I'm thrilled to write this blog about something that's become absolutely essential for any modern bakery: social media. It's not just about posting pretty pictures (though that's definitely part of it!), it's about building a community, showcasing your talent, and really growing your business. Think of it as your online bakery, always open and ready to welcome customers. Let's dive into the top 3 ways SM can help you.
1. Building a Delicious Community – One Post at a Time: Instagram and Facebook are amazing for connecting with people on a real level. It's not just about selling cakes; it's about sharing your passion, connecting with your audience and really letting them into your world. Here are a few ways to use social media to show your audience snippets of your life as a baker and entrepreneur.
- Show them the “behind the scenes”: Don't be afraid to show the messy, wonderful process of baking! People love seeing where their treats come from, it makes the experience more personal and they feel more connected to you and your brand. Share photos of your ingredients, videos of your techniques, and even the occasional flour-covered face – it makes your brand feel human and approachable, and shows that you're not afraid to get your hands dirty! Be honest and genuine, and talk to your audience and customers with authenticity, because, and I promise you, if you're not being authentic, they will know and they won't be able to connect with you.
- Highlight your Progress & Learnings: We're all on a journey, right? Share your baking experiments, your successes, and even those "oops" moments. It's inspiring to see how you learn and grow, and it makes you relatable, showing that you're a real person and not just a perfect baking machine. Plus, it positions you as someone who's constantly improving, which builds trust in the eyes of the client, because they know you're always striving to be better. BTS content=relatability. You can also find your style through this, by either showing this using a video format like reels or tiktok, and filming with a video camera, or showing still photos of bloopers, or using a gopro and showing a timelapse. There are so many styles of delivering content, and eventually you will find yours, but the only way to know what style 1, resonates with your audience and 2, you personally like, is by doing. NOT thinking about it, but by action and testing it out.
- Showcase your Sneak Peeks & Specials: Tease your followers with glimpses of new creations or upcoming specials, build excitement and anticipation! It's like giving them a little taste of what's to come. Here you can tease your upcoming menus, your pop-ups, special collaborations, anything that you have in the pipeline.
- Chat with Your Customers: Seriously, talk to them! Respond to comments, answer questions, and ask for their opinions. It makes them feel like they're part of your bakery family and that their voices are heard. Do polls, engage with them, ask them what they want to see on the menu and have fun.
2. Your Social Media Menu: Think of your social media profiles as a visual menu, it's your chance to tempt and excite your clients and followers! Social media is a fantastic platform to highlight your menu, especially if you have a weekly or monthly menu update. Use IG highlights for that and don't forget to share client reviews too.
- Show Off Your Stars: Post delicious photos and videos of your best work. Good lighting is absolutely key! Make those cakes and pastries look irresistible, good visuals make people hungry and make them want to try your creations. There is a reason food content creators and foodie pages are always blowing up, people LOVE good looking food and eat with their eyes first. You have 3 seconds on social media to capture their attention, don't lose those 3 seconds to a badly lit photo or video or a messy set up. make sure you take your photos in natural light or with good bright artificial light, and a make a cute set up. it doesnt have to be elaborate, just pretty <3
- Variety is the Spice of Life: Showcase the range of things you offer. From classic recipes to your own unique creations, let people see what you're capable of, show them the breadth of your skills and the diversity of your offerings.Update your stories regularly to show that you as a baker can create diverse and exciting items.
- Signature Desserts: Highlight your specialties. What makes your bakery special? What are you known for? Make sure these shine! These are the items that will set you apart from the crowd and make people remember you. Show the process of how you came up with the idea
- USP: Are you a specialty baker, for example, do you specialise in GF and vegan desserts? Or do you specialise in dog-friendly cakes? Use Instagram to highlight your USP and use the IG Stories feature to walk your clients through a day in the life, the process of making a cake for dogs, or "make a new flavor with me," etc. Stories are a great way to engage your audience and give them a more personal look into your process.
3. Learn, Grow, and Connect with the Baking World: Social media isn't just for promoting your business; it's also a fantastic place to learn and grow as a baker, it's a huge resource for your own development. I personally found so many bakers and chefs to learn from in my early days before I started my own business. Here’s what you can do.
- Connect with Your People: Find other bakers in your area and around the world. Networking is so important! Share tips, collaborate, and support each other, and you'll find that the baking community is incredibly welcoming and supportive. I've found some of my closest friends through this community and we all find ways to help each other, be it sending ingredients in an emergency or helping with props on shoot days or even bouncing ideas off each other.
- Find Your Muse: Use social media to discover new recipes, techniques, and trends. Follow baking influencers, watch tutorials, and get inspired by what's out there – there's always something new to learn and explore. You can get inspired and use some of these concepts for your own personal business and social page too.
- Ask and You Shall Receive: Don't be shy about asking questions and seeking advice. The baking community is incredibly generous and helpful, you never know you may end up finding your mentor, your teacher, your business partner, or even an investor through these connections.
Pro Tip: Want to know the fastest way to grow your social media? Engage! Like and comment on other people's posts. Be genuinely supportive and build real connections. It's a two-way street. The more you give, the more you'll get back. There's room for everyone in this delicious world – competition is so last season. We're all in this together and once customers see how loved you are as a business, they trust you more. Another note on competition is that there is no possible way for you to feed every single person in the city or even your locality, nor is it possible to cater to every price point. NEVER let competition slow you down. Focus on your own strengths and your own unique offerings, and you'll find your niche.
One Last Thing: Invest in Your Visuals!! I can't stress this enough: good photography and videography are essential. They're the difference between a casual glance and a craving. I built my business on the back of fantastic photography and visuals, they are what draw people in and make them want to try your creations. Invest in capturing your creations in the best possible light. Trust me, it's worth it!
So, start connecting, sharing, and let social media help your bakery business flourish! I can't wait to see what you create, and if you do end up using any of these suggestions, please let me know! I'd love to see how it works out for you. <3
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