What to post each week if you run a bakery

The oven's on at five, there's a queue at eight and the till needs cashing up at two. Working out what to put on Instagram doesn't fit into that day. This guide gives you a simple plan for a normal week, with ideas that come from what you already do every day.

The golden rule: show the bread, not the advert

Nobody cares about a "Come and see us!" sign. People want to see the dough rising, the crust as it comes out of the oven, and what's on the counter today. If your posts look like your shop counter, you're on the right track.

A 5-day plan

Monday: what's on this week.
A photo or carousel of your regular breads and pastries, plus anything special (a seasonal loaf, a traditional bake for a local festival). Add the name and the price if you like, but keep it simple.

Tuesday: the process.
A short video of 10 to 15 seconds: kneading, shaping the loaves, scoring, opening the oven. No music or editing needed; the sound of a crackling crust does the job.

Wednesday: a question or a tip.
Something useful for your customers: how to store bread so it keeps longer, how to revive yesterday's loaf, or which bread goes best with which meal. It's what people ask you at the counter, so answer it here too.

Thursday: the people.
Who makes the bread. A photo of you or the team at work, with a line about who they are and how long they've been in the bakery. If someone appears, get their permission first.

Friday or Saturday: the weekend.
What you're baking for the weekend: pre-orders, celebration cakes, savoury pies, whatever is traditional where you are. If people need to order ahead, say so clearly and give the deadline.

Stories for everyday updates

Posts are your shop window; stories are your counter. Use them for whatever changes each day:

• "Fresh out of the oven: rye bread."
• "Only 4 spelt loaves left."
• "We're closing at 2 pm today."

One or two a day is enough. Shoot them on your phone, no need to polish them.

How to take good photos on your phone

• Natural light. Stand near the door or a window. Avoid the fluorescent ceiling light.
• A clean background. A wooden board, a floury worktop or a tea towel. Move bags, boxes and receipts out of shot.
• Get close. The crumb, the crust, the shine of the sugar. Detail is what makes people hungry.
• Wipe the lens before you shoot: in a bakery it's always got flour on it.

What to write under the photo

Keep it short and write the way you talk. What it is, how it's made and when it's available. For example: "Sourdough loaf, 24-hour fermentation. Baked on Tuesdays and Fridays." No need for advertising slogans or a string of emojis.

Use 3 or 4 hashtags that people in your area actually search for, such as your neighbourhood or town name plus "bakery". Don't paste the same block on every post.

Mistakes to avoid

• Only posting offers. If every post is a discount, people stop looking.
• Disappearing for weeks. It's better to post a little and often than a lot at once and then nothing.
• Leaving messages unanswered. A question about an order could be a sale, so reply the same day.
• Using photos from the internet. Show your own bread, even if the photo isn't perfect.

If you don't have the time

Once you get into the rhythm, this plan lets you run your social media in very little time each week. If you still can't fit it in, Estudio Brote can take it off your hands: you send us photos from the bakery and we prepare the posts. Get your free week: 3 sample posts, no commitment. See plans