A bakery's feed has one job: get people to order, or come in, before the bake runs out. Post what is fresh, what can be pre-ordered and by when, and how things are made. Three to five feed posts a week works for most bakeries, with Stories on baking mornings. Plan festive seasons backwards from the order cut-off.
What to post: 5 content pillars
- Out of the oven. Today's bake, the morning tray, the inside of a loaf or a slice of cake. Texture sells.
- Pre-orders and custom work. Birthday cakes, festive cookie jars, boxes for events. Always give the last day to order and how to order.
- How it is made. Laminating dough, piping, feeding the starter. Process posts show the work behind the price.
- Flavours and menu. A new flavour, a returning favourite, what is available on which days.
- Pick-up and delivery. Hours, pick-up slots, delivery areas, how far ahead to order.
How often to post
Three to five feed posts a week, plus a Story most baking mornings. Before a festive cut-off, post more often: an announcement, a reminder and a last call.
Vary the angle, the moment (whole, sliced, boxed) or the person holding it, so a repeated best seller still feels fresh.
An example week
For a bakery taking weekend pre-orders.
- Mon
Pre-orders open. This weekend's cake list with the order deadline, for example Thursday 6pm.
- Tue
How it is made. A short clip or carousel of one item from dough to tray.
- Wed
Out of the oven. A close-up cross-section of your best seller.
- Thu
Last call. Weekend pre-orders close today, as a feed post and a Story.
- Fri
Flavour. A new or returning flavour, and the days it is on the counter.
- Sat
Stories through the morning. The full counter, then "croissants are gone, see you tomorrow" when it is true.
- Sun
Custom work. A cake you made this week, with the customer's okay, and how to enquire.
Photo tips with a phone
- Cut it open. A cross-section of a loaf, a slice of layer cake or a broken cookie shows texture better than the whole item.
- Use side light from a window to bring out crust, crumb and glaze. Skip the flash: it flattens everything.
- Shoot the counter early, when the trays are full, not late in the afternoon.
- Use a plain surface: a wooden board, a marble top, baking paper. Busy tablecloths fight with the bake.
- Photograph every custom cake before it leaves, from the front and at eye level. That is your portfolio.
Captions, hashtags and being found locally
Name the item, the flavour and the one detail that matters, then how to get it: pre-order form, WhatsApp or phone number, pick-up hours. Only mention eggless, no preservatives or less sweet if it is true for the whole recipe.
Hashtags work best when they are local and specific: your town or neighbourhood with the item (#calgarybakery, #customcakeslondon, #penangbakery) and your own name. In festive seasons, add your order cut-off and pick-up hours to your Google Business Profile: people look for festive cookies nearby on Google Maps.
Seasons and holidays to plan for
Dates from our holiday posting guide, which has calendars for Canada, Malaysia, the UAE, the UK and the US. Lunar, Hindu and Islamic calendar dates move every year, and Eid depends on the moon sighting.
- Christmas (25 Dec 2026): log cakes, cookies, mince pies, stollen and fruitcake. Three weeks ahead.
- Lunar New Year (6 Feb 2027): pineapple tarts, love letters, cookie jars and gift boxes. Start three weeks before your cut-off.
- Ramadan and Eid (Ramadan from about 8 Feb 2027, Eid about 10 Mar 2027, confirm locally): maamoul, Eid cookies, kuih raya, cake boxes. In 2027 Lunar New Year and Ramadan overlap, so open both pre-order calendars in January.
- Valentine's Day (14 Feb) and Easter (28 Mar 2027): small cakes, gift boxes, hot cross buns and Easter bakes.
- Mother's Day and Father's Day (second Sunday of May in the US, Canada and Malaysia; Mothering Sunday usually falls in March in the UK; Father's Day is the third Sunday of June): cakes, two weeks ahead.
- Diwali and Thanksgiving (8 Nov 2026; fourth Thursday of November in the US): mithai and sweet boxes; pies and pumpkin bakes. Three weeks ahead.
Rules worth keeping for bakers
- Halal honesty. Using certified ingredients does not make your kitchen certified. Only use the word halal or a halal logo if you hold the certificate, and say "no pork, no lard" or "pork-free" if that is what is true.
- Allergens and diets. Only claim gluten-free, sugar-free, vegan or nut-free if it is true for the recipe and your kitchen handles cross-contact. When unsure, say what it contains.
- Your bake, not a reference. If a customer sends a Pinterest photo for a custom cake, post your cake, never their reference picture.
- Honest scarcity. Say "almost sold out" only when it is.
How Suara does this for you
Suara makes a week of posts every week from your real bakes, in your look and voice, with Stories made from them, so pre-orders and cut-offs get announced on time. You approve or change every post in a chat with your own assistant, and nothing goes out until you say yes. Once approved, we post it for you on Instagram, Facebook and TikTok, in the languages your customers read. Corrections like "never say sugar-free" are kept as brand memory for every future post.
Questions
How far ahead should I post festive pre-orders?
About three weeks before the order cut-off for Christmas, Lunar New Year and Eid bakes, two weeks for Mother's Day cakes. Then post a reminder a week before and a last call one or two days before the cut-off.
Can I post the same best seller every week?
Yes. It is your best seller for a reason. Change the angle, the moment or the person holding it, and use the caption to say something new: a pick-up time, a pairing, a box size.
Should I post custom cakes I made for customers?
Yes, they are your best proof of skill, but ask first. Leave out names, ages and faces on cake toppers unless the customer is happy to share them.
