It does look like a lot, now: 34,000+ followers on Facebook as I write this. Less than a year ago it was just over 6000; now about 1% of the total Georgian population. Does it even matter?
According to the followers, loudly, yes. We realized this after one of my Svaneti-location videos, featuring my wife Lali making kimchi (Korean fermented cabbage), hit over half a million views last summer (99.99% of them not Koreans, either). We took notice, and began to ask ourselves why this clip had got so popular.
First, the video (far from the first, from my iPhone, that I had posted, even over some years) was vertically oriented: best for viewing on other phones instead of computer screens. Second, it featured Lali. Third, it was about cooking or preparing food. Fourth, Lali again: that bubbly personality pouring through. This is what the comments singled out: “We LOVE you!” Fifth, she was speaking in Georgian, so this was largely a Georgian audience, despite originally having started with more native English speakers as our friends and followers.
It only looked like a sudden near-vertical rise. Would it even have happened at all if not for the previous many video clips released over a few years?
And, yes, I was aware that “monetization” is a thing: earning of cash from advertisements placed with your high-profile content on social media. How could we jump on? Did we want to? We thought we’d give it a try.
First, said Facebook, you need to clear 10,000 followers. Then you apply for the monetization thing, stick within certain parameters of taste and rules in content, and you’re off. Respond to EVERY comment on your posts, even if it’s just a heart for another heart. Answer all questions as much as you can. Ignore or comment-hide the critics or haters: don’t get into “flame wars” with them, don’t let them get you down. Haters gonna hate, as the saying goes. We have very few of these, in any case. Set up banking, and you’re in. Post regularly, and follow Facebook’s advice as much as you can or want to.
You can follow statistics to see how you’re doing: demographic details, best times of day and week for posting, locations of followers, which posts get the most attention, and more. This helps to narrow it down to useful content; although I also strongly resist posting only “what sells.” Some of what I continue to post will be my own still photos, just because I like doing so.
Things have indeed taken off. It took mere weeks from that kimchi video to add another 4000 followers and hit the 10K threshold. In the meantime, I continued experimenting. Vertical orientation wins over horizontal most of the time. Lali wins over me, generally, but not always. Our humor is apparently appreciated as a couple, it seems. Our most-liked, most-shared and most-commented videos are all different from each other, too. The most-shared one doesn’t even have Lali in it at all: it’s a popular Georgian travel blogger and guide who met and interviewed me at the base of Mt. Shkhara above Ushguli.
We also looked at other Georgian ladies who were offering similar cooking content to ours. Too serious, mostly; not enough humor or simple fun. That’s another thing they comment to us about. Even on the street, now that we’re back in Tbilisi in the winter: at least once per outing, someone will come up to Lali and express their appreciation, love, enjoyment. So the people are speaking. In the advertisement for my “Chaos + Coffee” exhibition recently, we let people know that Lali would be at the opening evening. Three of her fans showed up to meet her. I was quite happy to see this happen.
I’ve learned how to cut out parts of videos, and how to join clips together: very basic editing. Also, that I can’t really succeed when I’m trying to shoot still photos on my DSLR camera and video on my phone at the same time, or of the same event. It’s either one or the other, else there’s distraction.
Aside from Lali cooking or reviewing books, and me shooting nature stills and video, we also like to use the platform to promote things we like. These might be businesses (local in Svaneti, or anywhere), cultural places or events (the Lamproba holiday recently in Etseri), NGOs like Dighomi Meadows, and more. There is much to celebrate in a world full of much more bad news than good. This is part of our focus, and it seems to be appreciated widely.
TV has called: Rustavi 2 channel took us back up to our village in Svaneti for a Christmas special last December, which we really enjoyed, dressed up as Santa and Mrs Claus (or Tovlis Babua and Bebia). Cooking competition shows want Lali, too, although if there’s anything to take the enjoyment out of cooking and mix too much stress in instead, it’s that kind of thing. She’s not looking for a high-pressure job in a fancy restaurant, after all, please, no! Just to show what she knows and hopefully put a smile into someone’s life each time. While her university degree is in drama, here she’s being herself.
An important part of this Facebook jaunt (now branching into Instagram) is to not lose the fun. If it does get too serious, we’ll simply stop.
Another thing we can try is to split off my photographic posts from the ones of Lali cooking or reviewing books or whatever. These are quite distinct genres, after all. I suppose that I’m deeply aware of how art can be subverted by money, and I really don’t want myself to go there as an artist. I hope to always shoot still photos solely because I like and want to, not because it might make money. Lali’s videos are not this. I don’t mean that they’re less than art at all; just a different category.
So we didn’t spring out of nowhere, as it might seem. Years of little response were part of the journey, without much care if it took off, not even thinking about that. Then it did, and we took notice. I suppose having the freedom not to focus on making a living at this really helps; it’s just a side thing, enjoyable and rewarding. And, we hope, good for our followers. Cheers to you!
Tony Hanmer has lived in Georgia since 1999, in Svaneti since 2007, and been a weekly writer and photographer for GT since early 2011.
His personal Facebook page is www.facebook.com/anthony.tony.hanmer/
He runs the “Svaneti Renaissance” Facebook group, now with over 2000 members, at www.facebook.com/groups/SvanetiRenaissance/
He and his wife also run their own guest house in Etseri: www.facebook.com/hanmer.house.svaneti
Blog by Tony Hanmer
