Likes and Livelihoods: A Belarusian Family's TikTok Struggle

In the heart of rural Belarus, a family runs a thriving agritourism business. They also share their experiences on TikTok, hoping to connect with a wider audience. However, they are struggling to monetize their content, despite spending hours creating engaging videos. "We spend three or four hours on TikTok," the family patriarch explains in one video, "so that you can watch us." The family's story highlights the challenges faced by many small businesses seeking to leverage social media for growth, and the often-unseen effort behind seemingly simple online content. Their appeal to viewers for support underscores the complexities of building an online presence and finding success in the digital age.