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5-Minute Crafts

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5-Minute Crafts
YouTube information
Channel
Created byTheSoul Publishing
Years active2016–present
Genres
Subscribers78.4 million[1]
Total views24.9 billion[1]
100,000 subscribers2017
1,000,000 subscribers2017
10,000,000 subscribers2017
50,000,000 subscribers2019
Last updated: 7 January 2023

5-Minute Crafts is a DIY-style YouTube channel owned by TheSoul Publishing.[2][3][4] As of November 2022, it is the 13th most-subscribed channel on the platform.[5] The channel is also the 5th most-followed Facebook pages. It is based in Limassol, Cyprus.

Video format

5-Minute Crafts' YouTube videos are compilations of videos previously posted on Instagram or Facebook.[6][7] The channel's content consists largely of videos relating to crafts and life hacks, styled in how-to formats, and occasionally, science experiments. The channel's videos employ a style where the camera is focused on a table with objects while only a person's hands appear in the frame, making content with aid of these objects, usually food and DIY ingredients and tools.[8]

Tubefilter described the channel as a "kid-friendly purveyor of DIY videos".[2] In November 2022, it was announced that 5-Minute Crafts will be available to stream on Samsung TV+ in Sweden, Spain and Benelux [9] and Kidoodle.TV in English and Spanish. [10]

History

TheSoul Publishing was founded by Russia-based entrepreneurs Pavel Radaev and Marat Mukhametov, a team with backgrounds in social media content creation, who launched AdMe.[3][11] In March 2017, the company founded the YouTube channel, Bright Side.[12][13] On November 15, 2016, 5-Minute Crafts was registered on YouTube by TheSoul Publishing.[14] The channel's first video, "5 essential DIY hacks that you need to know" was uploaded the following day.[15]

In 2017, the channel's subscriber and video view counts started to grow rapidly. In an article published by Mic in June 2017, 5-Minute Crafts was noted to have accumulated over 4 million subscribers.[16]

In October 2017, 5-Minute Crafts started publishing content in global languages such as Arabic, German, Spanish, French, Portuguese, Japanese, Chinese, Dutch, Italian, Russian and Korean.

In April 2018, Tubefilter covered a trend regarding springtime cleaning videos on YouTube, noting 5-Minute Crafts' participation.[17] By November, Vox wrote that 5-Minute Crafts was a "wildly successful" channel, citing its then over 10 billion video views and its ranking as the fifth most-subscribed channel on YouTube, having nearly 40 million subscribers at the time.[3] During one week in December 2018, the channel received over 238 million video views.[2]

In May 2020, 5-Minute Crafts created their first English-language channel on Pinterest.[18]

In July 2020, 5-Minute Crafts collaborated with Mattel for a custom brand campaign that included multiple DIY videos focused on family-friendly crafts and at-home activities.[19]

In November, 2021, the channel celebrated its 5th anniversary on YouTube, with more than 1.7 billion hours watched and 21 billion views.[20] That same month on November 18th 2021, Variety commented that the 5-minute Crafts Family had the highest-performing YouTube Short to date with nearly 433 million views.[21] As of January, 2022, the channel has 75.4 million subscribers, ranking it as the eleventh most-subscribed channel not operated by YouTube.[5]

With a focus on DIY content, 5-Minute Crafts began to adapt its content for distribution on Pinterest. The activity began by establishing 5-Minute Crafts in English, Spanish and Portuguese. This collaboration with Pinterest was recognised by The Drum Awards for the Digital Industries 2021, winning the "Best use of Pinterest" award. [22]

Veracity

The channel has drawn criticism for its unusual and potentially dangerous life hacks and its reliance on clickbait.[3][23][24][25] Vox characterized 5-Minute Crafts as "bizarre", describing its content as "do-it-yourself-how-to's that no person could or should ever replicate", and criticizing the channel's heavy use of clickbait thumbnails.[3] Mashable described the channel's videos as "nonsensical" and possibly a form of trolling, singling out a video which claimed to demonstrate how soaking an egg in vinegar and then maple syrup will make it "bigger than before".[23]

BBC's Click criticized 5-Minute Crafts for its "fake kitchen hacks": when following the instructions of a video in which a fresh corncob produced popcorn when microwaved, the presenter found the cob was only warmed up.[24] Ann Reardon of How to Cook That described clickbait recipe channels including 5-Minute Crafts as the "fake news of the baking world", and fact-checked several of their videos on her channel. In particular, she criticized a clip in which a strawberry was soaked in bleach to produce a "white strawberry", saying it would be dangerous if a child were to replicate it and eat the result.[24]

See also

References

  1. ^ a b "About 5-Minute Crafts". YouTube.
  2. ^ a b c Cohen, Joshua (December 12, 2018). "Top 50 Most Viewed YouTube Channels Worldwide • Week Of 12/9/2018". Tubefilter. Retrieved March 23, 2019.
  3. ^ a b c d e Jennings, Rebecca (November 12, 2018). "YouTube is full of cringey, clickbait DIY channels. They're even weirder than you think". Vox. Retrieved March 23, 2019.
  4. ^ "Privacy Policy". Bright Side. TheSoul Publishing. Retrieved March 24, 2019.
  5. ^ a b "Top 100 YouTube Channels sorted by Subscribers". Social Blade. Retrieved December 4, 2020.
  6. ^ Sarmmah, Surupasree (April 1, 2018). "'Life hack' videos gain in popularity among youth". Deccan Herald. Retrieved March 23, 2019.
  7. ^ Decaille, Nia (March 21, 2019). "These 'how to' videos on YouTube won't teach you how to be a better adult. But they're not supposed to". The Washington Post. Archived from the original on March 22, 2019. Retrieved March 23, 2019.
  8. ^ Horwitz, Jeff (October 9, 2019). "Why Life Hack Videos Seem Too Good to Be True. (They Are)". Wall Street Journal. ISSN 0099-9660. Retrieved December 7, 2020.
  9. ^ "TheSoul takes channels to Samsung TV Plus in Europe". Digital TV Europe. November 24, 2022. Retrieved December 20, 2022.
  10. ^ Bharanidharan, Sadhana (November 3, 2022). "TheSoul sends 150 eps to Kidoodle.TV". Kidscreen. Retrieved December 20, 2022.
  11. ^ Агаджанов, Максим (July 1, 2015). "Создатели AdMe.ru запускают англоязычный проект". Хабр (in Russian).
  12. ^ Kaplan, Lisa (December 18, 2019). "The Biggest Social Media Operation You've Never Heard of Is Run Out of Cyprus by Russians". Lawfare. Retrieved December 28, 2019.
  13. ^ Jennings, Rebecca (November 12, 2018). "Why YouTube is riddled with bizarre DIY videos". Vox. Retrieved December 28, 2019.
  14. ^ "5-Minute Crafts – YouTube about page". 5-Minute Crafts. YouTube. Retrieved March 23, 2019.
  15. ^ "5-Minute Crafts First Video Ever". Youtuber Magazine. April 22, 2018.
  16. ^ Wile, Rob (June 29, 2017). "9 smart things to buy as an investment in your future". Mic. Retrieved March 23, 2019.
  17. ^ Klein, Jessica (April 11, 2018). ""Clean With Me" Videos Peak On YouTube Ahead Of Springtime". Tubefilter. Retrieved March 23, 2019.
  18. ^ "Building successful multi-channel social media strategies during COVID-19 -". June 11, 2020. Retrieved September 6, 2020.
  19. ^ "Barbie Shows Off Her COVID-19 Craft Projects". www.mediapost.com. Retrieved September 6, 2020.
  20. ^ "5th Anniversary for 5-Minute Crafts - YouTube phenomenon with over 333+ million views". www.pressebox.de (in German). Retrieved February 15, 2022.
  21. ^ Donnelly, Matt (November 18, 2021). "Digital Studio TheSoul Publishing Dominating in Viewership for Newly Launched YouTube Shorts". Variety. Retrieved January 10, 2022.
  22. ^ "The Soul Publishing on crafting a DIY Pinterest strategy to boost brand awareness". The Drum. The Drum. Retrieved July 12, 2022.
  23. ^ a b Anderson, Sage. "Bizarre DIY video makes an egg that's 'bigger than before' and the internet asks — why?". Mashable SEA. Retrieved July 17, 2020.
  24. ^ a b c "The fake 'kitchen hacks' with billions of views". BBC News. Retrieved July 17, 2020.
  25. ^ McCluskey, Megan (September 4, 2019). "This '5-Minute Craft' YouTube Channel Is Captivating the Masses With Its Eccentric DIY Projects". Time. Retrieved June 14, 2022.
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