Baking it Down with Sugar Cookie Marketing 🍪

Episode 229: Why You Should Do the Reels Collab
Hosts: Heather and Corrie Miracle
Date: September 16, 2025

Episode Overview

Heather and Corrie Miracle—twin sisters, marketers, and founders of the Sugar Cookie Marketing community—share practical marketing tips for cottage bakers and small business owners. In this episode, they focus on why participating in Instagram Reels collabs is important for bakery businesses, the power of video content, and strategies to overcome common hesitations about showing up on camera.

This episode blends actionable advice, cheerful twin banter, relatable stories, and encouragement to embrace video content, even when it feels uncomfortable.

Key Discussion Points & Insights

1. Recap and Podcast Housekeeping

• The previous episode had audio issues due to remote recording—Zoom mixes audio differently than external mics. Heather explains what went wrong and thanks listeners for their patience and feedback.
  "Thank you so much. You let me know many times. It was a hard listen, but you still listened. And that I appreciate." (01:58 - Heather)

2. Why Video Content Matters (03:34)

Structured as "Why Video" first, followed by "Why Reels Specifically".

A. Why Video? (03:34–16:41)

i. Video is the Preferred Content Type

• "It's the reason why we turn on Netflix versus open up a book." (03:50 - Heather)
• People prefer to consume information through video. Social platforms prioritize keeping users engaged, so favor video.

ii. Videos Convert Better

• Adding a video to a landing page can increase conversions by 80%. Visual demonstrations help buyers "see themselves" with the product.
  "The likelihood I'm about to buy when I see a video is higher than if there isn't a video on there." (07:47 - Heather)

iii. UGC (User-Generated Content) Builds Trust

• UGC, especially video testimonials, sways decisions more than polished ads. Authentic, imperfect videos work best and feel relatable.
  "They say sometimes UGC, when it's filmed too professionally, loses the trust factor." (12:23 - Heather)

iv. Video Improves SEO

• Videos embedded on websites or posted to platforms like TikTok/YouTube are indexed by Google and help with discoverability. Even locally-focused bakers can benefit.

v. Overcoming Camera Shyness

• Most bakers don't want to record themselves, but that makes video a less saturated differentiator. "You are the secret ingredient to your business, secret sauce." (17:35 - Corey)
• Audiences are less critical than we imagine—they enjoy seeing the faces and personalities behind brands.

B. Why Reels Specifically?

i. Instagram/Meta Favours Reels

• Instagram is pushing video (Reels) to compete with TikTok.
• Video content is more likely to be promoted and discovered than static photos.
• "When you upload a video to Instagram, it's automatically converted as reel.” (21:05 - Heather)

ii. Short-Form Video is Powerful but Underserved on Instagram

• Many Instagram users still cling to curated photo aesthetics, so video is a way to stand out locally. "You making videos on Instagram is a fantastic way for you to lead your area in this." (28:32 - Corey)

iii. Feed Aesthetic is Outdated

• Focusing on having a perfect-looking Instagram grid is less effective than sharing engaging, authentic video content.
  "You can either reach your target audience... or you can look pretty." (30:42 - Heather)

iv. Deeper Audience Connection

• Video gives your business a voice and builds parasocial relationships with followers. "If you've never met Heather in your life, you're probably like, she's such a fun person. ... You feel more connected to Heather because you've seen her and you've heard her." (34:15 - Corey)

v. Series Content and Consistency

• Video series (“Meet the Baker”, taste tests, etc.) encourage repeat engagement and familiarity.
  (Example: Corey’s 25-day cookie taste test series).

Notable Quotes & Memorable Moments

• On overcoming perfectionism:
  "I'd rather content go up than perfect content never go up." (31:25 - Heather)

• On differentiating your bakery:
  "When we're all buying the same cookie cutters... your differentiator is yourself." (17:35 - Corey)

• On series and personality:
  "The less you cared, the better it performed." (40:53 - Heather, about Corey's taste-test reel series)

• On audience skepticism:
  "You are your worst critic." (17:15 - Heather)
  "I want to say people have said by listening to the podcast, I feel like I'm laughing with my best friends. They just can't hear me." (34:01 - Corey)

Reels Collab Challenge Details (41:43)

A practical, community-driven way to "just try" video.

• Collab Name: Blind Bakers Reels Collab

• Date: September 26, 2025, 11am ET

• Instructions:

  • Ice a cookie bright white (any shape).
  • Blindfold yourself.
  • Turn on video recording (phone/IG app/third-party apps like InShot, CapCut, Splice).
  • Pipe a pumpkin on the cookie, blindfolded. (Orange & green or brown for stem).
  • Optional: Record an intro or voiceover.
  • Post the short video to Instagram (as a Reel), using hashtag #SEMcollabcircle.
  • Optionally, share to stories, Facebook business page, newsletter, etc.
  • Register in SCM Facebook Group event tab for "coffee" (caption help).

  "The whole point is to fail. It's the humans love to watch." (42:24 - Heather)

• Tips for Editing:

  • InShot is free and user-friendly.
  • Don't overthink it—phones work just fine.

Collab Challenge: Why Participate?

• Low Risk, High Reward: You can archive/delete the video after the event if you wish.
• Builds Confidence: Even if uncomfortable, you'll likely get positive engagement.
• Differentiates You: Very few local bakers are using video.
• Showcases Personality: Customers love a behind-the-scenes laugh—and seeing bakers “fail” is relatable.

Example: Measurable Collab Wins

(46:28) Listener Donna shared her Main Street Collab story: "Not only got me the most views on any IG post I ever made, but the owners of the restaurant loved the dozen local cookies I gifted them so much, they asked me to quote them a price per dozen so they can include them in their to go orders."
(46:43 - Heather reading Donna's message)

Overcoming “Feed Aesthetic” Anxiety (29:43)

• Video posts ("reels") can have a custom thumbnail if you want to maintain a certain look in your grid, but the main objective should be getting content out there for discoverability.
• Most customers never look at your curated feed; they discover you from one post or never go to your profile at all.
• Consistency beats perfection:
  "The unaesthetic video that you're so worried about will be pushed down so far, you'll forget that it's even there and your audience forgets that." (32:43 - Corey)

Encouragement and Real Talk

• It's normal to feel nervous about showing your face or sharing imperfect video. But it truly works—in engagement, in conversion, and in building relationships.
• "If you're listening and on the fence, this is an undersaturated aspect. This is your chance, friend." (17:29 - Heather)
• The video format lets customers feel like they know you, even before meeting you.
• "People buy from those they know, like, and trust." (22:46 - Corey)

Summary Timeline

• 00:00–02:45 – Audio issues, podcast housekeeping, group intro
• 02:45–03:34 – Topic introduction: Reels collab & why it's focused on video
• 03:34–16:41 – Why video is the future of social content and marketing
• 16:41–28:57 – Overcoming fears, examples of UGC, and why most local bakers aren’t using video yet
• 28:57–33:00 – How Instagram’s algorithm works, why photos alone aren’t enough, the myth of needing a pretty feed
• 33:00–41:43 – Building connections and authentic brand voice through video, using series content (examples: taste test series)
• 41:43–53:06 – Details for SCM's Reels Collab challenge (how-to, encouragement, hacks)
• 46:28–51:55 – Listener wins, collab testimonials, data/proof that reels outperform images
• 53:06–End – Community updates, fun family stories, Q&A, sponsor plugs (skip for main content)

Final Takeaways

• If you want to increase your reach, engage your audience, and book more sales, start using reels and video—especially where others aren’t.
• Don't worry about perfection or aesthetics; authenticity and consistency win.
• Participating in the Blind Bakers Reels Collab is a safe, fun experiment to break the ice with video.

“I want you 23 people to be like, oh shoot. So I got something that they aren’t doing.” (53:35 - Heather)

Ready to go beyond pretty photos? Set your phone up, blindfold yourself, and let your audience see the real baker behind the cookies. 🍪🎥 #SEMcollabcircle