In the digital age, social media has transformed human interactions across various fields, including the realm of baking. One of the most prominent platforms driving this evolution is TikTok. TikTok's short-video format has become viral among its users and has made a significant impact. With its short video format, creators and bakers have the opportunity to share tutorials, recipes, tips, and unique baking tricks in an easy, engaging, and distinctive manner. These baking tutorial videos showcase step-by-step processes in creating culinary creations. Often, these videos go viral, inspiring people from diverse backgrounds and across the globe, not limited to Indonesia alone.

This opportunity is accessible to everyone, including Micro, Small, and Medium Enterprises (UMKM), to enhance their visibility and reach a broader online audience. UMKM can create compelling and creative content to market their products or services using various content pillars such as educational, inspirational, unique selling propositions (USPs) of their products, and even entertainment. They can evaluate their content to create more relatable content for TikTok audiences that can potentially land on the For You Page (FYP), leveraging TikTok's comprehensive insights and data on content performance. This approach expands their reach compared to relying solely on traditional marketing.

On TikTok, UMKM can directly market their baked products to potential consumers. They can showcase enticing results through videos, which can be featured on TikTok Shop and checkout pages for seamless transactions.

TikTok enables UMKM to expand their networking within a broader baking community for greater inspiration. UMKM can also utilize this network to analyze suitable creators and partners for collaborations. TikTok has created a positive impact in the baking industry, both specifically and in general.

UMKM that effectively leverage this platform can increase their visibility, sales, and connections. Additionally, UMKM can draw inspiration from baking content created by local and international brands to incorporate trendy items into their offerings. One such inspiring brand is Elmer Chocolate Official, which frequently shares baking tutorials ranging from cakes to pastries, influencing baking trends for UMKM.