In our latest Top Food & Beverage Brands on Instagram 2025 report, we looked at which brands gained the most followers between March 2024 and March 2025. Crumbl ranked third overall, growing its Instagram account by 1.7 million followers in a single year.
Crumbl's growth didn’t come from celebrity partnerships or flashy campaigns. It came from understanding what makes their product naturally shareable. Big cookies, changing menus, and the kind of reactions that make people want to film themselves trying it. The brand has figured out how to turn a weekly drop into a habit people want to talk about.
Short videos that get straight to the point
Most of Crumbl's Instagram content is made for short-form video. What keeps people coming back isn’t just the speed or style; it’s the reactions. You’ll see family members sharing a cookie, someone doing a review from their car, or friends trying out the new flavors for the week.
The videos are usually fast, tactile, and simple. They focus on what the cookie looks like, what the bite is like, or how someone reacts to it. There's no long backstory. No over-the-top production. Just moments that feel easy to relate to.
One product, many emotional hooks
Crumbl only sells cookies. But it knows how to make that feel like more than just a snack. The brand has built a routine around its weekly menu. That gives people something to look forward to and something to share.
The pink box helps, too. It’s easy to recognize in the feed, even without a caption. And the cookies themselves are oversized, colorful, and built for reaction. Whether it’s a gooey center or a creative new flavor, the brand leans into visuals that get people to pause and watch.
Real people, real reactions
Crumbl doesn’t work with big-name influencers. Instead, it taps into micro and mid-tier creators. These are food reviewers, parents, students, teachers, or fitness creators who already use Instagram to share their daily routines.
That makes a difference. The content doesn’t feel staged. It feels like something a friend might post. And because these creators are already Crumbl customers, the brand doesn’t need to over-direct the message. The product speaks for itself.
This approach also helps Crumbl keep its tone friendly and consistent. It never feels like the brand is trying too hard. It just feels like it's part of the everyday scroll.
Simple structure that works anywhere
While Crumbl is based in the U.S., it’s building visibility in other markets too. The top countries by Instagram performance are the United States, Canada, and the UK.
Rather than changing the content based on location, Crumbl keeps the same format: weekly reveals, visual reviews, and short UGC. That format travels well. People understand what the post is about right away, no matter where they’re watching from.
Crumbl’s Instagram performance: March 2024 – March 2025
Based on HypeAuditor data, here’s how Crumbl performed:
Follower growth: +1.7 million
Reach: 86 million
Engagement rate: 4.4%
Influencers activated: 1,259
Posts featured: 1,621
Average views per post: ~20,786
Average likes per post: ~1,727
Average comments per post: ~30
Top markets: United States, Canada, UK
Most common content types:
Weekly cookie reveals
First-bite or taste-test videos
ASMR and snack review clips
Family or group reactions
The 4.4% engagement rate stands out, especially for a food product. The numbers suggest people aren’t just scrolling past. They’re watching, liking, and often commenting to share their own experiences. Crumbl’s strength lies in making content that’s both low-lift and emotionally engaging.
What other brands can learn from Crumbl
Use routine to drive attention
Crumbl built content around a simple pattern: new cookies every week. It gives followers a reason to check back, react, and share. This kind of predictability builds habits.
Focus on how people experience the product
The content isn’t about ingredients or origin stories. It’s about how the cookie looks, tastes, and makes people feel. Food is emotional. The more the brand shows that, the better it performs.
Work with creators who feel familiar
Crumbl’s creators look like the people buying the product. They’re not celebrities. They’re people you'd follow for a review or recipe. That relatability helps content feel more trustworthy.
Let your product stay in the spotlight
Crumbl doesn’t need a complicated message. The cookies are the content. They’re large, colorful, and camera-ready. When the product already works on camera, you don’t have to overthink the post.
Keep your structure simple and repeatable
Short videos, strong visuals, and a few good reactions are enough. Crumbl doesn’t reinvent its content every week. It sticks to what works and lets each new flavor keep things fresh.
Make it easy for fans to join in
Part of Crumbl’s success comes from how easy it is for everyday fans to participate. You don’t need special tools or training to post a taste test. Accessibility helps keep the content flowing and the audience engaged.
Final thoughts
Crumbl has turned a basic product into something people follow, film, and share. The weekly menu gives the brand built-in momentum, and the creator strategy keeps the content grounded. Nothing feels forced. It’s just a brand that knows what people enjoy and how they like to engage.
It’s a useful reminder that you don’t have to overcomplicate your content strategy. Know your audience, keep things visual, and give people something to come back for.
Want more insights like this?
Download the full Top Food & Beverage Brands on Instagram 2025 report to see which other names are gaining ground and what’s behind their growth.
