DIGIKNALL at OMR: From company to social media media house. The power of your own reach.

The problem nobody talks about

Today, many companies are investing more than ever in reach while having less and less control over it at the same time. Paid attention, costly placements, algorithms that can change everything overnight. The result: Those who rely exclusively on paid visibility are constantly competing for attention. Those who build organic reach as an asset in its own right already own it.

This exact shift in perspective was the focus of our appearance at OMR 2026.

Masterclass & two speaking slots: Our appearance in Hamburg

With a sold-out masterclass and two speaking slots on the Food Stage our team around Stefan, Max and Jan showed how organic reach can be built systematically – and why companies need to start thinking and acting like social media media houses.

The response was clear: Max and Jan's masterclass was fully booked with over 200 participants .

The concept behind it is simple but effective:

• Away from social media marketing – one-off campaigns that fizzle out.
• Towards social media campaigning – recurring formats that build relevance and community.

The Radatz case: 35 million views from a single occasion

A particularly tangible moment came around a live case on the Food Stage. While Stefan and Max spoke about reach mechanics, around 100 freshly prepared ‘pricked Käsekrainer’ were handed out directly to the audience at the same time. It is hard to make Social Media Campaigning any more tangible than that.

The case behind it speaks for itself: Radatz, established in retail for decades, had no relevant digital reach of its own before working with Digiknall. The starting point was as simple as it gets: ‘World Käsekrainer Day’.

This developed into a series of recurring formats centred around the product, its origins and Viennese food culture. The result:

Over 35 million organic video views – within just a few months.

No paid reach-buying. No short-lived hype. Instead, an independent digital asset that continues to grow steadily.

What this means for your company

OMR 2026 showed that companies growing today no longer build their demand exclusively in the market. They build it long before then – in the digital space, through community, through formats, through relevance.

The difference is fundamental:

• Some compete for attention every day.
• Others have already built up their own reach.

Those who start thinking like a Social Media media house today will lead the way tomorrow – not because they are louder, but because they are already there.

Conclusion: reach is not a matter of chance

There is no shortcut. But there is a system. Recurring formats, relevant topics, consistent community building – that is the path from Social Media Marketing to Social Media Campaigning. And that is precisely what turns a company into a true Social Media media house!