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This article aims, first, to illustrate the complexity, challenges, and dynamics specific to #foodporn and its deployment, and, second, to explain its communicational logic. Based on the concept of the culinary, a unifying theme and creator of sociability, #foodporn presents an opportunity to consume the visual excitement felt by the love of good food. These two characteristics condition the phenomenon, stimulate audiences, and reveal the infra-advertising logic that governs Instagram’s posting policy.