From Instagram Stories to Your Kitchen
Image Source: Patrick Taillon
If you know me, you know I’m obsessed with a few things: social media, cooking and wine. Thankfully, I fell into a career that lets me center my life around those three things. I am constantly reading food articles, recipes and tweets and closely following certain foodies, writers and chefs. In particular, I am shamelessly infatuated with New Yorker Food Correspondent Helen Rosner, whose witty tweets and killer recipes flood my phone screen. A few months ago, I followed her personal newsletter and became aware of one of Rosner’s claims to fame: “Roberto.“
“Roberto” is a soup recipe Rosner invented in the winter six or seven years ago, throwing together ingredients she had laying around the house. To her surprise, the recipe was savory and perfect. She published the recipe to her newsletter subscribers, and thus the phenomenon began. I can attest that “Roberto” is in fact the perfect soup, made up of sautéed onions, Italian sausage, garlic, beans of any kind (I prefer kidney), stock or wine (I do a weird mix of both), a bunch of kale and pecorino cheese. Absolute perfection.
In a recent article published on the New Yorker, Rosner discusses how Roberto has recently risen to fame, citing Instagram stories as the reason for the overwhelming popularity (the recipe is shared in the article, if you’re interested). Rosner, who has over 34.9k followers on Instagram, noticed she was getting tagged more and more in people’s Instagram Stories showcasing their renditions of the soup. She says that, “Instagram etiquette does not demand that I reshare other people’s Robertos, but it feels like the right thing to do.” So that she does! She reposts countless images of Robertos to her page, with her own commentary, of course.
In the aforementioned article, Rosner notes that she is not the first food writer whose recipe gained popularity through Stories. She cites writer Julia Turshen, whose Instagram is often filled with photos and videos sharing followers’ execution of her Happy Wife, Happy Life Chocolate Cake, a recipe from her cookbook Small Victories, and Alison Roman, who has been regularly sharing carousels of fans making her chocolate-chip shortbread for YEARS. That’s right, YEARS. Talk about a trendsetter!
So why does resharing increase popularity? It’s simple really: community. As Rosner puts it:
“…But in these theme-and-variations Story bursts—the visual evidence of dozens of people’s spontaneous actions, their joy in the creation and pleasure in the consumption—the sense of community is almost physically tangible. Watching the real-time unfolding of so many people’s culinary undertakings feels, somehow, like real human connection.”
Seems fitting, since human connection is really what prompted the creation of social media in the first place, isn’t it?
Posted by Julia D.