Social Media Tips for Small Baking Business Owners
"Why Social Media Can Be Overwhelming for Home Baking Businesses"
If you're single handedly running your cake business and finding it a real struggle to juggling your social media accounts at the same time, to show up, be consistent, work with the every changing algorithms you're not alone!
Running a small business on your own is no joke. You’re doing everything—emails, orders, planning, cleaning, packing, designing, creating—and then on top of all that, there’s social media!
Sometimes it feels like you have to be online 24/7. And when you’re doing it all by yourself, it’s exhausting and can feel over whelming!
I wanted to write this blog for you because after 12 years of growing Lady Berry Cupcakes and posting daily across various platform I know exactly how much work it takes to succeed. I understand the effort, time, creativity it takes to run a creative business and it constantly feel like you’re behind, not doing enough, not posting the right content. You’re tired, juggling a million things that need to be done to run a successful cake business and somehow you’re still expected to be filming amazing reels that reach your target audience and write the perfect captions, add the perfect hashtags like it’s all super easy!
When in reality each post can take any where from 5-55 minutes to edit by the time you have added your music, your fonts, edited the colouring the speed, the voice over …. Uughhh it’s an awful lot isn’t it. 😩
So if your feeling the struggle too please know unless your have a marketing team behind you your probably just like the rest of us!
Why Social Media Feels So Overwhelming
Here’s why so many of us small business owners feel drained by social media:
It never stops. There’s always a new trend or app to learn.
It takes an awful lot of time to create good quality content.
It’s easy to feel like everyone else is doing better than you.
You’re doing everything with no team to help.
You post and nothing really happens, which can feel disheartening.
…and that leaves us feeling flat and demotivated!
What’s Helped Me (and Might Help You Too)
Here are some simple things I do to take the pressure off. They’re not fancy, but they really help me stay sane and still show up online regularly.
1. ⭐️ Pick One or Two Platforms You Actually Use
You don’t need to be on TikTok, Pinterest, Twitter and Instagram all at once. I mainly use Instagram and Facebook because that’s where my customers are. That’s more than enough. So work out where your customers are and focus on those platforms. Stick to what works for you and ditch the guilt about the rest. You can always add others later down the line if you feel ready to manage more.
2. ⭐️ Take Photos as You Go and Save Them
I take quick pictures during, creating, designing, behind the scenes, my classes or even when I’m cleaning up the kitchen. I save them in a folder on my phone. That way, I always have something to post even if I don’t have time to create new content!
You don’t need professional photos. People love seeing the real stuff.
3. ⭐️ Schedule Posts in Batches
Once a month, I sit down with a cuppa and plan some posts. You can use Meta Business Suite (it’s free!) to schedule them on Instagram and Facebook. It saves me loads of time and brainpower later on. Yay!
Even if you just schedule 4–6 posts, that’s a win.
4. ⭐️ Be Real, Not Perfect
You don’t have to pretend you’re a big brand. Your followers want to see you—the real human behind the business. If you’re tired, say so. If you’re proud of something, share it! If something went wrong, laugh about it.
Real connection builds trust. That’s what keeps people coming back!
BURN OUT IS REAL!
Running a home baking business can be incredibly rewarding, but it also comes with the risk of burnout—something many of us bakers face when juggling long hours, physical demands, customer expectations, and the pressure to constantly produce.
The constant hustle of managing orders, marketing, admin, and baking can leave little time for rest or self-care, leading to exhaustion, loss of creativity, and even resentment towards the very passion that started it all, am I right?!
It's vital for us bakers to recognise the signs of burnout early and prioritise balance—whether that means setting boundaries, scheduling regular breaks, or seeking support from your baking community. Your wellbeing is just as important as your business success.
As without you, you have NO BUSINESS!
Repost Old Content!
Not Everyone Sees Everything You Post
The truth is, social media algorithms are tricky. Only a small percentage of your followers see your posts at any given time—sometimes as low as 5–10%. So if you're holding back from resharing that amazing unicorn cake or your behind-the-scenes setup because "you’ve already posted it" — don’t! Most of your audience either missed it the first time or won't remember it a few weeks later.
Save Time and Stay Visible
Creating fresh content every day isn't realistic when you’re busy baking, taking orders, running to the post office, and replying to customer messages. Reposting great content from your past saves you time and helps you stay consistent, which is key to growing your audience and getting more orders.
You can:
🌸 Repost popular cupcake designs during seasonal trends (hello, Christmas reindeer cupcakes in December!)
🌸Share testimonials and customer reviews again with a fresh caption
🌸 Highlight tutorials or baking tips you've shared before
🌸 Showcase old class or party photos to advertise future events
Give It a New Twist
When reposting, you don’t need to copy and paste the exact caption. Just change the context a little:
Add a behind-the-scenes story
Talk about what inspired that design
Share a baking tip you learned from that order
Include a seasonal call-to-action (“Now booking Halloween workshops!”)
This keeps things fresh while saving you hours of content creation time.
Repurposing Builds Trust and Reinforces Your Brand
Your online followers are always scrolling, and repetition builds recognition. By reposting consistently branded content, your followers start to associate certain styles and values with your business — whether that’s bright, bold birthday cupcakes or elegant wedding sets.
A Little TIP- Create a "Best Of" Folder
Start saving your best-performing content in a special folder. That way, on busy weeks, you can pull something out quickly to keep your feed looking great — even if you haven’t had time to snap something new.
Set Time Limits for Social Media
Im not even going to lie, Im REALLY bad at doing this! lol But don’t feel bad for turning your phone off or stepping away. I now set certain times in the day to check my business accounts. After that, leave it. Your brain needs a rest!
You don’t need to reply instantly or be available 24/7. ( reminder to myself) 😂
Need More help?
If you're running a home baking business and feeling stuck, overwhelmed, or unsure how to grow — I’m here to help. With over 12 years of experience building Lady Berry Cupcakes from a kitchen table idea into a thriving cupcake school and online business, I know what works (and what doesn’t) in this industry. I would love to help your business grow too!
1:1 Business Boosting Power Hour
Book a session with me and let’s deep dive into the areas you need most to run a really successful cake business — whether it’s pricing for profit, finding new customers, using social media to attract more orders, or growing your confidence as a baking business owner. I can help you and have been helping small baking businesses grow for over 8years!
⭐️Limited sessions released each month!⭐️
book your spot today!
Let’s get your baking business moving forward, with clarity and confidence!
