Contributed by Greg Mason
KANSAS CITY, MO — As the owner of Treat Yo’ Self Bakery in Wilson, NC, and the social media handle @Trashyqweenz, I swear by one rule: Bake it, but make it a moment. Social media isn’t just, “Here’s my cake, bye.” It’s about telling a story people can connect to. Show the crumb coats, the flour explosions, even the ugly cry when a tier slides at the worst possible time. Customers want a dessert with a personality, not just a pretty picture.
There’s a lot on bakers’ trays, but social media doesn’t have to be a heavy lift. Here are six rules to keep in mind when running a social media account.
Rule No. 1: Your camera eats first.
Bakers don’t need a $3,000 camera; an iPhone and a ring light will do just fine. Rather than using a dimly lit photo of a baked good on a countertop, play with angles, move around and let customers see the product details.
Rule No. 2: Your voice matters more than a trending sound.
Think of your tone and aesthetic online as a signature cupcake; once people see it, they should know it’s yours. Trends such as popular sound clips in short-form video content come and go faster than a limited-edition OREO flavor; personality makes people stick around. If a person scrolls past a video and recognizes the tone and aesthetic before they see your bakery’s name, that’s when you have brand recognition.
Rule No. 3: Be relatable.
It’s not all about posting the perfect final product. Show the pricing breakdown, grocery haul, boxing process … even the 2 a.m. meltdown in the walk-in fridge. Those are the clips people comment on, tag their friends in and share.
Rule No. 4: Don’t be the “buy this, buy that” account.
People follow people, not billboards. Reply to comments, laugh with your audience and talk to them like a friend. The more they like you, the more they will want your cupcakes.
Think of social media as a bakery window that never closes, except instead of just neighbors walking by, the entire world can peek in. Social media works while you sleep, which means your best work is still getting views, likes and shares at 3 a.m.
It also puts you in control of your own narrative. You decide what people see first: the gorgeous cake, hilarious mess-up or behind-the-scenes chaos that makes it all happen. And the
benefits go way beyond sales. A strong online presence can help land brand deals, media features and other opportunities beyond foot traffic.
Rule No. 5: Inspiration doesn’t stop.
Follow food stylists, pastry chefs, small business owners and non-food creators, because sometimes the best ideas come from outside your bubble. A color palette from a florist, a plating style from a restaurant, a viral TikTok trend from a completely different niche … all of it can feed your creativity.
Rule No. 6: Mix it up.
Take what you know from baking and stir in stuff from totally different worlds. That’s when the magic happens and people start saying, “Okay … I’ve never seen that before.”
This story has been adapted from the September | Q3 2025 Craft to Crumb mini-mag. Read the digital issue here.
