273K
Pophams
London
The closest feel to Porter: dark wood, hands, low light. Each weekend special is credited to the baker who developed it.
Faces & names
A proposal for Porter · Sheffield and Bakewell
The brand is already beautiful. The next step is who gets to see it.
A few thoughts on reaching new people, across both shops, without changing what makes Porter feel like Porter.
01 · What I see
Warm light, dark wood, hands at work and very few words. It's the most consistent look of any bakery I've looked at nearby, and I wouldn't change a thing about it.
- The photographyMacro lamination, crema and flour in the air. Every frame stops a scroll.
- The restraintLowercase, calm and confident. Trend-light, which is rarer than it sounds.
- The reviews“the pastries have really gone up a level”Google review, May 2026
02 · The opportunity
The quality is there. The reach isn't, yet.
Porter is mostly seen by people who already know it. These are the numbers I'd want to move.
5,418
Instagram followers, with posts reaching about 1% of them in likes
8weeks
since the last reel, the format Instagram uses to reach new people
0videos
on Porter's TikTok, and almost no bakery nearby is active there either
6th
on Google Maps for “bakery Bakewell”, despite a 4.8 rating from 77 reviews
Two shops, one bakery: a story no one else nearby can tell
No Highlights yet: the only bakery nearby without them
Sheffield listed on Google only as a coffee shop
From a public read of Instagram, TikTok and Google Maps on 25 October 2026. Map positions vary by location and day.
03 · How the bigger bakeries do it
Same calm look. A reason behind every post.
The bakeries with the biggest followings don't post louder. They show the people, name the bakes and treat each season like an event.
196K
Lannan
Edinburgh
Only 332 posts ever. Every seasonal tart is launched like a release, as a reel, with a “final weekend”.
Seasons as events
186K
GAIL's
UK-wide
Recipe and how-to posts averaged 5.4 times the likes of product posts. Simple countertop video beat polished campaigns.
Recipes
174K
The Dusty Knuckle
London
The team by name and face, every week. Honest behind-the-scenes posts get the most support.
People & purpose
23.8K
Forge Bakehouse
Sheffield
Posts most days. In the week I checked, people and community posts got roughly 3 to 7 times the likes of product shots.
Series & community
Follower counts from each public profile, October 2026. GAIL's figures from Sup research, May 2026.
04 · Your content today
Your latest 39 posts, at a glance
0 reels since 30 August
1 photo with words on it
0 hashtags or search words
0 faces, in 39 posts
What's working: new bakes and new drinks
The coffee-origin stories get the fewest likes, even though they're the best stories. That's a format problem, not a story problem: they'd come alive told on camera by the barista.
05 · From photos to reels
Your photographer's work, given a second life.
Three sample reels made only from photos you've already posted, in your fonts and one warm grade, so the moody and bright shots sit together. No new shoot needed.
Photo to reel
One photo, one line, one moment of motion
Drag to see a single post become the opening frame of a reel: a calm serif line on the first frame, a slow push in, and a question at the end that gives people a reason to share.
Sample reels for this proposal only, never posted. Real posts would use a track from Instagram's own library.
06 · How often
Why I'd aim for about five a week
Your advert mentions two to three posts a week. I'd go further, mostly by turning the photos you already have into reels, so it never costs you extra shoots.
ReelCarousel or photoStories
10+
reels a month: what Instagram says its fastest-growing accounts post, on average
Instagram for Creators1 to 1.5
posts a week from Porter since late August, with no reels since 30 August
Public read, October 2026Daily
at Forge and The Dusty Knuckle. Pophams posts three to four times a week
Public profiles, October 2026About 20 posts a month: roughly three reels and two carousels or photos each week, plus Stories most days. Reels find new people; carousels and photos keep the people you have.
07 · Ideas going forward
Five pillars, all already in your camera roll
35%
The bake
Lamination, shaping, the oven, the counter at opening. Bread finally gets its moment.
25%
The cup
Origins and roasters, told by the barista on camera.
15%
The people
Hands first, then faces, when you're ready.
15%
The places
Bridge Street and Sharrow Vale.
10%
Notices
Hours, menus, pre-orders and hiring, in your serif card style so the grid never breaks.
Series
“5am, Bridge Street”: one morning in the bakery, once a month
Series
“Guest spot”: every new guest coffee, in 20 seconds
Series
“What's in season”: the fig window, the first rhubarb
Meet the people
“Your photos never show a face. Is that a choice?”
The founder, the head baker, the baristas. Every post that broke out locally this autumn showed people. A calm, unposed series, one person a month, in window light. Or voice only, over their hands at work, if faces stay off.
Two shops, one bakery
Bakewell2 Bridge Street. Where everything is shaped by hand, every morning.
Sheffield410 Sharrow Vale Road. On the counter by opening.
A daily run between the Peak District and the Vale that no other bakery nearby can show. Tag the right shop on every post, and give each one its own Highlight, so people find their nearest Porter.
08 · Christmas at Porter
The season, told as one story
- Winter at PorterThe festive menu launched like an event: a teaser, the menu as a carousel, a slow process reel and a last-chance story. Menu and launch date to confirm
- Pre-orders made simpleOne clear way to order, pinned to the grid and saved as a Highlight, so the questions are answered before they're asked. If you take pre-orders
- GiftingCoffee bags with the roaster's story, and bakes worth giving. “Three coffees we'd wrap for someone we like.” Gift range to confirm
- Both shops' hoursOne calm serif card for Sharrow Vale and Bridge Street, pinned and matched on Google. Christmas hours to confirm
- The story of the seasonThe bakers' early shift and the morning run to Sheffield, when it's darkest and busiest.
A short series
“Five mornings before Christmas”: five short reels in the last week before Christmas, each one a single moment from the bakery before the doors open. Dates to confirm
09 · Three directions
Same look, a different lead
Each keeps the calm, moody feel. They differ in what the feed leads with. We'd choose together.
A
The bakery behind the bridge
Craft and provenance
Lead with the making: the Bakewell bakery, the starter, the lamination, the growers and roasters.
Best for brand standing, premium bakes, bread
My recommendation, with C's seasonal moments on top
B
Two shops, one morning
Place and community
Lead with the places and people: Sharrow Vale regulars, Bakewell visitors, the team, the bridge.
Best for footfall, the Bakewell shop, hiring
C
The season at Porter
Menus as events
Each season's menu becomes a small launch, with a Highlight, pre-orders and a closing post.
Best for sell-outs, pre-orders, repeat visits
10 · The roadmap
From where you are to the next three months
Now
The quick wins
Highlights for the menu, bakery, coffee and each shop. Both street names in the bio. A quick check of the reach settings together. The Bakewell postcode matched everywhere.
Month 1
Back to reels
About five posts a week from one monthly plan you approve. A calm opening line on every reel. The Bakewell story told. First reels on TikTok and Facebook too.
Months 2 to 3
Building the habit
Ten-plus reels a month. Christmas launched as an event. Collab posts with the roasters you already credit. New ideas tested on people who don't follow you yet.
Every month
A short review together
What reached new people, what got shared, and what we'll do next. Plain words, no jargon.
11 · How we'd work together
Your photographer stays at the centre. I do the rest.
1
Listen
A conversation with you, in Bakewell or Sheffield, about goals, voice and what's coming up.
2
Plan
A short written guide and a monthly plan you approve before anything goes out.
3
Make
Shoot briefs for your photographer, then the editing, words and posting.
4
Review
A monthly look at what worked, and what changes next.
About me
I'm Evan, and I live near Bakewell, a short drive from both shops. I worked in software and design for several years with an industrial design consultancy, on projects for brands including Johnnie Walker and The London Essence Company. Big brands are particular about every detail, in a good way. That's the habit I bring to independent businesses like yours.
A few extras I noticed
Small things, separate from the social role, and entirely optional
Google profiles
Both shops have strong ratings (4.7 and 4.8). Adding a second category to each (Sheffield as a bakery too), a phone number, a weekly photo update and short replies to reviews would help people find you on the day.
The website title
In Google, the page title is just “Porter”. Something like “Porter, bakery and coffee in Bakewell and Sharrow Vale, Sheffield” tells searchers what and where before they click.
One address, everywhere
The Bakewell postcode is DE45 1DR on the website and DE45 1DS on Google and other listings. Using the same one everywhere helps maps connect them.
Photo descriptions and shop details
Short descriptions on photos, and both shops' details added behind the scenes, help Google and map apps understand Porter better.
The Page is still called “Porter Coffee” with an older intro and links. A quick tidy, and every reel can share across automatically.
Investment
Three ways to work together
Examples of what each includes. We'd shape the final mix together after our first conversation.
Considered
Keeping the feed beautiful and consistent
£650/month
- 3 posts a week on Instagram, shared to TikTok and Facebook
- At least 1 reel a week, made from your photos
- Stories 2 to 3 times a week
- One shoot brief and shot list a month
- A short monthly review
Recommended
Signature
Building the brand properly across both shops
£850/month
- About 5 posts a week (around 20 a month) on Instagram, TikTok and Facebook
- About 3 reels a week, mostly made from your photos
- Stories most days, Highlights kept up to date
- Monthly shoot direction, on site for part of the shoot
- A rolling three-month plan and a monthly review session
- Replying to comments on posts
Partner
For a launch season or a bigger push
£1,150/month
- Everything in Signature
- Two shoot directions a month, one per shop
- A seasonal campaign each quarter, such as Christmas
- Collabs with roasters and neighbours, planned and managed
- A quarterly written report
One-off set-up, £750. Your social brand guide, bio and Highlights, the first three-month plan and shoot brief, and TikTok set up in the same style.
