Tempt the Taste Buds of Your Social Audience

Bakeries/cake decorators have no problem making beautiful and delicious creations. However, when posting on social media you must appeal to the sense of sight and tempt the taste buds of your audience. You want your baked goods to look as good in photos and videos as they do in person. Whether you’re shooting videos or taking still photos, whether they’re staged or candid, here are some tips for effectively showcasing your works of art:

You don’t need a fancy camera. Expensive, professional cameras are great for taking photos but not everyone has one, especially one on hand in a busy bakery. Using a smartphone with a good camera is acceptable for taking photos of your cakes, as long as you know how to use it! Familiarize yourself with your type of phone and its features. Learn to use different modes to your advantage. The grid on your phone’s camera can be a useful tool when staging. The main subject(s) should be at the intersecting points on the grid. If there’s more than one main subject, be sure to have an odd number. This will give your photo a focal point.

For staged photos use a neutral background. You could invest in a lightbox but you don’t need fancy equipment – even a piece of oaktag will do if you don’t have a clean corner in your bakery. Whatever you do, just make sure your background is not too busy – it will take away from what should be the center of attention. If you’re taking candid photos with people or your baking area in the background, be sure work areas are tidy and use portrait mode or a free photo editing app to slightly blur the background.

Experiment with angles. Don't be afraid to play around with different angles to find the most appealing shot. Get close to the dessert, shoot from above, or try shooting from the side. Each angle will give a different perspective and can add interest to your photo.

Natural sunlight is best. It’s free and will show true colors. It will not make your photos dull. If you have no choice but to take photos at night or if your bakery doesn’t get great light, it is a good idea to invest in some sort of studio light. If you have a lightbox for the plain background then use the settings on there to simulate natural daylight. If you don’t have a lightbox even a low-cost ring light will work. Remember to turn off other (artificial) lights, so you don’t have yellowing that can make your cakes look unappealing. This also goes for the flash on your phone!

Use relevant props. It’s certainly okay to take pictures of your desserts solo, especially for candid photos. However, if you want to use props, be sure to use relevant ones. A good go-to is an ingredient as a prop (e.g. whole strawberries on the side of a strawberry shortcake). You can also use neutral props that add a different texture to the photo- such as cloth napkins.

Edit sparingly. While editing can enhance your photos, be careful not to overdo it. Avoid using filters that change the color of the food or add artificial elements. Stick to basic edits like adjusting the exposure and contrast to bring out the natural beauty of the food.

A lot of the same principles go for videos. It’s good practice to mix up photos with reels/short videos. Keep viewers’ attention by using effects and/or music. Reels tend to perform better on social media.

By following these tips, you can take stunning dessert photos that will surely make your audience's mouth water!