"5-Hours of Crafts" will kick off on February 13 at 6:30 p.m. ET moments prior to the stadium kickoff of the biggest football game of the year.

Millions are expected to tune in as powerhouse digital studio TheSoul Publishing once again offers DIY projects and crafts counterprogramming options for viewers through their digital channel 5-Minute Crafts. The globally popular content channel will present "5-Hours of Crafts" during the entirety of the big game on Sunday.

In February 2021, TheSoul Publishing, the company behind the international phenomenon 5-Minute Crafts, first livestreamed "5-Hours of Crafts" as counterprogramming to the national football event. It will do the same this year as well. During the "5-Hours of Crafts" livestream, which begins just before kickoff on February 13 and runs straight through the presentation of the trophy, visitors will learn how to create DIY projects, creative life hacks, beauty tips, and more.

"5-Hours of Crafts" will premiere on TikTok for the first time, along with the 5-Minute Crafts YouTube channel and Facebook page.

In addition to being a consistent Top 10 YouTube channel with more than 75 million subscribers, 5-Minute Crafts' Facebook page is Top 10 ranked, with more than 116 million followers. 5-Minute Crafts, with its passion for positive, clever, humorous content, also has a strong following on Instagram, Pinterest, and TikTok. This makes "5-Hours of Crafts" a perfect alternative to the biggest football game of the season.

The success of "5-Hours of Crafts" last year contributed greatly to the decision to return. According to Facebook data, the content garnered 5.4 million views through Facebook alone in 2021. These engagement statistics prove that the brand's 2021 counterprogramming was very popular:

• On YouTube, 1.5M viewers tuned in to watch the craft-focused event.

• Over 5.4M total views were recorded on Facebook alone, thanks to 2.4M live views and over 3M additional views from the video on demand.

• Combined live and on-demand viewers had more than four times as many reactions, nine times as many comments, and one and a half times as many one-minute views than previous 5-Minute Crafts videos.

According to Michael Boccacino, TheSoul Publishing's Director of Content Partnerships, a last-minute clever idea led to millions of views and engagements in 2021, thanks to the popularity of 5-Minute Crafts on platforms like YouTube and Facebook. "We're excited to revive '5-Hours of Crafts' and broaden its reach via new platforms where we've rapidly built new audiences like TikTok. We encourage anyone looking for some fun counterprogramming to check it out for themselves!"

TheSoul Publishing looks forward to seeing you on February 13, 2022, at 6:30 p.m. EST. Viewers can tune in to "5-Hours of Crafts" on the brand's YouTube channel, Facebook page, and TikTok page.

About TheSoul Publishing 

TheSoul Publishing is an award-winning digital studio that produces entertaining, positive, and original content for a global audience.

One of the world's most prolific and popular online media companies, TheSoul Publishing reaches more than one billion social followers across Facebook, Instagram, TikTok, YouTube, Pinterest, and Snap. Its globally based creative team consistently delivers engaging and irresistibly shareable content for all ages, in 19 different languages, distributed via a social media-driven cross-platform network.

From cutting-edge 3D technology to eye-catching stop motion, from fun live action to catchy music videos, from inspirational craft projects to vibrant animation, TheSoul Publishing's portfolio of media brands has it all. TheSoul Publishing's universe of well-known channels includes 5-Minute Crafts, Bright Side, 123 GO!, Avocado Couple, La La Life, Teen-Z, Slick Slime Sam, and Polar.

Its most-viewed channel, 5-Minute Crafts, is the number one DIY digital brand in the world and the only brand to consistently rank among the Top 10 of all YouTube channels and among the Top 10 of all Facebook pages.

Current initiatives include expansion across additional social media, music, podcast, and streaming platforms such as TikTok, Instagram, Snap, Roku, Apple, Spotify, Amazon Prime, and Chinese platforms including Xigua, Douyin, and Bilibili, as well as the continued growth of its extraordinary global production team to provide its fans more of the content they crave.

TheSoul Publishing has garnered numerous accolades including the Digital Studio of the Year at the 2021 Digiday Video & TV Awards, a 2021 Drum Award win (Best Use of Pinterest), a 2021 Webby Award nomination for 5-Minute Crafts, a 2020 Streamy Award nomination (Best Brand Engagement), a pair of 2021 Shorty Award nominations (Best YouTube presence, Best Community Engagement), a 2021 Drum Award nomination (Video Team of the Year), and a Media Excellence Award win (Excellence in Original Content).

For further information about TheSoul Publishing, visit the website www.thesoul-publishing.com. You can also visit TheSoul on social media.