SOCIAL CONTENT STRATEGY BREAKDOWN: LAURENT BAKERY
Video taken from Laurent Bakery TikTok
The Video That Broke Every Rule and Won
While you’re all still GASPING for air over the RISE of Reesa Tessa and her VIRAL 50 part series “Who TF Did I Marry?”, let me introduce to you to Laurent Bakery in Melbourne & this BRILLIANTLY EXECUTED piece of social content 😍
The saying goes “audiences will forgive a poor quality video if the audio is high quality”, yeah, well, apparently they don’t care.
Obviously, if you’ve watched the content by now, You LITERALLY cannot hear a single word being spoken in the video.
Why It Worked Anyway
I still maintain this is brilliantly executed.
The social manager for Laurent Bakery clearly knew the video would have been perfectly usable as a raw file - the audio actually was crisp (the crackling sound has been added purposefully), but they took a chance, added the sound and the video has racked up:
👀 2.1M views
❤️ 256k likes
💬 3.7K comments
🔖 15.9K saves
📩 3.8K shares
Laurent Bakery's Broader TikTok Strategy
Reviewing their TikTok account (all 35 pieces of content), Laurent Bakery generally post relatively decent content. A lot of it is skewed towards “meme-able” hospitality moments paired with trending audio and a focus on their team to bring the audio to life.
Funnily enough, never about their products…except for this post.
The content works, not just because it fits in with their overall content strategy (“meme-able” moments), but gives a brand that’s been around since 1993 a fresh & albeit interesting way to be part of a platform & talk to a community of people where they expect to see brands attempting to “jump on a trend”. IMO, they nail it.
How Laurent Bakery Handles Instagram Differently
Their instagram is filled with typical “food porn” and product, location focused content that you’d expect to find at a bakery that’s been around for 30 years. It’s great. It’s fit for channel.
The Takeaway for Brands
What Every Brand Can Learn From Laurent Bakery
Laurent Bakery's viral moment is a masterclass in understanding the unwritten rules of a platform well enough to break them intentionally.
1. Platform fluency beats production value every time. The video went viral despite — arguably, because of — the fact that you can't hear a word of it. The social manager understood TikTok's audio culture so well they turned a technical flaw into a creative choice. That only happens when you deeply understand the platform you're posting on.
2. Meme-ability is a content pillar, not a tactic. Laurent Bakery didn't stumble into meme territory once — it's baked into how they approach TikTok consistently. Their content strategy leans into relatable hospitality moments that their team and their audience both feel part of. The viral video was a natural extension of that, not a one-off swing.
3. Fit for channel is non-negotiable. Their TikTok and Instagram content look completely different — and they should. TikTok is personality and moments, Instagram is product and place. Laurent Bakery doesn't try to make one piece of content work everywhere. That discipline is what makes both channels perform.
4. Consistency built the audience that made the moment possible. The video didn't go viral in a vacuum. Laurent Bakery had 35 pieces of content and an engaged community before that post landed. Virality rewards brands that have already done the work.
The lesson isn't "make bad audio videos." The lesson is: know your platform, know your audience, and have the confidence to take creative risks that feel native to the space you're in.
Want a social media content strategy that understands your platform as well as Laurent Bakery understands theirs? Book your FREE chat with Catalyst
