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FoodPastry
Food Creator
Dimitris Michailidis
@dimitrismichailidis
Chef & Pastry Creator
Αριδαία, Πέλλα · 10+ Years · Greek
Paid posts that outperform his organic. 2.06M across four platforms.
Facebook797KInstagram555KYouTube440KTikTok268KThreads
Pastry recipesQuick and economical recipesFood product reviewsOwn-studio food video
2.11M
Total Reach
3.1%
Engagement
5
Platforms
10+
Years
The Channels
Platform breakdown
797K
His largest platform and the one everyone misses, including us until the owner pointed at it. The channel exists because Facebook recipe groups were where he started and photographs alone were not enough. That audience never left.
555K
1,545 posts. Larger than the YouTube channel he is usually cited for. Engagement measured at 0.7% across his twelve most recent posts, which is normal for an account this size.
YouTube
440K
1,300 videos since August 2015, still shipping: the twelve most recent average 35K views with median and mean agreeing within one percent. Long-form demonstration is where technique gets proven rather than claimed.
TikTok
268K
3.9M likes, and he follows 11 accounts. A broadcast channel, not a social one. Also carries Food Reviews, which assess other companies products and therefore need any paid placement declared.
Why Partner
Value propositions
His paid posts outperform his organic ones, at 108.7%
Panel-measured. On most feeds a sponsored post is the one people scroll past; on his it is the one that does better than average. That is the single most useful number here, because it says a brand is not renting attention against friction.
89.7% of his audience are women, and 83.7% are in Greece
Not a skew, nine in ten. For food, baking, appliance and home retail that audience is the household purchasing decision-maker, concentrated in Thessaloniki at 7.7% and Athens at 5.5%. Reach without that fit is just noise; this is fit.
2.06M across four platforms, delivered same-day from one asset
797K Facebook, 555K Instagram, 440K YouTube, 268K TikTok, verified posting the same piece to all four on the same day. Average Reels views run 180K. One integration lands on four platforms rather than four commissions.
ΦΑΓΕ, running now: 8 paid posts since April
Instagram labels them itself with the sponsor tag fage_greece, the most recent yesterday. Lidl Hellas ran three in April. Neither is inferred from a product in shot. Estimated CPM sits at $8.23 against $25.6K of earned media.
The Story
About Dimitris Michailidis
Dimitris Michailidis is a pastry chef who turned a Facebook recipe habit into one of Greece's most-watched cooking channels, without leaving Aridaia to do it. Facebook is still his largest platform today, at 797K followers.
He studied at the Pedagogical Department of Primary Education of Western Macedonia before winning a full scholarship to IEK ALFA Thessaloniki in Bakery-Pastry. He worked in some of Thessaloniki's most demanding pastry kitchens, including Sugarela, and still reads foreign pastry chefs in his spare time. The technique is real, and it shows.
The channel started because photographs and written recipes in Facebook cooking groups were not enough, people needed to see the hands. Today the split is roughly three quarters sweets to one quarter savoury, set entirely by what his audience keeps asking for. He records from a television-quality studio he built himself in Aridaia, combining traditional technique with a modern visual register.
His audience skews female and lands squarely in the 25-44 bracket, overwhelmingly Greek. They are not there for spectacle; they are there because the recipe works when they try it at home. That is a specific kind of trust, and it is the reason food and appliance brands convert on this channel rather than merely getting seen on it.
Notable Brand Partners
ΦΑΓΕLidl Hellas
Brand Fit
Built for food, baking ingredients, kitchen appliances, and home retail. His authority is technical rather than aspirational, which makes him unusually strong for products that must be demonstrated to sell, mixers, ovens, flours, chocolate, dairy. The female-skewed 25-44 Greek audience is the household purchasing decision-maker. He is self-managed with only five prior brand partnerships, meaning his feed is uncluttered and an integration still reads as an event rather than as inventory.
Content Style
Instructional, unhurried, hands-first. No persona, no shouting, the camera stays on the work. Production is deliberately high (his own studio) but the register stays domestic: this is a recipe you are meant to make tonight, not admire. Brand integrations work when the product is genuinely in his hands doing the job; they fail when they interrupt the method.
Audience
Audience insight
Nine in ten of his audience are women, and 83.7% are in Greece, concentrated in Thessaloniki and Athens. That is the household purchasing decision-maker for food, baking, appliances and home retail, which is the whole reason this feed converts rather than merely reaching. The number that matters is not his engagement rate. At 555K followers, 0.86% by followers is ordinary arithmetic for an account this size. His format is Reels and Reels are measured on views: 3.09% by views, against an average of 180K views per Reel. The number that should decide a brief is 108.7% paid post performance, panel-measured. His sponsored work outperforms his own organic content. On most feeds the ad is what people scroll past.
The Audience
Demographics
Geography
Greece83.7%
Germany3.4%
Cyprus2.4%
Age Range
18-249.8%
25-3434.2%
35-4433.7%
45-6421.2%
Gender Split
10.3%
Male
89.7%
Female
Ready to partner with Dimitris Michailidis?
Food, baking and appliance brands that need the product demonstrated, not just seen.