The universal and historical appeal of cake is undeniable. Even the rough-and-tumble Vikings liked cake, so much so that the word “cake” comes from the language of the Vikings, Old Norse.

Social media channels like YouTube and Instagram are ideal showplaces for top cake influencers. These influencers range from the self-taught who make their creations at home to seasoned professionals who own bakeries and work at acclaimed restaurants. Both other home bakers and professionals look to these top cake influencers for instruction, tips, and ideas for designing and creating unique cakes.

Here are some of the top cake influencers for brands and marketers to know.

Buddy Valastro/Cake Boss

With 3.2 million followers on Instagram, cake influencer Buddy Valastro is best known for his Cake Boss show on TLC. The show spotlights the edible art cakes Valastro and his family create at his Carlo’s Bakery in Hoboken, New Jersey. Valastro also hosts the baking competition shows Next Great Baker and Buddy vs. Duff. He has partnered with brands including Whole Earth Sweetener and Unifiller.

Chelsey White/Chel Sweets

New York City-based cake influencer, instructor, and blogger Chelsey White has 909,000 followers on Instagram, 668,000 followers on Facebook, and 167,000 subscribers on YouTube. They’re fans of her inspired cake designs that range from a cake in the shape of an enormous apple to one topped with cakesicles.

White posts how-to videos on topics like making a chocolate drip cake and painting a floral buttercream cake. She has partnered with the Food Network and been featured in publications including Country Living, The Wall Street Journal, and Cosmopolitan.

Carrie Sellman/The Cake Blog

With 595,000 followers on Instagram and more than 336,000 followers on Facebook, cake influencer and blogger Carrie Sellman started her cake baking website in 2008.

Her cakes range from a replica of a TV dinner to another beautifully crafted to look like a heart-shaped box of Valentine’s Day candy. Media outlets, including Glamour, Country Living, People, and Real Simple, have featured Sellman and her cakes.

Katherine Sabbath

With 501,000 followers on Instagram, Sydney, Australia-based cake influencer and artist Katherine Sabbath is also the author of the book, Bake Australia Great. However, her colorful, quirky creations know no borders as she has devoted followers all over the world. Her cake designed like a mini VW Kombi campervan is complete with a surfboard made of white chocolate. Sabbath’s Great Barrier Reef Cake is a candy-colored explosion of seashells, sea horses, and coral made of sugar.

Sabbath has partnered with brands including Pyrex and Covergirl and owns the food-coloring company Creative Cake Decorating.

Duff Goldman/Charm City Cakes

With 442,000 followers on Instagram, cake influencer, and amiable baking show host Duff Goldman is also the owner of the bakery Charm City Cakes. With locations in Baltimore and Los Angeles, Charm City Cakes has 196,000 followers on Instagram.

Goldman is a judge on Holiday Baking Championship and also stars in shows, including Ace of Cakes, Buddy vs. Duff, and Duff Takes the Cake. He has authored the books, Ace of Cakes: Inside the World of Charm City Cakes and Duff Bakes: Think and Bake Like a Pro at Home.

Goldman has created specialty cakes for companies, including Starbucks, Crayola, DreamWorks, Lucasfilm, and Universal Studios. He has also worked with brands, including Blue Bunny Ice Cream, Kellogg’s, Caesars Entertainment, and Godiva Chocolatier.

Maggie Austin/Maggie Austin Cake

Formerly a ballet dancer, cake influencer Maggie Austin is now a sugar flower and cake artist with more than 96,000 followers on Instagram. Her intricate, beautifully detailed cake designs are often decorated with delicate sugar flowers that look as if they’ve been plucked from a garden. She has authored the book, Maggie Austin Cake: Artistry and Technique.

Dan Langan/Baked by Dan

The host of the Food Network’s Baked by Dan, self-taught cake maker and influencer Dan Langan has more than 53,000 followers on Instagram. Whether crafting a giant pretzel-shaped cake or one shaped like a circus tent, Langan, a winner of Cake Wars, shows impressive imagination and skill. On his Baking with Dan blog, Langan promotes brands including King Arthur, Ateco, and KitchenAid.

Amirah Kassem

With nearly 40,000 followers on Instagram, cake influencer Amirah Kassem’s personality pops with as much creativity and color as her cakes do. She’s also the founder of the New York City bakery Flour Shop, which has 248,000 followers on Instagram.

Her cakes, including the Cara the Unicorn Cake, have been named top trenders on Instagram. Each layer of her Rainbow Explosion cake is a different color of the rainbow, and its center is filled with multi-colored sprinkles and candies.

Kassem has worked with clients including Beyoncé and Kim Kardashian and been featured in publications including The New York Times, Harper’s Bazaar, and Teen Vogue. She has authored the books, Magical Land of Birthdays and Power of Sprinkles, and has collaborated with brands, including Louis Vuitton and Vans.

Cake Influencer Discovery

Cakes elicit an immediate positive response from audiences that can do wonders for brands when blended into influencer marketing campaigns. When top cake influencers work their sweet magic in partnerships with brands, consumers respond with enthusiasm. The only downside to cake influencer discovery might be the need to scroll through enticing photos of mouth-watering cakes that beg to be sampled.

Top cake influencers range from celebrity bakers who have popular TV shows and successful bakeries to talented bakers who whip up their creations at home. Brands and marketers can find more influencers like this at