Running a bakery means your hands are usually covered in flour, not glued to a smartphone. You don't need a marketing degree to get people through the door; you just need to remind them that your ovens are hot and your shelves are full. Most bakery owners overthink their social media, but the truth is that your customers are looking for that small moment of joy—a flaky pastry or a crusty loaf—to brighten their feed.
The goal isn't to go viral; it's to be the first thing someone thinks of when they're craving a treat on their lunch break. You can fill your calendar for the next month by simply documenting what you're already doing in the kitchen. Stop looking for "viral trends" and start showing the steam rising off the bread at 5:00 AM.
What actually works: Focus on the 'sizzle.' High-contrast photos of textures—the crumb of a sourdough or the drip of chocolate ganache—perform better than any polished graphic you could ever design.