Instagram’s Cake Decorating Community is an Internet Marketing Masterpiece

It seems as if there is no shortage of communities on Instagram to help consume more of your time. For beauty lovers, an endless supply of makeup tutorials and gleaming photos of skin care products can keep you entertained for hours. For car lovers, accounts dedicated to the good, the bad, and the ugly are available to fill that void, too. There’s even a whole community of cake decorators on the platform that make the trade look too easy. But at the very least, someone else’s hobby can easily become your guilty pleasure.

For those that don’t have time to binge The Great British Baking Show or take up a new hobby—there’s thousands of videos on Instagram of time-lapsed videos of cakes getting iced and decorated. And they’re oddly very soothing.

I personally have no business shopping for professional cakes on the internet—but I would be lying if I said I did not spend 20 minutes yesterday watching cakes get frosted as if I were in a trance. One time the obsession got so bad I even bought a cake decorating kit and tried it myself. But the reality is that these bakers make it look much easier than it is, and my cake ended up looking like a blob of grey slime.

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