BAKERY & CONFECTIONARY scenes moments, and generally keeping the communication between us and our audience open,” explains Simone Kershaw, customer relations and marketing coordinator.
As an online-only bake shop, Sweet LionHeart relies on digital platforms to reach beyond borders, turning every tagged post, unboxing or shared celebration into authentic buzz that fuels its growing community – affectionately called Cakelettes.“ Thanks to our Cakelettes, word-of-mouth is amplified … it brings new faces into our community.”
Instagram is more than a gallery; it’ s a visual gateway into the inner workings.“ We post design reels, time-lapse videos of buttercream work, highlight flavour reveals and show how our cakes evolve from idea to final product,” adds Kershaw.“ Our online school complements this by offering workshops and tutorials – Instagram acts as the visual doorway to that learning offering.”
Similarly, Mondvol Cookies, a premium cookie company, uses social media to cultivate a loyal following.“ Being authentic on social media helped us build real relationships. People connected with our story: the chaos and the heart behind it all,” founder Andriette Georgiou says.“ Being authentic builds trust, and trust builds community. That’ s what has turned casual cookie fans into a loyal Mondvol family.”
For allergen-free snack brand Nanuki, social media helped move the business from a niche offering to a trusted household name.“ Platforms like Instagram gave me the space to share our ingredient transparency and our real story, which helped build trust early on, especially in a space as sensitive as allergen-free food,” Nadia Moolman explains.“ Sharing usergenerated content and testimonials from parents made all the difference. It created social proof and showed that families genuinely loved our products.”
All three founders say the same thing: you can be strategic, but you can’ t manufacture magic.
“ True viral moments often happen when something resonates unexpectedly. The foundation must be solid: a clearly defined brand voice, strong visuals and consistent quality,” says Kershaw.
“ You can certainly have a strategy, but there’ s always a little bit of luck involved … Prepare well, but stay open to the unexpected,” Georgiou adds.
Trends can be a helpful springboard, but your followers aren’ t stupid; they know when something feels overproduced and inauthentic.
“ Honestly, I don’ t think virality can ever be fully planned – there’ s always a bit of luck involved,” explains Moolman.“ But you can increase your odds by staying consistent, having a clear strategy and jumping on moments that align with the brand. Partnering with the right people, creating trend-driven content, and always being‘ ready to react’ can spark virality.”
The lesson? Don’ t chase the viral moment; build a brand that’ s ready for one.
Stories and Q & A sessions create direct interaction with your brand, whether it’ s asking followers about future flavours, revealing promos or teasing collaborations.
“ Every comment, DM, tag or review gives us valuable insight,” Kershaw explains.“ More than anything, this engagement builds genuine community – Cakelettes feel seen, heard and part of the
Sweet LionHeart story, and that connection is what drives lasting loyalty.”
Georgiou adds,“ We really see our audience as our Mondvol Family. People love it when brands actually talk back and listen. It builds connection, trust, and a real sense of community.”
For Moolman, engagement is both personal and powerful.“ Comments are where the public dialogue happens. Shares are the biggest compliment; it means someone trusts the brand enough to recommend it. And DMs? They’ re personal, private, and fast. That’ s where I can step in quickly and turn a stressful moment into a positive one.”
When the conversation feels human, the loyalty becomes real.
As a brand you may feel tempted to jump on the latest TikTok trends, but before you do, pause and ask whether participating will genuinely reinforce your core values, rather than dilute them.
“ Trends are a great source of inspiration, but we only follow them if they align with our brand and community,” says Kershaw.
Moolman agrees.“ The balance comes from using our core values as the filter for any trend. If a trend amplifies those values without compromising them, I’ ll lean into it. That’ s how trends become a vehicle to reach new audiences, not a distraction.”
Georgiou adds,“ A good mix of original content and the occasional viral trend keeps things fresh without losing your identity. Trends keep things exciting, but our signature offerings are what people come back for.”
Follow trends, sure. But follow yourself first.
2026 / TRADE & TASTE 83