That evening, he and a few friends whipped up the pasta for dinner. A friend posted it on her Instagram story, and they dug in. It was what they expected: easy to make and gluttonous. Like for Weiss, it took several viewings of several different videos for McArthur Joseph to finally fall into the pasta’s cheesy clutches. On February 9, after a Zoom-packed day at work, he made it for dinner. “There’s something so visceral and visually intriguing about squishing cheese and cherry tomatoes in a pulp, and instead of a mess, there’s a product you can have for dinner,” he says. “To me, it breaks down into a couple of things: (1) an easy recipe, (2) inexpensive/accessible ingredients, and (3) instructions that feel like an art-and-crafts project.”
Joseph, a senior social-media manager for digital marketing agency Beekman Social, also found the feta-pasta content on his feed rather refreshing. Sure, there were some stylized versions from full-time food bloggers. But many of the videos he scrolled past were by amateurs, cooking it up in a normal kitchen with Pyrex baking dishes. “TikTok, at its core, feels like the most democratized platform right now. You don’t have to have a million followers for your content to go viral. There’s also way less pretense on that platform and more room for creativity, whereas on Instagram it feels like every influencer/brand is trying their best to beat the algorithm,” he says. (Joseph is onto something. A TikTok spokesperson told Vogue that they believe the pasta’s power lies in its unpretentiousness: “It’s a trend that is easy to enjoy and take part in.” Quoting another TikTok icon from Ratatouille, Chef Gusteau, they added, “Anyone can cook.”)
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