5-Minute Crafts
Cypriot YouTube channel and content farm From Wikipedia, the free encyclopedia
5-Minute Crafts is a do it yourself (DIY)-style YouTube channel owned by TheSoul Publishing.[2][3][4] As of October 2023[update], it is the 16th most-subscribed channel on the platform.[5] The channel is also the 5th most-followed Facebook page. It is based in Cyprus.[6]
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| Created by | TheSoul Publishing | |||||||||||||||
| Years active | 2016–present | |||||||||||||||
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| Subscribers | 81.1 million[1] | |||||||||||||||
| Views | 28 billion[1] | |||||||||||||||
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Last updated: 6 February 2025 | ||||||||||||||||
Video format
5-Minute Crafts' YouTube videos are compilations of videos previously posted on Instagram or Facebook.[7][8] 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.[9]
History
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Perspective
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][10] In March 2017, the company founded the YouTube channel, Bright Side.[11][12] On November 15, 2016, 5-Minute Crafts was registered on YouTube by TheSoul Publishing.[13] The channel's first video, "5 essential DIY hacks that you need to know" was uploaded the following day.[14]
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.[15]
In October 2017, 5-Minute Crafts started publishing content in global languages such as Arabic, Chinese, German, Spanish, French, Italian, Japanese, Korean, Dutch, Portuguese, and Russian.
In April 2018, Tubefilter covered a trend regarding springtime cleaning videos on YouTube, noting 5-Minute Crafts' participation.[16] 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.[17]
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.[18]
In November, 2021, the channel celebrated its 5th anniversary on YouTube, with more than 1.7 billion hours watched and 21 billion views.[19] That same month on November 18, 2021, Variety commented that the 5-Minute Crafts Family had the highest-performing YouTube Short to date with nearly 433 million views.[20] 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.[21]
Criticism
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Perspective
The channel has drawn criticism for its unusual and potentially dangerous life hacks and its reliance on clickbait.[3][22][23][24] Vox characterized 5-Minute Crafts as "bizarre", describing its content as "do-it-yourself-how-tos 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".[22]
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.[23] 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.[23] The segment has since been removed from the video.[citation needed]
See also
References
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