5-Minute Crafts

5-Minute Crafts' YouTube videos are compilations of videos previously posted on Instagram or Facebook.{{cite web|url=https://www.deccanherald.com/content/667850/life-hack-videos-gain-popularity.html|title='Life hack' videos gain in popularity among youth|last=Sarmmah|first=Surupasree|date=April 1, 2018|work=Deccan Herald|access-date=March 23, 2019|archive-date=March 23, 2019|archive-url=https://web.archive.org/web/20190323113021/https://www.deccanherald.com/content/667850/life-hack-videos-gain-popularity.html|url-status=live}}{{cite news|url=https://www.washingtonpost.com/arts-entertainment/2019/03/21/these-how-videos-youtube-wont-teach-you-how-be-better-adult-theyre-not-supposed/|title=These 'how to' videos on YouTube won't teach you how to be a better adult. But they're not supposed to.|last=Decaille|first=Nia|date=March 21, 2019|newspaper=The Washington Post|archive-url=https://web.archive.org/web/20190322080318/https://www.washingtonpost.com/arts-entertainment/2019/03/21/these-how-videos-youtube-wont-teach-you-how-be-better-adult-theyre-not-supposed/|archive-date=March 22, 2019|access-date=March 23, 2019}} 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.{{Cite news|last=Horwitz|first=Jeff|date=2019-10-09|title=Why Life Hack Videos Seem Too Good to Be True. (They Are)|language=en-US|work=Wall Street Journal|url=https://www.wsj.com/articles/long-story-short-my-microwave-exploded-the-problem-with-life-hack-videos-11570636955|access-date=2020-12-07|issn=0099-9660|archive-date=January 8, 2022|archive-url=https://web.archive.org/web/20220108135633/https://www.wsj.com/articles/long-story-short-my-microwave-exploded-the-problem-with-life-hack-videos-11570636955|url-status=live}}

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.{{Cite web|last=Агаджанов|first=Максим|date=July 1, 2015|title=Создатели AdMe.ru запускают англоязычный проект|url=https://habr.com/ru/news/t/292136/|website=Хабр|language=ru|access-date=June 5, 2020|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407115634/https://habr.com/ru/news/t/292136/|url-status=live}} In March 2017, the company founded the YouTube channel, Bright Side.{{Cite web|author=Kaplan|first=Lisa|date=December 18, 2019|title=The Biggest Social Media Operation You've Never Heard of Is Run Out of Cyprus by Russians|url=https://www.lawfaremedia.org/article/biggest-social-media-operation-youve-never-heard-run-out-cyprus-russians|access-date=December 28, 2019|work=Lawfare|archive-date=August 14, 2023|archive-url=https://web.archive.org/web/20230814235718/https://www.lawfaremedia.org/article/biggest-social-media-operation-youve-never-heard-run-out-cyprus-russians|url-status=live}}{{Cite web|author=Jennings|first=Rebecca|date=November 12, 2018|title=Why YouTube is riddled with bizarre DIY videos|url=https://www.vox.com/the-goods/2018/11/12/18065662/troom-troom-5-minute-crafts-youtube-diy-prank|access-date=December 28, 2019|work=Vox|archive-date=September 2, 2019|archive-url=https://web.archive.org/web/20190902185948/https://www.vox.com/the-goods/2018/11/12/18065662/troom-troom-5-minute-crafts-youtube-diy-prank|url-status=live}} On November 15, 2016, 5-Minute Crafts was registered on YouTube by TheSoul Publishing.{{cite web|url=https://www.youtube.com/channel/UC295-Dw_tDNtZXFeAPAW6Aw/about|title=5-Minute Crafts – YouTube about page|work=5-Minute Crafts|publisher=YouTube|access-date=March 23, 2019|archive-date=May 30, 2019|archive-url=https://web.archive.org/web/20190530172953/https://www.youtube.com/channel/UC295-Dw_tDNtZXFeAPAW6Aw/about|url-status=live}} The channel's first video, "5 essential DIY hacks that you need to know" was uploaded the following day.{{Cite web|url=https://www.youtubermag.com/5-minute-crafts-first-video-ever/|title=5-Minute Crafts First Video Ever|date=April 22, 2018|website=Youtuber Magazine|access-date=April 27, 2020|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407115638/https://www.youtubermag.com/5-minute-crafts-first-video-ever/|url-status=usurped}}

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.{{cite web|url=https://mic.com/articles/180662/smart-things-to-buy-as-an-investment-in-your-future-from-bitcoin-ether-litecoin-and-stocks-to-bonds-and-more#.kQ8dn5ItP|title=9 smart things to buy as an investment in your future|last=Wile|first=Rob|date=June 29, 2017|publisher=Mic|access-date=March 23, 2019|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407115638/https://www.mic.com/articles/180662/smart-things-to-buy-as-an-investment-in-your-future-from-bitcoin-ether-litecoin-and-stocks-to-bonds-and-more#.kQ8dn5ItP|url-status=live}}

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.{{cite web|url=https://www.tubefilter.com/2018/04/11/youtube-cleaning-videos-views-peak-spring/|title="Clean With Me" Videos Peak On YouTube Ahead Of Springtime|last=Klein|first=Jessica|date=April 11, 2018|work=Tubefilter|access-date=March 23, 2019|archive-date=October 6, 2021|archive-url=https://web.archive.org/web/20211006031032/https://www.tubefilter.com/2018/04/11/youtube-cleaning-videos-views-peak-spring/|url-status=live}} 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. During one week in December 2018, the channel received over 238 million video views.

In May 2020, 5-Minute Crafts created their first English-language channel on Pinterest.{{Cite web|date=2020-06-11|title=Building successful multi-channel social media strategies during COVID-19 -|url=https://newdigitalage.co/2020/06/11/building-successful-multi-channel-social-media-strategies-during-covid-19/|access-date=2020-09-06|language=en-US|archive-date=December 15, 2020|archive-url=https://web.archive.org/web/20201215073743/https://newdigitalage.co/2020/06/11/building-successful-multi-channel-social-media-strategies-during-covid-19/|url-status=live}}

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.{{Cite web|title=Barbie Shows Off Her COVID-19 Craft Projects|url=https://www.mediapost.com/publications/article/354259/barbie-shows-off-her-covid-19-craft-projects.html|access-date=2020-09-06|website=www.mediapost.com|language=en|archive-date=January 8, 2022|archive-url=https://web.archive.org/web/20220108135646/https://www.mediapost.com/publications/article/354259/barbie-shows-off-her-covid-19-craft-projects.html|url-status=live}}

In November, 2021, the channel celebrated its 5th anniversary on YouTube, with more than 1.7 billion hours watched and 21 billion views.{{Cite web|title=5th Anniversary for 5-Minute Crafts - YouTube phenomenon with over 333+ million views|url=https://www.pressebox.de/inaktiv/thesoul/5-Jahrestag-fuer-5-Minute-Crafts-YouTube-Phaenomen-mit-ueber-333-Mio-Views/boxid/1089958|access-date=February 15, 2022|website=www.pressebox.de|language=de|archive-date=February 15, 2022|archive-url=https://web.archive.org/web/20220215182323/https://www.pressebox.de/inaktiv/thesoul/5-Jahrestag-fuer-5-Minute-Crafts-YouTube-Phaenomen-mit-ueber-333-Mio-Views/boxid/1089958|url-status=live}}

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.{{cite news |last1=Donnelly |first1=Matt |title=Digital Studio TheSoul Publishing Dominating in Viewership for Newly Launched YouTube Shorts |url=https://variety.com/2021/digital/news/thesoul-publishing-youtube-shorts-viewership-1235114936/ |access-date=10 January 2022 |publisher=Variety |date=18 November 2021 |archive-date=January 10, 2022 |archive-url=https://web.archive.org/web/20220110181821/https://variety.com/2021/digital/news/thesoul-publishing-youtube-shorts-viewership-1235114936/ |url-status=live }}

As of January, 2022, the channel has 75.4 million subscribers, ranking it as the eleventh most-subscribed channel not operated by YouTube.

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.{{cite news |title=The Soul Publishing on crafting a DIY Pinterest strategy to boost brand awareness |url=https://www.thedrum.com/news/2021/10/14/the-soul-publishing-crafting-diy-pinterest-strategy-boost-brand-awareness |website=The Drum |access-date=12 July 2022 |archive-date=August 11, 2022 |archive-url=https://web.archive.org/web/20220811114843/https://www.thedrum.com/news/2021/10/14/the-soul-publishing-crafting-diy-pinterest-strategy-boost-brand-awareness |url-status=live }}

The channel has drawn criticism for its unusual and potentially dangerous life hacks and its reliance on clickbait.{{cite news |last1=McCluskey |first1=Megan |title=This '5-Minute Craft' YouTube Channel Is Captivating the Masses With Its Eccentric DIY Projects |url=https://time.com/5636360/five-minute-crafts-youtube-channel-explained/ |access-date=14 June 2022 |publisher=Time |date=4 September 2019 |archive-date=July 3, 2022 |archive-url=https://web.archive.org/web/20220703161321/https://time.com/5636360/five-minute-crafts-youtube-channel-explained/ |url-status=live }} 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. 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".{{cite news|last1=Anderson|first1=Sage|title=Bizarre DIY video makes an egg that's 'bigger than before' and the internet asks — why?|work=Mashable SEA|url=https://sea.mashable.com/culture/5295/bizarre-diy-video-makes-an-egg-thats-bigger-than-before-and-the-internet-asks-why|access-date=July 17, 2020|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407115636/https://sea.mashable.com/culture/5295/bizarre-diy-video-makes-an-egg-thats-bigger-than-before-and-the-internet-asks-why|url-status=live}}

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.{{cite news|title=The fake 'kitchen hacks' with billions of views|work=BBC News|url=https://www.bbc.co.uk/news/av/technology-51504484/the-fake-kitchen-hacks-with-billions-of-views|access-date=July 17, 2020|archive-date=July 17, 2020|archive-url=https://web.archive.org/web/20200717104054/https://www.bbc.co.uk/news/av/technology-51504484/the-fake-kitchen-hacks-with-billions-of-views|url-status=live}} 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. The segment has since been removed from the video.{{cn|date=April 2023}}

• List of most-subscribed YouTube channels
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Category:2016 establishments in Cyprus

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Category:YouTube channels launched in 2016