Why Other Bakers Shouldn’t Follow Your Business Page

One of the most common mistakes food businesses make online is confusing peer approval with commercial relevance.

A following made up primarily of other bakers, chefs, or food creators may feel supportive, but it rarely translates into bookings, revenue, or meaningful demand. In many cases, it actively undermines growth.

This is not about ego or competition.
It is about who your visibility is designed for.

Visibility Is Not the Same as Demand

Social platforms reward engagement, not intent.

When your audience consists mainly of other bakers:

• they admire technique but don’t purchase

• they engage intellectually, not commercially

• they consume content without converting

This creates the illusion of momentum without the reality of sales.

For café and bakery owners, visibility must serve a specific purpose:

• attracting customers

• reinforcing trust

• signalling standards

• justifying price

If your audience does not include people who buy, visibility becomes noise.

The Algorithm Learns Who You Are For

Social platforms categorise accounts based on who interacts with them.

If most of your engagement comes from:

• other bakers

• decorators

• hobbyists

• industry peers

The algorithm learns that your content is:

• educational

• peer-facing

• niche

• non-commercial

As a result, your content is shown less often to:

• local customers

• café owners

• event planners

• buyers

This is not a moral issue.
It is a data issue.

Peer Audiences Change Your Behaviour

A baker-heavy audience subtly shifts how businesses present themselves.

Content becomes:

• technique-led instead of outcome-led

• decorative instead of functional

• impressive rather than dependable

Over time, this erodes commercial clarity.

Businesses start creating content for:

• validation

• admiration

• shares within the industry

Instead of for:

• customers

• operators

• people making purchasing decisions

The result is an account that performs socially but fails commercially.

Who Your Audience Should Be

For food businesses selling products or services, the most valuable audience is rarely other bakers.

It is:

• café and bakery owners

• food buyers

• operators

• event planners

• customers who value quality and consistency

These audiences:

• do not comment frequently

• rarely ask technical questions

• engage quietly

• convert intentionally

A small, relevant audience outperforms a large, misplaced one.

Professional Accounts Attract Buyers by Design

Commercially effective accounts:

• speak in clear, confident language

• prioritise finished products over process

• communicate standards, not tutorials

• avoid over-explaining decisions

• signal reliability rather than cleverness

They are not built to educate peers.
They are built to reassure buyers.

This distinction matters more than platform choice or posting frequency.

A Final Word on Boundaries

Not every account needs to be followed by everyone.

A professional business page is not a community forum.
It is a positioning tool.

When your audience reflects your customers, your pricing strengthens, your messaging simplifies, and your content becomes easier to create.

Visibility should support the business, not distract from it.