Other bakers who want to participate message the host and ask to be added to a private chat. On a specific date everyone in the collab posts photos of their results, tagged with that collab’s hashtag. Though each participant is toiling in a separate kitchen with their own resources, a temporary community forms around a specific baking assignment. “It’s about people wanting to be educated on how to create something or how to bake something or if they’re having issues with something they’re creating,” said Ms. Walton. And as millions of young people found themselves marooned inside and at home, this newfound interest inevitably spilled over to Instagram.

Source: New York Times July 09, 2021 20:48 UTC