Now accepting founding bakers. Tessa, the brands and the numbers shown on this page are examples.
For baking creators on Instagram & TikTok

Get seen.
Get booked.Keep the audience you earned.

BakingContent gives every baker a media kit brands can search, a recipe card for every video, and an email list that no algorithm can take away.

Free for founding bakers. We set up your page with you.
Running a baking brand?See how brands find bakers
TV
Tessa Vahl
Laminated doughs · Asheville, NC
Verified
475KFollowers
8,412Email list
6.8%Engagement
Open for DecemberView media kit
New booking requestFernholt Flour · Holiday Reel + recipe card · week of Dec 7
+214 email subscribers this week
The problem

Followers aren't an audience you own.

The apps decide who sees each post, and they pay very little for the views you do get. Brands pay well, but most bakers have no easy way to get in front of them.

3.5%

of followers saw the average Instagram post.

Reach keeps shrinking. Your follower count is not the number of people who see your bakes.

"In 2025, the average Instagram post reached just 3.5% of a brand's followers." Socialinsider, 2025. Measured on brand accounts.
$0.40–$1

per 1,000 views from TikTok's own program.

Platform payouts were never built to be a baker's income. Brand partnerships are where the money is.

TikTok's Creator Rewards Program pays "roughly $0.40 to $1.00 per 1,000 qualified views." Jupiter, June 2026.
0

algorithms between you and your email list.

Every subscriber is yours. When reach drops, the people on your list still get your bakes, and brands can see them.

BakingContent builds this list for you, one recipe card at a time.
The media kit

One link that gets a baker booked.

A media kit built for baking. It shows brands who you reach, what you bake, what you've done for other brands, and the dates you have open. Your numbers come from your connected accounts, so brands can trust them.

Verified numbersFollowers, views and engagement update from Instagram and TikTok. No screenshots.
Your email list countsBrands see the subscribers you own, not just followers the apps control.
Rates and open datesBrands pick a package and a week, then send a request. No back-and-forth.
Searchable by bakeLamination, sourdough, cake decorating, gluten-free. Brands find you by what you're known for.
bakingcontent.com/tessa
Example creator
TV

Tessa Vahl

@tessa.laminates/Laminated doughs & viennoiserie/Asheville, NC
CroissantsKouign-amannLaminated sourdoughCardamom & spiceHot-kitchen techniquesStep-by-step tutorials
Numbers verified from connected accountsInstagram · synced todayTikTok · synced todayEmail list · live

Reach

483KTotal audience
212KInstagram followers
263KTikTok followers
8,412Email subscribersOwned
94KAvg. views per video
6.8%Engagement rate
InstagramTikTokEmail list: reaches every subscriber, every send

Audience age

18–24
14%
25–34
38%
35–44
27%
45–54
13%
55+
8%

Top US states

CA
13%
TX
10%
NY
9%
NC
7%
FL
6%

In their kitchens

Bake at least once a week71%
Own a stand mixer64%
Buy specialty flour or butter48%

From Tessa's subscriber survey, 1,906 responses.

Signature bakes

Rates

Selected$0

Open dates · November–December

OpenOne slot leftBookedPick a week, then request a booking.

Brands Tessa has worked with

Fernholt FlourCalloway CreameryBrasswickSaltmereoriel vanilla
1.2Mviews · Fernholt Flour holiday Reel
3,900recipe-card saves
412discount-code uses
1,140new email subscribers
Brand search

Brands search. Bakers get found.

This is how bakers get seen. A brand looking for a sourdough baker with an engaged audience and an open week in December finds them here in seconds.

What they bake
Audience size
Must have
9 bakersExample profiles. Fit score weighs engagement, email list and open dates.
The baking year

Every month is a campaign for someone.

Brands plan around the baking calendar. Bakers who keep their open dates current show up when those campaigns get planned.

Bar shows how busy each month is for baking brands (illustrative)
Recipe cards

Every video gets a recipe card that works.

A 60-second video can't hold a whole recipe. A BakingContent card can. It has weights and cups, a scale button, baker's percentages and an "if it goes wrong" section. Followers trade their email for it, and that email goes on your list.

bakesbymaya recipe??
j.okafor how many grams of butter
Comment CARD and I'll send it
TV
tessa.laminates

Cardamom buns, laminated. 27 layers. Full recipe card in my bio.

Laminated Cardamom Bunsbakingcontent.com/tessa/cardamom-buns
1Paste a Reel or TikTok link. The caption and voiceover become a draft card.
2Check the weights, add your notes, publish.
3Followers enter an email to save or print it. They join your list.
Example recipe
TV
Tessa Vahl · from the Reel posted Oct 14

Laminated Cardamom Buns

An enriched dough folded around a slab of cold butter, then rolled with brown sugar and cardamom. Flaky outside, soft inside.

Makes12 buns
Hands-on1 hr 15 min
Chill & proofOvernight + 2 hr
Bake200°C / 400°F
Scale
Units
Method
  1. Mix the dough. Combine everything in the dough list except the butter. Knead 5 minutes, add the soft butter, knead 6 more until smooth. Wrap and chill overnight.
  2. Make the butter slab. Pound the cold laminating butter between parchment into a 17 cm square. Chill until firm but bendable.
  3. Lock in. Roll the dough to a 25 cm square, set the butter on it like a diamond, and fold the corners over to seal.
  4. Fold. Roll to 20 × 60 cm and give it a letter fold. Chill 30 minutes. Repeat twice more for 27 butter layers.
  5. Fill and shape. Roll to 30 × 40 cm, spread the filling, fold in thirds, cut 12 strips and twist each into a knot.
  6. Proof and bake. Proof at about 24°C until puffy and wobbly, around 2 hours. Brush with egg and bake 20–24 minutes until deep golden.
If it goes wrong
The butter cracks or breaks through the dough

The butter is too cold. Let the block sit at room temperature for 5 minutes and try again. It should bend without snapping.

Butter leaks out in the oven

Usually the buns proofed somewhere too warm and the butter melted before baking. Keep the proofing spot under about 26°C, and make sure the oven is fully preheated.

The buns came out dense

They needed more proofing. Look for buns that jiggle when you shake the tray, not just a set time.

Swaps

No bread flour: all-purpose works, the buns will be a little softer. Dairy-free: use a firm plant-based butter block for laminating. Whole cardamom pods ground fresh give the most flavor.

Save the printable cardPlus Tessa's weekly bake letter. Your email goes to Tessa's list, not ours.
Your email list

Your list. No algorithm in between.

Every recipe card grows a list the baker owns. Send a weekly letter in a few clicks from the bakes you already posted. Brands can buy a spot in it, and that sponsored spot is booked through BakingContent too.

Tessa's email subscribers
8,412
▲ 214 this week
Last 12 weeks · example data
Where new subscribers come from
Recipe cards
68%
Link in bio
19%
Brand giveaways
9%
Other
4%
52%open rate
1.4%unsubscribe rate
$900per sponsored spot
Build this week's letter
How it fits together

Every bake makes the next deal bigger.

1

Connect Instagram and TikTok

Your media kit fills itself in with your real numbers and best videos. Add your rates and open dates.

2

Post like you always do

Turn each video into a recipe card. Followers trade an email for it, and your list grows.

3

Get found and booked

Brands search by bake, audience and date. They see a bigger, verified audience, and send you a request.

For brands

Find bakers by what they bake.

Flour, butter, chocolate, bakeware, ovens. Search creators by specialty, audience and season, see numbers you can trust, and book in one place.

Search by specialty

Lamination, sourdough, cake decorating, gluten-free, vegan, pies. Filter by audience size and region.

Verified numbers

Follower, view and engagement figures come from connected accounts, not screenshots.

Email reach

Book a spot in a baker's own newsletter, sent to people who signed up for their recipes.

Open dates up front

See who's free for your launch week before you reach out. Request, brief and pay in one place.

Get early brand access

We're opening brand search to a small group first.

For bakers

Claim your name before someone else does.

Your media kit, recipe cards and email list, all at one address you can put in your bio today.