Not long ago, if you told your parents you wanted to be a successful baker, you’d have to head off to catering school, work in a restaurant or open your own cake shop to warrant some success. However, thanks to social media, baking now has a cool, new makeover. Warning: this article may cause stomachs to rumble.
These days you simply have to announce your new career path, grab your ingredients and your mobile and snap away.
Introducing, the 21st century baker…
Perfect for Pinterest
Looking for baking inspiration? Pinterest is the place to start with pins and boards dedicated to cookies, cupcakes and wedding desserts. Search for ‘baking’ on Pinterest and the results are endless, from raspberry yoghurt muffins to no-bake strawberry cheesecakes. It seems the weirder, the better, as seemingly opposing ingredients that produce eye-pleasing results work really well.
Baking Means Business
It’s good for businesses too. Although individuals can share their latest recipes and newest cake designs, local shops and cooking companies can share images of their baked goods to raise awareness of their brands too. Bakeries can make potential customers salivate over their iced cakes and chocolate brownies. Take Krispy Kreme for example, as they post pictures of their famous doughnuts to their 2M Instagram followers on a daily basis – well they do say if you’ve got it, flaunt it.
“Is he going to be okay?”, “I’m afraid we’ve lost him…to his Facebook feed.”
We’ve all scrolled down Facebook and seen videos of the wedding cakes being designed – glorious, multi-coloured structures that when sliced produce sweets or chocolate. There are also images and videos of cakes that have been tailored to famous faces or buildings, desserts made out of people’s favourite alcohol or giant versions of everyday baked goods. Videos tend to generate a lot of interest and when paired with good-looking cakes, biscuits and scones, the engagement really does rise like baked bread! These kind of videos do have dangerous side effects though, including hunger, licking of phone screens and a complete lack of social awareness.
Baking my way through TikTok trends
If you’re a baker looking to grow your business, TikTok can be a game-changer. Use it to showcase your process with behind-the-scenes videos, satisfying icing clips, and eye-catching before-and-afters. Hop on trending sounds and challenges with a baking twist to boost visibility. Share your signature products, seasonal specials, and the stories behind your creations to connect with your audience.
Educate and entertain with quick tips, hacks, or baking fails, and engage actively by responding to comments and asking for input.
Don’t forget to use relevant hashtags like #BakingTok and include ordering info in your captions or bio. Consistency is key — aim to post a few times a week, batch content ahead of time, and take advantage of TikTok’s scheduling tools. With the right mix of creativity, storytelling, and strategy, TikTok can help turn views into loyal customers.
You Can Eat… Insta-ntly
Food continues to thrive on social media, and in 2025, Instagram remains a powerhouse for culinary content—especially baking. Sharing beautifully styled meals, step-by-step recipes, and behind-the-scenes baking clips has become a daily ritual for food creators and fans alike.
Bakers are particularly well-positioned on the platform, with visually rich content that performs exceptionally well across Reels, Stories, and even Instagram Broadcast Channels. High-quality photos, quick baking tutorials, and carousel posts of recipes or transformations drive strong engagement. With over 20 million public posts now under the hashtag #baking, and growing interest in tags like #bakingvideo, #bakingcookies, and #cakedecorating, the appetite for baking content is undeniable. Features like Instagram Shopping and Creator Marketplace also give bakers more tools than ever to monetise their content, reach new audiences, and turn their passion into profit.
Doughnut Worry About Following the Crowd
There are also a range of different accounts stirring around on social media, all of which are dedicated to various kinds of baking. Predominant types in digital baking include cupcake creators and cake decorators, but there are also bread bakers, sweet makers and individuals who are trying to find healthy or gluten-free alternatives to everyone’s favourite desserts.
In this age, anyone can be a baker, with recipes listed endlessly on the Internet and step-by-step guides on making ‘giant cookies’. However, to really stand out amongst the cooking crowd, it’s important to find a niche or put a spin on everyday baking that makes your cakes different.
And if that all sounds like too much work, we’re here to help. If you’re ready to take your social media to the next level, get in touch with us here.
Editor’s note: This article was published in 2018 and has been updated for accuracy and relevance in June 2025.