Social media playbook for bakeries
Few things look better on a phone than fresh bread being torn open. A bakery's social media should show what's coming out of the oven, how it's made and when to get it, and make pre-orders for cakes and holidays easy.
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What social media is for, for a bakery
Get people in while the bakes are fresh, and fill pre-orders for cakes and holidays.
Where to post
Best first. You don't need every app; these earn their time.
Instagram
Bakes, process reels and pre-order announcements.
TikTok
Dough, scoring, the crack of a crust: baking process videos reach a wide local crowd.
Facebook
Local groups and regulars. Good for pre-orders and holiday hours.
Pinterest
Cake and pastry ideas get saved for birthdays and weddings months ahead.
What to post
Four kinds of post, with ideas you could make this week.
Out of the oven
Post the morning bake early, so people come while it's warm.
- Sourdough coming out at 7am
- Croissant cross-section
- Today's full counter
How it's made
Process builds trust and is good to watch.
- Laminating croissant dough
- Scoring a loaf
- 48 hours in the life of our sourdough
Custom orders
Show cakes and orders you've made, with how to order one.
- This week's birthday cakes
- How to order a custom cake
- Wedding cake, start to finish
Seasons and holidays
Holiday bakes and pre-order deadlines.
- Hot cross buns are back
- Pre-order your Christmas stollen by the 15th
- Pumpkin season bakes
A simple week
One post a day. Share each one to the other platforms above.
- MondayMorning bake reel
- TuesdayProcess clip
- WednesdayCustom cake of the week
- ThursdayTip: keeping bread fresh
- FridayWeekend pre-orders
- SaturdaySaturday counter
- SundaySomething new to try
Opening lines that work
The first line of a reel or caption decides if people keep watching. Make them your own.
- Listen to that crust.
- This takes us two days to make.
- Out of the oven 10 minutes ago.
- Pre-orders close Friday.
- The one everyone comes back for.
Mistakes to skip
- Posting the bake in the afternoon when it's gone.
- No clear way to order a cake.
- Only pretty photos, never the process.
How to tell it's working
- Pre-orders and cake enquiries from social.
- Morning sell-outs after a post.
- Messages about orders and dates.
Run this playbook without the daily work
- Makes reels, carousels and posts from your products and website, in your bakery's style.
- Turns phone clips of the bake into finished reels on Growth and Pro.
- Answers 'can I order for Saturday?' in comments on Growth and Pro, and DMs on Pro.
- You approve each post with a tap, or switch on autopilot on Growth and Pro.
Questions people ask
What time should a bakery post?
Early. Post the morning bake soon after it's out so people can still come for it. Use the evening for tomorrow's specials and pre-orders.
How do I get more cake orders from Instagram?
Show finished cakes often, say clearly how to order and how far ahead, and answer every question quickly.
See your own posts first.
Paste your bakery's website and Socialhand makes a reel, a carousel and posts for all 8 platforms, free. If you like them, plans start at $97 a month.