Iveta Graudiņa on how small businesses and the Latgalian language can find a place on social media
Former Rēzekne Academy lecturer Iveta Graudiņa explains in an interview how video content and so-called "talking heads" can help small and solo entrepreneurs build relationships with clients, while gradually introducing the Latgalian language to wider audiences. She also calls for more cooperation among entrepreneurs in Latgale rather than competition.
Iveta Graudiņa, who spent more than 25 years teaching at Rēzekne Academy and later became a public speaking trainer, now describes herself as a director of "talking heads" and offers local entrepreneurs so-called speech sprints. In the interview, she explains how she arrived at this new path after leaving academia, searching for an identity separate from her workplace.
Video content as a relationship-building tool
Graudiņa believes social media and video content represent one of the biggest opportunities for small and solo entrepreneurs who lack a marketing department to reach clients. She notes that selling is often perceived as pushy self-promotion, but in reality, regular video appearances create so-called parasocial relationships — viewers begin to see a familiar face as an acquaintance, which can eventually lead to trust and purchases.
Why confidence is often lacking
According to Graudiņa, many people lack the confidence to talk publicly about their achievements because of fear of judgment. She links this to a broader shortage of genuine conversation and community spaces, which used to be filled by in-person gatherings but are now partly replaced by social media interactions.
The Latgalian language on social networks
Graudiņa admits she rarely uses the Latgalian language in her own content, since her main audience is broader and international. However, she sees potential in gradually introducing followers to the language once trust has been established — for example, by offering Latgalian language lessons within a tourism business.
Cooperation instead of competition
Discussing regional development, Graudiņa stresses that Latgale lacks platforms where small and solo entrepreneurs can meet to support each other in marketing and sales. She cites the international networking organization BNI as an example but notes its membership fees are too costly for the local market, arguing instead for a local alternative built on cooperation rather than competition.
