Introduction

In today’s social media algorithm, simply posting a photo of your latest pastry is no longer enough. If you want to attract Gen Z and Millennial customers, you need creative social media ideas that go beyond the basics.

These generations crave authentic, interactive content that not only showcases your business but also engages them in a conversation. It’s less about “buy this new cookie on our menu’; more about inviting them to the conversation. From behind-the-scenes videos to participating in trending cultural moments, here are some social media strategies to help bakeries build loyal, engaged followers.

1) Behind-the-Scenes Content: Build Trust and Authenticity

Gen Z values transparency, and nothing offers more authenticity than behind-the-scenes content. These posts give your audience an insider’s view of bakery life, helping them feel connected to your brand on a personal level.

Examples:

• “Come open up the bakery with me!” A morning routine video where you show how your bakery comes to life—turning on the lights, filling the pastry case, and getting ready for the day. This type of content resonates because it serves as personal storytelling with a dash of education on how your business is run.
• “POV: It’s 5:00 a.m. at the bakery.” Showcase your team hard at work making dough, frosting cakes, or prepping orders. The authenticity of early-morning hustle appeals to followers who appreciate seeing the effort behind the products they love.
• “Watch us prep a catering order” (GRWM-style): Time-lapse videos of baking and packing custom orders can be simple yet captivating. Followers enjoy watching the detailed process, especially when it leads to a beautifully boxed product.

2) Involve Your Employees and Followers

This category focuses on authentic, conversational content that humanizes your brand by featuring your team and customers in a more personal, approachable way. The primary goal is to create connection through engagement—by highlighting employees’ preferences, sharing opinions, and starting conversations with followers. It doesn’t always have to be funny or competitive, but it does involve making your employees and customers feel part of your bakery’s everyday experiences.

Examples:

• “What’s your favorite thing on the menu right now?” Interview your employees for their current obsessions.
• “What’s the most popular thing on the menu this week? Let’s make it!” Variation on above to highlight customer favorites.
• “What we do in the shop when it’s slow.” What kinds of activities are your staff members doing when business is slow? Showcase stamping coffee cups, folding pastry boxes, or having an impromptu dance party.
• Customer dance party 🕺🏾 for free merch/discount.
• Playlist picks: Ask employees to curate their favorite songs, then poll the audience to see which one should play the next day.
• “We gave our customers a disposable camera and asked them to capture our coffee shop.” Show the results in a part 2.

3) Playful Challenges to Drive Engagement

These are fun, competitive, and lighthearted activities designed to entertain your audience. This content often involves games, dares, or quirky tasks that capture attention and keep viewers engaged for the sheer fun of it. These posts can be more humorous and viral-worthy, with a goal of prompting shares and comments.

Examples:

• “Watch our employees decorate a cake blindfolded.”
• “Our bakers attempted to make latte art. Who comes out on top?”
• “The absolute WORST combo on our menu.” Taste-test purposefully bad food combos on your menu. In the caption, recommend a legit pairing.

4) Culturally Relevent Trends

Stay connected to what’s happening in pop culture and online trends. This generation is highly engaged with current events, viral content, and social issues.

Examples:

• Cookie Orders Based on Popular TV/Movies: Tie your offerings to trending shows or characters, like “House of the Dragon” or “Love is Blind.” This not only shows you’re in touch with pop culture but also creates an opportunity for themed events or special menu items.
• Election-Themed Flavors: Get into Presidential election season without the drama. Have fun by pairing up popular flavors like running mates, like “Apple Cider Donuts + Pumpkin Spice ’24.” It’s a lighthearted way to join a broader cultural conversation.

5) Seasonal Themes and Holidays

Gen Z and Millennials are into the exclusivity around seasonal updates, and they’re likely to interact with posts that reflect upcoming holidays or events. Tap into familiar themes inspired by the time of year, Hallmark holidays, or food holidays to build consistency and tradition.

Examples:

• “Watch us make our spooky Halloween box.” Lean into holiday excitement by creating themed treats. GRWM (Get Ready With Me) videos work especially well for showing how you prepare custom holiday boxes or special orders.
• “What to order if you don’t like pumpkin spice.” Everyone talks about pumpkin spice in the fall, but not everyone loves it. Offering alternatives to trendy seasonal flavors shows you’re thoughtful about your customers’ varied tastes.
• “It’s tailgating season: here’s what to bring.” During sports seasons, highlight menu items perfect for sharing, like mini pastries or oversized donuts. This is also an excellent opportunity to promote your catering services.

6) Community Support

Gen Z loves to support local businesses, so showing your bakery’s ties to the community is a great way to build rapport and loyalty.

Examples:

• “POV: surprising the local fire station with donuts.” Show your bakery’s goodwill by delivering free treats to local organizations. Take your followers behind-the-scenes as you make the delivery.
• “Small Business Sunday: shoutout to our neighbors.” Give other small businesses in your area support by shouting them out on social media. No strings attached, just show your neighbors some love.

7) Storytelling to create connection

Storytelling humanizes your brand and allows your followers to connect with the journey of your bakery. By sharing your story or those of your employees, you can create emotional connections with your audience.

Examples:

• “The meaning behind our name/logo.”
• “How I got started.” Share the story of your bakery’s beginnings. Did you start as a home baker? What challenges have you overcome? This personal touch resonates strongly with younger audiences.
• “The inspiration behind our decor.” Every small detail in your bakery has a story. Share the inspiration behind your decor, whether it’s the wall art, signage, or unique packaging. Consider making it a series to highlight different areas around your space.
• “My favorite custom order of the week.”

Conclusion

Social media for bakeries and coffee shops isn’t just about posting beautiful pictures of pastries and lattes—it’s about building relationships, staying culturally relevant, and engaging with your community. By creating content that is interactive, authentic, and tied to current trends or seasons, your bakery can captivate both Gen Z and Millennial followers, ultimately turning them into loyal customers.