The “boho rainbow cake” baker Sarah Martinez created last summer was a hit with the client who ordered it—but an even bigger hit on TikTok.

Using her iPhone, Martinez documented the construction of the cake in her Westerville, Ohio kitchen: the layering, the shaping of the arc, the intricate buttercream piping. The video, which condensed more than two hours of work into a 50-second clip, scored over nine million views. All it cost Martinez was time.