"Lawyer, can a condemned prisoner take a leave of absence if he is not feeling well during the execution?”
Lawyer, my husband is a police officer, does a fight with him at home count as assaulting a police officer?”
Lawyer, my wife's best friend made my wife green, what should I do?”
These strange questions that make the lawyers on the screen helpless and foaming at the mouth are becoming an excellent tool used by many lawyers who operate short ** accounts to create program effects. The audience also enjoyed this, interacting with the lawyers on the screen with more enthusiasm than usual, answering questions and answers, and thus creating more popular "electronic mustard".
In addition to questions and answers, the younger generation of lawyers who are good at working also have operations that seem more outrageous, such as popularizing the law while dancing hip-hop, popularizing science while talking about cross talk, and telling cases while showing off their muscles.
It seems that this is another example of "new industry in-depth short-term". In this traffic pool with rich possibilities, lawyers also want to participate in a piece of the pie, use "content" as a way to attract users, build a potential customer base, and then use professional knowledge to monetize traffic, provide legal consulting services, and so on.
However, this new ecology, which seems to have the best of both worlds, has a lot of controversy in the industry. Some people call it "tarnishing the image of lawyers and sensationalism", and those in the middle of it are a little unfair about these comments, and they have their own positions.
From a deeper point of view, this is like a "new medium" that continues to impact the "old rules" of the lawyer industry, and the new production relations have brought new ways of interest distribution, and also impacted the original industry consensus and values, and the contradiction arises from this.
Lawyers do short ** opportunities and troubles
There is no skill in increasing fans, it all depends on entering the industry early. "Ma 66", a partner and legal blogger at Guangdong Huashang Law Firm, told us half-jokingly.
In 2019, Ma 66 and her team began to try to do legal short** and live broadcasts, and she often participates in TV shows, so she is keenly aware that Douyin as a new platform contains huge opportunities. Perhaps, by producing content through short **apps such as Douyin, you can get more case sources in the fan group.
At that time, Douyin was still the world of pan-entertainment content, so her lawyer image and knowledge content were "scarce", and she was favored by the algorithm and recommended by the platform, so she also produced some popular models with more than 100,000 likes**, and gained more than 200,000 fans.
However, the path to monetization after producing content was not as smooth as she imagined. As a pioneer, she enjoyed the content dividends of the platform, but at the same time, she also had to face many problems that have not yet been universally solved.
Part of the problem comes from the peculiarities of the profession itself. According to Ma 66, there are clear provisions in the Lawyers Law that practicing lawyers are not allowed to do other part-time jobs to obtain income except for part-time work as university teachers, scientific researchers in scientific research units or independent directors of companies. This restriction makes it difficult for lawyers to obtain income through the monetization path of "receiving orders from advertisers" after Douyin has increased its followers.
On the other hand, Ma 66's idea of obtaining more case sources by doing live broadcasts and short ** was also difficult to realize at that time. Lawyers' case handling is greatly affected by regionality, but at that time, the fans of Internet celebrities were basically from all over the country, and it was difficult to achieve point-to-point services between lawyers and customers. Moreover, the users of the short ** platform at this stage are generally younger, and the demand is generally entertaining. On the whole, under the circumstances at that time, the lawyers' accounts did not have the basic conditions to convert from content traffic to cases.
A lawyer's fan portrait, data and *** Xindou are facing monetization problems at the same time, the fan growth of Ma 66 has almost come to a standstill. As one of the earliest entrants, Ma 66 was once supported and promoted by the platform as a typical example of knowledge bloggers, but because of this, they lacked objects to learn from in the exploration of content. Soon, the creation hit a bottleneck, and "fans don't seem to like it".
At a time when there is still a lot of room for vertical dividends, it is not wise to stick to a vertical field where the current monetization path is not clear. The team members of the Ma 66 will not be able to "generate electricity for love" for a long time. Soon, they decided to stop the shift. One of the operators on the team turned to a pet account, which now has more than 1 million followers. Clearly, both then and now, pet numbers have better monetization prospects.
Ma 66 admitted that at that time, she didn't care much about the stagnation of the account's fan growth, and the main force to maintain the account update came from the team rather than herself. At that particular point in time, the attempt ended in failure.
Entertainment popularization of law, trapped in controversy
Usually I swipe Douyin and find that a lot of grassroots on Douyin have been made. Then I'll put down my body and do it, why not?"Law blogger" Mage Mama "told the Hedgehog Commune.
When the time comes to 2023, when a younger, more Internet-savvy, and more well-informed lawyer decides to make a short ** account, what will he do?
The mage Mama decided to play something different, and he found an absolute realm based on his own experience. "Those who are more professional than me may not be able to let go;If you are more open than me, your professional ability may not be as good as mine. "So,He arranges his own ** into a mixture of entertainment content and professional content, first using eye-catching content and speech to open up natural traffic, and then using professional legal knowledge to retain users.
The content perception formed by this strategy on the audience side is what his fans say, "social elites dance to me". A more out-of-the-circle case is that he suddenly wore the popular "bee costume" on Douyin at that time while dancing and popularizing the law, with charming movements and copywriting**. But the content is a relatively serious popular science, a refutation of the statement that "millions can be compensated if you are beaten";"Most of the compensation is reimbursed on the basis of actual expenses, and it is not appropriate to exchange physical disability for disability compensation. ”
As he expected, this kind of content, which integrates professionalism and entertainment, has a lot of fans on the short ** platform, and many fans know him because of his "outrageous" ** form, and they pay attention to him because of his strong professional ability. Today, he has more than 350,000 followers on Douyin and nearly 200,000 followers on Station B.
This is also in line with Douyin's consistent production and monetization logic. Whether it's live e-commerce or local life, everything that is commercialized needs to be combined with content. If a lawyer wants to obtain a source of cases on Douyin, he naturally has to create content suitable for dissemination on Douyin first, and then gain fans to further monetize it.
Compared with a few years ago, the current lawyers' monetization channels on Douyin are much smoother. Part of the change comes from the iteration and evolution of short ** apps such as Douyin as products, Ma 66 told the Hedgehog Commune that now doing ** streaming can be accurate to the same city traffic, so that local lawyers who handle cases can first obtain local fans through streaming, and then obtain the source of the case from it.
On the other hand, the lawyers themselves are also building a nationwide collaboration system based on the characteristics of the short ** platform. For example, Ma 66 said that if a fan in another place wants to entrust her with a case, she can recommend it to a familiar local lawyer to complete the commission in a collaborative manner.
In addition, some lawyers can also obtain a certain income in the form of paid legal advice after gaining traffic on Douyin.
However, the short ** content of the mage Ma Ma also put him in the whirlpool of **, and he lost his previous job in the law firm.
The reason is that after its ** content became popular, it received more attention from fellow lawyers, and was therefore discovered by the leadership. According to Master Ma Ma, many of his peers believe that he "creates a vulgar character, which is detrimental to public order and good customs, and damages the image of a lawyer."
Ma Ma was a little unhappy and aggrieved about this: "I have to write a ** book for 3 hours, shoot for 3 hours, and edit for 2 hours." It takes so long to ensure that the legal content in ** is not flawed. The things I talk about are very professional, but my form is more pompous. If you don't, there will be no organic traffic, and no one will look at it. ”
The conflict of values between the two parties has never been reconciled, and Ma Ma finally broke up with the law firm peacefully after receiving N+1 compensation.
Ma Ma said frankly: "I started a Douyin account, on the one hand, it was to popularize the law and do more and better legal publicity. On the other hand, I hope to make more money through Douyin. According to him, in the lawyer's industry system, the head of the old lawyer may eat up the vast majority of the industry's profits with experience and connections, and people like him who really "do cases" can't get much salary even if they finish their bachelor's and master's degrees at Huazheng.
For example, he said, many young lawyers are living in difficult circumstances, many of them have reached the point of delivering food, and even a young female lawyer was sentenced to five months of detention and a five-month suspended sentence for repeatedly stealing lunch boxes and cakes from Freshippo.
In the traditional road of lawyer promotion and fighting monsters, lawyers who want to be promoted, in addition to personal opportunities and abilities, need to rely on "boiling" to a large extent, on the one hand, they will become old lawyers, and on the other hand, they will also boil their classmates in related industries into people with the right to speak. As a result, the network relationship was truly opened, and the young lawyer finally ushered in the day of emergence.
However, new media have brought new opportunities, and the generally low income of young lawyers has also given them the motivation to find new space for development. This is why it is common for many young lawyers to enter the short field and find new career space. Of course, the reason why young lawyers can do it is also related to the fact that they generally have a better "sense of network" and understand young people better.
Of course, sometimes the image of a lawyer will also affect the judgment of the parties to the case to a certain extent, and someone once said in the comment area of the lawyer Ma Ma that "I will not entrust such a lawyer anyway". Ma 66 also told the Hedgehog Commune that some lawyers with more entertaining content are also more entangled in their hearts, because the lawyer industry is still an industry that advocates knowledge and skills and pursues fairness and justice, and if they do entertainment content for a long time, they may be at the bottom of the industry contempt chain.
But Ma Ma also has his own ideas. "The world is so big, there are always people who like my weirdness. I have millions of ** cases, even if only one in a thousand cases come to me, it is enough to feed me. If you like my approach, come and entrust me. If you don't like me, you can go to another lawyer. "Of course, despite this, it is difficult for horses and horses to gain true freedom.
Ma 66 expressed sympathy for the plight of the mage Ma Ma, in her opinion, the bar association to which the mage Ma Ma belonged was too old-fashioned, and the ** form of Ma Ma was too "exaggerated". If Master Ma Ma grows bigger, it is possible to bring more cases to his law firm and achieve a win-win situation, after all, a lawyer's energy is limited and he can't handle too many cases. It's just that his law firm couldn't accept such a form of content, which eventually led them to part ways.
Ma 66 also half-jokingly: "If I were his leader, I would go out with him to open a new law firm ......."”
The impact of new media on old ideas is unavoidable, and short apps such as Douyin have transformed quite a lot of traditional industries, and the lawyer industry, although special, seems to be inevitably affected.
Under the collision of old and new concepts, no one loses or wins, and eventually a more reasonable state will be born. Ma 66 said.