learn a new language, reinvent themselves, build a new story, and, above all, never lose sight of who they truly are."

By replacing the pursuit of perfection with a more spontaneous and authentic style of communication, Lucas believes he has found an even more effective way to connect with his audience. In an increasingly competitive digital landscape, he argues that authenticity is no longer just a desirable quality—it has become one of the most valuable assets for creators seeking to build a loyal and engaged community on social media.