Exclusive! I Don't Ignore Trolls, I Do Reply to Them in the Best Possible Way: RJ Shonali

RJ Shonali, known for her comic timing and relatable content dissects her content creation journey with me in this latest interview. She speaks to me about her mantra of dealing with trolls, creators whom she admires the most, and much more.

Here are a few edited excerpts from the exclusive conversation.

What inspired you to start your content creation journey? Did you always have a passion for entertaining and connecting with an audience?

Yeah, I did actually. I have been creating content for radio for a very long time. It's been ten years almost. And for around ten years I've been a radio jockey. I've been switching cities. I started from Rajasthan, then went to Gujarat, then came to Chandigarh. And radio jockeys actually, have been doing this thing. But on-air content creation is of a minute, usually 60 to 90 seconds. Always we have to deliver the news along with the takes. So, I've been doing that for a lot of years. But then social media changed the game and I started with Facebook. The long-form videos I've seen, I've made. Then Instagram reels came in. So, I started making content. I've been making content since last, I would say four years, three years consistently. And then one day it was just like I made a reel on lemon prices, price hike, it was a hit. And since then, it's been like I've been very consistent and careful about whatever I create and post.

When you started creating content, how did your close ones and your family react? Did they support you? 
 
Yeah, they've been very supportive about everything and the most interesting part is that your friends and family, are always like now you have a number of followers, will you be able to promote our products or maybe do this for free. And when you're sitting at a restaurant maybe somebody comes and recognizes you so they are the ones who feel proud. They have been very supportive. Nobody stops me from doing anything and that's the major reason I've been able to pursue this.

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How do you come up with your daily content ideas?

The relatability part is the major concern. I usually pick topics that are relatable for people and it's not only fun and games for me, content creation. I would say that I just don't want to post a video for the sake of posting it unless I relate to it myself. Like I posted a video recently which is about Mama. He is that one relative that nobody appreciates that much.
Before that, I worked on topics like lemon prices, the tomato prices hike and then there was the power cut problem in Punjab and major parts of India when there is of course the summer vacation time. So, everybody was struggling with that and we did the reporter-style video on that and I think, yeah, major problems I have in my life, I make a video on that and people just automatically relate sometimes, I guess.  

Creating content is a full-time job. What do you have to say about that?

That's true, I've seen content creators doing that but that takes a lot of courage because I can never come out with my camera and just ask somebody to shoot the video. I don't know if that's being an introvert or whatever, but I've never asked somebody at an airport or a family function, please can you click a picture or maybe shoot it for me? I've never been able to do that. I have had my colleagues when I shot something. Otherwise, I don't usually ask my friends or strangers. It takes a lot of courage. So, hats off to that. But yes, it's a full-time job for sure. Because you're observing all the time. You are observing that cab driver who's driving you to your destination. In that sense, it's a full-time job.

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Is there any influencer whom you consider as your strong competitor or individual you admire within this content creation industry?
  
I think I admire so many people and I enjoy a lot of content reels, especially people from small towns. So, I believe they have the least resources but content that is coming out. That's amazing. It's just that I have so many favorites. But what RJ Abhinav does he's that far magical and he does magic.

Do you take responsibility for the kind of content you share on social media to ensure that it does not have any negative effect or influence on your followers?
 
That is true if you ask me about the responsibility, yes, it's definitely our responsibility to deliver whatever at least is right for the audience. Absolutely. But again, I would say if you really feel something is right and you think the masses won't agree with it, you should not stop there. That's what I believe. I have made a few videos and the masses have not really appreciated that in a sense, but I've made them and I've never deleted them.

How do you handle negative criticism or feedback coming your way? Do you have any strategy to maintain positivity among online scrutiny? 
 
Yeah. There's that song. Kill him with kindness. I would rather say kill him with all the punches that you have because, like Chandler, we all have defense mechanisms. Because most of the videos I hate are majorly related to whatever is going on in politics or with politicians.  So, in that case, I do reply. I don't ignore, I never ignore and I do reply in whatever best possible way, the politest way I can do, but I do counter that with humor. In 90% of the cases, these people never answer. They will delete their comments, but who actually fights for their point I appreciate that, but otherwise these people, they never fight back for their own opinion, for their own comments. So, it doesn't matter, anyways that is increasing my engagement. If they comment and I reply back and they comment back, I don't mind. 
 
So how do you engage and interact with your audience?  Can you share some strategies or approaches that help you build a strong connection with your followers?

I have never learned any perfect way to do it, but there have been creators only who have sometimes texted and guided me. So, one of these things is replying to all the comments that are there. I try to do that initially, half an hour, 1 hour. So, I sit down and just look at all the comments and the responses and then I keep replying to everybody. And I just discovered there's a hidden DM feature on Instagram and never knew about that. But I just discovered it and I'm trying to reply to all kinds of people and I've increased asking questions on stories because people do care and they do reply to that. They share their opinions honestly. I have made a broadcast channel which I'm not really active on, but that helps me know whosoever is a regular visitor or somebody who really appreciates the content.  

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What's your take on reality shows? We have seen many influencers, and content creators being on such shows. Can we expect RJ Shonali in any reality show? 
 
I am not sure, but I don't think I'll ever have that courage to be in a reality show because it just takes your masks off and all the things you have been neatly portraying or maybe hiding from the world. So, it takes a lot of courage to be very honest with the audience. At least that's what I think in reality shows people are honest. You can look at their avatar from the moment they wake up and to the moment they sleep and I really don't think I have that kind of courage right now. But it's interesting. My take on that is it's really interesting. There was a time when we used to watch 'Big Boss' a lot and used to know all the people that were there in the house and used to do the commentaries on their lives and their statements meme culture, so I have fun watching it. But being a part of that, I don't.

What's next for Sonali? What is she expecting to do? Can we expect her in any web show or music video?

That is kind of an interview question. Where do you see yourself in five years? That has been the toughest question. There was also a report saying that this is the toughest question of all time, but I have no clue. And I really believe in working today and whatever happens, happens tomorrow. 
And I really believe in that. And I believe if I do good today, tomorrow there's something good happening in my life. And also, there's a quote I don't remember exactly. 'If you know what you want to be, then you will, of course, become that. But if you don't know what you want to be, you can become anything.' So, I believe in that. And that's it.

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What advice would you like to give to someone who wants to be an influencer or content creator?

I don't think I'm an influencer because I do only create content. But if anybody wants to do content creation, they have to be honest about everything. I've seen people who create content, funny content, but then you meet them in person. They are very serious in life. And I think if you're raw if you are honest on social media, it 100% works.  It might take time. And the most important thing is consistency. It has worked for me. Whenever in life I've been inconsistent, be it on social media or in life in general, things have not worked out. Consistency is definitely the key.

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