Baking took the internet by storm during the times of the COVID-19 pandemic as people had an abundance of time at home to explore new hobbies. Once they got into the swing of things, many realised just how great baking cookies, bread, cakes, and brownies was at combating stress and boredom. Ultimately, what began as a simple pastime quickly transformed into a full-fledged passion for countless individuals.
With this newfound love for baking, fledgling bakers sought to refine their skills and experiment with new recipes, turning to professionals for inspiration and guidance. Established bakers, in turn, skyrocketed in online popularity, becoming influential figures in the culinary side of social media. These baking influencers have since become trusted sources of expertise, helping rookies evolve into lifelong baking enthusiasts while shaping the future of this ever-growing community. For brands who want to leverage the advantages of influencer marketing for their baking business, these online personalities are the ones you should consider partnering with.
1. Tuyen (@lifewithtuyen) – 121K followers
Tuyen Nguyen is a baking influencer known for her talent in whipping up aesthetically pleasing desserts and drinks, many of which are often inspired by Asian flavours and pop culture trends. Her work emphasises a cosy, cottagecore aesthetic, with a focus on therapeutic visuals, like golden-hour lighting and light instrumental music. She blends her creative side with strategy by planning her baking videos around seasonal trends, audience preferences, and popular themes.
2. Jane Dunn (@janespatisserie) – 1M followers
Jane Dunn, better known online as Jane’s Patisserie, is a popular baking influencer and food blogger whose main goal has always been to make baking approachable and enjoyable for everyone. Her recipes often focus on indulgent treats like cheesecakes, traybakes, and cookies, with an emphasis on simplicity and fun. Jane is especially known for her detailed and easy-to-follow recipes, many of which cater to festive occasions and include modern trends like air fryer and slow cooker desserts.
3. Rosanna Pansino (@rosannapansino) – 4.3M followers
Rosanna Pansino is a prominent baking influencer and YouTube content creator who appeals to a broad audience by combining food, creativity, and pop culture references in her content strategy. On Instagram and YouTube, she shares vibrant visuals of her creations, behind-the-scenes moments, high-quality baking tutorials, challenges, and product reviews. Over the years, she has expanded her reach with collaborations, KOL marketing and brand partnerships, and other creative ventures.
4. Brooki (@brookibakehouse) – 979K followers
Brooke Bellamy is a baking influencer and the founder of Brooki Bakehouse, a bakery known for its indulgent and creative baked goods which include oversized cookies and unique treats like the “Crookie,” a hybrid cookie creation. Brooki’s baking style combines approachable recipes with bold flavours, often shared through engaging video content on Instagram and TikTok. She also offers online classes, such as cookie and macaron masterclasses, allowing fans to recreate her iconic desserts.
5. Chelsey White (@chelsweets) – 1.4M followers
Chelsey White is a self-taught baking influencer and cake artist known for creating stunning desserts that taste as good as they look. Chelsey gained significant online attention through her colourful, intricate cake designs and relatable tutorials. Her videos, which became especially popular on Instagram, propelled her brand to great heights such that it enabled her to secure collaborations with the Food Network and other media platforms. All in all, Chelsey has successfully turned her passion into a thriving business while inspiring countless homebakers with her approachable style and artistic flair.
6. Amber Spiegel (@sweetambs) – 1M followers
Amber Spiegel is a celebrated cookie artist and baking influencer who blew up online thanks to her exquisite cookie-decorating tutorials. Her work is celebrated for its intricacy and creativity, with her tutorials often described as mesmerising and relaxing by her audience. She shares her techniques through platforms like YouTube, Instagram, as well as her personal blog. Most notably, her cookie designs have been featured in major publications like InStyle, Cake Central, and Your Wedding Day magazines.
7. Matt Adlard (@mattadlard) – 1M followers
Matt Adlard is an established baker and pastry chef from England who initially gained online fame by becoming known as the “Topless Baker” due to his shirtless baking tutorials, Matt has since evolved his brand into a leading authority in the online baking community. In addition to his social media presence, Matt has authored Bake It Better, a cookbook designed to help bakers progress from intermediate to advanced techniques through paired recipes that range from simple to refined. Matt has also appeared on various Food Network shows and served as a judge for prestigious competitions like the UK’s BBC Platinum Pudding Competition.
8. Molly Yeh (@mollyyeh) – 882K followers
Molly Yeh is a famous cookbook author and food influencer who shares her vibrant culinary creations on Instagram. Her Instagram page is a delightful mix of whimsical baked goods, cosy farmhouse scenes, and glimpses into her family life, making her a must-follow for anyone who loves food and storytelling. Additionally, she is a TV personality who hosts the Food Network show Girl Meets Farm, where she showcases her recipes inspired by her Chinese-Jewish heritage and Midwestern roots.
9. Janice Wong (@janicewong2am) – 133K followers
Pastry chef Janice Wong became famous for her innovative dessert creations and edible art installations as well as her unique style that blends fine dining with playful, creative concepts, such as edible gardens and intricate chocolate sculptures. Her work often explores the boundaries between food and art, with installations featuring vibrant colours and unconventional shapes. On Instagram, Wong shares her artistic dessert creations, highlights from her culinary ventures, and updates on her global projects, offering followers a glimpse into her dynamic world.
10. Ashely (@bakerbynature) – 858K followers
Ashley Manila is an established baking influencer who started out as a food blogger and has since become a trusted source for home bakers and food enthusiasts looking for detailed and thoroughly tested recipes that cater to a wide range of tastes. From indulgent desserts like cheesecakes and cupcakes to savoury dishes like pasta and brunch options, Ashley’s Instagram page features all kinds of tantalising pastries that are captured through beautifully styled shots. She focuses on sharing recipes that are accessible for home bakers, making her content a mix of professional-looking yet achievable results.
Conclusion
Whether you’re a novice baker just learning the ropes or a seasoned pro seeking fresh inspiration, following the right baking influencers can elevate your skills and ignite your creativity. With their innovative recipes, practical tips, and infectious passion for baking, they make the journey all the more enjoyable. So, roll up your sleeves, preheat your oven, and let these influencers guide you toward creating baked delights that you’ll be proud to share and savour!
Don’t miss out on the powerful impact of social media influencers! GetKobe’s influencer marketing platform offers unparalleled expertise and resources to help your brand engage with influencers across various tiers. From concept to execution, we’ll work with you to develop strategies that drive results and elevate your brand’s visibility. Contact us now to start shaping your next successful campaign!
