In this interview, the two social media experts Vera Gaidies (G) and Ann-Kathrin Turmann (T) talk about which stories are particularly well received, how they come up with their topics, and why nonsense is also crucial from time to time.

What personal highlights have you experienced so far at Bischof+Klein?

G: One highlight was certainly our collaboration with Goldeimer, for which we subsequently received the German Packaging Award. That was really cool and a great project!  As part of that collaboration, I was also able to visit the production facility in Mainz and found out how the Goldeimer toilet paper made its way into the Bischof+Klein packaging. I also really enjoyed going to Konzell to make videos with the trainees.
T: I haven't been on board all that long, but I can confirm that working with the trainees is really enjoyable. I’m thinking specifically about one video project with the media processing engineers. The trainees were a bit reserved at first, but they quickly noticed that shooting videos is fun and came up with more and more ideas about what they would like to show on TikTok and Instagram.

What type of stories do people respond to on social media?

T: Internal stories are received really well on social media. One example of this is the Konzell trainees’ Christmas party in December – that post really went through the roof.

Does that apply to both Instagram and TikTok?

T: : Yes, absolutely. However, TikTok is full of surprises sometimes. Two trainees from Konzell recently shot a trending video: One person fell to the floor and shouted “ding dong” – the video went viral with 21,000 hits!

Does that mean that nonsense is always well received?

T: Well, not entirely. A video explaining a typical task of a packaging processing engineer was also very successful.
G: In actual fact, people and faces are always well received. It’s all about showing the people behind the company name. I can still remember a group photo with new employees last year. That post was shared twelve times and commented on twenty times, while a post about a product that had been posted online shortly before was only shared twice.

How difficult or easy is it to come up with topics for regular posts?

T: It’s far easier at Bischof+Klein than at the companies I've previously been involved with. I find it fascinating just how enthusiastic the staff are to contribute. Admittedly, there are occasionally times when there isn’t a lot going on – during vacation periods, for example. Essentially, though, Bischof+Klein offers a lot of things to report on thanks to its diversity.
G: What’s really great is that so many of our colleagues are into social media and also contribute their ideas.

Please describe the range of topics.

G: We cover three areas: personnel and training topics for HR, and sustainability and product innovations for sales. 

Which media do you use?

G: A huge number of people use Instagram, so that’s a must for us. Around 40 million users are registered with Instagram in Germany alone. (Status: February 2025) TikTok remains exciting because it’s the channel for young people. Over 40 percent of users are between 16 and 24 years old. LinkedIn plays a major role for the sales department as a platform for expert dialogue.

And what does the future hold for the trainee blog team?

T: The team is currently being reconstituted because some members have successfully completed their training and have left. I’m excited about working together with the trainees and about the new ideas and formats that they want to develop.