Social Media Best Practices and Tips for Bakeries

If you’re in need of the best social media practices and tips for bakeries, BakeSmart has the advice you need to stay relevant on social media. Posting stunning pictures of your creations to your bakery’s social pages can pique interests and make mouths water—but you can also use social media to attract new customers, engage with current ones, and develop relationships with people who will want to promote your brand. The best thing about using social media to help promote your bakery? It’s low-cost marketing!

Most of the social media best practices in this blog can be used across multiple platforms, allowing you to streamline your efforts and make it easier for you to focus on what you do best: running your bakery! When you’re able to post regularly and authentically, you’ll find people interacting with your businesses’ brand in new and surprising ways.

Below, we’ve broken down how you should navigate each social media platform for the most optimal results. The goal is to appeal to your target audience in ways that make them want to visit or promote your bakery. Keep reading to learn more:


Facebook is all about friends, family, and shared interests. Chances are, if you can get someone’s friends and family talking about your bakery, they’ll be likely to interact with your promotional material and spread the word. While it’s true that some posts should be informative, most posts to Facebook will want to trigger an emotion like joy, happiness, inspiration, nostalgia, excitement, and all those other feel-goods that go great with your tasty treats. 

Draw customers in by posting about discounts or giveaways that revolve around sharing your post or liking your bakery’s Facebook page. This engages your audience, has a clear call to action, and they get something in return! It’s important as a bakery to be easily marketable and pull out all the stops to promote your authenticity. 

Don’t forget that Facebook is more than just a place to make informative statuses’ about promotions. Next time that tray of freshly-baked croissants comes out of the oven, snap a picture and invite your followers to come treat their tastebuds. Think of things that would interest your audience. Do you have a cake that needs custom, intricate icing details? Take a video and show your customers the process. The more you can get people enticed by your content, the more likely they’ll be to pay a trip to your bakery. 

Another Facebook feature that works great when it comes to getting people in your bakery is the ability to create public events. You can share any of your upcoming events with your target audience. Events can be anything from a cake decorating event to a father/daughter baking class or even a holiday cookie party. You could even post about a weekend-long special that will simultaneously remind customers of your promotion and make them feel like a VIP at your bakery. After the event, you can post the pictures and even invite your guests to post any pictures they took and tag your personal pages for their friends and family to see. Learn how to attract people to your events here.

Social Media for Bakeries


Since Twitter is focused on posting with a small number of characters, it’s ideal for all sorts of short posts that customers will appreciate or retweet. The goal of this social media platform is to stay concise, clear, and conversational. Posts that get the most action on Twitter are videos, so keep this in mind when you’re thinking about what to post. 

With that being said, you can post whatever content you see fit (as long as it doesn’t surpass the 280 character limit). Here are some more post ideas you can consider for your bakeries Twitter page:

  • Make your tweet interactive by asking your followers a question. This not only creates important engagement, but you can offer a sample or discount to the first person to get the answer right.
  • Be a source of baking education by taking the time to post quick baking tips. Your followers will appreciate that they can learn from you.
  • Don’t forget to highlight your customer loyalty program. Consumers love that VIP feeling and will be more inclined to visit your bakery when they can rack up reward points.
  • Announce new products with a short but detailed description. Entice your audience, but make them want more. This will make them want to visit your bakery to see for themselves or engage with your tweet.
  • Share your daily or weekly specials! Keeping your potential and regular customers up-to-date on your offerings keeps things fresh and fun.
  • Share those exclusive discount codes with your followers. If people are taking the time to follow and interact with you via social media, they deserve some recognition for their support. 
  • Never underestimate the importance of a hashtag. Something as simple as hashtagging your geographical location with the word “bakery” (e.g., #IndyBakery, #IndianapolisBaker) is an easy way to let people find you. 


Instagram is probably the best platform for a bakery because it focuses on what many people love about social media: photos! This is a great advantage for bakeries. What’s better than an Instagram page that constantly posts mouth-watering pastries, cakes, brownies, cookies, muffins, or cupcakes? We’ll wait.

And since Instagram is such a visual-heavy platform, it goes without saying that the pictures you post should be the highest quality possible. Make sure your pictures are focused, authentic, and have a suitable background. You want your photos to have an aesthetic that reflects your brand. If you don’t have the right lighting or accessories to reflect your vibe yet, no worries. You can take full advantage of filters and editing apps and can even check out our photography suggestions for promoting your bakery.

While posting vivid and captivating pictures is key, Instagram has a ton of cool features that can help creatively promote your bakery. You can encourage engagement on your bakeries’ Instagram page by utilizing the following features:

  • Create your very own hashtag that includes your bakeries’ name, slogan, product, or something else unique to you. Place this hashtag in your captions and other posts and watch as it catches on with those who engage with your Instagram page.
  • Another thing to keep in mind about hashtags is that you can tag your posts with popular or trending tags. If you’re a cake decorator, consider using the hashtag #CakeArt so your picture pop up when people type that hashtag in search. You should use between one to 10 hashtags.
  • The visually-driven aspect of Instagram makes posting videos just as important as posting photos. You can post a short video of you perfectly icing a cake or create a video that gives your followers a behind-the-scenes look into your kitchen.
  • Use the time of day to your advantage. For example, most people take their lunch break around 12-2 p.m. You could post a picture of your famed ham and cheese croissant around this time with a caption about stopping in for a snack. You could also use this post to remind your customers of your hours.
  • Hold a photo caption contest. Show your goofy side by posting a wacky photo of your staff or kitchen and have your followers comment with their funniest caption. Give the winner a certificate or free product. This brings out the “human” side of your brand and will feel fun and relatable to your audience.
Social Media Best Practices and Tips for Bakeries

Pro Tip: Schedule Your Posts

Approach your social media the same way you approach your goods. They should be high quality, thoughtful, and fresh every day. To accomplish this, set aside time to schedule out all your posts for the week, so you don’t have to stop in the middle of your busiest time to post. 

Great branding is always accompanied by a well-thought-out plan. While it’s encouraged to follow your creativity and post in the moment when it feels right, you don’t want a bunch of rushed posts to define your bakery. There are a few free platforms, such as Hootsuite and Buffer, that will post automatically to social media according to the schedule you set. Remember: post regularly and with purpose on all social platforms. Planning ahead allows you to create a strategy around your social media presence and saves you time in the long-run.

BakeSmart Is Here to Help You Conquer The Chaos

No matter what social medium you choose to use, make sure you’re highlining the best parts of your bakery.  Looking for more tips for your bakery? Follow us on Instagram, Twitter, and Facebook for helpful tricks and tips for managing and promoting your bakery.

Set on the marketing side, but want help with managing your bakery operation? Schedule a demo of BakeSmart today to learn more.

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