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Bakers cashing in on Instagram's cake obsession

For each cake she bakes, Ms White usually makes four short Instagram videos, a minute-long Facebook video, and a longer, more involved YouTube video. The editing process takes hours.


IN A cramped Manhattan apartment kitchen, Chelsey White painstakingly bakes, assembles, frosts and decorates an elaborate mermaid-themed cake. The entire four-hour process is videotaped, then edited down to a few brisk minutes and shared on social media. Its purpose served, the...

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