Facebook: There are estimated to be over 2.1 billion Facebook users. It’s a very powerful platform to reach your clients. It is great for engaging in communication with people that like you. Like Miek Paulus from Ket Baker, you can use Facebook to post your news, photos and new products, but also to offer to take orders etc.
 
Instagram: This is the ultimate inspirational platform. It’s ideal for short formats but requires top quality images. Take a look at the Instagram account of La Pâtisserie des rêves and showcase your bakes with style. Feel free to describe the flavours of your products or their production techniques.
 
Pinterest: If you have a website and want to improve its ranking on search engines, then use and abuse Pinterest. To develop a good strategy, you could take inspiration from Bruni’s Boulangerie. For instance, you could offer a look behind the scenes of your workplace and share some of your recipes. Go for simple recipes that anyone can make without the need for too much equipment or skill.
 
As you can see, every social network has its own features. What works on Facebook won’t have the same effect elsewhere. Start by focusing on a single network. Take your time building a community, communicating and gaining their loyalty rather than spreading yourself too thin with no method.

To start with, your strategy should be based around two main targets:

Your potential clients who you can target with high accuracy by buying ad space based on location, age, gender, language and interests (baking!). On Facebook, for example, you can simply choose to broadcast your messages to people who live near your bakery.

Ambassadors and influencers, who share, comment and get involved on your pages as well as their own, thus increasing your reach. You can have your cake and eat it!
In the long-term, the aim is to bring these two audiences together. It’s a subtle art to keep your posts consistent and carry on surprising people. The end goal of your strategy is to have a loyal community. And customers…so make sure you ask your fans for their opinions.
Social networks also provide you with vital information, so pay attention to the comments on your posts as they show you what your clients are really interested in. Don’t forget to follow the big names in pastry and baking to keep up to date with the latest trends and expand your product range if necessary.

Before designing your page on social networks, think carefully about your goals, means and resources. Focus on easy-to-create content as that’s what works best.
 
Photos: Take inspiration from food bloggers whose images are shared in their hundreds. You can create series of photos, still with the same slightly monomaniac approach, such as the tarts by Lauren Ko.
 
Videos: They are getting easier and easier to upload thanks to the Stories app on Facebook and Instagram. You can show off new techniques, give advice to amateur bakers just like this video by L’Eclair de Génie.
 
Recipes and tutorials: These are only for Pinterest with rich and all-round content like on Il était une fois la pâtisserie.
 
The only question remaining is how often should you publish? The golden rule: regularly! On social networks you need to create a bond with your fans. If you can’t publish content every day or several times a week then schedule at least one weekly get-together with your audience.