United States
Cupcake Project is a St. Louis-based food and baking brand with roots in long-form recipe blogging that predates the current creator economy.
Total Followers -0.1%
934K
Across Instagram, TikTok
Primary Platform
YouTube
869K followers · 93% of audience
Engagement
0.8%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $13K–$30K / IG post
Stefani Pollack's co-founded virtual baking event features 20+ live classes and expanded AMA-style panel discussions with instructors and baking brands.
The May 1–3, 2026 retreat included bakery tours, hands-on experiences, and community building — marking a new format beyond the annual virtual flagship.
The seventh annual virtual event drew approximately 600 attendees for two days of live baking and decorating classes.
| Window | TikTok | Combined | ||
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
| Last 30 days | -1217 -0.1% | +0 +0.0% | +0 +0.0% | -1217 |
| Last 90 days | -3824 -0.4% | -98 -0.1% | +0 +0.0% | -3922 |
| Last 365 days | -3824 -0.4% | -98 -0.1% | +0 +0.0% | -3922 |
Daily follower snapshots from CreatorDB's longitudinal index.
Cupcake Project is a St. Louis-based food and baking brand with roots in long-form recipe blogging that predates the current creator economy. Built around inventive takes on classic baking — from signature cupcakes with unexpected flavor combinations to broader dessert and coffee-cake content — the channel has grown a substantial Instagram-led following over many years of consistent output. The creator's voice balances approachable home-baker inspiration with a slightly adventurous edge, reflected in hashtag trails that range from holiday baking staples to Argentinian food exploration and St. Louis local culture. That mix of focused craft content and genuine lifestyle texture has helped sustain a loyal, predominantly female audience spanning millennial and Gen X age bands.
Beyond recipe content, the creator has meaningfully expanded into baking education and community through The Bake Fest (@the.bake.fest), a classes-and-community platform that signals an intentional pivot toward recurring, higher-engagement audience relationships rather than passive content consumption alone. The core Instagram audience skews domestic and heavily female, which positions the account well for kitchenware, specialty ingredients, and lifestyle food brands seeking trusted mid-tier reach. Engagement sits modestly below category norms — a common pattern for legacy food accounts whose audiences grew organically before algorithmic amplification — but The Bake Fest infrastructure suggests the brand is actively building a more engaged, monetizable community layer beneath the broader follower base.
Cupcakeproject reaches an audience concentrated in United States primarily through YouTube, and is best activated via Instagram Reels and Stories, TikTok branded content. Their sponsorship history skews toward Baking Community / Education, a clear signal of fit for brands in those categories. Demonstrated partners include The Bake Fest. Engagement on YouTube runs around 0.8%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of Instagram Reels and Stories and TikTok branded content lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows food content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in Baking Community / Education and related categories, Cupcakeproject offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Cupcakeproject's tier (Mid, 934K combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
The Bake Fest (@the.bake.fest) is a baking community and classes brand that Cupcakeproject founded as an extension of her main channel. It gives home bakers a structured space to learn skills and connect with each other beyond just watching her videos. She references it directly in her Instagram bio as a key part of what she does.
Yes, St. Louis, Missouri is Cupcakeproject's confirmed home, and local life shows up alongside the baking content throughout her feed. Her hashtag history references St. Louis landmarks like Forest Park and St. Louis Shakespeare, suggesting she genuinely weaves the city into her broader 'slices of life' brand.
Cupcakeproject has expanded well beyond cupcakes — she describes her content as 'classic and crazy desserts, life hacks, and fun,' covering a broad range of baking and sweet treats. The name is an origin stamp, but the channel now spans everything from coffee cake and cinnamon bakes to holiday-themed recipes and experimental ideas.
Yes, through her separate brand The Bake Fest, Cupcakeproject offers baking classes and community resources for home bakers. It operates as its own Instagram account (@the.bake.fest) rather than just a playlist, signaling it's a real standalone venture rather than a casual side feature.
Argentinian food — including matambre a la pizza — has appeared in her hashtag activity, suggesting she has either traveled to Argentina or covered its cuisine as part of her content. This fits her stated 'slices of life' angle, where real-life food experiences sit alongside her baking tutorials.
In her own TikTok bio she pairs 'classic' recipes with 'crazy' ones, signaling that she deliberately mixes tried-and-true bakes with more unexpected or experimental creations. The format is designed to serve both beginners looking for reliable recipes and experienced bakers who want something they haven't seen before.
Holiday baking is a recurring pillar of Cupcakeproject's content, with seasonal recipes featuring heavily in her hashtag strategy under tags like #holidaybaking. She leans into festive flavors and themed treats at key times of year, which resonates strongly with her predominantly female, home-baker audience.
Coffee cake and cinnamon show up repeatedly in her top hashtags, pointing to a preference for warm, spiced, comforting bakes. This aligns with her 'fresh baked baking inspiration' branding — approachable, feel-good recipes that a home baker would actually want to make on a weekend morning.
YouTube is listed as her primary platform, but her largest single-platform following lives on Instagram, where she has built her biggest community over time. She is also active on TikTok, making her a genuinely multi-platform presence rather than a one-channel creator.
Her audience skews strongly female and spans a wide age range, with the 25–34 group being the largest segment, followed closely by the 35–44 and 18–24 brackets. The majority of her viewers are in the United States, which fits her St. Louis–rooted, American home-baking identity.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@cupcakeproject · YouTube
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