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🖼️ Take a Stab - At a cookie collab.

In this week's Baking it Down Podcast - Episode 216 - Taking a Stab at a Cookie Collab, and Sugar Cookie Marketing Cookie Collabs are BACK IN BUSINESS. You can check out the details in the event listing for the SCM Cookie Collab: Meet the Baker 2025! here.

But allow us to spend this week's podcast and newsletter walking you through the Collab 101 basics so you can get the most from the easy-to-join Instagram cookie collab. 

Long story... podcast?... short, collabs are an easy breezy marketing collaboration with a handful of other bakers to increase engagement as well as e-network with your coll-e-agues (get it, because we're all online?). 🌊 Let's dive in. 👙 But if you're already "in there like swimwear," go ahead and register here:

🔪 1. What's a cookie collab?

A cookie collab is a single-day, single-hour online event where a group of bakers design a cookie (or a picture) based on a specified theme. Each "collaber" will post on a designated social media platform (Instagram in this case) using a specific hashtag (#SCMCollabBaker). Then all the participants will engage with other participants' posts by liking and commenting (but not following). It lasts for 1 hour, and it's a great way to meet new bakers, put faces to names, and increase engagement by hijacking the algo to show your post to more of your followers. A win-win-win. Some collabs are invite-only, but this is an open invite collab. All we ask is that you register to get reminders (not required, but appreciated). 

🔪 2. Why did we stop doing collabs?

With Zuck trying to keep up with the Joneses (ahem, TikTok), the platform depreciated hashtags - the main way we connect bakers through collabs. Previously, collabers could search for the most recent posts using a common hashtag (example, our old collab hashtag - #SCMCookiecCollab) during the collab hour and engage away as one big happy baking family. Now, with the removal of the ability to follow hashtags and the ability to filter by most recent, posts from prior collabs would have shown up, they'd have been outta order, and it would have been a giant mess. 

So we stopped because we needed to rethink the approach (it didn't require a ton of brain power, which you'll see in a second, but hey - we got busy too).

🔪 3. Details on this collab

This collab is our simplest concept of the three collabs we'll attempt this year. The "Meet the Baker" collab just requires a picture of you! Personal branding through face photos builds trust and relatability with customers - and bonus, you don't have to bake for this one. Always remember the quote, “people like faces. When in doubt, selfie it out.” 

• ➡️ Time: Friday, 10:00 AM EST
• ➡️ Date: June 27th, 2025
• ➡️ Use Hashtag #SCMCollabBaker
• ➡️ Register here: https://form.jotform.com/SugarCookieMarketing/scmcollabbaker 

And it will work - humans love humans, and this collab capitalizes on that. And even better, you get to see the faces of other bakers who are also participating. It's a fun way to kill an hour and do a lil' marketing at the same time.

🔪 4. Tips to get the most from a collab

While it's pretty hard to mess up "post a selfie," there are ways to squeeze the most juice from this berry. 

• ✅ Try to have your post up by 10:00 AM EST for maximum exposure.
• ✅ Use the Hashtag #SCMCollabBaker on Instagram.