From kitchen gadget fun to upcycling everyday items, these are the most-viewed videos
TheSoul Publishing, one of the world’s largest digital content producers, shares stats from its most popular channel, 5-Minute Crafts, that suggest the summer global viewing trends around the world.
With travel restrictions in place and many people continuing to work from home, summer 2020 has been quite unlike any before. With many around the world, having more time on their hands, many continue to turn to online videos to keep themselves entertained.
These are the most popular videos on the 5-Minute Crafts channel that sparked the interest of the public:
Kitchen Gadget Fun
Over the last few months, it seems viewers have a new appreciation for the everyday tools found in their kitchen draws and cabinets. Across Facebook, YouTube, TikTok and Instagram, kitchen gadget videos have been popular. More specifically, the Facebook video Easy and useful kitchen gadgets you should try cooking with, has garnered 39M minutes viewed since premiering in July while the video with fun and easy cooking hacks with some obvious – and surprising kitchen tools, led to 19M minutes viewed in just the first 12 days of going live earlier this summer.
Single Ingredient
An interesting trend to also emerge from the kitchen is viewers’ fascination with the most simplistic ingredients and products. Interest is high in ways to elevate an egg, a watermelon, and a lemon into a multi-use success story. On Pinterest 28 brilliant egg recipes for everyone scored eggcellent interest generating over 1.9M impressions in the first 2 weeks of July alone. When it comes to Instagram, the Awesome lemon hacks that will make your life easier video reached 1.5M views since launching last month.
Cutting the cabbage is easy! video reached 1.5M watch minutes on TikTok. Plus, tips, tricks, and hacks around Watermelon and Tomatoes also garnered strong viewer enthusiasm this summer on the short-form video platform.
Even water generated high-interest this summer with these clever experiment style videos published on Pinterest – Wonderful ice experiments that will satisfy you and Water experiment with stunning results.
Upcycling!
People around the world have knuckled down in their droves to learn new skills and bring new life to throwaway items. Meanwhile, Gen Z is known for being more socially and environmentally conscious than its predecessors. This effect is clearly driving interest in crafting and clothing videos that successfully showcase previously used items in a whole new light.
Transforming old clothes into new outfits proved particularly popular, with this video that “Turns your old clothes into something new with one cut!” The video has already had 48M views on Facebook.
Furthermore, the video Your clothes have never looked this cool before posted at the start of July quickly collected 66M minutes of watch time, while the Instagram video “Easy Clothes Hacks for Girls to Save Money” nearly reached 5M views.
Crafts Move Outdoors
At the start of the COVID pandemic, there was a lot of interest in indoor crafting. With the warmer months, crafts around the home remained a focus but projects shifted to the backyard. The video DIY decor to make your backyard beautiful, launched in August, generated 25M minutes views.
Victor Potrel, VP of platform partnerships at TheSoul Publishing, said: “Lockdown has increased the need for a positive experience, and we’ve seen this trend continue over the summer. From finding ways to stay entertained and learn new skills, including how to re-use everyday objects, viewers want to be surprised with fun and sometimes quirky hacks that resonate with their new way of life”.
“For marketers there’s a clear message here too. It’s far more powerful to build genuine interaction which allows viewers to make better and repeated use of what they already have rather than simply playing to the desirability of new products and services.”
About TheSoul Publishing
TheSoul Publishing is an independent digital studio that produces entertaining, informative and original content for a global audience. One of the world’s most prolific and popular online media companies, TheSoul Publishing reaches hundreds of millions of Facebook followers and YouTube subscribers.
Their globally based creative team continuously and consistently delivers engaging and irresistibly shareable content for all ages — in 18 different languages — distributed via a social media-driven cross-platform network.
