5-Minute Crafts

5-Minute Crafts is produced by TheSoul Publishing, a digital studio that runs the channel as a brand rather than a single creator. Brand partnership inquiries on every platform route through TheSoul, which is why you'll never see an individual host's name attached to the videos.

Many of their DIY hacks have been called out by viewers and other YouTubers for not actually working in real life, using staged shots, or being unsafe to replicate. The channel leans into eye-catching visual results for short-form watchability, which is why their style is often parodied as satisfying but not actually useful.

5-Minute Crafts is run by TheSoul Publishing, a studio with Russian founders that's headquartered in Cyprus. The company has repeatedly stated it operates internationally and is not based in Russia, but the founders' background is why the question keeps coming up.

WowCube is a handheld puzzle-game device that 5-Minute Crafts has been promoting across YouTube, Instagram and TikTok bios since late 2025. It's their most visible ongoing sponsorship and shows up as an integrated plug rather than a one-off branded video.

Yes — with around 80 million YouTube subscribers and a combined audience well over 140 million across platforms, it remains one of the most-subscribed channels in the world. It sits firmly in the Mega tier even though its growth has flattened compared to its 2018–2020 peak.

The main YouTube channel has slowed down dramatically, often going weeks between uploads, while TheSoul Publishing pushes new content to TikTok and Instagram daily. The strategy reflects how short-form Reels and TikToks now drive more reach for hack-style content than long YouTube compilations.

The videos almost never feature a spoken host — instead they rely on on-screen text, music and the hands of unnamed presenters. That faceless format is deliberate, since it makes the videos easy to dub and re-edit for TheSoul's many spin-off channels around the world.

TheSoul Publishing operates a huge network of sibling channels including Bright Side, 123 GO!, Slick Slime Sam, La La Life and Avocado Couple. Many of them share the same hack, craft and life-tip format that made 5-Minute Crafts famous.

Officially the channel targets a general DIY and lifestyle audience, and its followers split roughly 50/50 between men and women. In practice the simple visuals, bright colors and toy- and doll-themed content (like the recurring rich vs poor and princess skits) skew heavily toward kids and tweens.

Because of the audience size, an Instagram Reel placement runs into the high six- to seven-figure range, while TikTok videos and YouTube integrations come in considerably lower. Most brands work with them through TheSoul Publishing's partnership team rather than booking individual posts.