![Pastry Shop: how to post engaging content [content idea list]](http://onlineyougrow.com/cdn/shop/articles/cov-marketing-plan-5_0199ed43-bc78-454f-9f16-ed13d3f525b8.png?v=1715865485&width=1100)
Facebook and Instagram are not just for likes and fun—they're powerful tools that the best pastry shops in the world use strategically to attract customers.
We know you're busy running your pastry shop and the thought of managing social media might feel like another burden.
But here's the deal: you don't need to be a marketing expert or spend a fortune to make it work. Just a few minutes a day can bring a couple of new customers to your shop.
To help you out we have built a free list of content ideas - also, for a full action plan, please check our strategy pack for pastry shop owners.
Get the content idea list made for pastry shop owners
A lot of pastry shops manage to post engaging content on social media. Here is a free tool to to get you started.
Content that always work well for a pastry shop
We have studied dozens of pastry shops’ social media accounts when building strategy pack for pastry shops - here is what seems to always work.
| Content Type | Why It Works to Get New Customers in Your Pastry Shop |
|---|---|
| High-Quality Pastry Photos | Visually appealing images of pastries can make potential customers crave the treats, encouraging them to visit the shop. |
| Behind-the-Scenes Videos | Showcasing the baking process, pastry chefs, and preparation techniques builds trust and creates a connection with the audience. |
| Customer Testimonials | Positive reviews and testimonials from real customers provide social proof and encourage others to try the pastry shop. |
| Specials and Promotions | Announcing limited-time offers, discounts, and special pastry releases can attract new customers looking for deals. |
| User-Generated Content | Sharing content created by customers (photos, reviews) engages the community and adds authenticity. |
| Local Collaborations | Partnering with local influencers or businesses can introduce the pastry shop to a broader, local audience. |
| Event Announcements | Promoting upcoming events, baking classes, or special tasting sessions can attract new visitors interested in unique experiences. |
| Seasonal and Holiday Posts | Highlighting seasonal pastries or holiday-themed treats can attract customers looking for special options during those times. |
| Interactive Content | Polls, quizzes, and Q&A sessions engage followers and create a sense of community, encouraging them to visit. |
| Recipe Shares | Sharing recipes of popular pastries can intrigue baking enthusiasts and motivate them to try the original treat at the shop. |
| Daily Specials Updates | Regularly updating followers with daily specials keeps the pastry shop top-of-mind and encourages spontaneous visits. |
| Behind-the-Scenes Staff Stories | Featuring stories about the staff members creates a personal connection and humanizes the brand. |
| Baking Tips | Sharing tips and tricks from the kitchen can engage followers who are baking enthusiasts and home bakers. |
| Sustainability Initiatives | Highlighting sustainable practices or locally sourced ingredients appeals to environmentally conscious consumers. |
| Customer Spotlights | Featuring regular customers creates a sense of community and makes others want to be part of that group. |
| Contests and Giveaways | Running contests and giveaways can increase engagement and attract new followers, many of whom may convert into customers. |
Some pastry shops make 5x more profit than you!
We have studied the strategies of the best pastry shops in the world. Replicate them now!
How can pastry shop owners make great content on social media?
What to Prioritise
You probably know it already, but high-quality photos and videos of your pastries are essential.
People indulge with their eyes first. Make sure the lighting is good, the pastries look fresh, and the presentation is inviting.
Also, post regularly to keep your audience engaged. It doesn’t have to be daily, but find a schedule that works for you and stick to it. We have prepared a free social media planner for you.
Of course, respond to comments and messages quickly. People appreciate interaction and it makes them feel valued. Don’t just be another “bland” account.
Show the real side of your pastry shop. Behind-the-scenes photos, staff stories, and customer shoutouts can create a personal connection with your audience.
If you want to keep your potential customers excited, highlight any special offers, events, or seasonal pastries. Make sure your followers know what’s new and exciting.
Finally, share positive reviews and testimonials. Social proof is powerful and can help attract new customers.
What Doesn’t Matter as Much
Overly polished content does not really matter. Your posts don’t need to be perfect. Authenticity can be more engaging than highly produced content.
Also, don’t feel pressured to jump on every social media trend. Focus on what fits your pastry shop’s “image” and what your audience likes.
If you have a low budget to conduct marketing for your pastry shop, don’t immediately go for paid Ads. Organic reach can still be effective with good content and engagement. You will find tons of tactics and strategies in our strategy pack for pastry shop owners.
How to Do It Fast and Efficient
First, spend a few hours once a week taking photos, recording videos, and drafting posts. This way, you’re not scrambling daily.
Use Scheduling Tools - tools like Buffer or Hootsuite can schedule posts in advance, saving you time.
Repurpose and use the same content across different platforms. A photo on Instagram can be a post on Facebook or a tweet on Twitter.
Encourage customers to share their own photos and tag your pastry shop. This is what we call “User-Generated Content”. Reposting these can save you time and build community.
Use apps like Canva for quick and easy graphic design, or Lightroom for photo editing. These tools can make your content look professional with minimal effort.
Low-budget content ideas for pastry shops on social media
Our team has curated a list of highly specific, low-budget content ideas tailored for pastry shops, complete with practical tips to keep costs down and effectively leverage social media.
You might want to incorporate some of these ideas in the marketing plan of your pastry shop.
| Content Type | Tips to Make It More Affordable |
|---|---|
| Smartphone Pastry Photos | Use natural light by positioning pastries near windows during daytime. Enhance photos with free apps like Snapseed or VSCO. |
| Customer Testimonials | Ask satisfied customers to leave a quick video testimonial on their phone. Offer a free pastry or coffee as a thank-you. |
| User-Generated Content | Encourage customers to share their pastry photos by offering a monthly raffle for those who tag your pastry shop on Instagram. |
| DIY Baking Videos | Film short, simple recipes of your popular pastries using a smartphone and a basic tripod. Use free editing software like iMovie or OpenShot. |
| Behind-the-Scenes Stories | Use Instagram Stories or Facebook Live to give a real-time look at your daily baking process or introduce the team during slow hours. |
| Daily Special Posts | Design simple, eye-catching graphics for daily specials using free tools like Canva. Include a brief description and a mouth-watering photo. |
| Staff Spotlights | Feature staff members with a casual photo and fun facts about them. Use your smartphone and a natural setting in the pastry shop. |
| Simple Polls and Questions | Engage followers with free Instagram or Facebook polls about their favorite pastries or suggestions for new menu items. |
| Local Event Promotions | Collaborate with local events by offering a small discount or coupon. Cross-promote each other's content to reach a wider audience. |
| Community Involvement Posts | Post photos and short stories about your participation in local charity events or partnerships with community organizations. |
| Customer Spotlights | Highlight loyal customers with their favorite pastries. Take a quick photo and share a short story about their experience at your pastry shop. |
| Homemade Pastry Photos | Create attractive table settings using inexpensive items like tablecloths, napkins, and props from dollar stores. |
| Sustainability Tips | Share eco-friendly practices such as composting or using local ingredients. Create simple infographics with free tools like Canva. |
| Behind-the-Scenes Prep | Record short clips of the kitchen prep work, such as mixing dough or decorating pastries. Compile them into a quick video using free tools. |
| Simple Contests and Giveaways | Run social media contests where participants like, share, or tag friends to win a free pastry. Use prizes that are cost-effective like a free coffee. |
| Seasonal Pastry Posts | Highlight seasonal ingredients and pastries using natural light and your smartphone camera. Share the story behind the pastry to add interest. |
Copy the tactics of the best pastry shops in the world!
There are pastry shops that make way more money than you do. We have studied their tactics. Get them now!
Exceptionally creative and innovative content ideas specifically for pastry shops
Investing in top-notch social media content for your pastry shop might be worth it because many other places won't bother, giving you a chance to really stand out, grab people's attention, and build a loyal crowd.
| Content Type | Why It Could Bring a LOT of Customers |
|---|---|
| Virtual Baking Classes | Hosting live or recorded virtual baking classes where your pastry chefs teach viewers how to make your popular pastries can create a sense of community and attract a global audience. |
| Interactive 360° Shop Tours | Offering virtual 360° tours of your pastry shop, including the kitchen and display areas, can provide a unique behind-the-scenes experience and entice people to visit in person. |
| Limited Edition Pastries | Creating buzz with limited edition or seasonal pastries available for a short time can generate excitement and urgency, attracting new and repeat customers. |
| Pastry Chef’s Table Experience | Offering an exclusive experience where customers can sit at the pastry chef’s table and interact with the chefs while they bake can create a memorable experience and word-of-mouth. |
| AR Menu Integration | Implementing augmented reality (AR) technology in your menus where customers can see a 3D representation of pastries can enhance the shopping experience and attract tech-savvy customers. |
| Themed Pastry Events | Hosting themed pastry events, such as a chocolate tasting night or a macaron-making workshop, can provide a unique and immersive experience, attracting groups and special occasions. |
| Pastry Challenge Contests | Organizing pastry challenge contests (e.g., decorating a cake in under 30 minutes) can create viral moments, attracting competitive bakers and spectators. |
| Collaborative Pop-Up Events | Partnering with other local bakers or pastry shops to host pop-up events can introduce your shop to new audiences and create a buzz in the community. |
| Story-Driven Social Media Posts | Sharing in-depth stories about the origins of your pastries, the farmers you source from, or the personal journey of your pastry chefs can create an emotional connection with customers. |
| Interactive Flavor Selection | Allowing customers to choose flavors for a custom pastry via social media polls can make them feel involved and eager to try the creations they helped design. |
| Eco-Friendly Initiatives | Launching and promoting eco-friendly initiatives, such as zero-waste pastries or sustainable sourcing practices, can attract environmentally conscious consumers and media attention. |
| Mobile Pastry Cart Pop-Ups | Operating a mobile pastry cart in different locations or at local events can expand your reach and attract new customers who may visit your main shop later. |
| Recipe Subscription Service | Offering a subscription service where customers receive monthly recipes and ingredient kits to bake your shop’s pastries at home can create a loyal customer base. |
| Immersive Baking Workshops | Hosting workshops where customers can learn advanced baking techniques from your pastry chefs can attract food enthusiasts and create a sense of exclusivity. |
| Flash Mob Pastry Experiences | Organizing flash mob pastry events in unexpected locations can create viral content and attract adventurous diners looking for unique experiences. |
Content that never works well for pastry shops on social media
Don't waste your time and resources on these ideas. We've seen many pastry shop owners make these mistakes, and they won't help you stand out from the crowd or bring in new customers for your bakery.
| Content Type | Why It Never Works for Pastry Shops | Do This Instead |
|---|---|---|
| Generic Stock Photos | They lack authenticity and can make the pastry shop appear unoriginal or untrustworthy. | Use real photos of your pastries, bakers, and shop to create a genuine connection with your audience. |
| Overly Promotional Posts | Constantly pushing promotions can feel spammy and turn off followers. | Mix in engaging content like behind-the-scenes stories, customer testimonials, and interactive posts to keep your audience interested. |
| Unrelated Content | Posting content that has nothing to do with pastries or the shop confuses followers and dilutes your brand. | Keep your content focused on your pastries, baking process, events, and related topics to maintain relevance and interest. |
| Low-Quality Videos | Poorly shot or edited videos can reflect badly on your pastry shop's quality and professionalism. | Invest in basic video equipment or hire a local videographer to produce high-quality videos that showcase your shop positively. |
| Political or Controversial Posts | These can alienate parts of your audience and lead to negative backlash. | Stick to neutral, positive content that focuses on pastries, community, and your shop's unique offerings. |
| Too Many Hashtags | Overusing hashtags can look desperate and reduce engagement by making posts look cluttered. | Use a few relevant, targeted hashtags to increase visibility without overwhelming your audience. |
| Automated Replies and Messages | They can come off as impersonal and frustrate customers looking for genuine interaction. | Respond personally to comments and messages to show that you care about your customers and value their feedback. |
| Overly Staged Photos | Photos that look too perfect can seem inauthentic and less relatable. | Use natural lighting and casual settings to make your photos feel more genuine and inviting. |
| Constant Self-Promotion | Only talking about your pastry shop can bore followers and reduce engagement. | Share user-generated content, collaborate with local businesses, and highlight community involvement to diversify your content. |
| Negative or Defensive Responses | Responding poorly to criticism can damage your reputation and discourage potential customers. | Address negative feedback calmly and constructively, showing that you are willing to improve and value customer input. |
| Ignoring Social Media Trends | Being out of touch with current trends can make your pastry shop seem outdated and unappealing. | Stay updated with social media trends and incorporate them creatively into your content strategy to keep your audience engaged and excited. |
| Excessive Posting | Posting too frequently can overwhelm your followers and lead to unfollows. | Maintain a consistent but moderate posting schedule, ensuring each post adds value and keeps your audience looking forward to your updates. |
| Complex or Confusing Promotions | Promotions that are hard to understand can frustrate customers and deter participation. | Offer simple, clear, and straightforward promotions that are easy for customers to grasp and engage with. |
| Ignoring Comments and Messages | Not engaging with your audience can make them feel undervalued and reduce their loyalty. | Regularly respond to comments and messages to build a strong, interactive community around your pastry shop. |
Make your pastry shop more profitable
We have studied the strategies of the best pastry shops in the world. All their tactics are explained in our pack!
Why social media can be a big pay-off for your pastry shop
We understand that as a pastry shop owner, you might feel hesitant about diving into social media marketing.
The world of social media can seem foreign and filled with confusing jargon. You might believe that it's more suited for big corporations rather than small businesses like yours.
The day-to-day demands of running a pastry shop are already overwhelming, leaving little time for additional tasks like social media.
It's common to think that social media marketing is an expensive endeavor, one that your tight profit margins can't support. Plus, the sheer number of social media platforms can lead to indecision and skepticism, especially if previous efforts haven't yielded the results you hoped for.
That's why we've created a "marketing pack" specifically tailored for pastry shop owners like you.
Our pack addresses all the issues you might face, offering simple, cost-effective strategies that don't require a marketing expert or a big budget for your pastry shop. These documents are straightforward and easy to understand, cutting through the jargon and focusing on what really works for small pastry shops on social media.
We provide clear, actionable steps for creating engaging posts, building a loyal following, and boosting your pastry shop's visibility online.
With our marketing pack, you can invest in your pastry shop's growth without feeling overwhelmed or uncertain.
Your pastry shop could make more money!
Most pastry shop owners don't know how to grow their business. Let us teach you the right strategies.
