Bilibili Promotion: Hardcore teacher’s skills to become popular!

Why can a teacher who teaches criminal law attract so many users from all walks of life? What can we learn from his sudden popularity on Bilibili? This is the question we will explore today.

If you are a user of Bilibili, then you must be familiar with @罗翔说刑法, the "new top star" recently.

This new UP host, who just joined Bilibili on March 9, had over 6 million views for his first video, ranking first in the daily ranking of the entire site. Three days after the account was opened, his fans exceeded 1 million, successfully breaking the time record for becoming a million-year UP host at Bilibili.

As of the day of publication, @罗翔说刑法 has only released eight videos, but his number of fans has exceeded 3.5 million. Among them, the video "Crime and Punishment of Korea's Nth Room Time" released on March 25 has been viewed 599.1W times and has been collected more than 90,000 times. Judging from the current situation, the number of fans of this "new top star" on Bilibili is still growing steadily, and the influence he brings is also constantly expanding.

No matter from which level you look at it, @罗翔说The speed at which criminal law is rising and growing on Bilibili is truly amazing. Why can a teacher who teaches criminal law attract so many users from all walks of life? What can we learn from his sudden popularity on Bilibili? This is the question we will explore today.

1. Rapid Rise

1. Why did Mr. Luo become so popular on Bilibili?

Although joining Bilibili quickly helped Mr. Luo break out of his circle, in fact, before that, he had already attracted a lot of fans on the Internet with his solid professional knowledge and unique personal charm.

Who exactly is Luo Xiang?

According to information, Luo Xiang is a Ph.D. in law from Peking University and a professor at China University of Political Science and Law. He is currently the director of the Institute of Criminal Law at the School of Criminal Justice of China University of Political Science and Law. At China University of Political Science and Law, he has been selected several times as one of the "Top Ten Most Popular Teachers among Undergraduates" and is nicknamed the "Little Prince of Criminal Law."

Luo Xiang initially became popular on the Internet due to a series of courses uploaded by his law exam tutoring institution on the official account of Bilibili. Because the courses are interesting and easy to understand, coupled with his unique personal charm, he attracted some loyal users in the early days. Some UP hosts at Bilibili made full use of the tradition of secondary creation. Through various editing and ghost processing, they pushed videos related to Luo Xiang to more users, allowing a large number of people who were not majoring in law to successfully get into the game and fall into his charm.

What is the charm of Luo Xiang’s law class? After watching the eight videos he posted on Bilibili and observing a large number of classroom clips, anyone would think that his sudden popularity is justified.

The legal knowledge, which is somewhat obscure and boring in itself, is broken down by Luo Xiang into cases that are easy to understand, vivid, interesting, and even bizarre and wild enough to make people laugh and cry. Then, combined with the way of "crosstalk", the legal knowledge points contained in the cases are successfully accepted by users in a subtle way.

We can specifically "taste" these of his cases:

Is it a crime to look into the girls' dormitory with a telescope?

A: No. Because this is not identifiable information.

Zhang San's wife cheated on him, but Zhang San did not cry or make a fuss. He just asked the cheating man to write a guarantee letter for compensation of 50,000 yuan. As a result, the cheating man went to the police station to report the case the next day. Does Zhang San’s behavior constitute the crime of extortion?

Answer: From a legal perspective, yes. But from a moral point of view, it is immoral for you to have an affair with someone else's wife, and you don't even pay compensation. Aren't you a scumbag?

A man wanted to do something bad to a woman. After the woman pretended to obey him, she kicked him into a pit while he was taking off his clothes. The man climbed out three times, but was kicked back in again each time. Finally, he drowned in the pit. Does the woman’s behavior constitute excessive self-defense?

Answer: No, it still falls under the category of self-defense. We should look at the problem from the perspective of the parties involved rather than from the perspective of a rational person after the fact. If you were the woman in this case, how many times would you step on her? I even had to take a brick and hit him on the head.

…

There are many more cases similar to this. The originally serious and boring criminal law immediately becomes vivid and lively when combined with these bizarre cases that are either closely related to life or incredible. Luo Xiang's own wit and humor add a lot of fun to his classes.

In addition to the frequent use of various very interesting golden sentences, Luo Xiang also named each of his victims "Zhang San". Zhang San sometimes fights with others, sometimes steals, sometimes is cuckolded, and sometimes sells fake drugs... This seemingly random setting has also become a real laugh point. On Bilibili, Zhang San has a resounding name - Zhang San, the outlaw. Some people have also created memes such as "San San is late" and "Three meals but still arrive". The lively and exciting meme culture not only reflects users' love and recognition of Luo Xiang, but also drives his further popularity.

With hard-core theoretical knowledge + sharing of curious and life-like cases + humorous output methods + distinctive personal characteristics, Luo Xiang easily narrows the distance between people and the law in an entertaining way of popularizing the law, satisfying users' learning and entertainment needs. Corresponding to the interesting content is the ghost animal and meme culture that B station users love very much. The spontaneous dissemination power of users still laid the foundation for his popularity, and it is no surprise why Luo Xiang’s entry has caused such a great heat in a short time.

2. The rise of the B-station technology zone

Mr. Luo's way of becoming famous is not an isolated case on Bilibili. Earlier @局座召忠, @老师好我叫何同学” and others, although in different fields from Mr. Luo, all used entertaining and easy-to-understand ways to popularize some originally boring and serious professional knowledge, and without exception, they were sought after by users on the platform.

In addition to Mr. Luo, who specializes in the field of law and has been very popular on Bilibili recently, there are also some knowledge and science UP hosts who are worthy of our attention.

For example, @硬核心的半佛仙人, who specializes in the fields of pan-technology and pan-finance, originally used WeChat public accounts as a content creation base. He joined Bilibili at the end of 2019. The video length is about 15-20 minutes, and the topics revolve around hot topics closely related to life, such as "How your identity and privacy are sold", "The secret behind the major revision of Alipay", "How weight loss products cheat you of your money", "Why scumbags always have success", etc.

The content is mainly based on popular science interpretations. The down-to-earth copywriting, coupled with the corresponding BGM and emoticons, makes the videos, which are originally obscure popular science, become vivid, interesting and easy to understand. In addition, the deliberate use of memes and ridicule by Half-Buddha Immortal every time makes his videos more watchable and interactive.

Since joining Bilibili, @硬核的半佛仙人’s fan base has been on the rise. In January 2020, he ranked sixth on Bilibili's Newcomer List with an increase of 419,000 followers; in February, he ranked second on the Newcomer List with an increase of 1,096,000 followers. As of March 30, 2020, @硬核的半佛仙人’s number of fans on Bilibili has reached 2.36W, and the average number of views per set of his videos has reached 2.605W.

▲The above and below pictures are respectively the newcomer list of B station in January and February Source: Kas Business Edition

There is also the financial UP @魔法财经, who recently fell from grace and was embroiled in a plagiarism scandal. He once set a record of gaining more than 2 million followers in three months, and @紙形针PaperClip, who became famous during the epidemic with a popular science video "Everything About New Coronavirus", currently has 2.044W fans on Bilibili.

Unknowingly, the technology area of ​​Bilibili has gradually become the birthplace of cultural memes. Since the second half of last year, a group of financial science UP hosts who produce high-density knowledge content have emerged. They use different explanation methods to explain serious knowledge in a relaxed, interesting, intuitive and vivid manner. The B station users who originally loved the two-dimensional and niche culture also "unexpectedly" showed great interest in these contents. The boring learning behavior itself became an interesting thing under the guidance of UP hosts of various styles and the group carnival caused by the barrage culture.

3. Bilibili has transformed from a niche to a mass market

Bilibili is becoming more and more popular, and the continuous rise of UP masters in the technology area is just a microcosm of its increasing popularity.

On March 23, Bilibili officially announced that it would upgrade AV numbers to BV numbers, and use them as the unified identification for video manuscripts. The reason for the upgrade was to "protect the information security of manuscripts, accommodate more submissions, and safeguard the rights and interests of UP masters."

It is understood that the AV number is composed of the letters av plus a string of numbers. Currently, the numbers in the platform have been added to 8 digits. The upgraded BV number changes the letters av to bv, and the suffix changes from increasing numbers to a random combination of numbers and letters. In addition to the fact that bv makes it easier for users to associate it with Bilibili, the random combination of numbers and letters can also accommodate larger amounts of content.

Once this announcement was released, it aroused the emotions of many old fans of Bilibili. Many users who had long been shouting that the "broken station" had deteriorated had their last bit of stubbornness crushed when they saw that the AV number they had used for more than a decade was about to be replaced. They have to face up to a reality: Bilibili is indeed growing and becoming more diversified.

As we all know, AV is the abbreviation of ACG Video, which refers to content such as animation, comics, and game videos. The original intention of Bilibili was to create a two-dimensional community for ACG content, but since it underwent a major revision in 2012 and established the technology zone, Bilibili has established at least one new partition every year. So far, Bilibili’s sections cover technology, life, fashion, digital, advertising, film and television, vlog, etc., and many sections occupy a large proportion.

In the list of top 100 UP hosts in 2019 released by Bilibili, we can see that these UP hosts are distributed in multiple sections, including life area, game area, animation area, technology area, ghost area, fashion area, etc. Among them, UP hosts in the life area account for the largest proportion, and UP hosts in the dance, music, and ghost area, which are more preferred by the two-dimensional group, have gained a clear advantage. It is not difficult to see that the content of Bilibili is generalizing to various fields.

Bilibili itself is sparing no effort to make various efforts to "expand the circle". On the one hand, it actively supports new UP hosts, not only providing them with various traffic and cash support, but also "poaching" people from platforms such as Douyin and Kuaishou; on the other hand, in the production of professional content, in addition to domestic creations, animation dramas, purchased long videos and other content, Bilibili is also introducing or producing its own or co-producing variety shows and documentaries. All actions are aimed at attracting more "outsiders" to achieve the goal of user growth. The holding of this year's first New Year's Eve Gala is a big step forward in its efforts to "expand its circle".

The 2019 fourth quarter and full-year financial report released by Bilibili on March 18 showed that in the fourth quarter of 2019, Bilibili's average monthly active users reached 130 million, and its mobile average monthly active users reached 116 million, an increase of 40% and 46% respectively over the same period last year.

In the financial report, Chen Rui emphasized that "the diverse content library and unique community have driven the continuous expansion of the user base." Conversely, the expansion of users will also drive the demand for diversified platform content. Mr. Luo Xiang’s sudden popularity on Bilibili is not accidental. On the basis of being in line with the platform’s tone and community atmosphere, Bilibili’s increasing tolerance for content orientation and growing audience also means that it has given more content creators new opportunities to enter the market.

Author: Kas Data

Source: Kas Data