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.”)
Weiss and Joseph can’t remember what video, exactly, they made the pasta from, but there’s a good chance it was from Yumna Jawad, or @feelgoodfoodie. Jawad posted her feta-pasta rendition on January 28. Since then, it’s racked up a staggering 11.2 million views.
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