Social media for machinery, vehicles & technical companies
on:LAND develops and manages social media for manufacturers, dealers and technical companies. We plan topics and formats, produce the content, handle publishing and community management, and continuously develop the channels. Depending on the brief, we support individual campaigns or take responsibility for ongoing channel management across multiple platforms.
Relevance instead of routine posting
For technical products, the topics are usually already there: new machines, customer applications, product details, service, trade shows, people in the company or questions from the market. The challenge is to turn these into continuous content that fits the platform and is relevant to the target audience. That is exactly where on:LAND comes in – from topic planning through production to publishing and ongoing development.
What social media can achieve
Explain technical differences, applications and product benefits so prospects understand what makes a product relevant.
Show projects, real-world applications and services that hardly anyone outside the company gets to see.
Instead of appearing only around trade shows or product launches, remain consistently visible.
Customers, users and real applications add credible experience to the manufacturer's perspective.
Show people and everyday work – without turning the channel into a pure recruiting page.
Back products, events or selected audiences with organic and paid reach.
Hands-on platform experience
Our social media experience began in 2011 with AgrartechnikHD. Topic planning, production, publishing, community management and analysis are still handled entirely in-house there.
That means we experience first-hand which topics occupy technical audiences, how content works on different platforms and how channels develop over the years. That experience flows into client projects – not as a rigid formula, but where it fits the specific task.
146,000 Instagram · 58,000 Facebook · 11,900 TikTok
As of August 2026
Social media in practice
Not every company needs the same model. We have been supporting KUMM Technik continuously since the end of 2020. For FORTUNA, by contrast, we developed a clearly defined social media communication around AGRITECHNICA.
Continuous social media communication
Since the end of 2020, we have managed social media communication for KUMM Technik across Instagram, Facebook, TikTok and YouTube. Topic planning, content production, publishing, community management and paid social interact continuously.
Social media communication around AGRITECHNICA
For FORTUNA, we combined social-first content, editorial planning, publishing and community management into a campaign around AGRITECHNICA. Regional Meta ads complemented the organic communication during the trade show.
Working together
Take on content, topic development or campaigns wherever extra capacity or specialised production is needed.
Combine planning, content, copy, publishing and ongoing management when internal time or resources are short.
Support product launches, trade shows or other occasions for a defined period.
No rigid packages. We first look at what already works internally and where on:LAND adds something useful.
From topic to learning
We look at the product, audience, channels and objective, then develop a topic plan that aligns content, formats and platforms.
Video, photography, copy and social-first content are produced with their later use in mind – for organic posts just as much as for paid-social creatives.
Content is published channel by channel, comments and messages are handled, and exchange with the community is actively managed.
Reach, watch time, interactions and campaign results show which topics and formats should be developed further.
For product launches, trade shows, regional audiences or lead objectives, we supplement organic content with targeted paid reach.
That way, content isn't adapted to a platform in the edit – it is created with its later use already in view.
Existing footage and photography can be used alongside newly produced content.
More about video productionDistribution & development
Continuous presence comes from content that fits the platform and the audience. We build channels on that basis rather than having to put budget behind every post.
We use paid social where additional reach or a specific objective is needed – for product launches, trade shows, regional audiences, website traffic or leads. We develop creatives for each campaign rather than simply adding budget to existing organic posts.
Reach, watch time, interactions, clicks or campaign results show which topics and formats deserve to be developed further.
Specialised in technical topics
on:LAND works above all where products, applications or workflows cannot be explained in a single sentence – with machinery, vehicles and technical products as much as with companies whose work happens outdoors and on real projects.
No. We start by reviewing your existing channels, content and objectives, and then develop a fitting topic, format and channel strategy together.
Yes. on:LAND can act purely as a production partner for your marketing team, or take on additional tasks such as planning and publishing.
Yes. Depending on how we work together, topic planning, content production, copy, publishing and ongoing channel management can all be handled by on:LAND.
From products, projects, applications, customers, employees, trade shows and everyday business. The decisive part is selecting the topics that are genuinely relevant for your audience.
That depends on your audience, communication goals, existing content and internal resources. Not every company needs to be present on every platform.
Yes. Social media can be used for a limited period, for example around a product launch, a trade show or another specific communication task.
Yes. Organic content can be complemented with targeted paid social where useful – for specific audiences, regions, products or campaigns.
Let's talk about it
Whether you already have active channels, are preparing a product launch or are looking for ongoing support, tell us where you are and what you want to achieve. We'll show you how we'd approach it.
Direct contact
Agentur on:LAND
Wolfgang Kröll
Am Himberger See 10
53604 Bad Honnef