如今，不論是個人還是企業(yè)，新媒體在IP、品牌塑造與獲客上占據(jù)著舉足輕重的地位。新媒體是利用數(shù)字技術和互聯(lián)網(wǎng)傳播信息的一種方式，強調互動性、時效性，突破地域限制，使用戶能自由創(chuàng)作、分享至變現(xiàn)。然而，新媒體平臺的多樣性使大家在選擇時常常陷入困惑走彎路...如何走好新媒體的進階之路？

　　Nowadays, whether it is individuals or enterprises, new media plays a crucial role in IP, brand building, and customer acquisition. New media is a way to spread information by using digital technology and the Internet. It emphasizes interaction and timeliness, breaks through geographical restrictions, and enables users to create, share and realize freely. However, the diversity of new media platforms often leads people to confusion and detours when choosing How to take the advanced path of new media well?

　　選則適合的平臺與賽道是首要，其次是具體的運營技巧。目前，國內熱度較高的互聯(lián)網(wǎng)8大新媒體平臺(見下文)各具特色，也有共通之處。想要更精準地制定運營策略，首先必須充分了解每個平臺的特征和屬性，再結合自身產品特性、目標人群等因素考量，不盲目跟風。本文將從多個維度，深入剖析這8大平臺，旨在為大家選擇適合自身的新媒體平臺提供參考。

　　Choosing the appropriate platform and track is the top priority, followed by specific operational skills. At present, the eight popular Internet new media platforms (see below) in China have their own characteristics and similarities. To develop more precise operational strategies, it is necessary to first fully understand the characteristics and attributes of each platform, and then consider factors such as product features and target audience, without blindly following the trend. This article will analyze these 8 platforms from multiple dimensions in depth, aiming to provide reference for everyone to choose a suitable new media platform for themselves.

　　1抖音平臺特點分析DOU YIN平臺特性：3千億/月流水眾所周知的短視頻平臺，泛娛樂(演繹/搞笑/美食/顏值/舞蹈/美妝)、泛生活(日常/情感/旅行/家庭)內容屬性強，信息表達層次豐富，傳播力度強，用戶以日常休閑為主要需求。用戶畫像：用戶基數(shù)大、黏性強；全年齡段，全地域分布。

　　1 Analysis of the characteristics of the Tiktok platform Features of the DOU YIN platform: 300 billion yuan/month running water well-known short video platform, pan entertainment (interpretation/funny/food/beauty/dance/beauty), pan life (daily/emotional/travel/family), strong content attributes, rich information expression levels, strong communication, and users' main needs are daily leisure. User Profile: Large user base and strong stickiness; Distributed across all age groups and regions.

　　但用戶仍偏年輕化，35歲以下80%，男女占比相對均衡；抖音用戶分布更偏廣東、江蘇、浙江這樣的沿海地帶。信息呈現(xiàn)：單列信息流(全屏流/沉浸流)：將單個信息詳情以圖文或視頻的形式直接展示在信息流中，為用戶提供了沉浸式的瀏覽體驗，但容易形成信息繭房。流量機制：

　　However, the user base still tends to be younger, with 80% under the age of 35 and a relatively balanced gender ratio; Tiktok users are more distributed in coastal areas such as Guangdong, Jiangsu and Zhejiang. Information presentation: Single column information flow (full screen flow/immersive flow): Display individual information details directly in the form of graphics, text or video in the information flow, providing users with an immersive browsing experience, but it is easy to form an information cocoon. Traffic mechanism:

　　優(yōu)先機器審核再人工審核 ，重復度過高的視頻低流推薦，未重復視頻標簽算法+個性化推薦算法標簽：平臺會給用戶和創(chuàng)作者打上各種標簽，保證用戶更好匹配度。推薦：將視頻推送給200~300個可能會喜歡的人，平臺通過分析相關數(shù)據(jù)判斷內容是否被用戶喜歡，然后進行第2輪的推薦，初始流量很重要變現(xiàn)思路：

　　Priority machine review followed by manual review, low stream recommendation for videos with high repetition rate, non repeated video tagging algorithm+personalized recommendation algorithm tagging: The platform will assign various tags to users and creators to ensure better user matching. Recommendation: Push the video to 200-300 people who may like it. The platform analyzes relevant data to determine whether the content is liked by users, and then conducts a second round of recommendations. The initial traffic is important, and the monetization strategy is:

　　抖音商業(yè)化密度極高，轉化路徑極短，可以實現(xiàn)用戶快速轉化，變現(xiàn)模式多樣化。抖音熱門賽道：美食/健康生活、美妝/時尚、娛樂/明星、知識教育、趣味/生活。

　　Tiktok has a very high commercialization density and a very short transformation path, which can realize rapid transformation of users and diversification of realization modes. Tiktok popular track: food/healthy life, beauty/fashion, entertainment/stars, knowledge education, fun/life.

　　2小紅書平臺分析XIAO HONG SHU平臺特性：顆粒度細，種草高質量的女性社區(qū)。一個以生活方式分享為主的“社區(qū)+電商型”平臺，整體氛圍也是精致、豐富。平臺用戶更關注結果，如搜索特定內容或解決方案，注重情緒價值與深度共鳴。用戶畫像：主要以90后和00后為主，大量集中在主線城市，80%都是女性用戶。信息呈現(xiàn)：雙列瀑布流：用戶有更多的選擇和探索空間。以圖片信息為主導(多數(shù)情況下圖片就能傳達出完整的內容)，采用兩列布局。流量機制：

　　Analysis of XIAO HONG SHU platform features on Xiaohongshu platform: fine-grained, high-quality female community for grass planting. A community+e-commerce platform that focuses on lifestyle sharing, with a refined and rich overall atmosphere. Platform users are more focused on results, such as searching for specific content or solutions, emphasizing emotional value and deep resonance. User Profile: Mainly targeting the post-90s and post-00s generations, with a large concentration in major cities, 80% of whom are female users. Information presentation: Double row waterfall: Users have more choices and exploration space. Led by image information (in most cases, images can convey complete content), using a two column layout. Traffic mechanism:

　　平臺推薦量 + 已關注流量 + 同城流量 + 搜索流量，CES評分。標簽匹配→內容發(fā)布→平臺分析內→給內容打標簽；內容推薦給部分用戶后，平臺根據(jù)點擊、點贊、收藏等數(shù)據(jù)給內容打分，再決定是否推薦給其他匹配用戶。CES機制 ：點贊+1分、收藏+1分、評論+4分、關注+8分變現(xiàn)思路：

　　Platform recommendation volume+followed traffic+local traffic+search traffic, CES rating. Tag matching → Content publishing → Platform analysis → Tagging content; After recommending content to some users, the platform scores the content based on data such as clicks, likes, and favorites, and then decides whether to recommend it to other matching users. CES mechanism: Like+1 point, Favorite+1 point, Comment+4 point, Follow+8 point monetization strategy:

　　小紅書熱門賽道：知識付費、母嬰、穿搭、美妝、美食、評測、寵物。常見變現(xiàn)模式：廣告變現(xiàn)、小店變現(xiàn)、私域變現(xiàn)、直播變現(xiàn)。

　　Popular tracks on Xiaohongshu: knowledge payment, maternal and child care, fashion, beauty, food, reviews, pets. Common monetization modes: advertising monetization, small store monetization, private domain monetization, live streaming monetization.

　　3快手平臺特點分析KUAI SHOU平臺特性：整體視頻風格偏真實、有趣、接地氣，以非集中化的方式向用戶分發(fā)短視頻內容，讓每個創(chuàng)作者得到相同的關注，通過內容建立緊密的關系，以老鐵經(jīng)濟和信任關系為核心，私域氛圍濃厚，變現(xiàn)能力高。用戶畫像：快手發(fā)源于下沉市場，以小鎮(zhèn)青年為主，男性用戶占比55.8%，女性用戶占比44.2%；31歲以上人群為主；三線城市用戶占比較多。

　　3 Analysis of the characteristics of the Kwai platform KUAI SHOU platform: the overall video style is realistic, interesting and grounded, and short video content is distributed to users in a decentralized way, so that each creator gets the same attention. Through the content, a close relationship is established, with the old railway economy and trust relationship as the core. The private domain atmosphere is strong, and the liquidity is high. User portraits: Kwai originated from the sinking market and is dominated by young people in small towns, with 55.8% male users and 44.2% female users; The majority of people are over 31 years old; The proportion of users in third tier cities is relatively high.

　　信息呈現(xiàn)：單列信息流(全屏流/沉浸流)流量機制：

　　Information presentation: Single column information flow (full screen flow/immersive flow) Traffic mechanism:

　　流量池分配 + 疊加推薦 +熱度加權流量池分配：作品因獲得不同曝光率而得到的不同流量位置。分配基礎的播放(0-200)，平臺會根據(jù)作品的點贊率、評論率、轉發(fā)率來判定是否要推送到下一個流量池。疊加推薦：當視頻熱度不斷上升，系統(tǒng)會通過加權的方式給予短視頻更多推薦，除此之外，系統(tǒng)還會根據(jù)短視頻的完播率、點贊數(shù)、評論率和轉發(fā)率得出推薦數(shù)。熱度加權：快手熱門短視頻一般都是在播放百萬次級別的，這些短視頻是經(jīng)過一層層熱度所帶來的，快手各項數(shù)據(jù)對熱度加權影響的重要程度通常為：轉發(fā)率>評論率>點贊率。變現(xiàn)思路：

　　Traffic pool allocation+stacked recommendation+heat weighted traffic pool allocation: Different traffic positions obtained by works due to different exposure rates. Allocate basic playback (0-200), and the platform will determine whether to push the work to the next traffic pool based on its like rate, comment rate, and forwarding rate. Overlay recommendation: As the popularity of a video continues to rise, the system will give more recommendations to short videos through weighted methods. In addition, the system will also calculate the number of recommendations based on the completion rate, likes, comments, and shares of the short video. Heat weighting: Kwai popular short videos are usually played millions of times. These short videos are brought about by layers of heat. The importance of Kwai data on heat weighting is generally: forwarding rate>comment rate>approval rate. Monetization strategy:

　　平臺抽成高，自力更生。薄利多銷，低價渠道。與抖音流量數(shù)不相上下，行業(yè)限制不大。比如：三農、醫(yī)療、珠寶、玉石、古玩等。

　　Platform draws high, self-reliance. Low profit, high-volume sales, low-priced channels. It is on a par with Tiktok traffic, and the industry is not limited. For example, agriculture, rural areas, healthcare, jewelry, jade, antiques, etc.

　　4微博平臺特點分析WEI BO平臺特性：微博是一個主打名人社交+資訊的娛樂社區(qū)的信息流社交媒體平臺，其公共屬性、輿論屬性極強、互動性更強，信息傳遞更快，每天都會產生大量流行話題，但往往速生速朽，難以持久。用戶畫像：用戶基數(shù)大，人均使用時長相對較短。男性用戶大概45%，女性用戶大概55%，18-35歲。信息呈現(xiàn)：列表流：信息量大，用戶自主選擇性強。兼具交互引導的設計。由于一屏能展現(xiàn)的信息較多，對于單條信息的呈現(xiàn)可能會稍顯弱化。流量機制：

　　4. Analysis of Weibo Platform Characteristics WEI BO Platform Characteristics: Weibo is an information flow social media platform that focuses on celebrity socialization and information entertainment communities. It has strong public and public opinion attributes, stronger interactivity, faster information transmission, and generates a large number of popular topics every day. However, it often grows rapidly and is difficult to sustain. User Profile: With a large user base, the average usage time per person is relatively short. Approximately 45% of male users and 55% of female users are aged 18-35. Information presentation: List flow: Large amount of information, strong user autonomy and selectivity. A design that combines interactive guidance. Due to the large amount of information that can be displayed on one screen, the presentation of a single message may be slightly weakened. Traffic mechanism:

　　賬號權重 + 實時號 + 點贊/評論/轉發(fā) + 好質量 + 閱讀量 + 內容熱度。變現(xiàn)思路：

　　Account weight+real-time account+likes/comments/shares+good quality+reading volume+content popularity. Monetization strategy:

　　更多的是一些品牌的官宣渠道，微博熱門變現(xiàn)賽道：考研/公考、減肥、美妝、旅游、美食等。

　　More importantly, there are official promotion channels for some brands, and popular monetization tracks on Weibo include postgraduate/public examinations, weight loss, beauty, tourism, food, etc.

　　5嗶哩嗶哩特點分析BILI BILI平臺特性：年輕化高質量，創(chuàng)新文化輸出。做二次元起家的視頻網(wǎng)站，如今內容逐漸擴展到各個興趣圈層，包括美食、生活、游戲、舞蹈、影視等，社區(qū)氛圍更開放、包容，情感歸屬感比較強烈。用戶畫像：主要集中在一二線城市；29歲以下的居多，以學生和職場新人為主，用戶更加年輕化；男性61%，女性39%。用戶日活和人均使用時長都較高。

　　Analysis of Bilibili's Characteristics: Bilibili platform features: youthful and high-quality, innovative cultural output. As a video website starting from the anime, its content has gradually expanded to all levels of interest, including food, life, games, dance, film and television. The community atmosphere is more open and inclusive, with a strong sense of emotional belonging. User profile: mainly concentrated in first and second tier cities; The majority of users are under 29 years old, mainly students and newcomers in the workplace, with a younger user base; 61% male and 39% female. The daily user activity and average usage time are both relatively high.

　　信息呈現(xiàn)：雙列瀑布流：以圖片信息為主導，采用兩列布局。流量機制：

　　Information presentation: Double row waterfall flow: dominated by image information, adopting a two column layout. Traffic mechanism:

　　視頻質量 + 視頻熱度隨機推送符合標簽的用戶(50)→統(tǒng)計點開人數(shù)以及完播率，統(tǒng)計視頻熱度數(shù)據(jù)，大約是（分享數(shù)+0.6>硬幣、彈幕、評論、點贊+0.4>收藏+0.3>播放+0.25 )變現(xiàn)思路：B站熱門賽道：學習教程、搞笑、游戲推廣、汽車科技、視頻電器、基于百度搜索SEO項目。

　　Randomly push users who meet the tags based on video quality and popularity (50) → Count the number of clicks and completion rates, and calculate the video popularity data, which is approximately (shares+0.6>coins, bullet comments, comments, likes+0.4>favorites+0.3>plays+0.25) monetization strategy: Bilibili popular tracks: learning tutorials, humor, game promotion, automotive technology, video appliances, and SEO projects based on Baidu search.

　　6公眾號特點分析GONG ZHONG HAO平臺特性：主要服務現(xiàn)有用戶，通過文章、長圖的形式傳遞信息，提供服務為主。小眾傳播、熟人關系鏈強，有效性高。便利的互動性，信息推送實時更新，精準觸達和營銷。更多地承擔了公關和私域流量的功能，私域屬性變現(xiàn)能力高但蓄水難。主要是面向企業(yè)、機構、媒體和自媒體的訂閱型平臺。用戶畫像：總體來說，公眾號平臺的目標用戶是關注企業(yè)品牌或對特定類目感興趣的讀者，根據(jù)賽道和內容有所不同，一般情況下比較偏向于20-45歲的人群。粉絲粘性高、忠誠度相對較高。PS：每個賬號都有自己用戶畫像，具體可以通過公眾號后臺進行用戶分析，根據(jù)歷史數(shù)據(jù)和趨勢進行估算。信息呈現(xiàn)：列表流，公眾號的列表流首先展示用戶自主訂閱的內容，再呈現(xiàn) “看一看” 模塊，這一模塊主要是基于推薦算法的內容，兩者界限分明。流量機制：

　　6 Analysis of the characteristics of the official account GONG ZHONG HAO platform: it mainly serves existing users, transmits information in the form of articles and long pictures, and provides services. Small niche dissemination, strong acquaintance relationships, and high effectiveness. Convenient interactivity, real-time information push updates, precise outreach and marketing. It undertakes more functions of public relations and private domain traffic, with high monetization ability of private domain attributes but difficult to store. Mainly a subscription based platform for enterprises, institutions, media, and self media. User profile: Generally speaking, the target users of the official account platform are readers who pay attention to the corporate brand or are interested in specific categories. According to the race track and content, they tend to be 20-45 year old people. Fans have high stickiness and relatively high loyalty. PS： Each account has its own user profile, which can be analyzed through the background of the official account and estimated according to historical data and trends. Information presentation: list stream, the list stream of the official account first displays the content that users subscribe to independently, and then presents the "look" module, which is mainly based on the content of the recommendation algorithm, with clear boundaries between the two. Traffic mechanism:

　　訂閱量 + 轉發(fā)量 + 推薦量關注的粉絲越多，打開率/閱讀量就越高；越多的人轉發(fā)，閱讀量越高；點擊文章底部“在看”，會有更多推送。變現(xiàn)思路：

　　The more followers there are in terms of subscription volume, forwarding volume, and recommendation volume, the higher the opening rate/reading volume; The more people repost, the higher the reading volume; Click on 'Watching' at the bottom of the article to receive more notifications. Monetization strategy:

　　公眾號是依托微信生態(tài)，私域轉化能力強，擁有便捷的支付和交易功能。推薦賽道：養(yǎng)老、娛樂、時尚、情感、新聞

　　The official account relies on WeChat ecology, has strong ability to transform private domains, and has convenient payment and transaction functions. Recommended tracks: Elderly care, entertainment, fashion, emotions, news

　　7視頻號特點分析SHI PIN HAO平臺特性：一個可以記錄和創(chuàng)作的微信短視頻平臺，所以從性質上來講和快手的、抖音一樣，同樣注重完播放率、互動數(shù)據(jù)。與公眾號關聯(lián)密切，視頻號可以附帶文章鏈接，公眾號也可以展示視頻號。用戶畫像：視頻號，面向所有微信用戶，整體是35-65歲，女性占比較大，三四線城市是大用戶群體。信息呈現(xiàn)：單列信息流，如抖音，也是容易形成信息繭房。流量機制：

　　7. Analysis of the characteristics of the video number Features of the SHI PIN HAO platform: a WeChat short video platform that can be recorded and created, so in nature, like Kwai and Tiktok, it also pays attention to the completion rate and interactive data. It is closely related to the official account. The video account can be attached with an article link, and the official account can also display the video account. User Profile: Video Account, targeting all WeChat users, overall aged 35-65, with a higher proportion of women, and a large user group in third - and fourth tier cities. Information presentation: single column information flow, such as Tiktok, is also easy to form information cocoon room. Traffic mechanism:

　　用戶協(xié)同算法：好友看到或關注、推薦，你就會看到視頻，從而不斷循環(huán)。

　　User collaboration algorithm: When friends see, follow, or recommend a video, you will see it and continue to loop through it.

　　基于標簽算法：給用戶和視頻內容打標簽，再根據(jù)標簽屬性，平臺匹配可能喜歡的內容推薦。基于粉絲算法：根據(jù)用戶已關注視頻號，推薦該賬號下其他視頻給用戶。基于熱度算法：通過視頻的播放、點贊、評論、轉發(fā)、推薦等指標，將熱度視頻給你。基于LBS(位置服務)算法：通過給視頻打位置標簽推薦給你附近的在線用戶。變現(xiàn)思路：

　　Based on tag algorithm: tag users and video content, and then recommend content that the platform may like based on tag attributes. Based on fan algorithm: recommend other videos under the user's already followed video account to the user. Based on the popularity algorithm: By using metrics such as video playback, likes, comments, shares, and recommendations, we can provide you with popular videos. Based on LBS (Location Based Services) algorithm: recommend videos to nearby online users by tagging their location. Monetization strategy:

　　視頻號更適合做私域、社交、裂變；小綠書；銀發(fā)經(jīng)濟；

　　Video accounts are more suitable for personal, social, and viral purposes; Little Green Book; Silver economy;

　　推薦方式：視頻號直播、視頻號帶貨、視頻號培訓 、視頻號創(chuàng)作者分成計劃。

　　Recommended methods: Video account live streaming, video account sales, video account training, video account creator sharing plan.

　　8知乎特點分析ZHI HU平臺特性：專業(yè)垂直，內容分享知乎是一個高質量問答社區(qū)和創(chuàng)作者聚集的原創(chuàng)內容平臺，關于它的定位是專業(yè)討論、知識分享，知乎用戶也是更傾向于深入探討內容背后的原理和論證過程，所以知乎一般難以維持流行話題熱度。用戶畫像：知乎用戶男女比例幾乎均衡，53:47；一線、二三線城市用戶占比較廣。用戶日活和人均使用時長相對較低，但有一定的用戶基礎。信息呈現(xiàn)：列表形式排列，會優(yōu)先推薦你關注的人的回答或贊同，但推薦模塊的界限就沒有那么明顯。流量機制：

　　Analysis of ZHI HU platform characteristics: Professional vertical, content sharing. ZHI HU is an original content platform that gathers high-quality Q&A communities and creators. Its positioning is professional discussion and knowledge sharing. ZHI HU users are also more inclined to explore the principles and argumentation process behind the content in depth, so ZHI HU generally finds it difficult to maintain popular topic popularity. User Profile: The male to female ratio of Zhihu users is almost balanced at 53:47; The proportion of users in first tier, second tier and third tier cities is relatively wide. The daily user activity and average usage time are relatively low, but there is a certain user base. Information presentation: arranged in a list format, it will prioritize recommending answers or agreement from the people you follow, but the boundaries of the recommendation module are not so clear. Traffic mechanism:

　　用戶搜索/推薦頁面：根據(jù)用戶的搜索、瀏覽行為和互動等數(shù)據(jù)，為用戶推薦感興趣的內容。用戶喜好/關注頁面：這部分流量相對比較私域，關鍵在于創(chuàng)作者持續(xù)輸出高質量、有深度的內容，增加用戶的粘性。熱榜推薦：展示當前熱點事件，具有24h時效性。利用好熱榜，可以快速獲取大量關注相關話題的流量。威爾遜算法：根據(jù)新內容的點贊、評論和收藏量來判斷其受歡迎程度，并提供相應的推薦。瀏覽停留時間>點贊>分享>收藏>評論>喜歡

　　User search/recommendation page: Based on user search, browsing behavior, and interaction data, recommend content of interest to users. User preferences/follow pages: This part of the traffic is relatively private, and the key is that creators continue to output high-quality and in-depth content to increase user stickiness. Hot list recommendation: Display current hot events with 24-hour timeliness. By making good use of the hot list, you can quickly obtain a large amount of traffic for related topics. Wilson algorithm: Determine the popularity of new content based on its likes, comments, and favorites, and provide corresponding recommendations. Browse duration>Like>Share>Favorite>Comment>Like

　　變現(xiàn)思路：知乎更多的是知識分享和輿論討論，私域能力比較有限。熱門賽道：家電、數(shù)碼、母嬰、汽車。

　　Monetization strategy: Zhihu focuses more on knowledge sharing and public opinion discussions, with limited private domain capabilities. Popular tracks: Home appliances, digital, maternal and child care, automobiles.

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