Social media for bakeries
What to post on Instagram when you run a neighbourhood bakery
Most of a bakery's customers live or work a short walk away, and plenty of them pass your window every day. Instagram's job is to give them a reason to come in today: what's on the counter, what time the sourdough comes out, when holiday pre-orders close. Three or four posts a week are enough if they come from the real bake room: the first bake, the starter, the Saturday queue, the dates that bring in orders. Below are the topics that last all year, an example week and the seasonal timing that matters.
Why good bakeries often have quiet feeds
By the time you open the door you have been on your feet for hours, and by closing you only want sleep. Posting slides to later, and later is Sunday evening with a phone full of bread photos nobody has seen.
A loaf is a loaf, you think, so the feed fills with the same shot of the display case. What changes is behind the counter: the dough that stalled because the bake room was cold, the tray of croissants that came out exactly right, the rye you only bake on Thursdays.
Every December someone asks about a Christmas order two days before, when the oven is booked solid. If nobody announced the deadline early, that order was lost before the customer walked in.
Five topics that carry a bakery's feed all year
People pick a bakery by smell and by habit. The posts that work give them a concrete reason to come in today, or to take something home besides their usual loaf.
The first bake out at half six, loaves cooling on the rack, the scoring opening up in the crust. Ten seconds of video with the crackle of cooling bread says more than any caption, and you can shoot it with the phone propped against the mixer while you work.
Friday's fruit loaf, the sausage rolls that come out at noon, the ciabatta that's gone by ten. This is the post that makes someone change their route to work. Give the time and the price, because "while stocks last" tells nobody anything.
How long the sourdough proves, why you feed the starter every night, which flour you use and which mill it comes from. Told plainly, it answers the question nobody asks out loud: why your loaf costs more than the supermarket's and still tastes right on day three.
Whoever mixes, whoever serves, the apprentice who now shapes the baguettes alone. And the regulars, with their permission: the man who takes the same half loaf at quarter past eight every morning. In a neighbourhood shop, faces sell better than product shots.
Hot cross buns at Easter, Christmas stollen and mince pies, birthday cakes, bread for weddings and parties. Each season gets its own order post with a deadline, the price and how to book. It's the part of the feed that brings in the most money and the part most bakeries forget.
Extra tools for the author
We are building Laspi Pro into a full content editor: one place where the material both appears and gets finished. Everything below already works in the app; which tools your plan opens is spelled out on the pricing page.
Video
- A vertical reel with a voiceover read from your own text
- Your photo turned into a short video
- Subtitles in the clip's own colours and a cover frame
- The same clip reformatted to 1:1, 4:5 or 16:9
Images
- A photorealistic scene built for that specific post
- Your own photo cleaned up, with the person kept intact
- One detail fixed on request while the rest of the frame stays
- Your visual style learned from a sample you upload
- A headline and your logo burned onto the image
Text
- Your draft rewritten or extended in your voice
- A long read for your website's blog
- An urgent post outside the plan, when something happens today
Visibility
- An AI-visibility audit of your site with a step-by-step plan
- llms.txt, structured data and instant indexing through the WordPress plugin
- A public business page that AI assistants can quote
Example: a week of posts for a bakery shop
Three posts say what's on the counter, two show the bake room and two open pre-orders. Swap in your own breads; the shape of the week holds.
| Day | Network | Format | Post |
|---|---|---|---|
| Mon | Instagram Reels | 10-sec video | The first bake coming out at half six, no music: the peel scraping the oven floor and the crust crackling as it cools. Caption: which loaf it is and when it reaches the counter. |
| Tue | Instagram Stories | Today's board | One photo of the tray just out: "Rye and cheese scones today, scones out at 11." One line with the time and the price. |
| Wed | Carousel | The starter in four photos: the jar in the morning, the dough after a fold, bannetons going into the fridge, the loaf cut open. Say how many hours pass between the first photo and the last. | |
| Thu | Post | Weekend orders: cakes, bread for parties, trays of pastries. Price from, the day orders close and how to book, by phone or at the counter. | |
| Fri | Photo | Friday's special loaf with the time it usually sells out. If it's gone by eleven every week, say so: that one line gets people in earlier. | |
| Sat | Instagram Stories | Behind the counter | The nine o'clock queue, the apprentice shaping, flour on the floor. One line with Sunday's hours. |
| Sun | Google Business | Update | Opening hours for the week ahead, any closed days and a recent photo of the counter. It's what people see when they search for a bakery nearby on their phone. |
Laspi Pro builds a week like this from one voice note: say in a couple of minutes what you're baking and which orders you want to fill, and each post comes back written for its network. Photos you take in the bake room go in as they are.
Practice: posting without stealing hours from the oven
- ✓ Take photos in the first hour, when the bread is fresh out and the bake room is still tidy. By eleven there's flour everywhere and the sun is hitting the window head on.
- ✓ Record with the real sound of the room. The crackle of a cooling crust is the best soundtrack a bakery has, and a phone propped on the mixer is all the kit you need.
- ✓ Announce seasonal orders three or four weeks ahead, then repeat the reminder every week until the deadline. Someone who saw it once won't remember it in time.
- ✓ Always give a time: "fruit loaf, Fridays from 8". With that detail people can decide whether to come in today.
- ✓ Keep your Google Business hours current, especially around bank holidays. Plenty of people search for the nearest open bakery on a Sunday morning, and old hours send them to another door.
- ✓ When you close for a holiday, say so a week before and again on the day you reopen. The reopening post tends to bring the regulars back on the very first morning.
Your bake room, told in a voice note
Tell Laspi Pro what this week looks like: a new loaf, holiday hours, the deadline for Christmas orders. You get a plan and posts written for each network, each with a picture: your bake-room photos if you add them to the note, or an image made from the post's text. Connect a Telegram channel and posts go out on schedule by themselves; for Instagram and Facebook you post through your phone's share button with the caption and image ready.
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What our users say
“My clients find me on social, but I never had time to keep it up. Now once a week I talk about new listings — and the posts write themselves, each tailored to its network. I'm getting noticeably more enquiries.”
“I'm a massage therapist and not a social media person at all — I could never think of what to post. And all my clients come from social. With Laspi Pro I don't rack my brain over it anymore: the posts are ready every week.”
“I run 5 projects at once and I've been burning out for ages. With Laspi Pro my work got about 5× easier — I no longer stress over the content plan, and I might even take on more clients.”
Frequently asked questions
How often should a bakery post?
Three or four posts a week, plus a story on days when something new hits the counter. Posting every single week, January and August included, matters more than ten posts in December followed by silence.
Is social media worth it if my customers are mostly local?
Yes, because local customers check their phones before they leave the house too. A "sourdough's out" or "closed Monday" post reaches people nearby, and your Google Business listing is what a new neighbour finds when they search for somewhere to buy bread.
What do I post if I bake the same breads every day?
Whatever changes around them: when each item sells out, a new flour you're testing, a batch you had to bin because the room was cold, the apprentice shaping alone for the first time. One loaf gives you the bake video, the crumb shot, the proving explanation and the hours post.
How do I announce holiday pre-orders without nagging?
One clear post when orders open, with sizes, price and the closing date, then one reminder a week until that date. Pin it to the top of the profile for the season and add it to your Google listing too.
How much time does this take each week?
By hand, about three hours of photos, captions and posting. With Laspi Pro it's a few minutes: record the voice note about this week's bakes, check the posts, then publish them or let them go out on their own in Telegram.
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A week of posts for your bakery, from one voice note
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