What does a Consumer Communication Specialist actually do? Lisa Girard from TikTok as a guest at HMKW Berlin

The video portal and social network TikTok is booming, especially among the young target group between 16 and 25 years. This week, Lisa Girard, Consumer Communication Specialist at TikTok, was guest lecturer in the online lecture series "New PR Trends" by Prof. Dr. Kim Murphy.

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In her lively Zoom lecture, she gave the students exclusive insights into her everyday work and presented the most successful campaigns of recent times. Whether in the course of various empowerment movements (#lovemysize, #imcomingout, etc.) or in the light of the Black Lives Matter protests: The TikTok app is currently attracting a great deal of attention, especially due to its diversity of content. The hashtag #blacklivesmatter received enormous attention and with 23 billion (!) views it is even one of the strongest hashtags ever shared over the TikTok network.

Lisa Girard gave us also an insight into how TikTok differs from other social media platforms, most importantly, how its algorithm rewards good content and allows creators, who are new to the platform, to go viral. She also highlighted the different advertising formats that are available to brands on TikTok, the most popular of which are hashtag challenges.

After the presentation, a team of interviewers consisting of students and the audience itself had the chance to ask the social media expert all the questions that were on their minds. Lisa Girard shared her extensive knowledge with the students. With her pleasant lecture and the subsequent Q&A session, she managed to get them enthusiastic about the exciting topic of social media as part of public relations. Many thanks for this enriching and very inspiring visit!