Attention is the toughest currency: Digiknall at JETZT Social Media!

^{Cover image: © Elisabeth Kessler/MOMENTUM Vienna}

The end of short videos?

The short-video market is saturated. Nevertheless – or precisely because of this – organic reach is more valuable than ever before. Anyone who simply posts regularly today gets lost in the crowd. Those who build formats that are quick to understand, entertaining and recognisable, on the other hand, win.

The initial question of our talk was simple: How can a sausage brand from Vienna create digital attention without blunt post boosting, without an influencer deal, without chance?

From social media to interest media

Platforms such as TikTok and Instagram Reels have long since stopped primarily serving content to existing followers. They distribute it according to interest and relevance, and that changes everything.

What matters:

• Watch time: Do people actually watch?
• Like-to-view rate: Does the content resonate?
• Share-to-view rate: Is it worth sharing?

For Radatz, this meant: not simply showing pictures of sausages. Instead, owning topics that people are genuinely interested in. Viennese cuisine, sausage stands, barbecuing, food culture, wit, the Viennese mindset, favourite spots in the city. The brand as an entry point into a world – not as a product catalogue.

Character is everything.

That was the sentence that resonated most strongly in the room.

Successful social media formats do not thrive on products. They thrive on people who work in front of the camera. Humour. Charisma. Authenticity. Enjoying the shoot. Viennese wit. Distinctiveness.

Radatz relies on real faces from within the company for this – not booked testimonials, but characters such as the Sausage Engineer: a character who creates a sense of connection, provides entertainment and fits the brand to 100 %.

The Reels machine: not trend-hopping, but a system.

What sets us apart from many other approaches: we do not build one-off campaigns. We build recurring formats that are tested, developed further and scaled.

The figures from the period April 2025 to April 2026 speak for themselves:

• Over 25 million video views
• 400.000+ interactions
• 20.000+ comments
• 30.000+ new followers
• Over 1 million average monthly reach
• 900+ posts

No short-term hype. No viral fluke. A system that delivers consistently.

5 learnings every brand should take away

1. Real stories beat classic product photos. People follow people: not packaging.

2. Strong characters make a brand relatable. Faces build trust. Always.

3. TikTok and Reels are vertical-first channels – and the most important drivers of reach. Anyone who is not present there leaves the field to others.

4. Continuous testing improves performance. Trial Reels also make it possible to test new formats quickly.

5. Community management is not an extra – it is a trust factor. Those who engage with comments build a real community. Those who ignore them lose it.

Conclusion: Sausage and Vienna as a digital universe

At the JETZT Social Media Conference Day, it became clear once again: social media success is no coincidence. It comes from a clear thematic focus, the right personalities, recognisable formats – and an attitude that creates genuine closeness.

For Radatz, social media is no longer just about product communication. It is about building an independent brand world around sausage, Vienna and community.