We’re excited to introduce you to the always interesting and insightful Beth Baumgartner. We hope you’ll enjoy our conversation with Beth below.

Beth, appreciate you joining us today. So, naming is such a challenge. How did you come up with the name of your brand?

When I started my blog, The First Year, I wasn’t thinking about branding or long-term success. I created it during the first year of my marriage as a hobby to keep myself busy while my husband pursued a PhD. He was working 80+ hours a week, and I needed a creative outlet—something to pour my energy into. Looking back, I see how that season was such a gift; I never imagined the blog would grow beyond that first year, let alone become my full-time job! If I had known where it would lead, I probably would have picked a name more related to desserts, but The First Year will always be a special reminder of where it all began.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

For those who may not know me, I’m Beth, the creator behind The First Year, where I make classic desserts simple, delicious, and foolproof. I didn’t grow up in a house where cooking or baking was a big focus, so when I got married, I figured it was time to learn. What started as a personal journey quickly turned into a passion—especially for desserts!

I originally launched The First Year as a way to stay connected with family after my husband and I moved out of state for his schooling. I started by sharing all kinds of recipes, but over time, I realized my true passion was baking. For four years, I ran the blog as a hobby while working full time, learning everything I could about recipe development and photography. Eventually, it gained enough traction to become my full-time career—a transition I never expected but am incredibly grateful for.

What sets The First Year apart is my transparency. I don’t just share polished, picture-perfect recipes—I show the real process of developing them. My Instagram is full of behind-the-scenes moments, from baking fails to the countless tests it takes to get a recipe just right. I want home bakers to see that mistakes are part of the process and that with a little persistence, they can bake with confidence.

I’m most proud of the deep dive I took into muffins in 2023, testing and developing over 30 recipes in six months. That journey earned me the title of muffin expert and led to my first cookbook—something I never imagined when I first started baking.

At the heart of everything I do is the belief that baking should feel approachable. I’m a normal wife and mom, still learning new skills, and if I can do it, you can too. My goal is to help others develop their own baking confidence with tested recipes they can count on. Whether you’re a beginner or a seasoned baker, I hope The First Year inspires you to get in the kitchen and make something delicious.

We’d love to hear the story of how you built up your social media audience?

Building an audience on social media has been a journey of adapting, learning, and staying consistent. I started with Facebook, which grew quickly because it was the prime era of sharing recipes on that platform. However, Instagram—my personal favorite—was a slower climb. I realized that face-to-face content, where followers could get to know me beyond just the recipes, made a big difference in engagement and growth.

A major turning point for me came in 2023 when I dove deep into muffin recipe testing for my book. By sharing that process in real-time—failures, successes, and all the behind-the-scenes work—I positioned myself as the muffin expert, and that really resonated with my audience. That experience reinforced the power of showing the real process behind what I do.

Social media is always evolving, and the key is to never get too comfortable. What worked a year ago might not work today, so I’m always testing new strategies and approaches. In 2024, I hired a social media manager because it truly is a full-time job on top of developing recipes, photographing food, and running my website.

For anyone just starting to build their social media presence, my biggest advice is:

Be consistent. Show up regularly so your audience knows what to expect.
Create quality content. Whether it’s photos, videos, or captions, make sure they provide value.
Show your personality. People don’t just follow for recipes; they follow because they connect with you.
Social media takes time, and growth doesn’t happen overnight, but if you stay consistent and genuine, you’ll build an audience that truly connects with you and your work.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing my audience and clientele was niching down and truly owning my expertise. When I positioned myself as the muffin expert and focused on developing and sharing high-quality muffin recipes, I was able to attract a dedicated audience of people who love muffins as much as I do. Instead of trying to appeal to everyone, I honed in on a specific area and became the go-to resource for bakery-style muffins that can be made at home.

By consistently showing my process—recipe testing, the challenges of perfecting a muffin, and sharing behind-the-scenes content on social media—I built trust with my audience. They knew I was putting in the work to create truly foolproof recipes. That focus not only helped me grow but also led to the launch of my first cookbook, which further cemented my reputation in the baking space.

For anyone looking to grow, my advice is to find your thing—the niche that excites you and makes you stand out. When you go all in and serve a passionate audience, growth naturally follows.

Contact Info:

• Website: https://thefirstyearblog.com/
• Instagram: https://www.instagram.com/beth_thefirstyear/

Image Credits

Miranda Lynn Photography and Beth Baumgartner