How Crumbl Cookies’ Social Media Strategy Fuels Their Growth: 9 Key Tactics

Crumbl Cookies has taken the dessert industry by storm, growing from a single bakery in 2017 to over 900 locations across the U.S. in just a few years. Their explosive success is not just due to their rotating menu of delicious cookies but also Crumbl Cookies’ social media strategy. Crumbl has built a strong online presence, with millions of followers across TikTok, Instagram, and Facebook, turning their brand into a viral sensation.

Key Tactics in Crumbl Cookies’ Social Media Strategy

So, what makes their social media approach so effective? Let’s take a closer look at the key strategies Crumbl uses to capture attention and keep their audience engaged.

1. Weekly Cookie Reveal Videos

One of the most brilliant aspects of Crumbl’s social media strategy is their weekly cookie line-up reveal. Every Sunday night, they drop a high-quality, engaging video showcasing the new cookie flavours for the week. This strategy builds anticipation and keeps customers coming back for more.

Instead of a static post, they use dynamic, well-edited videos that highlight the textures and ingredients of each cookie. These videos consistently go viral, generating thousands of comments from excited fans eager to try the new flavours. This strategy has created a sense of ritual around their brand—customers tune in every week just to see what’s coming next.

2. Using TikTok Trends and Challenges

Crumbl has fully embraced TikTok as a marketing powerhouse. They capitalise on trending sounds, challenges, and viral formats to keep their brand relevant. By staying in tune with TikTok culture, they ensure that their content feels fresh and shareable.

For example, they often feature employees breaking cookies apart in slow motion to showcase the gooey centres, a format that performs exceptionally well on TikTok. Just the video below has 6.1 million views and it focuses solely on the cookies and flavours.

They also engage with food influencers and encourage user-generated content by resharing customer reviews and reactions. They even collaborated with the Jonas Brothers and launched a customised flavour.

One of their most successful TikTok campaigns involved users blind taste-testing Crumbl cookies and ranking them. This encouraged others to try the challenge themselves, further boosting engagement and brand visibility.

3. Encouraging User-Generated Content (UGC)

Crumbl doesn’t just rely on their own content—they harness the power of their customers. They actively encourage fans to share their cookie experiences by resharing user-generated posts on their official pages.

This strategy has created a community-driven brand identity. When customers see their posts featured on Crumbl’s Instagram or TikTok, it makes them feel connected to the brand. It also acts as free advertising, as people are more likely to trust recommendations from fellow consumers rather than corporate messaging. It’s become a trend in itself to review Crumbl Cookies.

4. Consistency in Branding and Aesthetic

Crumbl’s social media pages follow a strict branding style, making their content instantly recognisable. Their pink boxes, perfectly styled cookies, and clean, minimalist design create a signature look that stands out in feeds.

Their Instagram grid, for instance, maintains a cohesive colour scheme, often using pastel backgrounds to complement the famous pink packaging. This level of visual consistency helps reinforce brand identity and strengthens their presence across platforms.

5. Engaging With Their Audience

Unlike many brands that use social media as a one-way communication tool, Crumbl actively engages with their followers. They respond to comments, join in on conversations, and acknowledge customer feedback.

For example, when customers request a popular flavour to return, Crumbl acknowledges the demand and often delivers, making fans feel heard and valued. Their comment sections are filled with fun and lighthearted interactions, further strengthening their relationship with their audience.

6. Limited-Time Offer Strategy

By rotating their cookie flavours weekly, Crumbl has mastered the art of FOMO (fear of missing out). This approach keeps customers coming back frequently, as they know they have a limited window to try a particular flavour.

This sense of urgency is amplified on social media, where customers post about their latest purchases, urging others to grab them before they disappear. This word-of-mouth marketing, fuelled by social media buzz, contributes to their sales and engagement.

7. Creator Collaborations

Crumbl understands the value of influencers in expanding their reach. They regularly collaborate with food bloggers, TikTok reviewers, and Instagram personalities to promote their cookies. These creators showcase their authentic reactions and provide in-depth reviews, making the cookies even more desirable.

While they do collaborate with influencers with large followings, this is not always the case. They also feature small creators and this in turn encourages more people to review their cookies, in hopes of collaboration and being featured.

8. Fun and Relatable Content

Crumbl’s content is not just about showcasing cookies—it’s about entertainment and relatability. They use humour, memes, and pop culture references to keep their audience engaged.

For instance, during Halloween, they posted a lighthearted skit featuring employees dressed as cookies, adding a playful element to their brand. By making their content feel fun and accessible, they maintain strong engagement levels across their platforms.

9. Hyperlocal Engagement

Though Crumbl is a national brand, they make a point to highlight individual store openings and engage with local communities. Each new location gets its own social media content, creating a personalised experience for different regions.

They celebrate grand openings with special promotions and encourage customers to tag their local stores in posts. This hyperlocal approach fosters a sense of community and connection, making each store feel like part of something bigger.

Conclusion

Crumbl Cookies’ rapid growth can largely be credited to their innovative and highly engaging social media strategy. By consistently creating excitement with weekly cookie reveals, leveraging TikTok trends, encouraging user-generated content, and maintaining strong branding, they have turned their brand into a viral sensation.

Their ability to foster a strong online community, engage with their audience, and adapt to social media trends has set them apart from competitors. As long as they continue to evolve with digital platforms, Crumbl is likely to maintain its position as one of the most talked-about dessert brands in the country.

For more insights and news about digital marketing, subscribe to our email newsletter, The Digital Digest.