Adrielly Souza
“People study and know several professions, but those that are in everyday life are forgotten. When they gain visibility, they arouse curiosity,” says Alex Teixeira, 42, known on social networks as “Alex Confectioner”, about the success of the videos showing his work routine in a Sapucaia do Sul bakery (RS).
The authenticity of the content has attracted millions of views and fans that line up to visit it on site. At Tiktok, he shares his tasks and moments of relaxation from breakfast to the end of office hours, as well as backstage of confectionery recipes and tricks. All with a lot of good humor.
Some curiosities draw attention, such as the amount of sweets it produces daily. In one of the recordings, he has already shown the production of 30 large cakes in a single day.
“The life of those who work in bakery is like this, do everything on a large scale, with good performance and beautiful decoration, without getting the product out. F5.
Alex reveals that the confectionery began as an obligation imposed by his father still in childhood. “He took me to work since he was a child,” he recalls, noting that at first he was glowing. “Then ended up becoming a passion.”
Today, he adds more than 5 million followers on social networks and helps to leverage the central bakery movement, where he has been working for a few years. “People come everywhere: Sao Paulo, Minas Gerais, Amazonas. They want to prove what they saw in the videos and ask to meet me. It’s very affectionate and I get too grateful,” he says.
The turning point came during the pandemic in 2020, when it lowered Tiktok for the first time. Alex says that with everything closed, he thought of using recipes to help others generate income at home. “The idea was to show you how to cook simply, but the videos only viralized even when I showed the backstage of the bakery, with showcases full of cakes and pies.”
He lovingly remembers the beginning of the journey. “One of the first videos went from one million views when I still had about 50,000 followers. Since then, it has unleashed.”
With the growth in the networks, the confectioner made a deal with the owner of the bakery to reconcile content production with the professional routine. “I can record videos and open beautiful during office hours. I received a lot of support in this,” he says.
The support was returned: Online visibility had a direct effect on sales. “The movement quadrupled. We had to expand the physical space to accommodate all customers,” he says proudly.
Despite his success, he does not think of opening his own bakery. “Being owner requires total dedication, from Sunday to Sunday, without vacation,” he says. “I value my free time, my moment with my husband. I earn well for what I do and I’m happy like that, the internet was a bonus.”
Married 21 years ago to Júlio Cézar Campos, Alex comments that at first the partner did not bring faith in the digital project. “I thought I was paying. Julius now follows closely the confectioner’s journey.
With the growth of the digital career, he claims to have closed some advertising partnerships and is frequently invited to events in the area. This month, he embarks to Sao Paulo to participate in Mara Cake Fair, which calls himself the largest confectionery event in the Americas. “Recognition is greater than I could predict, I’m happy and I want to grow more and more,” says Alex.
Source: Folha
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