Yo’ Dawg, I Heard You Like Cookies. Let Me Hook You Up With Instagram Superstar, Yo’ Dough

image of the Yo'Dough behind the business feature
  • Published
  • October 10, 2014

Yo’ Dough is the new kid on the bakery block and they’re on a mission to remake the chocolate chip cookie (along with every other flavour) The brainchild of Montréaler Jesse Schwarz – the self-professed Cookie Chief – Yo’ Dough is a fun, fresh take on an old favourite. The idea is that cookies don’t have to be boring, and that they can, in fact, be crazy.

With more than 18K followers on Instagram (at the time of posting) Yo’ Dough is definitely doing it right. A cool combination of mouth-watering product shots, lifestyle pics from Jesse’s travels for Yo’Dough and a smattering of celeb endorsements really shows off the brand well. We’re pumped to have Jesse share his secrets!

Why did you start using Instagram?
When I started my company, social media quickly became the best way to reach young people and market my product, so when I started hearing more and more about Instagram, I knew I had to get on it!

image of Yo' Dough cookies
The product speaks for itself.

What are some of the greatest successes you have had?
The contests we run have been great. A handful of lucky winners get free cookies, just for showing love and reposting a picture!

What do you love about using Instagram from a small business point of view?
I think the best part about using Instagram for Yo’ Dough has been being able to show people what goes on behind the scenes; day to day stuff, creating new cookie flavours, working with all kinds of different people.

image of famous Yo'Dough cookie lovers
Yo’ Dough hangin’ with the A-list: Impact de Montreal, the Original doughboy, late-night Jay Baruchel

Talk to us about #hashtags – how do you use them and what are some of your best tips?
Hashtags can be very successful! For our contest we use a different hashtag each time (last one was #IWantYoDough), so that all the posts can be found in one place. My advice for Instagram users would be to use hashtags that aren’t too broad, but aren’t too specific either

What are your best tips for other small businesses using Instagram? Why should they use it?
Dont be too corporate! Show the fun and personal side of what you do.


Content Manager at FS Local


Jesse is a typical class clown. Born and raised just north of the Toronto, he fell in love with the City on school trips to the ROM and the Science Centre. He tried Vancouver for a few years, but the call of home was too strong to resist. Today he lives in the North-East Upper Beaches. (What? It’s a thing!)

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