For Miriam Schmid, the German bakery trade's youth development campaign "Bake Your Future" is a project close to her heart. On the Instagram channel of her parents' bakery, Schmid's "Der Beck," and as a backfluencer for "Bake Your Future," the 24-year-old sales manager shows what goes on behind the counter and in the bakery of a medium-sized bakery in Upper Palatinate. (Photo: © Central Association of the German Bakery Trade)
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Miriam Schmid grew up in her parents' bakery. Since education is very important to her, the 24-year-old is one of four backfluencers involved in the "Bake Your Future" youth campaign. The team is supervised by Wiebke Langhanke.
In terms of Instagram follower count, Schmid Bakery and the "Bake Your Future" youth campaign of the Central Association of the German Bakery Trade are almost neck and neck. In December 2022, over 4.700 people subscribed to @derbeck.schmid's posts. @backdirdeinezukunft has around 4.800 fans. However, the youth campaign clearly leads in terms of the number of posts.
Inspiring young people to pursue an apprenticeship in the baking trade is one of Wiebke Langhanke's responsibilities. As Marketing Manager at the Central Association's advertising association, she oversees, among other things, the "Backfluencers" – young bakers and salespeople who act as social media influencers and promote the baking trade. Miriam "Miri" Schmid is part of the Backfluencer team. The 24-year-old is Sales Manager and sits on the examination committee of the Bakers' Guild. She also manages the social media channels of her parents' business.
Wiebke Langhanke Photo: © Central Association of the German Bakery TradeDHB: Ms. Langhanke, who actually qualifies as a backfluencer?
Langhanke: Ideally, our Backfluencers are in training to become bakers or bakery sales assistants. However, they may also have just completed their training.
DHB: What are the requirements profiles of potential backfluencers?
Langhanke: They must be passionate about social media and passionate about the baking trade. As a backfluencer, they should be happy to share their training with other young people and feel the urge to inspire them to pursue an apprenticeship in the baking trade. They should help us learn about interesting facts, courses, and continuing education opportunities in the trade. It's important that our backfluencers are authentic and provide realistic insights into the craft—so we also show them when things go wrong or are difficult.
Operations management
Operations management
Operations management
DHB: The German Basketball Association launched the Instagram channel for the youth campaign "Bake Your Future" at the end of 2017. How long has it been featuring content from backfluencers?
Langhanke: Since 2019. Our first permanent backfluencer was Julien Strittmatter. Since 2021, Paul Süpke, Alina Martynenka, Miri Schmid, and Susanna Rupp have been on board.
Miriam Schmid Photo: © Central Association of the German Bakery TradeDHB: Ms. Schmid, how did you get involved with the Backfluencers?
Schmid: I responded to a call for applications from "Bake Your Future" online – and was accepted.
DHB: Have you had any previous experience with social media?
Schmid: Yes. At our family-run bakery, Schmid "Der Beck," I'm responsible for marketing. This also includes managing our social media channels. I've been managing our Instagram account @derbeck.schmid for about two or three years. Our Facebook page has been around for a little longer.
DHB: Why are you present on social media?
Schmid: There are several reasons. I belong to Generation Z, and for them, everything happens exclusively on social media. But a medium like Instagram offers more than just entertainment. My posts are intended to show what work in a bakery is like, what training and continuing education opportunities are available, and help raise awareness of the baking trade.
DHB: Can you give an example?
Schmid: Even my friends had no idea what goes into the bakery business. Many underestimate the impact of sales. They assumed I'd just stand behind a fully stocked counter in the morning, sell a few rolls, and then go home.
In these articles, I'll show what really goes on in the bakery and the shop. I'll also discuss what it means for a medium-sized business like ours when flour or gas suddenly becomes drastically more expensive.
Another example: We're about to open a new store. I'd like to take my followers along for the ride and show them why I chose a certain color, lighting, or material for the store's interior.
DHB: Why is it important to you to get involved as a backfluencer for "Bake Your Future"?
Schmid: The youth development campaign presents a tremendous opportunity to attract new apprentices to our bakery trade. Since we train our own apprentices and I'm involved in our guild's examination committee, "Bake Your Future" is a project close to my heart.
DHB: Speaking of education: What is your own educational and professional background?
Schmid: I graduated from secondary school with a secondary school leaving certificate (Mittlere Reife). My goal was actually to study to become a teacher later. But then I realized that university wasn't really for me. Since I had always worked part-time in my parents' business, I joined there after school. Training course for certified sales manager in the food trade at the Academy of the Bavarian Bakery Trade in Lochham successfully completed. I am currently studying business administration part-time.
DHB: As an influencer, you put yourself in the spotlight. Is that your thing?
Schmid: It was very unusual at first. You're chatting on your cell phone somewhere in the bakery or the salesroom. Later, your friends see the whole thing. But over time, you get used to it. Now, complete strangers approach me: Hey, you're the one from the internet! The feedback on my posts is very positive.
DHB: What impact does it have on your parents’ business?
Schmid: It increases brand awareness. We operate in three districts. Our products are sold through twelve branches and three sales vans. We employ over 100 people. Although our business is quite large, until recently, it was largely unknown who actually stands behind the Schmid Bakery. I've changed that. It's important to me to build a personal connection with our customers. While I'm the face of social media, I also use it to give my parents, who run the business, a greater public profile.
DHB: How did you know what appeals to people on Instagram?
Schmid: At first, I didn't know what my followers were interested in. It's a bit of a journey and experimentation. Over time, though, you can see how often a post has been viewed, liked, or commented on. Behind-the-scenes posts, recipes, or DIY videos are particularly popular.
DHB: So, when you look at your company account, do you also look at how users interact with the posts?
Schmid: Of course. Our account's insights not only allow us to track interaction, but also provide a good indicator of which hashtags perform well and the best time to post. If I upload something at 14 p.m., there's less response. After all, most of our followers are still working in the early afternoon. We achieve a higher reach in the evening because everyone is at home.
DHB: What kind of posts do you mostly post on Instagram?
Schmid: Currently, Reel views are declining, so we're focusing more on Stories.
DHB: How regularly do you post on the company's Instagram account?
Schmid: Every day, if possible, because it's immediately noticeable when I take a break. The number of views on our posts drops noticeably. However, quality is more important than quantity. The posts should convey a certain message. That's why I make a weekly schedule. Especially in the run-up to Christmas, you have to be careful that the pictures and videos aren't too similar. If I present our followers with a Stollen every day, they'll eventually get tired of seeing Stollen.
DHB: How does the company Facebook account differ from the Instagram account?
Schmid: On Instagram, I mainly upload stories. On Facebook, however, I use photos. The content of the posts is fairly similar, though. There are also differences in the followers. On Facebook, there are many local customers whom I know personally. On Instagram, I don't know nearly as many followers.
The social media channels of the bakery Schmid "Der Beck" The bakery Schmid "Der Beck" has its own website and is present on the social media platforms Instagram and Facebook.
DHB: Is the effort you put into social media worth it?
Schmid: It's hard to measure whether it brings us more revenue. However, we're noticing that interest in our business is growing from the increasing number of followers. Our Instagram channel currently has over 4.700 followers. As a company, you have to keep up with the times and stand out from the crowd. These days, nothing works without social media.
DHB: Has your commitment to the youth campaign perhaps also paid off for your own company?
Schmid: Absolutely. This year, a sales trainee completed her apprenticeship. We were able to fill her position right away. Our new trainee knows me through social media.
DHB: How does your work for the youth campaign impact your work on the company's social media presence?
Schmid: At first, I hardly invested any time in Instagram. It became noticeable in the effort, because it felt like it took me two hours to post. Through the training sessions with the Central Association and my involvement with "Back dir deine Zukunft" (Back Your Future), I've become more professional. Now I pay attention to how the light hits my face, whether the sound is flawless, and whether the angle of the shot is right. Over time, you get into the swing of things. Now, posts flow effortlessly. I always have my smartphone with me. As soon as I see something interesting, I film it right away. Uploading a story for our Instagram account @derbeck.schmid takes less than five minutes. So the two complement each other very well.
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DHB: Ms. Langhanke, when four young craftspeople spread across Germany are involved in providing content, duplication of content can occur. How is the work at "Bake Your Future" organized?
Langhanke: After brainstorming what might be on the agenda for the following month, we come up with topics together. These are incorporated into a monthly theme plan. Our backfluencers then provide us with three to five self-made videos. We can use this material for Instagram or TikTok.
Schmid: Besides the general guidelines that the weekly plan outlines thematically, there's still plenty of room for spontaneity. I recently received the "Zacharias" award – a prestigious prize for best marketing in the baking industry. I briefly contacted the "Bake Your Future" team to let them know I could also post something about it for their recruitment campaign. It works the same way with other cool ideas. I believe: the more input you have, the better.
DHB: Do the backfluencers themselves set their videos to "Bake your future"?
Langhanke: No. You only provide us with images and video material. You don't necessarily have to edit the videos yourself or even write the captions.
Schmid: It's good that the "Back dir deine Zukunft" team is taking on this task. Every creator has their own style. But with an account like @backdirdeinezukunft, it's important to ensure that the overall look and feel is as consistent as possible.
The social media channels of the youth campaign: The youth campaign "Bake Your Future" has its own website . It is also present on the platforms Instagram , TikTok and YouTube.
DHB: You just mentioned it, Ms. Langhanke. Since November 2022, the youth campaign "Bake Your Future" has had another social media presence. Why are you also present on TikTok?
Langhanke: We must remain future-proof. TikTok is currently the number one trending platform. It's the platform where Generation Z hangs out. What better place could we inspire future apprentices to embrace our beautiful craft than on their own favorite platform?
In addition, the algorithm gives you the opportunity to address a wide variety of people without having to have a large community from the start – this gives us the opportunity to address completely different people than on Instagram.
DHB: TikTok started out as a video platform, and Instagram has since evolved into one. Why does "Back dir deine Zukunft" use two similar channels?
Langhanke: In short: Instagram is school, TikTok is the playground. On Instagram, we focus on professional knowledge and interesting facts. We want to show future apprentices everything that goes into an apprenticeship in the baking trade. For those already in training, we want to offer advice and support. This can be photos or videos, but they don't necessarily have to have a personal touch.
On TikTok, we're more open. We show the fun side: the passion for baking and creating, the faux pas, the stress of exams. We introduce colleagues who help each other and push each other even further. We provide authentic insights into everyday life in a bakery. We take the TikTok community into vocational school classes or inter-company apprentice training, share in food trends, and even let apprentices talk honestly about their training. TikTok is practically the "behind the scenes" of Instagram.
Unlike Instagram, on TikTok we only work with video formats and only with a backfluencer or adfluencer to guide us through the action.
DHB: Is the activity of backfluencers limited in time?
Langhanke: Yes. The duration depends on various factors: How well they resonate with the target audience? How much free time do the protagonists have in their daily lives? After their training, the backfluencers finally embark on their professional lives. Then it's time to say goodbye to their role and make room for new role models for the baking-interested community.
However, we are committed to continuing to support our backfluencers. After all, many of them start their own social media channels during their time as backfluencers, so they can continue to serve as role models in the baking trade.
DHB: The Backfluencers are supposed to use their influence and convince young people to start an apprenticeship in the baking trade. Has this concept worked?
Langhanke: Our backfluencers have always been and continue to be enthusiastic and dedicated. We are very grateful that they share such open insights into their daily work. The concept has proven successful because the backfluencers are the perfect ambassadors for the baking trade. This makes us pioneers in the craft.
DHB: You're always looking for new faces. How can I apply to be a backfluencer?
Langhanke: By email at langhanke@baeckerhandwerk.de and a video. We're always happy to welcome passionate young talent.
DHB: Ms. Schmid, it's a tradition in the influencer series that you suggest the next interviewee. Who has been the most influential on you on Facebook, Instagram, YouTube, or TikTok?
Schmid: My recommendation would be the lovely Simon Glocker. As a model and owner of the Albkorn bakery, he shares fascinating insights into the craft every day. A super modern, stylish, and exciting business that's really on the ball!
Name: Miriam Schmid
Age: 24
Conclusion: Intermediate school leaving certificate / Sales manager in the food trade
Business: Schmid Bakery "Der Beck"
Trade: Baker
Location: Oberviechtag
Employee: 112
Website: schmid-derbeck.de
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