5-Minute Crafts

5-Minute Crafts is a DIY-style YouTube channel owned by TheSoul Publishing, a company based in Limassol, Cyprus.[1][2][3] As of July 2020, it is the fifth most-subscribed channel on the platform. The channel has drawn criticism for publishing dangerous and nonsensical life hacks and relying on clickbait.

5-Minute Crafts
YouTube information
Channel
Created byTheSoul Publishing
Years active2016–present
Genre
Subscribers67.4 million
Total views18.0 billion
NetworkChannel Frederator
YouTube Silver Play Button 2.svg100,000 subscribers 2017
YouTube Gold Play Button 2.svg1,000,000 subscribers 2017
YouTube Diamond Play Button.svg10,000,000 subscribers 2017
YouTube Ruby Play Button 2.svg50,000,000 subscribers 2019
Updated July 19, 2020

The logo of the channel is a yellow light bulb on a blue background. The channel is currently under the Channel Frederator multi-channel network.[4]

Video formatEdit

5-Minute Crafts' YouTube videos are compilations of videos previously posted on Instagram or Facebook.[5][6] 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 popularized by BuzzFeed's Tasty web series, 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.[citation needed]

Tubefilter described the channel as a "kid-friendly purveyor of DIY videos."[1]

HistoryEdit

TheSoul Publishing was founded by Pavel Radaev and Marat Mukhametov, a Cyprus-based team with backgrounds in social media content creation, who launched AdMe.[2][7] In March 2017, the company founded the YouTube channel, Bright Side.[8][9] On November 15, 2016, 5-Minute Crafts was registered on YouTube by TheSoul Publishing.[10] The channel's first video, "5 essential DIY hacks that you need to know" was uploaded the following day.[11]

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.[12] In 2017 and onward, various sub-channels were also created by TheSoul Publishing.[citation needed]

In April 2018, Tubefilter covered a trend regarding springtime cleaning videos on YouTube, noting 5-Minute Crafts' participation.[13] 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.[2] During one week in December 2018, the channel received over 238 million video views.[1]

As of March 2020, the channel had 67 million subscribers, ranking it as the fifth most-subscribed channel on the platform that is not operated by YouTube, behind T-Series, PewDiePie, Cocomelon and SET India.[14][15]

CriticismEdit

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.[2] 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".[16]

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.[17] Ann Reardon of How to Cook That described clickbait recipe channels including 5-Minute Crafts as the "fake news of the baking world". In particular, she criticized a 5-Minute Crafts video 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.[17]

See alsoEdit

ReferencesEdit

  1. ^ 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.
  2. ^ a b c d 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.
  3. ^ "Privacy Policy". Bright Side. TheSoul Publishing. Retrieved March 24, 2019.
  4. ^ Lopez, Matt (October 1, 2018). "Channel Frederator Network Unveils $1 Million Creative Fund for New Projects (Exclusive)". TheWrap. Retrieved March 23, 2019.
  5. ^ Sarmmah, Surupasree (April 1, 2018). "'Life hack' videos gain in popularity among youth". Deccan Herald. Retrieved March 23, 2019.
  6. ^ 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.
  7. ^ Агаджанов, Максим (July 1, 2015). "Создатели AdMe.ru запускают англоязычный проект". Хабр (in Russian).
  8. ^ 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.
  9. ^ Jennings, Rebecca (November 12, 2018). "Why YouTube is riddled with bizarre DIY videos". Vox. Retrieved December 28, 2019.
  10. ^ "5-Minute Crafts – YouTube about page". 5-Minute Crafts. YouTube. Retrieved March 23, 2019.
  11. ^ "5-Minute Crafts First Video Ever". Youtuber Magazine. April 22, 2018.
  12. ^ Wile, Rob (June 29, 2017). "9 smart things to buy as an investment in your future". Mic. Retrieved March 23, 2019.
  13. ^ Klein, Jessica (April 11, 2018). ""Clean With Me" Videos Peak On YouTube Ahead Of Springtime". Tubefilter. Retrieved March 23, 2019.
  14. ^ Spangler, Todd (March 20, 2019). "PewDiePie vs. T-Series: YouTube Channels Keep Battling for No. 1 Spot". Variety. Retrieved March 23, 2019.
  15. ^ Cuthbertson, Anthony (March 22, 2019). "YouTube's top 15 most subscribed channels in 2019". The Independent. Retrieved March 23, 2019.
  16. ^ Anderson, Sage. "Bizarre DIY video makes an egg that's 'bigger than before' and the internet asks — why?". Mashable SEA. Retrieved July 17, 2020.
  17. ^ a b "The fake 'kitchen hacks' with billions of views". BBC News. Retrieved July 17, 2020.