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A Recipe For Success: How Sonja Norwood's Wick'd Confections Uses Social Media To Connect With Others

a picture of Sonja Norwood holding homemade pink fortune cookies.

(Image courtesy of Sonja Norwood.)

Growing up, I only watched cooking shows when I or one of my siblings stayed home from school. The repetitive tasks, happy hosts, and brightly colored kitchenware helped alleviate my boredom and seasonal cold/flu. The half-hour show lulled the Huss kids to sleep. Consequently, I am Pavlovian-conditioned to find any culinary-focused programming sleep-inducing. However, only one chef successfully combines comedy, pop culture, and cooking to create engaging content that awakens my culinary spirit. Sonja Norwood is the mastermind behind the Wick'd Confections social media empire. Norwood understands the secret formula behind social media success. I spoke with her to learn more about her insights.

A Sonja Norwood cake with yellow custard, Madeline cookies, and yellow white chocolate.

(Image courtesy of Sonja Norwood.)

1. What inspires your content?

My passion and authenticity! It all started with a simple realization: following my heart. When I first began my journey on TikTok, I was trying to fit into the mold of what I thought people wanted to see – perfectly executed desserts. But despite my efforts, I wasn't getting much attention.

Then, one day, I decided to let my true passion shine through. As a trained artist and a fan of the show Bob's Burgers, I whipped up some Bob's Burgers macarons just for fun. Little did I know that decision would change everything. Overnight, I woke up to thousands of new followers. That's when it hit me – being true to myself was the key.

Sonja Norwood holding a peach shape cookie.

(Image courtesy of Sonja Norwood.)

2. How has your work evolved since starting your account?

Since starting my account, my work has undergone a remarkable evolution. Initially, I was fixated on finding the perfect balance of flawlessly executed desserts for my feed, hoping to catch viewers' attention.

As I continued this journey, I found the courage to be more vulnerable and open with my audience. Previously fearful of judgment, I gradually shed those insecurities and began showing up on camera for myself and my audience alongside my stunning, sweet, and savory creations. This shift allowed me to connect with my audience deeper, fostering a genuine sense of community.

Overall, my journey has been characterized by a journey from fear to authenticity, from hesitation to confidence. Through it all, I've learned that embracing who I am is empowering and instrumental in cultivating meaningful connections with my audience.

To all aspiring students and young professionals looking to enter this realm, I have a few pieces of advice I've learned along my journey.

Sonja Norwood adding the finishing touches to a bundt cake toped with glazed oranges and pistachios.

(Image courtesy of Sonja Norwood.)

3. What advice would you give students and young professionals wanting to enter this realm?

First and foremost, authenticity is critical. Stay true to yourself and your passions. It will shine through in your work if you're genuinely passionate about what you do.

Next, focus on creating content that is meaningful to your audience. Whether you're making them laugh, cry, feel angry, or educate them, strive to evoke emotion. Your content should resonate with your audience on a deeper level, leaving a lasting impression.

Don't be afraid to be vulnerable and share your story. People connect with authenticity, so don't hesitate to share your struggles, triumphs, and everything in between. Your audience wants to see the real you.

Lastly, never underestimate the power of perseverance and hard work. Building a successful career in this realm takes time and dedication. Stay focused on your goals, keep pushing forward, and don't let setbacks discourage you.

Remember, the journey may not always be easy, but if you stay true to yourself, stay passionate about your craft, and create meaningful content, you'll find your audience and make your mark in the world.

Sonja Norwood holding a Strawberry Shortcake Macaroon topped with 2 small strawberries.

(Image courtesy of Sonja Norwood.)

4. What is the next chapter? 

The next chapter focuses on growth and expansion, both personally and professionally.

First and foremost, I'm committed to continuing to grow and engage with my audience across all platforms. Whether it's through sharing more of my candid confessions, creating even more stunning sweet and savory treats, or exploring new avenues of content creation, I want to deepen my connection with my incredible community.

Teaching classes is another exciting venture on the horizon. I'm passionate about sharing my knowledge and skills with others who are eager to learn the art of confectionery. From hands-on workshops to online tutorials, I'm excited to empower aspiring bakers and confectioners to unleash their creativity in the kitchen.

Additionally, I'm excited for a future book. This project has been I'm grateful for the opportunity to share my story, recipes, and insights with a wider audience. I can't wait to pour my heart and soul into this endeavor and bring it to life.

Last, you can expect to see me making more TV appearances. From cooking shows to talk shows, I'm excited to share my passion for baking and confectionery with viewers worldwide. These opportunities will allow me to showcase my skills and inspire others to pursue their passions fearlessly.

Overall, the next chapter is all about growth, learning, and making an impact. I'm incredibly grateful for the journey so far, and I can't wait to see where this exciting adventure takes me next. 

Sonja Norwood holding half of the strawberry shortcake macaroon cut open to see a cake with strawberry jam.

(Image courtesy of Sonja Norwood.)


Me on my first day of graduate school

Rachel Huss

Thank you so much for stopping by and reading my blog! Please reach out if you have any ideas for content, partnerships, and more!

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