TY - CHAP A1 - Ackermann, Judith A2 - Fischer, Friederike A2 - Meier-Vieracker, Simon A2 - Niendorf, Lisa T1 - Von Freund*innen lernen: Bildungsinfluencer*innen auf TikTok zwischen Selbstvermarktung und Wissensvermittlung T2 - TikTok – Memefication und Performance N2 - Education influencers achieve a wide reach on TikTok by sharing information and knowledge. Unlike in formal educational settings, the community engages with this content on a voluntary basis. Therefore, the videos must gain visibility in the platform’s tableau of diverse content and the creators must build a relationship with their community that ensures their long-term loyalty to the respective account or the associated brand in order to open up monetisation opportunities. Based on an analysis of the most successful videos of 2023 from four major TikTok accounts in the fields of physical and mental health, this paper traces media-aesthetic characteristics and communicative practices in the creation of educational content on TikTok between knowledge transfer and self-branding. It shows the means used by creators to establish an allegedly friendly relationship with their followers and how they emphasise their personal expertise and the added value of their own videos in order to motivate their community to interact more with the content and use additional (paid) services. KW - Freundschaft KW - Influencer KW - Medienästhetik KW - TikTok KW - Wissensvermittlung Y1 - 2025 UR - https://opus4.kobv.de/opus4-fhpotsdam/frontdoor/index/index/docId/3695 SN - 978-3-662-70711-1 SP - 133 EP - 155 PB - J. B. Metzler CY - Stuttgart ER -