The culinary content created by Melissa Ben-Ishay, founder of Baked by Melissa, on the social media platform TikTok, has generated a significant following. This content primarily features miniature cupcakes, baking techniques, and behind-the-scenes glimpses into the brand’s operations. An example includes short-form videos demonstrating the assembly of the company’s signature bite-sized treats.
The presence has offered several advantages. It expands brand awareness to a younger demographic, drives online and in-store traffic, and functions as a dynamic marketing tool. Historically, the brand’s growth has been significantly augmented by viral content on this platform, leading to increased sales and enhanced brand recognition.
