Metallbau-Regeln

Metallbau Götzl has what a strong trade business needs: professional excellence, a team with a sense of humour and a clear commitment to quality. However, different rules apply in the social feed than in traditional communication. Attention is scarce, content is quickly interchangeable and reach cannot be reliably planned.

What was missing was not a single post. What was missing was a system that translates the company’s strengths into social media and creates a distinctive, recognisable brand world from them. Social media should not run on the side as an additional marketing measure, but as a space in its own right with clear formats, an appropriate tone of voice and a logic that can be implemented long-term.

The goal was clear: Metallbau Götzl should be present for technical buyers before a specific need arises. This required content that works in the engineering bubble, gets shared and stays memorable. Visibility alone was not enough. The brand needed to become relevant.

Relevance rarely arises from individual pieces of content. It arises from recognisability, attitude and repetition. That is why Digiknall worked with Metallbau Götzl in a strategy and content workshop to develop a social-owned strategy for long-term campaigning.

The key lever: vertical short videos that humorously pick up on typical situations from the everyday lives of metalworkers. The content was not meant to feel staged or artificial. The humour had to come from the reality of the business and work in a way that people in the technical world of work could relate to.

This gave rise to the Metalworking Rules. The format provides the videos with a shared framework and ensures clear recognisability. Each episode picks up on a situation familiar to the target group. This turned individual Reels into an ongoing campaign with its own language, its own characters and a clear place in the feed.

Social-owned strategy: A long-term campaign logic was developed in the joint strategy and content workshop. The focus was on repeatable formats rather than individual posts.

Vertical short videos: The Metalworking Rules were implemented as a short-video format for social media. They centre on situations from the day-to-day work of metalworkers.

Industry-specific humour: The videos rely on humorous observations that are understandable and shareable for the technical target group. The humour comes from everyday life and requires no artificial staging.

Recognisable characters: Consistent characters give the series a clear visual and thematic framework. This makes new episodes easy to identify quickly.

Independent production: Metallbau Götzl can implement the content independently after the joint development. This enables its social media presence to work without ongoing agency production.

Long-term campaign logic: The Reels machine creates a framework for continuous content. This keeps the brand regularly present in the feed and enables it to build reach and relevance beyond individual publications.