How did Bilibili produce tens of millions of up-masters?

If you are a person who likes niche cultural circles, if you are a person who often visits Bilibili, if you are a person who likes to play games, then you must know that there is a well-known up-host named Lao Fanqie.

On April 3, 2020, Lao Fanqie became the first up-host on Bilibili to reach the level of tens of millions of fans, and is currently the only unofficial up-host on Bilibili with tens of millions of fans. As of now, the number of fans is 14.65 million, one million more than the second up-host on Bilibili with tens of millions of fans, Luo Xiangshuoxingfa.

So today we will analyze Lao Fanqie from three aspects: personal characteristics, video characteristics and monetization methods, to see how Lao Fanqie became the first tens of millions level up-host on Bilibili? What valuable experiences can we learn from him?

1. Personal characteristics

1. Rich knowledge reserves

In fact, Lao Fanqie had already started making short videos when he was in junior high school, but the platform he submitted them to was Youku. It was not until 2013 that he switched from Youku to Bilibili.

There were not many users at Bilibili in 2013, and most of them were fans of niche culture such as the 2D world and ACG. So if Lao Fanqie wanted to gain traffic through the game area, he would definitely need to insert some memes that would be liked by fans of niche culture during the production of game videos.

Although Lao Fanqie was only 16 years old at the time, he already possessed a wealth of knowledge of niche culture. He inserted a lot of two-dimensional drama memes, such as JOJO, into the Pokémon series of videos, so this series of videos became a success. It was this explosion that laid the foundation for him to become the first tens of millions-level up-host at Bilibili.

2. Strong creative ability

Most of Lao Fanqie's videos are story-based game videos. This type of video is made by making a secondary adaptation based on the original game story, or directly creating an original game story, and then presenting the game video with the game screen. In order to make this type of game video well, one must have very strong creative ability to be competent.

After all, factors such as the story's structural design, the development of the content, the theme and ideological sublimation of the plot, the rhythm of the plot, and the integration of jokes and the plot all need to be taken into consideration.

In this regard, Lao Fanqie has done a particularly good job, so the plot-oriented series of videos he produced, such as "The Coolest Killer in History" series and "The Coolest Spider-Man in History" series, are all popular, with tens of millions of views.

3. Persistent efforts

As mentioned earlier, Lao Fanqie started contributing game videos when he was still a junior high school student. Even if we only count the time he has been making videos on Bilibili, it has been eight years. During these eight years, he has never stopped posting videos even when he experienced important turning points in his life, such as the college entrance examination.

But if we look at the up-masters who made videos at the same time as Lao Fanqie, there are indeed some up-masters who have achieved the million-level level; but more up-masters are either short-lived or remain unknown until they give up. Only Lao Fanqie has maintained the high-quality standard of game video production until now.

4. The support of academic excellence

To explain why Lao Fanqie has achieved his current level, we have to mention his degree from Fudan University; making videos is a very labor-intensive task, and Lao Fanqie has no team, so all the work related to video production is done by Lao Fanqie alone.

But even under such high-intensity work, Lao Fanqie still did not give up studying. He even passed the college entrance examination and was admitted to Fudan University's finance major, and was successfully admitted to graduate school. For such a situation, many people would not even dare to dream of it, but Lao Fanqie did it.

So the reason why many people like Lao Fanqie is not only the value brought by his videos, but also the positive energy that Lao Fanqie himself presents to everyone.

5. Luck can’t be ignored

Although luck is difficult to control artificially, success often requires a little bit of luck. It is obvious that Lao Fanqie has good luck.

Because nowadays is an era where "even good wine needs no bush". No matter how capable you are or how interesting your videos are, as long as no one knows you, you will not be able to make money through your videos.

The time when Lao Fanqie became popular happened to be the rapid development stage of the Bilibili platform, so the fact that Lao Fanqie’s account was able to reach tens of millions was really inseparable from the development of Bilibili.

2. Video Features

1. Fast-paced video editing

When viewers watch Lao Fanqie’s videos, they are easily attracted by the content of the videos and find it difficult to be distracted, and they discover something different every time they watch them.

The main reason why the audience has such an impression of the video is that his video editing method is quite special. He edits the video in a fast-paced manner, so there are no boring moments throughout the whole process. Even drinking a sip of water can easily lead to missing details in the video.

In addition, the fast-paced editing method makes it difficult for the audience to grasp all the details in the entire video at once. It is often necessary to watch it several times to better grasp the profound meaning of the video.

2. Excellent secondary creative copywriting

Although for the up-masters in the game area of ​​Bilibili, many up-masters will re-create the original plot of the game, but the level of re-creation of the plot by most up-masters is either to add some laughs or just to elevate the theme at the end, and the difference between the re-creation plot and the original game plot is not very big.

However, when Lao Fanqie was re-creating the plot, he was not only able to perfectly integrate the plot and jokes, but also to create memes in the plot. In addition, the sublimation of the theme was also more meaningful.

Of course, the most important thing is that many times the game plot created by Lao Fanqie may have nothing to do with the original game plot, which means that even players who have played the game can have a brand new experience when watching Lao Fanqie’s videos.

Here is a summary of some of the routines that Laofanqie uses when doing secondary copywriting, taking the "The Coolest Killer in History" series as an example:

The first sentence of each video in this series is "Listen! The so-called killer...". This very serious first sentence directly leads to the fact that the content and theme of the video is related to the killer.

The content following the first sentence is often some jokes and various memes, which allow the audience to jump directly from serious to non-serious, giving the audience an unusual gap in viewing experience, thus attracting the audience to continue watching.

When the beginning has achieved the purpose of attracting the audience's attention, the copy will begin to introduce the plot summary and officially advance the plot. When the plot approaches the climax, a very shocking and ceremonial sentence will appear in the video: "The God of Death is here to take people away"; the existence of this sentence not only strengthens the audience's memory point, but also is the climax of the entire video, which can quickly mobilize the audience's emotions.

Finally, the video ends, and at the end, a "magic modified song" is often used to once again strengthen the audience's memory and make them laugh.

3. Recognizable voiceover

When Lao Fanqie is dubbing game videos, he often speaks faster in order to better match the fast-paced editing method. This fast speaking speed, combined with the game plot and appropriate background music, can better create a tense and exciting atmosphere for the audience, so the audience can also better immerse themselves in the videos produced by Lao Fanqie.

In addition, in order to make the game videos have a better presentation level, Lao Fanqie often optimizes the dubbing design. For example, in the series of videos produced by "The Coolest Killer in History", he not only dubbed Killer 47, but also dubbed the female agent Diana. This dubbing method of one person playing two roles, and two characters of different genders, is particularly recognizable, and people can tell at once that this is Lao Fanqie's style of dubbing.

Of course, there are definitely more than just the male and female protagonists who need dubbing in a plot, so in order to better present the video effect, Lao Fanqie often distinguishes the characters by adding different dialects or creating unique ways of speaking for different characters.

For the audience, this dubbing style allows them to tell that it is all done by one person, but they will not feel it is inconsistent. Instead, they will find this dubbing style very interesting.

In addition, when Lao Fanqie is doing dubbing work, he will not only do the dubbing himself, but also invite some other up-masters with a large number of fans on Bilibili to do the dubbing, such as C Jun, Xiaoyao Sanren, Wo Ma, etc. This method can increase the traffic exposure rate of both parties at the same time, so that the number of fans can increase faster.

4. Distinguish between feature films and advertisements

Another obvious feature of Lao Fanqie’s videos is the titles of the videos. Basically, Lao Fanqie’s video titles have their own set of templates.

Generally speaking, the format of Lao Fanqie’s video titles is: [The most xxx in history] for plot-oriented game videos, [Tomato takes you xxx] for promoting game videos, [xxx Lao Fanqie] for live game videos, and [I’m going to do xxx] for life area vlog videos.

Therefore, when viewers watch Laofanqie videos, they can directly identify which videos are feature films and which videos are advertisements through the titles of the videos.

Moreover, even if it is an advertising video that the audience does not like to watch, Lao Fanqie is still very serious when making this kind of video. Even if it is an advertisement, the audience can watch the video as if it were a feature film and enjoy it. It does not seem like a hard-selling video made just to make money.

5. Excellent ability to create memes

If we talk about the most worthy learning feature of Lao Fanqie, we have to talk about the various memes in his videos. Basically, when we watch Lao Fanqie's videos, we can find various memes in different videos. These memes are not only from current hot topics, but more are memes created by Lao Fanqie himself.

For example, in "The Coolest Killer in History" there is "The Grim Reaper is here to take people away", in "The Coolest Elementary School Student in History" there is "Brother Ting is NB", in addition there are "Da Cai is NB", "Playing with Forest Ice and Fire Man alone on Valentine's Day", "The person with the longest chin on Bilibili", etc.

It is precisely because Lao Fanqie has a very strong ability to create memes, and the memes he creates are very memorable and recognizable, that many people will think of Lao Fanqie first when they see any words or scenes related to memes.

3. Monetization Methods

In fact, for the up-masters of Bilibili, the different partitions of the submitted videos have very different ways of monetization and the income from monetization.

Generally speaking, the areas that are easier to monetize in Bilibili are the beauty area, fashion area, and lifestyle area, while it is not easy to monetize in the game area. However, we can still learn how Lao Fanqie, as an up master in the game area, monetizes.

1. Game live streaming monetization

Lao Fanqie is a contracted anchor of Bilibili, so his main way of monetization is to live broadcast game sessions and let fans give him gifts as rewards.

In addition, if you choose to monetize by live streaming games, in addition to receiving tips from fans, you can also promote games during live streaming. This way, you can receive tips from fans on the one hand, and promotion fees from merchants on the other.

2. Video promotion monetization

In addition to monetization through live streaming, Lao Fanqie’s most common monetization method is to produce promotional videos for monetization. Basically, the frequency of releasing promotional videos is to release one promotional video after releasing three feature films, and promote at this frequency.

For Lao Fanqie, not only can he obtain enough promotion fees, but his fans will not feel disgusted. In addition, the quality of the promotional videos produced by Lao Fanqie himself is also high, so the conversion rate of his promotional videos is very high.

In addition, Laofanqie is now not only limited to the game area, but is also gradually developing towards the life area. Therefore, when accepting promotional videos, it can also accept more promotions outside of games, such as beauty, technology, etc.

3. High-energy alliance monetization

The High Energy Alliance is a form of cooperation that deeply binds Bilibili and top up-masters. At present, Bilibili has not disclosed much information about the High Energy Alliance. It is roughly: giving alliance members exclusive certification labels, search weighting and traffic support, and priority in official cooperation opportunities.

In fact, the essence of the High Energy Alliance is that Bilibili uses the MCN operation mode to help up-masters with commercialization; taking Lao Fanqie as an example, after signing with the High Energy Alliance, Lao Fanqie has participated in many variety show recordings, such as "Star B Block", "Happy Good Brothers", "Story King", etc., and even participated in the performance of the promotional song and MV shooting of Happy Twist's movie "Warm Hug", and starred in the movie "Jinling God Constable".

IV. Conclusion

By analyzing Lao Fanqie's personal characteristics, video characteristics, and monetization methods, we can actually see.

The reason why Lao Fanqie was successful was not only because of luck, which allowed him to ride on the rapid development of the B station platform, but also because he knew how to persist, constantly innovate content, create memes and output at a high frequency. These are the most critical factors that enable him to stand out, and these are also the most worthy of our learning.

Author: Internet Celebrity Headlines

Source: Internet Celebrity Headlines Founder: Dawei