As the Bake Off returns to our screens, Bonusetu.com has calculated the estimated Instagram earnings of past winners by analysing their follower numbers and engagement rates, while offering a glimpse into what they're up to now. 

How much do they earn online? 

The study revealed that Nancy Birtwhistle, winner of Season Five of Bake Off in 2014, earns the most on social media, making £2,052 per Instagram post. With 828K followers and a strong engagement rate of 1.55%, she tops the list. 

The newest winner, Season 14's Matty Edgell, earns an estimated £1,748 per post with 455K followers and a 1.94% engagement rate. Nadiya Hussain, from Season Six, ranks next with the highest following at 890K and approximately £1,596 per post, despite her 0.35% engagement rate. 

Where are the winners now?  

Matty Edgell, last year's winner, recently left his PE and Science teaching job in July to focus on baking full-time. He now collaborates with brands like Carnation and Nestlé on social media campaigns and has plans to write a book, pursue more TV opportunities, and build his own cake business. 

Syabira Yusoff from Season 13 continues to share her passion for baking online and educating audiences about Malaysian cuisine. While baking remains her main passion, she also hopes to return to her role as a scientist, researching heart problems and other conditions. 

Since winning Season 12, Giuseppe Dell'Anno has fully immersed himself in the Cheltenham food scene, having moved there last September. He has launched his own baking classes and catering business and released two baking books. 

Peter Sawkins, the youngest-ever champion of Season 11, has delighted fans with two cookbooks since his 2020 win. Recently, he added a new chapter to his culinary journey by graduating from a Las Vegas pastry school.  

Since winning Season 10, David Atherton has been keeping busy with his Sticky Bun Boys podcast, serving as an ambassador for pet food brands and making special appearances at food festivals. He also still shares his love for baking through online recipes. 

Rahul Mandal, the nuclear research scientist who triumphed in Season Nine, returned to the spotlight by winning the Great New Year's Eve Bake Off in 2021. He has since published a cookbook and shares his intricate recipes with The Times newspaper. 

After claiming the 2017 title, Sophie Faldo returned to the Bake Off tent for the Christmas Special last year, adding another win to her collection. Now running a luxury cake business, she has also shifted her focus to teaching. 

Candice Brown, Season Seven winner, continues spreading her passion for baking through her social media platforms, highlighting recipes from her two cookbooks. Additionally, she is the proud landlady of a charming pub in Milton Keynes. 

The most-followed winner, Nadiya Hussain, has enjoyed remarkable success as a television chef since her 2015 victory. With six cookbooks, six BBC television shows, a monthly column in The Times, and a trilogy of children's novels and picture books, Nadiya also continues to delight her fans with recipes shared online. 

Nancy Birtwhistle, the winner of Season Five in 2014, has also achieved considerable success with five lifestyle books covering baking, cleaning, and gardening. She frequently appears on This Morning, where she shares her expertise on living a green lifestyle. 

Frances Quinn, the winner of Season Four, has since published a cookbook, perfects her recipes online, and hosts the popular food series Baking Playlist. She even proudly holds the world record for the largest Jaffa Cake. 

The winner of Season Three in 2012, John Whaite has built a thriving career with his own brownie business and a baking school in Lancashire. He has also released a memoir and keeps active with online recipes and podcast episodes. 

Joanne Wheatley, the winner of Season Two in 2011, has relocated to Lisbon. There, she maintains a blog that shares recipes and insights into life in the city. Since her victory, she has also published two baking books. 

Finally, Edd Kimber, the first-ever winner from 2010, has made a name for himself as a baker and food writer. He tours the world with his three published cookbooks and updates his followers through a regular newsletter. 

Commenting on the above, a spokesperson for Bonusetu.com said, "Each year, as the autumn leaves begin to fall, fans eagerly anticipate the return of the Bake Off. With Prue Leith and Paul Hollywood gracing our screens once again this season, viewers can look forward to another delightful array of baking talent – all eager to showcase their skills and creativity. 

"From Edd Kimber to Matty Edgell, we have seen groups of hopefuls turn into beloved baking stars over the years. This year is no different, as the contestants are also set to deliver an abundance of charm, excitement, and mouthwatering bakes that will keep the show a beloved autumn staple."