On her farm in Utah, Hannah Neeleman makes herself a turmeric latte with a special ingredient: raw milk, fresh and frothy from the udder of a cow. Her young daughter squeezes some into her cup, too.

The video of Neeleman’s raw milk latte has been viewed 8 million times on her Instagram and TikTok accounts, Ballerina Farm, since it was posted on May 11. In videos across social media, people are showing themselves drinking raw milk, claiming it offers health benefits that are lost in pasteurized milk, which is heated to kill disease-causing pathogens. One influencer squirts it from the teat into his mouth. Another says raw milk is “pure.” (Neeleman declined a request for an interview.)