A lot of people in the company who get a "discretion" think they've got a new media team, and they've been up and down for six months, asking, "why isn't it working?" it's not about people, it's about rootNew media operationWhat the hell is going on and what the hell is going on? I will make this matter clear from scratch today。
What is the new media operation doing
The "new" of the new media is that it delegates the production and distribution of content from institutions to everyone. Users are not just looking, they can judge, they can spin, they can deliver on their own, and that's the "many-to-many" web model. The form of content is also unrestricted, and text, pictures, audio, video, live, interactive programs can be a vehicle for new media, provided that information is delivered. By 2024, china's new media had reached more than 1. 2 billion users。
But the word "operate" is the easiest to ignore and the most crucial. The operation is not "publishing" but a continuous operating system: planning, producing, publishing, interacting, redisplaying, optimising. The goal is not to throw content out, but to achieve quantifiable results through content — powdering, dynamism, transformation, retention — with data to support each step and without feeling。
Four things keep up the job
To put it in perspective, the new media operate on four things: transport content, transport users, transport data, transport relationships. It's not about what you want to send, it's about what the user wants to see and what you want to convey. It's the core of the user's work to decide whether the account number is dead or alive。
The data end, reading, finish, interactive rate, powder cost, conversion rate are not used to make a pretty report to the leader, but to tell you exactly where it was done, where it was stepped on, where it was going to go. Without the release of the content of the data disk, the car is driven behind closed doors. And the work of the relationship ends up deciding whether your account number is a bunch of cold numbers or a group of people who really want to stay for you。
Three common misconceptions
The first misperception: the operation of the new media is "public domain." no, it covers multiple channels, such as tremors, little red books, station b, video numbers, and microblogging. Each platform has completely different algorithmic logic, user habits, content patterns, and only has a public number that is difficult to survive in 2025. The second misunderstanding: "tracing hot spots, making money." the pursuit of hot spots is not an end in itself, and today's hot spots will cool off tomorrow, but the trust relationship you have established with users can last for many years。
The third misunderstanding: anyone can do it. This job requires writing, planning, designing, editingData analysisA combination of competencies such as user psychology, advertising and so forth, as well as strong resistance to stress and a willingness to continue learning. You have to understand platform algorithms and user psychology, and you have to look at data, write plans, make visions. A truly excellent new media operation is one of the most scarce talent in the enterprise, and it is not just a two-week training exercise。
The environment changed in 2025
The operation of the new media in 2025 changed considerably compared to five years ago. Each platform is constantly promoting new functionality and play, shivering shorts, little red books, local life, live video feed, payment for b-station knowledge, and must operate at all times to adjust positions like surfers. At the same time, you want to be remembered in countless accounts as having to provide real incremental information, unique angles or real emotions, simply copy pasting, shampooing, and the platform algorithm has long been identified。
Another change is the increasing cost of exposure. To obtain the same exposure, either content quality crushing the opponent or a certain amount of pay-for-scaling, it is becoming increasingly difficult to rely solely on natural flows. The more critical trend is that "do it for everyone" is becoming increasingly unrealistic, and everyone you want to cover has countless more vertical and professional accounts competing for his attention. Tens of thousands of users who really trust you, more than millions of fans, can sustain a healthy business closure。
How will this career change in the next three years
The early start of the new media operation requires 18 different styles of martial arts, but future trends are clear: based on an understanding of the full process, there is an absolute advantage in at least one or two subdivisions. You know, you're the top script planner, you're the best, you're the best, you're the best, you're the best, you're the best, you're the best, you're the best, you're the best, you're the best, you're the best, you're the best, you're the best. It is an irreversible trend that the era of one-man packs ends when team fighting and expert-types become more and more comfortable。
Ai is not here to phase out the operation, but to redefine the post. For future operations, it is necessary to complete the first draft with the ai tool, the material, the data report, the partial editing and the design, and one person plus ai may produce the workload of a previous team. Human values focus on creativity, strategy, emotional judgement and the maintenance of relationships. The core goal is to move from "doing high exposure" to "doing deep relationships" and turn ordinary fans into super-users willing to pay and spread。
Say something to your heart
New media operations are not content, they are content-building relationships; they are not work on platforms, they are creating real values for users on platforms; they are not youth food; they are the foundational capabilities that are useful at any time, in any industry — understanding people, connecting people, influencing people. I started with one person, one computer, one account, and today i work with a team to serve millions of users, with the greatest realization that this profession is far from being respected and understood。
If you're doing a new media operation, i hope this article will help you explain to your family and boss what you're doing every day; if you're getting ready to do it, i hope it will help you to create a clear knowledge grid and not turn around. The last question is: do you think the new media team you're interested in is missing the content, the user, the data or the relationship? Welcome to the comment section, and don't forget the compliment and forward it to the friend who thinks that running is a circle of friends。
