5-Minute Crafts

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5-Minute Crafts
File:5-Minute Crafts logo.jpg
YouTube information
Channel
Created by TheSoul Publishing
Years active 2016–present
GenreScript error: No such module "Detect singular".
Subscribers 77.1 million[1]
Total views 23.90 billion[1]
Last updated: 15 August, 2022

5-Minute Crafts is a DIY-style YouTube channel owned by TheSoul Publishing.[2][3][4] As of August 2022, it is the 12th 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]

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][9] In March 2017, the company founded the YouTube channel, Bright Side.[10][11] On November 15, 2016, 5-Minute Crafts was registered on YouTube by TheSoul Publishing.[12] The channel's first video, "5 essential DIY hacks that you need to know" was uploaded the following day.[13]

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.[14]

In April 2018, Tubefilter covered a trend regarding springtime cleaning videos on YouTube, noting 5-Minute Crafts' participation.[15] 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.[16]

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.[17]

In November, 2021, the channel celebrated its 5th anniversary on YouTube, with more than 1.7 billion hours watched and 21 billion views.[18] 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.[19] 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 Portuguese (Ideas Incriveis) and Spanish (Ideas en 5 Minutos). This collaboration with Pinterest was recognised by The Drum Awards for the Digital Industries 2021, winning the "Best use of Pinterest" award. [20]

Veracity

The channel has drawn criticism for its unusual and potentially dangerous life hacks and its reliance on clickbait.[3][21][22][23] 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".[21]

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.[22] 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.[22]

See also

References

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