How brands can harness The Great British Bake Off's social chatter

Great British Bake Off returns to Channel 4 later this month

As Great British Bake off gears up for another series, social media agency Immediate Future has revealed that last year there were over 941,000 mentions of the programme on Twitter alone.

The report analyses how brands who are not directly sponsoring or advertising can make the most of the opportunity to gain reach and target new audiences, aiming to give them the tools to stand out and gain mentions when the show launches later this month. The main sponsor last year was Dr Oetker, with companies such as Innocent Drinks and KitchenAid running ads during the primetime show.

According to Immediate Future, while contestants, hosts and TV moments (such as show stoppers and technical challenges) are threaded through social, the conversations are often momentary. Food takes centre stage with cakes, pies, bread and chocolate topping the bill. There was also a big uplift in mentions of ‘cake stand’, aprons and rolling pins.

Katy Howell, chief executive at Immediate Future, said: “GBBO social chatter has a community feel. One of sharing, retweeting and long-term involvement. Audience behaviours differ from the recent Love Island social activity which, fuelled by the show moments, was more opinion, expletives and many, many ‘choice’ phrases. The Bake Off viewers, well they come together in a shared social experience, taking their love for the show offline into office and charity bake-offs and involving friends, family and anyone with a shared interest.

“Given the positive and engaged social around GBBO, the insight we have defines key interests and topics that will be a focus this year too. This is good news for brands outside of sponsorship deals that want to get involved. There are opportunities aplenty to drive some powerful results.”

The report, is available to download here

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