Social Media Industry Report.

By Sweet Delights Bakery

Crumbl Cookies vs. Bakery By Textbook

I. IntroductionThis report compares two bakery brands — National chain Crumbl Cookies and community-based Bakery By Textbook— to evaluate how social media engagement differs between large-scale and independent bakeries. These brands were selected because both rely on visual storytelling and dessert-focused content to attract audiences online. The purpose of this analysis is to assess their performance on Facebook and Instagram, measure audience interaction across platforms, and identify strategies that improve digital engagement within the bakery industry.

II. Engagement Data AnalysisPublicly visible analytics and AI-assisted estimates were collected from the past 30–60 days. Crumbl Cookies demonstrated far higher engagement across both Instagram and Facebook due to its massive follower base, consistent posting, and weekly “flavor drop” strategy on Instagram. On the other hand, Bakery By Textbook’s engagement is small but highly positive, showing strong loyalty from its local community on both Instagram and Facebook.

Instagram is the stronger platform for both brands, especially where short-form video drives reactions and comment activity. Facebook shows a more dramatic performance gap — Crumbl’s content earns shares and distribution benefits, while Bakery By Textbook’s limited reach restricts interaction.

Engagement Metrics Table — Last 30–60 Days

Brand	Platform	Likes/Reactions (Avg)	Comments/Replies (Avg)	Shares/Reposts (Avg)	Video Views (Avg)	CTR (Estimated)	Engagement Rate (%)
Crumbl Cookies	Instagram	55K–60K	~2.7K	N/A	400K–800K	~1.8%	~4.4%
Bakery By Textbook	Instagram	45–85	1–3	N/A	500–900	~0.9%	~1%
Crumbl Cookies	Facebook	2K–5K	80–200	50–120	50K–100K	~1.2%	~1.2%
Bakery By Textbook	Facebook	15–40	1–2	<5	200–450	~0.8%	~0.8%

*Video Views, CTR, and some Facebook metrics are AI-assisted estimates using industry benchmarks for bakery brands with comparable audience behavior.

III. Strengths & Weaknesses AnalysisCrumbl’s greatest strengths are high-volume reach, constant content hype, and strong visual branding that encourages sharing. However, rapid growth can lead to mixed sentiment and audience fatigue over time. Bakery By Textbook excels in authenticity and positive sentiment — its small but supportive fan base engages consistently — yet limited posting frequency and low visibility restrict the brand’s growth potential. Overall, Crumbl leads in quantitative performance while Bakery By Textbook leads in community-based trust and positivity.

III. Strengths & Weaknesses Analysis

Crumbl’s greatest strengths are high-volume reach, constant content hype, and strong visual branding that encourages sharing. However, rapid growth can lead to mixed sentiment and audience fatigue over time. Bakery By Textbook excels in authenticity and positive sentiment — its small but supportive fan base engages consistently — yet limited posting frequency and low visibility restrict the brand’s growth potential. Overall, Crumbl leads in quantitative performance while Bakery By Textbook leads in community-based trust and positivity.

IV. Recommendations & ConclusionTo increase engagement, Bakery By Textbook should introduce more Instagram Reels, highlight behind-the-scenes baking, and collaborate with local micro-influencers. Improving Facebook presence through storytelling posts and awareness events could boost shares and reach. Crumbl should monitor sentiment closely and maintain variety in content to prevent engagement decline. These results show that while scale drives numerical success, authenticity drives loyalty. AI-assisted analysis helped fill data gaps where metrics were not publicly available and supports strategic action steps for both bakery brands moving forward.

Cited Sources

• The blog post “How Crumbl Cookies Took Over Instagram in 2025” (via HypeAuditor) provides data on follower growth (+1.7 M), reach (86 M), engagement rate (4.4 %) and content format. HypeAuditor.com

• The Instagram profile for Bakery By Textbook showing its bio/follower size etc. Instagram+1

• Additional analytics for Crumbl via audit site (StarNgage) showing average engagement rate ~1.05 % on Instagram. StarNgage

• A benchmarking article by HypeAuditor containing broader Instagram growth & engagement context in the food category. HypeAuditor.com+1