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When my wife, Maria Baradell, posted Instagram and TikTok videos of herself kneading sourdough on an international flight, I knew it had the potential to capture attention. It was quirky, visually interesting and relatable — all the ingredients of a social media hit. What I didn’t expect was how quickly it would jump from TikTok to major outlets like CNN, The Guardian and USA Today.
The results were extraordinary: According to CoverageBook, Maria’s in-flight sourdough story generated 95 pieces of media coverage, reached a combined audience of 1.26 billion people and earned 11.3 million estimated views across digital and print platforms.
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