How to increase followers and monetize by creating short videos!

1141.3W, on Kuaishou, this fan base exceeds that of many first-line traffic stars. But now, this number belongs to a young lawyer @Chaoyang Lawyer.

As the lawyer with the most fans on Kuaishou, many people would ask, there are many lawyers with more qualifications than him, why do Internet users like him the most? What is so unique about him?

To clarify these issues, we may have to start with his live broadcast.

Whenever you open @朝阳律师’s live broadcast room, you may be shocked by the tsunami of messages from netizens asking for a live link-up.

• "My wife and I have been separated for two years, but the court still says that there is no breakdown in our relationship and refuses to grant a divorce. What should I do?"
• "Finally, I'm connected to the microphone. I want to ask, how can I fight for the custody of my child during a divorce?"
• …

Faced with a wide variety of questions, @朝阳律师 always hits the nail on the head in the complex facts of the case and gives the most pertinent legal advice in detail, allowing those who are connected to the live broadcast to leave satisfied.

As a result, the live broadcast room of this legal celebrity with more than 11 million fans has transformed into the most unique "legal consultation window".

Different from the offline model of "a table, two chairs and a glass of water", the content platform breaks through the limitations of time and space. With the help of Chaoyang lawyers, professional legal knowledge can be connected with people from all over the world.

In fact, Chaoyang Lawyer is just a phenomenal case of the "legal anchor" that has emerged on the Kuaishou platform in recent years. Thanks to the maturity of “short video + live broadcast”, legal knowledge has been widely disseminated.

As platforms move into the field of general knowledge, a large number of lawyers are attempting to transform themselves through the Internet. While maintaining their main jobs, they are "blazing new trails" online. While looking for new channels for legal consultation, they are also opening up new business breakthroughs for themselves.

When searching for the keyword "lawyer" on Kuaishou, the user list is full of big Vs with millions of followers. Like Chaoyang's lawyers, they have all obtained official professional certification.

So, why are they treated like “traffic stars”? How to become the "darling" of content platforms? How do they find ways to increase their followers and monetize?

Kas Data interviewed Kuaishou legal anchors, including Chaoyang Lawyer, hoping to get answers to the questions.

1. The rise of Kuaishou’s legal vertical category: making legal knowledge from “interesting” to “useful”

Before the popularity of "short videos + live broadcasts", lawyers' access to the Internet mainly relied on social networks and long videos. However, since graphic information and long videos are relatively not intuitive, lack the ability to interact instantly, and carry limited information, the content has always been "lukewarm". However, the rise of platforms such as Kuaishou and the pan-knowledge trend brought about by the pan-learning trend have changed this situation.

At the Kuaishou New Knowledge Sharing Salon on July 13, Han Xu, Kuaishou's operations director, revealed, "Based on platform data, the supply of Kuaishou's general knowledge field is currently in a state of less than demand, and user demand is still growing rapidly ."

Among them, the legal vertical category, as an important part of the general knowledge field, has a rich market to be developed. Especially in the context of rule of law, popularization of law among all and the rise of citizens' legal awareness, many people are accustomed to using legal weapons to protect their own rights and interests, but they always "regret the lack of law when it is needed". In order to seek more cost-effective solutions, many rights defenders turn to live streaming platforms such as Kuaishou for legal assistance.

The number of fans of legal anchors on Kuaishou has exceeded one million, which also indirectly proves the strong demand for high-quality legal content.

@Chaoyang Lawyer is undoubtedly a leading example of this wave. He holds a master's degree in law from China University of Political Science and Law and is a professional committee member of the Beijing Lawyers Association. He mainly engages in representation and defense in civil, commercial and criminal cases.

In the second half of 2016, @朝阳律师 came into contact with Kuaishou and began uploading short videos on legal knowledge. Judging from his personal page, @朝阳律师 short videos do not talk about dogma, empty words, or mechanically copy others. Instead, they start with common problems in real life and then give interpretations based on existing laws and regulations, which is very practical.

At the same time, @朝阳律师 has also produced a large number of short videos combining current hot topics, such as the New Wedding Tobacco Law, the new Law on the Protection of Minors, the opening of the third child policy, and rural land acquisition in 2021.

Relying on its early entry, rich knowledge, down-to-earth content, and the support of Kuaishou's official traffic, Chaoyang Lawyers has established a trusting relationship with Kuaishou's old friends and successfully seized the position of king of Kuaishou's legal vertical.

It is understood that Chaoyang lawyers can get more than 80 in-depth case sources on Kuaishou every week, which makes many senior lawyers unable to match.

As a practicing lawyer with two certificates, @是俊律师法律在线 has nearly 10 million followers. Compared with @朝阳律师, her output time is more regular and fixed: she updates a short video from 11:00 to 12:00 noon every day, and starts a live broadcast to answer questions from 21:00 to 22:00 every night.

She was also "down-to-earth" in her content selection, and it was closely related to the hot events on the Internet at the time, such as "The ending of the Land Rover blocking the BMW incident", "How to get compensation when a vehicle is swept away by a tornado", "Who is responsible for the sudden death of an old man after being caught stealing eggs", etc.

When it comes to hot news, she can always use a legal perspective to give unique interpretations, allowing users to regain rationality; and in her daily short video explanations, she understands what users need most, and can also adjust her topic selection direction based on users' comments and questions.

Her skill in using timeliness and practicality enabled her to fully mobilize netizens' "curiosity" and ultimately achieve rapid growth in followers.

In addition to the more popular all-round lawyers, there are also many lawyers on Kuaishou who are concerned about popularizing legal knowledge for niche groups. Ajiaer Guo from Sichuan Panxi Law Firm is one of them.

In Liangshan Yi Autonomous Prefecture, Sichuan Province, my country, local folk traditions are still deeply rooted in people's minds, but there is a huge contradiction with my country's modern laws.

For example, according to Yi folk customs, when a woman files for divorce, she must return two to three times the betrothal gift, and she must also kill pigs and sheep as an apology. This clearly violates the marriage and family section of the Civil Code issued by my country at the beginning of this year. However, due to the low level of education and weak modern legal awareness in the local area, many local Yi people regard this bad custom as a guiding principle.

Moreover, there are natural barriers between Yi and Chinese, which makes legal education more difficult. In this situation, lawyer Ajiaerguo opened the @沂人律师 account on Kuaishou, translated legal regulations into Yi language, and answered legal questions for Yi friends in Yi language during the live broadcast room, making an indelible contribution to helping Yi people protect their rights and interests and understand modern laws.

Even a lawyer in such a niche field has nearly 200,000 fans on Kuaishou.

2. How to increase followers? The Methodology for Cultivating a Kuaishou Lawyer

At present, Kuaishou’s legal knowledge has covered several fields such as popularization of new laws, interpretation of hot topics, labor relations, marriage and family affairs, civil and criminal matters, and has spawned a large number of top lawyer accounts with different focuses and distinctive characteristics.

In the era of self-media, the "rise to fame" of top influencers is somewhat accidental, but it is also inseparable from personal struggle and choices. There are many things that can be used as reference for later generations.

By analyzing their process from "0 to 1", we can get a glimpse into the "development methodology" of legal accounts. Specifically in the field of legal knowledge, it can be summarized into several directions: "long-termism, keeping updated, avoiding dogma, staying close to reality, strengthening interaction, and building trust."

1. Long-termism and keeping updated

Even for a big V with millions of followers like @朝阳律师, it was not easy to accumulate fans. @朝阳律师 came into contact with the Kuaishou platform as early as the second half of 2016, but there was not much response at the beginning.

From 2017 to 2018, he updated videos intensively, initially attracting millions of fans. Later, due to his busy offline work, he reduced his investment, but still maintained the frequency of updating 1-2 short videos every few days.

The 2020 epidemic led to a reduction in offline activities, allowing him to free up time to manage Kuaishou, which eventually reached a scale of tens of millions of fans. @是俊律师法律在线 has also been on Kuaishou for three years. He has updated 230 short videos on Kuaishou and insists on live streaming every day.

It can be seen that it takes time to become an influential lawyer. This is because legal knowledge has its own particularity. On the one hand, people trust authority more. On the other hand, because the law is closely related to people’s lives, they will be more cautious in choosing the source of knowledge.

Therefore , if you want to develop into a legal expert, you can't be a "three-minute enthusiasm" or "three days of fishing and two days of drying the net". You must cultivate true fans through long-term content updates, fan interaction and problem solving, establish trusting relationships among old friends, and ultimately achieve snowball-like fan acquisition.

2. Avoid dogma and stick to reality

If we analyze the short video content of the top legal experts on Kuaishou, we can find a common feature: they will not interpret the laws and regulations one by one and word by word according to the script. The entry points of the short videos are mostly closely related to real-life problems, because the laws and regulations are "dead" in words. Only when they are applied to specific events can they "come alive". No one likes to watch the host recite terms in short videos or live broadcasts.

For example, when new laws and regulations are introduced, official announcements are often more formulaic, but legal anchors can interpret them in more popular language and use examples from real-life situations to illustrate them, making them easier for the audience to understand and digest, such as the new version of the Civil Code, the Marriage Law, the Law on the Protection of Minors, and so on.

For example, the legal anchor will start with a seemingly "insignificant" small problem, such as who to contact first in a lawsuit, whether you will be held responsible if something happens when you lend your car to a friend, how to deal with "deadbeats", etc., and give suggestions through laws and regulations to actually solve these common problems in life.

Only by being down-to-earth can the value of legal knowledge be realized. When users feel that this lawyer account can provide them with definite help, they will press the "Follow" button.

3. Strengthen interaction and build trust

@朝阳律师 also mentioned in the interview that his current model and style were not formed at the beginning, but were the result of continuous trial and error and fan interaction.

Since legal knowledge is "demand-oriented", this requires legal anchors to constantly listen to fans' suggestions, analyze which types of legal issues are more in demand, produce content in a targeted manner, help fan groups, resonate with them on the basis of solving problems, and even make friends with users. In the era of self-media, this is also the golden rule for retaining fans.

In addition, Kas Data also noticed that the top legal anchors will start live broadcasts regularly or irregularly. This is because live broadcasts have a natural interactive attribute and are more convenient for the dissemination of knowledge. In addition, the anchors can establish their personal IP and trust more quickly during live broadcasts. By solving problems for the audience on the spot, they can better demonstrate the anchors' professionalism, authority, and affinity.

The anchor can also further sort out the legal issues that the public is more interested in through live broadcast, and then adjust their own content output. At the "Sharing Salon on Changes and Opportunities for Knowledge Creators" on July 13, several knowledge experts who have already entered the "short video + live broadcast" industry exchanged their experiences on how knowledge creators can increase their followers.

@朝阳律师 shared the “six magic weapons” for increasing followers, namely high-quality recording equipment, engaging copywriting, appropriate background colors and background music, fixed publishing time and live broadcast frequency, etc.

Among them, Lawyer Chaoyang regards the writing of copy as the key to winning the love of fans. He suggests that if knowledge anchors want to write good copy, they should pay close attention to the needs of fans, interact more with fans, refer to fans' suggestions, and optimize their copy .

After years of exploration, the Chaoyang lawyer chose to release short videos at 12 noon or 6 pm. This is because he found that the most fans watch during these two time periods, and it is easy to become popular.

As a legal anchor who needs to update his knowledge frequently, Chaoyang Lawyer also recommends that anchors should frequently share their professional knowledge through live broadcasts so that fans can confirm their professionalism. Live broadcasts can also be used to cultivate true fans, so that when they post their works, true fans will help to forward and like them.

3. Support and monetization: the next step for content platforms in the pan-knowledge field

Obtaining commercial monetization is one of the motivations for many knowledge creators to enter the short video and live broadcast industries. However, some industry insiders believe that due to the seriousness of the content, legal knowledge creators are naturally inferior to anchors in other fields in terms of sales and monetization, even big Vs like @朝阳律师 with millions of fans. Is this really the case?

It is observed that there are three main ways for Kuaishou legal anchors to realize their monetization:

The first is to promote physical goods such as books. Since active promotion in short videos or live broadcasts does not conform to the tone of the legal content, this direction is often achieved through the platform's e-commerce widgets and then enters the corresponding e-commerce page. Judging from sales, the legal anchor’s ability to bring goods is not bad.

The second is paid courses, which is one of the features of Kuaishou's knowledge monetization . On the account homepage, you can see the course area, which is a video course recorded by legal anchors themselves. It contains a lot of practical information focusing on specific topics and is very popular among users.

The third is to convert fans into offline customers by collecting clues online. Since legal anchors usually work in law firms and other institutions, many users will come offline to "place orders" after consulting online and entrust lawyers to solve their legal problems.

This is also the bulk of the income for legal anchors. For example, Lawyer Yi Yi has only been on Kuaishou for a year, and his income from signing contracts through short videos has reached several million yuan in a single quarter. The previously mentioned @朝阳律师 also receives more than 80 online legal consultation orders on Kuaishou every week.

Through the short video platform, lawyers’ income has increased by tens of millions.

It can be seen that the consumption closed loop of Kuaishou’s legal ecosystem has initially emerged. In order to improve the monetization channels of legal anchors and activate more high-quality legal creators, Kuaishou is also increasing its support for knowledge anchors.

Previously, Kuaishou had cooperated with Hualu to launch the "New Legal Education Official" campaign, which attracted more than 600 lawyers to participate. With the help of the platform's traffic exposure, a total of 14,000 videos were released, with a total playback volume of more than 3 billion.

Kuaishou also provides a large amount of "anchor training" for legal anchors , including methods to increase fans, character building, shooting techniques, speech teaching, etc., so that legal anchors can "take office" as soon as possible and provide users with high-quality legal content.

According to anchors such as @朝阳律师, Kuaishou will also provide assistance such as topic suggestions, traffic support and original protection.

All the above signs indicate Kuaishou’s investment and determination in broad knowledge fields such as law. Recently, Kuaishou has also launched a large-scale live broadcast event called "Kuaishou New Knowledge Broadcast", as well as targeted support and recruitment plans such as the "New Knowledge Plan", which is also seen as an important sign of Kuaishou's increased investment in general knowledge.

According to Kas, the overall goal of the plan is to help 100,000 knowledge creators increase their fans and realize monetization, while the detailed goals are to incubate 100 creators with millions of fans and annual income of one million yuan, and 10 creators with tens of millions of fans and annual income of tens of millions.

In terms of means, Kuaishou will provide one-on-one support and guidance to high-quality knowledge creators . You will get 1 million traffic boost as soon as you register, and the first broadcast will get tens of millions of traffic exposure. There will also be individual rewards for high-quality videos.

In terms of monetization, service fees will be reduced or waived for common monetization models for knowledge creators, such as paid consulting, paid content, Kuaishou stores, and Magnet Star, and the influence of creators will be expanded through a large number of official online and offline activities.

From the details of the event, it can be seen that the New Knowledge Plan focuses on solving problems such as new creators having to wait too long for exposure, weak monetization capabilities, lack of experience, and slow progress in building personal IP, and accelerates the construction of a pan-knowledge content ecosystem on the Kuaishou platform.

As the trend of pan-knowledge becomes increasingly popular, whether you are a university teacher, media person, lawyer, psychological counselor, securities analyst or other professionals in various fields, joining Kuaishou's "New Knowledge Plan" is a good start.

Currently in China, especially in third- and fourth-tier cities, the shortage and imbalance of education, medical and legal service resources continue to exist. With the help of short videos and live broadcast media that do not require offline circulation, creators in various general knowledge fields will have the opportunity to reverse this situation.

Here, Kas still "biasedly" reminds knowledge creators to seize this opportunity of official support from Kuaishou. After all, official support also has a period of time. If you miss it, it will be too late.

Author: Kas Data

Source: Public Account (ID: caasdata6)