Top 10 Baking Influencers

Baking content has exploded on social media in recent years – and not just with eye candy. In fact, cooking and baking videos are now the most-watched influencer content category worldwide. From Instagram Reels of gooey brownies to YouTube tutorials on elaborate cake art, baking influencers draw in millions. Their impact goes beyond entertainment: a 2025 survey found 77% of adults now choose meals or desserts based on content they saw online. Clearly, these creators aren’t just frosting cookies – they’re shaping consumer cravings and even purchasing decisions. For brands (from niche e-commerce bakers to kitchenware companies), partnering with popular baking creators can be a recipe for success in influencer marketing. It offers a unique opportunity to reach engaged, sweet-toothed audiences in an authentic way – often with more affordability and control than traditional ads.

Below, we spotlight 10 of the top baking influencers you should know about, each bringing their own flavor of content and creativity. We’ll highlight the type of baking they do, their follower counts, and what makes them stand out. These content creators range from YouTube mega-stars to Instagram micro-influencers, but all share a passion for whipping up delicious inspiration. 🍰 Ready to meet the bakers who are taking social media by storm?

1. Rosanna Pansino (@rosannapansino)

Platforms

YouTube, Instagram, TikTok

Followers

4 million (Instagram); 14 million (YouTube)

Rosanna Pansino is often the first name that comes to mind for baking on YouTube. She’s the creator of the “Nerdy Nummies” series, where she bakes pop culture–themed treats (think Star Wars cakes and Minecraft cookies) beloved by kids and adults alike. Rosanna has parlayed her geeky baking niche into a full-fledged influencer empire – including two New York Times bestselling cookbooks and even her own branded bakeware line with Wilton. With 4M+ Instagram followers and 14M YouTube subscribers hanging on her every recipe, Rosanna’s content is fun, family-friendly, and highly shareable. Brands appreciate her broad appeal and safe, upbeat style. She’s partnered with major companies (even Nintendo) for licensed baking kits, and her evergreen content (like a Super Mario cake tutorial) continues to drive massive search traffic long after it’s posted. In short, Rosanna Pansino is the queen of combining fandom with fondant – making baking cool, accessible, and super marketable.

2. John Kanell – Preppy Kitchen (@preppykitchen)

Platforms

YouTube, Instagram

Followers

2 million (Instagram)

John Kanell, better known as Preppy Kitchen, brings professional polish to home baking. A former middle-school math teacher turned baking guru, John is loved for his classic American desserts (pies, cupcakes, cookies) presented with step-by-step clarity and beautiful photography. He has 2M followers on Instagram and an engagement rate above 3%, which is impressive for an account of that size. John’s feed feels like browsing a high-end baking magazine – every post is immaculately styled, yet his friendly tutorials make even complex bakes feel doable. Fans appreciate how he “reverse-engineers” recipes with tips and troubleshooting, teaching the why behind the techniques. His consistency and credibility have turned Preppy Kitchen into a top blog and YouTube channel for bakers. From a brand perspective, John is a cost-effective macro-influencer – his highly engaged following and trust factor make him ideal for promotions like dairy products or baking ingredients that benefit from his authentic endorsements. (It’s no surprise milk and vanilla extract brands have tapped him in campaigns!) With Preppy Kitchen, John Kanell serves up equal parts education and eye candy, all with a warm, preppy charm.

3. Eloise Head – Fitwaffle (@fitwafflekitchen)

Platforms

Instagram, TikTok, YouTube

Followers

3 million (Instagram); 16 million+ (across platforms)

If you’ve ever seen a 15-second dessert hack on your feed, there’s a good chance it came from Eloise Head, a.k.a. Fitwaffle. Eloise skyrocketed to fame with her quick, easy-to-follow baking videos – like 3-ingredient cookies and no-bake Oreo cheesecake bars. Her specialty is simple, indulgent treats (tray bakes, brownies, “protein” desserts) that anyone can whip up. This approachable style has earned Fitwaffle a massive audience: 3M on Instagram and over 16M across TikTok, YouTube, and other platforms. Her “just dump and mix” recipe Reels often rack up double-digit millions of views, thanks to satisfying visuals and relatable themes. In 2022, Eloise released her first cookbook which became a #1 Sunday Times bestseller in the UK – cementing her status as a bona fide baking authority. Brands love Fitwaffle’s broad reach with Gen-Z and millennial home cooks. For example, kitchen appliance makers have partnered with her to showcase gadgets (her viral air-fryer donuts had everyone rushing to buy air fryers). With her upbeat energy and constant stream of creative sweets, Fitwaffle proves that simple can be spectacular in the baking influencer world.

4. Sally McKenney – Sally’s Baking Addiction (@sallysbakeblog)

Platforms

Blog, Instagram, Pinterest

Followers

1 million (Instagram)

Sally McKenney is the self-taught baker behind Sally’s Baking Addiction, one of the most popular baking blogs on the internet. Her focus is on beginner-friendly tutorials and baking science explained – think “Baking 101” style posts that demystify everything from achieving the perfect cookie texture to the yeast chemistry in breads. Sally’s approachable teaching has earned her 1M Instagram followers and an avid community of home bakers who swear by her recipes. Her posts and blog articles are packed with process photos, troubleshooting tips, and detailed explanations, which leads to very high time-on-page engagement from readers. In other words, people don’t just double-tap her cupcake pics – they actually read and learn. This depth has made Sally an authority in the baking space. She’s extending that offline with an upcoming cookbook “Sally’s Baking 101” (due late 2025) that further solidifies her expert status. Brands looking for trust and credibility often partner with Sally for sponsored posts or recipe development; her fans know she only recommends products she genuinely uses, lending influencer marketing campaigns an extra layer of authenticity. From measuring flour correctly to fixing a curdled buttercream, Sally’s Baking Addiction is the go-to resource for mastering the basics – with plenty of decadent treats along the way.

5. Melissa Ben-Ishay – Baked by Melissa (@bakedbymelissa)

Platforms

Instagram, TikTok

Followers

1 million (Instagram)

Melissa Ben-Ishay is both a baking influencer and a brand founder. She’s the creator of Baked by Melissa, famous for its bite-sized cupcakes sold online and in stores. On social media, Melissa gives fans a peek behind the scenes of her thriving e-commerce bakery and shares fun, colorful recipes inspired by her products (like tie-dye cupcakes or unique flavor mashups). With 1M Instagram followers watching, she brilliantly merges content and commerce. For instance, when she posts a new recipe video, it often coincides with a “cupcake of the month” launch on her website – and those limited-edition cupcake drops routinely sell out within hours thanks to the buzz. Melissa’s specialty is rainbow-hued, playful desserts that tap into nostalgia and joy. She also engages her community with contests (e.g. fans suggest new flavors) and user-generated content, fostering a loyal fanbase. For brands, Melissa represents a perfect crossover of influencer and small business owner: she can authentically promote baking ingredients or kitchen tools by incorporating them into her own product line. In the past, she’s partnered with ingredient brands to create special cupcake flavors (imagine matcha powder suppliers teaming up for a matcha cupcake collab). Baked by Melissa shows how a direct-to-consumer bakery can thrive by leveraging social media influence – and Melissa Ben-Ishay’s personal passion for sharing sweet moments.

6. Jemma Wilson – Cupcake Jemma (@cupcakejemma)

Platforms

YouTube, Instagram

Followers

521,000 (Instagram); 2.5 million (YouTube)

Not all baking influencers operate out of a home kitchen – Jemma Wilson broadcasts straight from her London cupcake shop. Jemma is co-founder of the famous Crumbs & Doilies bakery in Soho, and as “Cupcake Jemma” she has turned her professional bakery into a content playground for millions of viewers. On YouTube (where she boasts about 2.5M subscribers), Jemma shares everything from behind-the-scenes vlogs of the bakery at work to step-by-step tutorials of their latest cupcake recipes and frosting techniques. Her Instagram (521k followers) offers mouthwatering snaps of her team’s creations and quick tips from the kitchen. What sets Cupcake Jemma apart is this hybrid of real-world bakery cred and online content savvy. She’ll take an in-store exclusive (like a seasonal macaron or an over-the-top cake) and turn it into a global trend by publishing the recipe for fans worldwide. This strategy not only endears her to home bakers, but also drives international orders for her bakery’s DIY kits and merchandise. Industry folks often point to Jemma as a blueprint for how small businesses can leverage social media – her “bakery+YouTube” model shows local shops how to achieve digital reach. For brands, partnering with Cupcake Jemma is a great way to get professional-quality bakes spotlighted in an approachable style. Plus, who doesn’t love a British accent talking about buttercream? Jemma’s charming personality and business acumen make her a truly influential figure bridging offline and online baking communities.

7. Yolanda Gampp – How To Cake It (@yolanda_gampp)

Platforms

YouTube, Instagram

Followers

2.7 million (Instagram); 4.2 million (YouTube)

When it comes to mind-blowing cake creations, Yolanda Gampp takes the cake – literally. This Toronto-based cake artist is the co-founder of How To Cake It, a wildly popular YouTube show where she turns everyday objects into hyper-realistic cakes. We’re talking about cakes that look like watermelons, hamburgers, laptops – you name it. Yolanda’s incredible sculpting skills and fun personality have earned her a massive following: over 2.7M on Instagram and 4.2M subscribers on YouTube. Often dubbed the “Beyoncé of Cakes,” she’s an award-winning cake designer who brings an educator’s heart to her entertaining tutorials. Her content is equal parts wow factor and how-to: one week she’ll drop a video of a life-sized unicorn cake that leaves viewers speechless, and the next she’s sharing step-by-step tips for mastering fondant for beginners. Yolanda’s influence extends beyond just social media – she has published books, hosted TV competitions (like Netflix’s “School of Chocolate”), and launched an online academy for cake decorating. For brands, Yolanda is a powerhouse collaborator. She has worked with food and baking product companies to integrate their ingredients into her wild cake builds, and her projects often go viral (a partnership to promote candy by building a giant candy-bar cake, for example, can rack up millions of views). Her focus on education and community – she often reposts fan creations and interacts in comments – makes her audience especially engaged and trusting. In the world of extravagant cake art, Yolanda Gampp’s influence is icing on the cake.

8. Tieghan Gerard – Half Baked Harvest (@halfbakedharvest)

Platforms

Blog, Instagram, Pinterest

Followers

5.5 million (Instagram)

Tieghan Gerard is the creator of Half Baked Harvest, a blog and social presence known for its drool-worthy, rustic food photography and seasonal comfort-food desserts. With 5.5M Instagram followers tuning in for her gorgeous pie shots and cozy kitchen scenes, Tieghan has one of the largest followings in the food influencer realm. Her desserts often blend sweet and savory or add innovative twists to classics – imagine chai-spiced pumpkin rolls or lavender-lemon bars. Not only do her recipes perform well on social, they’re powerhouses on Pinterest and Google too. Tieghan consistently lands at the top of search results for popular bakes (search “pumpkin bread recipe” and chances are Half Baked Harvest is in the top results). This gives her organic reach beyond social media and into search engines – a huge asset for any brand partnering with her, since content featuring their product might continue drawing traffic for years. Her style is very on-trend with the modern farmhouse aesthetic: dark woods, moody lighting, and abundant drizzles and dollops that make you taste the image. Fans feel like they’re stepping into a warm kitchen in the Colorado mountains (where Tieghan lives) every time they scroll her feed. Brands from chocolate companies to cookware makers love working with Tieghan because she drives both high engagement and long-term traffic. Plus, her recipes often go viral during holiday seasons when everyone’s looking for that perfect pie or cake – giving collaborating brands an extra boost in visibility. In summary, Half Baked Harvest brings a perfect blend of style and substance to the baking influencer world, setting trends one post at a time.

9. Cédric Grolet (@cedricgrolet)

Platforms

Instagram, YouTube

Followers

13 million (Instagram)

On the opposite end of the spectrum from home bakers is Cédric Grolet, a world-renowned French pastry chef who has turned Instagram into his art gallery. Cédric is famous for his trompe-l’œil fruit desserts – exquisite pastries that look exactly like real fruits – and other high-end pâtisserie creations that are almost too beautiful to eat. With a staggering 13M followers on Instagram consuming his bite-sized videos, Chef Grolet has achieved rockstar status in the pastry world. His feed is a parade of “stop-scroll” visuals: imagine a perfect chocolate flower blossoming in timelapse, or a glossy apple tart being sliced to reveal intricate layers. These posts routinely rack up millions of views and have cemented his reputation as the pastry innovator of our time. Luxury brands have naturally gravitated to Cédric – for example, Baccarat (the crystal company) collaborated with him to design desserts for an experiential pop-up, knowing his name would confer instant prestige. Unlike many influencers on this list, Grolet’s content isn’t about teaching recipes or daily life; it’s aspirational and ultra-premium. For followers, he offers a window into the highest echelons of dessert artistry (he was named World’s Best Pastry Chef). For brands, associating with Cédric Grolet means aligning with excellence and luxury. While not every fan will attempt to recreate his elaborate pastries, everyone loves to marvel at them – making his content incredibly engaging worldwide. In short, Cédric has made haute pâtisserie go viral. He proves that even in the casual world of Instagram, there’s a huge audience for impeccable craftsmanship (and a little dessert theater 🎩).

10. Amaury Guichon (@amauryguichon)

Platforms

Instagram, TikTok, Netflix

Followers

17 million (Instagram)

Rounding out our list is Amaury Guichon, the pastry prodigy known for creating giant chocolate sculptures that defy imagination. Amaury’s Instagram (a jaw-dropping 17M followers) showcases his viral videos carving dragons, giraffes, and even a life-size chocolate car – all out of chocolate or sugar. If you’ve ever seen a clip of a person assembling a huge chocolate sculpture piece by piece, it was probably him. Beyond the spectacle, Amaury is an incredible pastry chef who trained in France and now runs a pastry academy in Las Vegas. His content has a massive wow-factor – it’s the kind of thing people immediately share with friends – which is why his posts routinely exceed 20 million views each. In 2021, Amaury gained mainstream fame on the Netflix show “School of Chocolate,” further boosting his global profile. For brands, Amaury is like the ultimate showman. Kitchen appliance and ingredient companies sponsor his videos because they know viewers will remember what mixer or chocolate brand he’s using when he crafts a 6-foot-tall sculpture. According to one report, product sponsors of his workshop videos saw double-digit increases in brand recall – meaning if he uses your cocoa powder in a viral chocolate lion, a lot of people are going to remember that brand. Amaury’s specialty is combining education and entertainment; he often shares quick tips during his builds and mentors aspiring chefs (he’s very much respected as a teacher). In the realm of baking and pastry influencers, Amaury Guichon stands out for pushing the limits of edible art – and bringing millions of viewers along for the ride.

Instagram follower counts of the top baking influencers listed. Amaury Guichon and Cédric Grolet lead with especially massive Instagram audiences, reflecting the broad global appeal of their pastry art.

Working with Baking Influencers: Tips for Brands and Sellers

The ten influencers above represent the upper crust of the baking world – but you don’t need 10 million followers to make an impact. In fact, as Stack Influence points out, in today’s competitive e-commerce arena “brands and Amazon sellers are turning to micro influencers and content creators to gain an edge,” leveraging them to produce authentic UGC and build consumer trust. These micro-influencers (often 5K–100K followers) tend to have highly engaged niche audiences and can be extremely cost-effective partners. Many boast engagement rates of 5–20% – far higher than the 1–3% typical for mega influencers. In other words, a baking creator with 15,000 followers might have a closer-knit community (and more influence on their purchasing decisions) than a celeb with 5 million. For Amazon sellers and small e-commerce brands especially, collaborating with a network of smaller baking influencers can drive meaningful sales by generating relatable, user-generated content (imagine dozens of micro influencers each posting creative recipes featuring your new almond flour – that’s a lot of authentic reach!).

Ready to cook up an influencer campaign? Here are a few tips for working with baking influencers, whether macro or micro, to promote your brand:

• • • Identify the right influencers

Look for baking creators whose audience aligns with your target market. Pay attention to reach, engagement rates, and geographical location – ideally, their followers should overlap with your customers. For example, a vegan dessert brand would seek out a vegan baker influencer. Review their content style as well: does their tone and quality match your brand vibe?

• • • Reach out and communicate clearly

When contacting an influencer (via email or DMs, or through an influencer marketing platform), be upfront about what you’re looking for. Outline the collaboration idea – whether it’s developing a recipe with your product, an Instagram takeover, a giveaway, etc. – and highlight why it would interest their audience. Establish the scope, timeline, and deliverables (e.g. number of posts, video length, usage rights) early on. Clear communication sets the stage for a smooth partnership.

• • • Leverage their content (UGC) and engagement

Once the influencer content is live, make the most of it! Share or repost their mouthwatering photos/videos on your brand’s social media (with permission and credit). This kind of user-generated content (UGC) is social proof that can boost your credibility. Engage with the audience by answering questions or offering promo codes in the comments of the influencer’s post. You can even integrate their recipe or tutorial into your email newsletters or product pages (e.g. “Featured Recipe: Chocolate Chip Cookies by @TopBaker using our chips”). This not only extends the content’s lifespan but also reinforces the authenticity of your product. Finally, track the results – use UTM links or custom discount codes to gauge how the collaboration impacted traffic or sales. If you see a nice boost, you might just have found your brand a new ambassador!

Conclusion to Top 10 Baking Influencers

By choosing the right baking influencers and fostering genuine partnerships, brands can tap into the enthusiastic baking community to raise awareness and sweeten their sales. Whether it’s a micro-influencer posting a heartfelt review of your baking kit or a superstar like Rosanna Pansino debuting a recipe with your secret ingredient, the key is authenticity and alignment. When done right, influencer marketing in the baking niche is a win-win: fans get delicious new ideas, the creator earns income doing what they love, and your brand gets introduced to potential customers in a tasty, memorable way. In the age of social media, that kind of organic connection is the icing on the cake for any e-commerce business. Happy baking and collaborating!