- ccvaughn3
- Nov 9, 2025
- 3 min read
In the baked goods market, where cookies and cakes are fighting for audiences’ eyes and dollars, digital presence is more vital than ever. Two brands that stand out not only in their industry but online are Crumbl Cookies and Insomnia Cookies. Both known for their gourmet treats, we’ll take a closer look at their social media strategies, breaking down engagement and audience reach.
Engagement Data Analysis
Here we have a table of Crumbl Cookies and Insomnia Cookies recent data from their instagram and TikTok.
Brand | Platform | Followers | Avg. Post Likes / Views (Recent) | Engagement Rate* | Content Style | |
6.4M | 4,231+ likes (IG post) | ~0.07% | High-production, weekly flavor reveals, celebrity collaborations, consistent pink branding, polished visuals | |||
506K | 1,577 likes (IG post) | ~0.31% | Relatable, late-night vibe, humorous & customer-focused posts, memes and interactive content | |||
TikTok | 10.8M | 10K – 2.1M views | ~0.09% – 2% | Polished, viral-ready videos, ASMR cookie breaks, weekly flavor drops, influencer collaborations, high production value | ||
TikTok | 143.9K | 500 – 32K views | ~0.3% – 22% | Memes, UGC-style content, promotions & giveaways, relatable content targeting college students and late-night snackers |
Using ChatGPT (OpenAI, 2025), engagement rates for recent posts were estimated based on publicly available metrics.
Analysis & Insights
When you look at the numbers, it’s a classic case of scale vs. engagement Crumbl Cookies is the undisputed king of reach. They operate like a major media company, and it shows. Their strategy is all about high-quality production, those addictive weekly flavor reveals, and celebrity/ influencer collaborations that are designed to go viral (Beyond Fifteen, 2025). Seeing a Crumbl video pop up with millions of views is just the norm. But here’s the catch when you have over 6 million followers on Instagram, that 4,231 like count, while impressive, actually translates to a pretty low engagement rate of about 0.07%. This tells me their goal is broad brand awareness getting their iconic pink box in front of as many eyes as possible, which is a smart play for a franchise of their size.
Insomnia Cookies is playing a totally different game. Their follower count is smaller, but their community is loud. They’ve mastered the art of feeling like your friend who sells cookies, not a corporation. By focusing on memes, relatable jokes, and promotions that feel like inside jokes, they’ve built a dedicated crew of "Insomniacs." This is why their engagement rate is so much stronger, sometimes hitting a wild 22% on a viral TikTok (StarNgage, 2025). They’re not trying to win the internet they’re focused on winning over their specific, late-night-munchies crowd, and the data proves it’s working. For a local bakery looking to build a loyal customer base, this community-first approach is pure gold.
Strengths and Weaknesses
Crumbl Cookies
Crumbl's key advantage is its viral and scalable growth. The brand reaches a mass audience with huge numbers on TikTok (10.8 million) and Instagram (6.4 million). Branding and celebrity collabs help to create a recognizable identity. Still, engagement rates are low. This shows that most of their audience are passive watchers. They should focus on relatable content to achieve long-term success.
Insomnia Cookie
Insomnia's success and strengths are in engagement rates. Their content strategy uses humor, authenticity, and relatability. They target late-night munchers looking for a sweet treat. This creates a sense of community that drives loyalty. Crumbl and Insomnia Cookies have inverse problems. Insomnia's main weakness is audience reach. They will need partnerships to grow and gain a bigger audience.
Recommendations & Conclusion.
To summarize, Crumbl Cookies should focus on introducing more interactive content, such as polls or campaigns where their audience votes on future cookie flavors, and share more behind-the-scenes content with an authentic feel. Insomnia Cookies should scale its audience reach through brand partnerships, influencer collaborations, and increased social media activity. For long-term success, both brands need to balance engaging, relatable content with strategies that also expand reach. By combining these efforts, their social media campaigns will become both broader and more effective.
Sources & Attribution
Beyond Fifteen. “Crumbl Cookies: Key Ingredients for Viral Marketing Success.” 2025. https://beyondfifteen.com/crumbl-cookies-key-ingredients-for-viral-marketing-success/
StarNgage. “Insomnia Cookies Social Media Metrics.” 2025. https://starngage.com
ChatGPT (OpenAI, 2025). Assisted with organizing content, structuring the blog, and estimating engagement rates from publicly available social media metrics.