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How to Build a Strong Social Media Presence for Your Bakery

Learn everything you need to know about building a strong social media presence for your bakery, plus our favorite tools to help make social media management so much easier.

Posted 10 months ago
bakery social media

Written by

Mackenzie Taylor
Posted 10 months ago
If you’re running a business at all, the likelihood of you needing a social media presence is high. In this day and age, you need social media because that’s how people find you! And if you’re ever on the food side of social media (hello, me!), then you’ll notice how much you need social media if you’re a bakery. Trust me, no one loves a good photo of delicious baked goods as much as the people of the internet.
I know how scary it can be to start a social media account with nothing to go on, so this is what we’re here for today! Learn everything you need to know about building a strong social media presence for your bakery, plus our favorite tools to help make social media management so much easier.

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  1. Why does a bakery need to have social media?
    • Reach a larger audience
    • Build brand awareness
    • Promote specials or events
    • User-generated content

Why does a bakery need to have social media?

As I mentioned above, if you want people to know about you, to go viral, or to have people drooling over your tasty creations, having a social media presence will help you get there so much quicker!
By using social media, you will:

Reach a larger audience

Social media has millions and billions of users! Don’t miss out on this massive audience that you might not otherwise reach without the use of social.

Build brand awareness

This is a big one. If you want people to know anything about you, being online is hugely helpful. Especially if you’re online with a personality that people want to follow! Regularly posting engaging content—like delicious photos of your baked goods—will help you build a strong brand identity and attract some loyal followers.

Promote specials or events

Have a new menu item that you added? Teaching a class on how to make the perfect macaron (um, how do I sign up?!)? Using social media will help you spread the word, create a sense of excitement with your customers, and make people want to come visit your location.

User-generated content

This is SO important if you want to spread the word about your bakery! Encourage your customers to share their experience of your bakery by sharing photos on their platforms, writing reviews, and more. This content will help establish your bakery as legit because people trust others more and will be influenced to try for themselves!

Which social media platforms should a bakery be on?

We’ll never say you should be on every single social media platform because your audience might not be on every single platform!
Think of your overall audience: How old are they? Where are they living? What do they like to do and see? You’ll need to answer these types of questions when you get started with your social if you want to be effective and reach the right audience.
Each social media platform has a slightly different demographic, so let’s break down each to figure out what platforms you should be on:


This is still one of the biggest platforms online (despite people thinking it’s dying—I think it’ll be around forever!). With over 3 billion active users, Facebook is a place for almost everyone (yes, even younger generations too!).
Facebook is a perfect place for you to post regular content about your special menu items, hours of operation, and any photos of creations you’ve made recently, and a generally good social to have for people to find more information about you and your bakery.
Plus, Facebook has great tools for businesses to help target their specific audience, and create calls to action on certain posts like “Call,” “Book an appointment,” and more.


View this post on Instagram


A post shared by Crème (@cremelondon)


Instagram is a food-lovers paradise. Back in the day when Instagram first got started, everyone was posting #foodstagrams and while that might have slowed down a bit, food is still a huge part of the Instagram community!
Show off some behind-the-scenes Stories on your Instagram, share a carousel post of various delicious baked goods you’ve made, and create a Reel of you decorating a cake—whatever your vision, Instagram is a great place to showcase your work and talents!
Instagram also has great tools for businesses to help increase their reach on the platform. You can boost your specific posts, create ads, open up an Instagram shop, and more.


Similar to Instagram, TikTok is a great place for you to share your content and get seen by a lot of people online. Some of my favorite TikTok accounts are people who bake—this could be you!
Create TikToks of you making various baked goods, decorating, showing a step-by-step on how to make something, new menu items, and more.
Plus, with TikTok’s “nearby” feature, people who are near your location will have a higher chance of seeing your content and (hopefully) stopping in to see your bakery! Other tools TikTok has are TikTok ads so you can boost your content and TikTok store where you can link your online store to the app.

How to create a social media strategy for your bakery

You might hear the words “social media strategy” and want to run for the hills, but I promise! It’s not that hard. No, really.
Being consistent is the biggest key to building your social media accounts and a strategy will help you stay consistent. Because is there anything more annoying than discovering a new bakery and finding out that they just … don’t post anything on their social media channels? How are you to know if they’re open or even what they sell if they’re not sharing that information online?!
Exactly, you won’t know any of that information if they don’t post. This is why you need to be posting and create a social media strategy! Here are our steps to getting started on creating a strategy for yourself:

Determine your goals

What the heck do you want the social media accounts to do for you? Do you want more followers? Better brand awareness? More online sales? Whatever you want, you need to write it down so you can start building ideas around those goals to achieve them.

Know your target audience

As I mentioned above, who the heck is your audience? Who do you see coming through the door of your bakery every single day? Are there any people that you wish would walk through (and no, I am not talking about Harry Styles!)?
If you already have social media accounts, you can figure out who your audience is already by checking your analytics on each platform. It will tell you what the overall demographics are for your accounts so you can better serve them in the future with your content!

Instagram Analytics

Grow your account with best-in-class Instagram Analytics.


Choose relevant platforms

Once you know who your audience is, figure out what platforms would be best for you to target them specifically!
According to Sprout Social, here is the breakdown of demographics on each platform:


44% are female and 56% are male with the largest age group being 25-34.

Twitter (or X)

34.1% are female and 61.29% are male with the largest age group being 18-29.


51.4% are female and 48.6% are male with the largest age group being 15-35.


48.2% are female and 51.8% are male with the largest age group being 18-24.


54% are female and 46% are male with the largest group being 18-24.

Write out a content strategy

Think of all the goals you originally wrote down. How do you think you can achieve these goals through social? Is it a straight promotion? Is it a series of videos? You need to think of what would entice you as a customer to want to come into your store and buy an item from you.
Start writing down different ideas that you think would appeal to your audience—customer testimonials, behind-the-scenes content, showing your delicious creations, special promotions, and so much more.

Consistent branding

You don’t want to confuse your audience at all when it comes to your brand so being consistent is essential. Make sure that wherever your brand is online that you have the same logo, brand voice, color palette, and more so people know they are following the same bakery everywhere.
flick's instagram scheduler calendar

Create a content calendar

This is going to be so helpful to make sure that you’re maintaining consistency online. Create a calendar that covers every social media platform and what you’re going to post on each. This will help you stay organized, know exactly what you will need content-wise, and helps you make sure that your content is varied and not just the same thing over and over again.

Engage with your audience

People love being responded to! If you have comments or DMs piling up, make sure you’re replying to them! This will help you build your brand’s reputation online and build a loyal fanbase.

Optimize and analyze

Be sure that you’re regularly keeping updated with your social media analytics. This will help you figure out what is working well for your accounts and what needs to be improved upon. Once you start seeing which content your audience is engaging with the most, you’ll be able to start making more content like that so they have a reason to stick around!

What types of content should a bakery post on social media?

Ready to start putting together your content calendar and figure out the perfect things to post? Here are some examples of things you should start posting on your bakery’s social media accounts:

Product shots

Duh! You should be posting high-quality images and videos of your bakery’s tasty treats every second that you can. Show off those cakes, cookies, and beautiful sourdough loaves you’ve been working on all day. Be sure to highlight the things that make your products unique and completely and totally yours.


View this post on Instagram


A post shared by Sophia Handschuh (@sourdoughsophia)


This is such an easy one to do day-to-day. Take your followers behind the scenes of your bakery. Highlight your employees. Explain how you make a certain item. Show off both the good things and the bad things (this makes you human!). Showing these details will make people feel more connected to you and want to stick around to see what you’re up to next.

Special promotions

Whether there is a holiday coming up, a special occasion, opening a new location, or anything in-between, highlight any special promotions you’ve got going on. Creating a sense of urgency and making your promo a limited-time thing, will make people want to go to your bakery ASAP.

Customer Testimonials

Everyone loves a review by an actual customer! Share those positive reviews and those satisfied customers. One of my favorite things to do is share and repost users’ posts that they have tagged you in—in particular, Instagram Stories! This shows people how much your products are loved by others but also builds trust in your brand and makes others want to go out and try them.

Tutorials and Recipes

People love getting tips and tricks, especially when it comes from someone in the industry! Share any baking tips, recipes, tutorials, and more to help get your audience to engage and show off your skills! You can even ask your followers what they want to see you make, go live, and answer any questions to bring more followers in.

Fun Facts and Trivia

Trivia facts are in and always will be in. Have an interesting fact about baking, the history of your business, or just a random fun fact you love? Share it!

Staff Spotlights

Introduce your team and let people know who works at the bakery! Everyone loves to feel connected and as if they know the people they follow. Share 5 facts about your team. Share their favorite item on the menu! Just give your followers something they’ll love about your staff.


View this post on Instagram


A post shared by Pavilion Bakery (@pavilionbread)

Polls and Questions

Want to engage your audience? Ask them questions or poll them to ask what they want from you, about your bakery, on what they want you to make, or their favorite flavors to get new product ideas. Whatever you want, this will help you get more engaging content and make your audience feel more connected to you as a whole.

Tools to help you with your bakery’s social media

Now that you have an overall idea of what channels to be on and what things you can post, let’s get you a tool that will help with content and caption ideas and creation. If you’re struggling to come up with captions or figure out what exactly you should create content about, Flick’s AI Social Media Marketing Assistant can help you every step of the way.
Get access to endless content and caption ideas in seconds for your bakery. All you need to do is type in a keyword or phrase and our AI Assistant will provide you with the best captions for your brand or business in seconds.
And if you want captions that are completely and totally for your brand, all you need to do is enter your Brand Info into Flick by providing us with your Instagram handle or website link. Our AI Assistant will then come up with captions that are:
  • In your language
  • For your audience
  • In your tone of voice
That’s not all—I know, I know. You can also schedule all of your content with the AI Assistant right inside Flick. With a single click of a button, you can schedule all of your content for the next few days, weeks, or months ahead.
Save time and start growing your accounts with Flick. With Flick, you’ll get:
  • Endless content ideas with a single word
  • Auto-generated hashtags completely based on your caption
  • Schedule out all of your content inside Flick with a single click
  • Access to Flick’s FREE AI Caption Generator
  • Access to analytics for your social media that helps you see how you’re doing against your competition
  • A tool that writes completely in your style and brand voice
  • Repurposed long-form content into short bite-size social media posts
  • And so much more
Start a FREE 7-day trial and get started on creating the best content for your social media accounts every single time.
social media caption generator ai


Why does a bakery need to have social media?

Which social media platforms should a bakery be on?

How to create a social media strategy for your bakery

What types of content should a bakery post on social media?

Tools to help you with your bakery’s social media

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