B station up master-Luo Xiang talks about the operation methods of criminal law!

Speaking of "outlaw Zhang San", those who understand him will smile knowingly. Mr. Luo Xiang, the founder of this meme, became the second up-host with tens of millions of followers after @老西红柿. What made this teacher suddenly famous? What operational methods can we learn from his videos? The author of this article has analyzed this and shared it with you.

If we talk about who is the most famous UP host on Bilibili in the past 20 years, we have to mention Luo Xiang. What? Don’t you know who Luo Xiang is? !

Simply put, he is a teacher of criminal law. Perhaps, you will feel strange when you see this. Why can a teacher who teaches criminal law become the most well-known UP host on Bilibili? Let me solve this confusion for you.

This article will use Luo Xiang’s personal identity, video format, operation method and monetization method to tell how this criminal law teacher was created step by step?

01 Personal identity

On March 9, 2020, an account on Bilibili gained millions of followers just by posting one video. This magical account is called "Luo Xiang Talks about Criminal Law."

As of April 2021, this account already has over 13 million followers, making it the only UP host on Bilibili with tens of millions of fans, besides "Lao Fanqie", the top anchor on Bilibili.

You should know that Lao Fanqie has been a UP host at Bilibili for more than eight years, and it has only reached a scale of tens of millions. It can be seen that Mr. Luo Xiang is really amazing. So to talk about why Teacher Luo Xiang is so great, we have to talk about his personal identity.

Teacher Luo Xiang’s multiple identities:

1) University professor

Professor Luo Xiang’s identity as a university professor is not just a simple professor, but a professor at China University of Political Science and Law and director of the Institute of Criminal Justice, so the position he holds in the university is very high.

Because of his identity as a university professor, users feel that the criminal law knowledge that Mr. Luo Xiang conveys in the video must be very professional, so it will be easier for him to gain the trust of fans and increase his number of fans.

In addition, Mr. Luo Xiang believes that studying law is a very boring learning process. Therefore, since he became a criminal law teacher, he has been determined to make the criminal law courses more relaxed and humorous, but at the same time, it will also deepen the understanding of laws and regulations.

This relaxed and humorous teaching style is also reflected in Mr. Luo Xiang’s videos, which makes Mr. Luo Xiang’s videos not only in-depth and professional, but also very interesting. This kind of high-quality video content can easily attract a large number of fans.

2) Law exam tutor

In addition to being a university professor, Mr. Luo Xiang is also a legal examination tutor at a certain institution, and this identity is one of the reasons why Mr. Luo Xiang has become so popular.

When Mr. Luo Xiang was providing legal exam training for this institution, the institution would record Mr. Luo Xiang's course content and upload it to the Internet.

Although the original intention was to allow students to study law exam courses online more conveniently, since Mr. Luo Xiang's classes were so interesting, many students uploaded course clips to Bilibili. Gradually, more and more people began to pay attention to this teacher's course videos, and repeatedly circulated the more essential contents on the Internet, which also paved the way for the subsequent popularity of Mr. Luo Xiang's own personal Bilibili account.

3) B station up master

The last identity, which is also the one that Mr. Luo Xiang is best known for, is the UP host of Bilibili. Many people may think that as a not-so-young criminal law teacher, Mr. Luo Xiang must be an old-fashioned person and it is difficult for him to resonate with young Bilibili users. But in fact, Teacher Luo Xiang has perfectly integrated into the atmosphere of Bilibili.

Although the video presented by Mr. Luo Xiang at the beginning was indeed not in line with Bilibili, the background was very monotonous, the shooting angle was very fixed, the editing was without any skills, and even the video cover was very boring.

But Mr. Luo Xiang himself is not a rigid and fixed person. When he was a UP host of Bilibili, he was always intentional to learn content related to Bilibili. Now the videos he presents are really addictive, and his operating method is also in line with the habits of Bilibili users.

02 Video format

Since we mentioned above that the content of Mr. Luo Xiang’s videos can easily get people addicted and attract fans, let’s take a look at what the format of Mr. Luo Xiang’s videos is like.

1. Video cover and title

When Mr. Luo Xiang just opened his Bilibili account, the video covers and titles presented on this account were relatively monotonous.

Basically, all video covers are based on a blue background, with a personal photo of Mr. Luo Xiang, and finally key information embedded. Compared to the cover, the title is even more monotonous, and the key information is directly used as the title.

Although this method seems relatively monotonous at present, considering that Mr. Luo Xiang did not know enough about the atmosphere of Bilibili at that time, he still managed to highlight key keywords to attract attention.

Now, Mr. Luo Xiang’s video covers and titles are more in line with the atmosphere of Bilibili. Not only does he continue the practice of highlighting keywords, but he also makes the video covers richer and more interesting, and incorporates many memes that are familiar to Bilibili users into the video covers.

The title setting is no longer a simple keyword information, but a title content with a certain degree of incitement. This kind of title has a very big advantage, which is that people want to click in when they see it.

(Comparison of cover title before and after)

2. Create memes

Giving examples is a teaching method that Mr. Luo Xiang often uses in class. By giving examples, the teaching content can be enriched and easier to understand.

The practice of giving examples is also used by Mr. Luo Xiang in the video, but because Mr. Luo Xiang likes to use the character "Zhang San" as an example every time, after "Zhang San" appears repeatedly, Zhang San has become a meme and a personal label for Mr. Luo Xiang. Moreover, with Zhang San as the main character, related memes such as Outlaws have also been derived.

The emergence of these memes can, on the one hand, deepen users' memory of Luo Xiang's videos, and on the other hand, make the video content more interesting.

When we operate a Bilibili account and want to create a meme, the first thing we need to do is to make sure that the meme we want to create does not conflict with existing well-known memes.

On this basis, you only need to use this meme repeatedly in the video. Of course, the best usage scenario for the meme is at the climax of the video, which makes it easier to achieve the purpose of creating the meme.

3. Outstanding personal characteristics

In Mr. Luo Xiang’s videos, the memorable content includes not only various memes, but also the characteristics of Mr. Luo Xiang. For example, when Mr. Luo Xiang was shooting videos and narrating the content of the videos, his hands would always wave around involuntarily, as if he would lose his soul without his hands when teaching.

This is also a way for Mr. Luo Xiang to interact with his fans. Fans always say: If you hold Mr. Luo's hand, he will not teach. Teacher Luo actually tried to teach without waving his hands, but he started waving his hands again while he was talking.

In addition, when Mr. Luo Xiang is narrating the content of the video, he has a little bit of Hunan accent. The way and tone of narration give people the feeling of watching a stand-up comedy. Gradually, this accent and narration style have become Mr. Luo Xiang's more memorable and funny features.

4. Down-to-earth video content

Although Mr. Luo Xiang is a professor at a well-known university, he does not have the airs of a professor at all. Whether in the videos uploaded by netizens or in his own videos, the examples he gives are very down-to-earth.

For example, the more well-known case is the mistress case. In this case, Mr. Luo Xiang crazily input various hilarious golden sentences, such as: "As a mistress, you can earn 80,000 or 90,000 yuan a day. At this rate of earning money, do you want to be his mistress?" "Ask yourself from the bottom of your heart whether you want to be his mistress. I do."

It is precisely this down-to-earth feeling and unpretentiousness that make young B station users feel that Mr. Luo Xiang is a very interesting and very friendly teacher. Naturally, they are willing to follow his account and be attracted by his videos.

Although down-to-earth video content can be seen often, why is Mr. Luo Xiang’s video content so attractive?

The main reason is that Mr. Luo Xiang has a very high status, but his attitude towards things is not very high. It is this contrast that makes him loved by fans.

So for us, if we want to learn, what we actually need to learn is not the down-to-earth nature, but the contrast presented in the video content.

For example, if you are a person of relatively high status, then you can act more down-to-earth in the video. If you are an ordinary person, then you can show in the video that you have qualities that other ordinary people do not have, and use the contrast to attract fans.

5. Deep video value

When we are watching Teacher Luo Xiang's videos, we can actually find that no matter whether it is Teacher Luo Xiang's teaching videos uploaded by netizens or videos uploaded by Teacher Luo Xiang himself, the content is not some obscure and difficult-to-understand legal theory at all, but rather popularizing the law to the general public.

Even if you have never studied law, after watching Teacher Luo Xiang’s video, you can easily understand the legal knowledge, how to apply it and what its significance is.

Simple and clear video content does not mean that the video is not profound. On the contrary, it is because Mr. Luo Xiang can express profound content very simply that he has attracted more attention.

03 Operation Method

1. Content characteristics

In fact, we can clearly summarize the content characteristics of knowledge videos from Teacher Luo Xiang’s videos. There are only four points: practicality, fun, personalization, and popularization.

In other words, as long as the knowledge accounts we operate can also do well in these four content features, it will be easy to obtain the desired traffic.

Practicality: It means that after users learn the knowledge in this video, they can apply it to practice. This kind of knowledge that takes effect immediately is very attractive to most users.

Make it interesting: Boring learning makes it difficult for people to be interested. Only by making knowledge lively and interesting can people enjoy it. After all, no one can resist happiness.

Personalization: refers to making oneself a part of knowledge by shaping one's own personality. This is more obvious in Mr. Luo Xiang, because he is a university professor, and this identity has made him synonymous with knowledge.

When we make knowledge-based videos and want to personify the protagonist, we can create a persona of a top student or an expert for the protagonist, so that users will have more trust.

Popularization: refers to making originally difficult knowledge points easy to understand. When Mr. Luo Xiang is popularizing knowledge points, he will give some down-to-earth examples so that users can better understand the knowledge points based on these examples when watching the video.

When we popularize video content, in addition to learning how to give examples, we can also add other forms, such as explaining knowledge points through three-dimensional diagrams, converting knowledge points into experiments, and then presenting the experimental process, etc.

2. Video skills

Be brief: When shooting knowledge-based videos, never give users long lectures on principles and knowledge. This can easily discourage users from watching the video. Therefore, when shooting videos, you must control the length of the video and just convey the knowledge to the point.

For example, before shooting a video, first consider what kind of knowledge you want to popularize, and then fill this knowledge with cases and experiments that are easy for the public to understand. Try to control the video time to less than 5 minutes, so that it can be explained clearly without being lengthy.

Vivid and colorful: Although people may feel that the content of Mr. Luo Xiang’s videos is not rich enough, and often only Mr. Luo Xiang explains the knowledge points in the video, Mr. Luo Xiang’s teaching ability is very strong, so even without fancy video editing methods, he can still explain the knowledge points vividly.

For us, in order to better present the video and let users understand its value, it is best to use three-dimensional graphics, specific pictures, and specific experiments to make the entire video richer.

Stimulate participation: Because knowledge learning is a two-way process, if knowledge is simply taught without the public thinking and learning related to it, users will still feel that such videos are just for watching and are not particularly practical.

In response to this situation, we can learn from Teacher Luo Xiang and ask some relevant questions at the end of the video, and then let users answer them in the video comment area. This is both a way to interact with fans and a way to increase user engagement.

04 Monetization Methods

In addition to the income from his main job, being an up-host has greatly broadened his income channels.

1. Live streaming monetization

Teacher Luo Xiang is not only the UP host of Bilibili, but also a contracted anchor of Bilibili. Therefore, for Teacher Luo Xiang, live streaming on Bilibili is a job he must complete. Therefore, every time he broadcasts live, Teacher Luo Xiang can get a large number of fans to vote.

Moreover, a special feature of Bilibili's live broadcast room is that when the host is not broadcasting, the room can be left open and a carousel can be set up, so fans can enter the room at any time to vote.

2. Video promotion

The video sales mentioned here are not the common way of advertising and selling products. The products sold in Teacher Luo Xiang’s videos are all his own products, such as Teacher Luo Xiang’s books and online courses.

In addition, on Bilibili, you can not only upload videos you have shot yourself, but also upload online courses. Moreover, the online courses will be directly posted on the personal homepage, and users can see the courses by clicking on them, so Teacher Luo Xiang can monetize at any time.

3. Attend events

In addition to the above more conventional ways of monetization, Mr. Luo Xiang has another special way of monetization, which is to rely on his fame to attend events.

Because in 2020, Teacher Luo Xiang became the most popular UP host of the year on Bilibili, which shows how popular he is. In addition, the content taught in Teacher Luo Xiang’s videos is full of positive energy, so the degree of dissemination is naturally very high. With the blessing of this fame, Teacher Luo Xiang has participated in the recording of many programs.

In addition to programs such as the B station 11th anniversary speech, he also participated in variety shows such as "Talk Show Conference" and other programs. Teacher Luo Xiang can get a very good appearance fee every time he participates in a show.

05 Conclusion

In general, the reason why Mr. Luo Xiang has become the most popular UP host of the year on Bilibili and successfully became popular is not only due to his personal charm and high-quality content.

More people also expressed that in this age of entertainment to death, the video content that people prefer to watch is still knowledge and truth.

Author: Internet Celebrity Headlines

Source: Internet celebrity headlines, founder: Dawei