In the modern age of marketing, social media is king! A well-thought-out an planned social media strategy is a low-cost marketing effort that yield can help both large and small businesses grow and succeed. The wonderful aroma of freshly baked breads and pastries is not able to waft through your phone. However, posting effective bakery content works just as well at generating that feeling of want or curiosity within the customer. For many successful bakeries, social media has become the icing on the cake (pun intended). Some bakeries have even gotten their start via social media. Take My Cookie Dealer for example, they started making their cookies in a shared bakery space and exclusively selling products through Instagram. Fast forward some years and they have their own facility with some new Empire Rack Ovens, and a handful of retail shops as well. Social media can be a unique and powerful platform to connect, engage, inspire and sweeten the success of your bakery business. Here are some ways how a bakery can successfully leverage social media.

Engaging Visuals:

Bakers know as well as anyone, that presentation is everything. It's no different with social, especially for the more visually driven platforms such as Instagram. Social media provides you with the perfect canvas for showcasing your products, bakery equipment and interior design of your bakery. This type of content can leave a lasting impression and entice customers to make a purchase.

Build a Community:

Despite the enticing visuals and the goal of increasing sales and brand awareness, social media is also about creating a community around your brand. Outside of your product promotions and business-forward content, sharing some behind-the-scenes glimpses into your bakery and your process can help build a sense of community by fostering a sense of belonging for your customers. Introducing members of your staff and engaging with customers in your bakery is a great way to build a connection and relationship with your audience.

Real-Time Updates:

Social media is great at getting the word out. The food industry can really benefit from the instant updates that social media allows. Any daily specials, promotions or limited-time offerings can be posted to social media to bring instant awareness. Facebook and Instagram are great platforms for this type of content due to their ability to publish story posts, which are time-limited pieces of content that provide a status or update to an audience from the business’ account.

Expand Your Reach:

A good bakery knows about the power of word of mouth. However, word of mouth can only get you so far in terms of awareness. Social media allows you to promote your bakery and get the word out to an expansive audience outside of your local area. Customers a few towns over may not have heard of your bakery, but through social media content and strategy, that person can learn about you and be happy to realize you are only minutes away. If you take it one step further and get into social media advertising, a few bucks per post can help you not only promote your business but narrow down the specific audiences and locations you wish to promote to.

Trendspotting:

Let’s take a step away from the act of posting content for a second and discuss researching content. The food industry as a whole is one that thrives on social media and sees a great deal of trends. Think of “Tasty” videos. Those short 20-second clips of a delicious and easy recipe. Or even better, think about years ago when the “cronut” took the world by storm or the rainbow bagel was all people would talk about. These are all social media trends that gained momentum and bakeries utilized to for their own benefit. Seeing a product trending on social media could be a great way to decide what products to offer at your shop.

In conclusion, social media is more than just a digital storefront for your bakery and its products. It’s a way to advertise your brand at a low cost, and a way to connect with your audience and build a sense of community. Putting together a well-thought-out and consistent social strategy can benefit your bakery tremendously and leave a lasting impression on customers both current and future.