About the speaker
Emma Svenningsson is one of the fastest-growing food creators in the German-speaking market and now reaches almost 800,000 followers across TikTok and Instagram. With her authentic storytelling around sourdough, matcha, and lifestyle, she generates millions of views and has built a successful brand story with Melrose Coffee, where new product drops regularly sell out completely within minutes.
Emma Svenningson at OMR
How social media has changed the world of food—and why simple recipes are no longer enough. Food content on social media has evolved far beyond traditional recipes. Today, trends, aesthetics and storytelling often matter more than the ingredient list itself – from glitter in sourdough bread to elaborate cake designs and viral challenges. As food increasingly becomes an entertainment and lifestyle format, it also opens up new opportunities for collaborations with brands beyond the food space, from lifestyle to beauty. But what does this shift mean for creators, communities and brands?
Is it too late to start social media in 2026? Emma and Alex say: No — but the rules of the game have changed. Today, reach is built faster than ever before, yet few manage to turn it into a real business. This is exactly where the wheat is separated from the chaff: creators vs. entrepreneurs. Emma and Alex show how to turn attention into value—and why social media is just the beginning today.
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