In the current mobile Internet market environment, new media platform has become the key layout path for enterprises to shape brand image, expand market share and narrow the distance from consumers.
However, facing a wide range of new media platforms, enterprises will inevitably encounter the following problems:
（ 1) Which platform is better for enterprises to enter new media?
（ 2) What are the differences between different new media platforms?
（ 3) What are the strategies to help operate the new media platform?
（ 4) How can we take advantage of different new media accounts?
......
In order to help enterprises better solve this series of problems, Xingtian Derun shares the decision-making concerns about new media digital operation with the business owners.
This paper analyzes the current situation and trend of enterprise new media development. While exploring the value of each major new media platform, it also deeply discusses the factors that affect the choice of new media platforms, including target audience characteristics, industry trends, and competitive situation, to provide decision-making guidance for enterprises to choose their own platforms. At the same time, this paper also gives a series of strategic suggestions to help enterprises better carry out diversified channel layout, cross platform integrated marketing, etc.
I Summary and analysis of characteristics of major mainstream new media platforms
Looking at the characteristics of each major mainstream new media platform, they all have their own unique features, such as the dithering and quick hand with similar content forms, which differentiate two different paths of creativity first and grounding, while the other platforms differentiate different focus directions due to the differences in their mainstream content.
Enterprises can select and focus on the layout of new media platforms according to their own brand tonality and market direction.
（ 1) Dithering - quality and creativity first
User group attribute tag:
Young and energetic, love the trend, have a wide range of hobbies, and are willing to share
Traffic mechanism and propagation characteristics:
Personalized recommendation algorithm is used to push interest based on users' interactive behavior and history. The flow mechanism of dithering focuses on content quality and creativity, and attracts users' attention and forwarding through short videos, thus expanding the communication range.
Distribution of popular content types:
Funny, dance, food, travel, fashion, beauty
（ 2) Fast hand - more flavor of life
User group attribute tag:
Middle aged main force, close to life, love truth, plain and unadorned
Traffic mechanism and propagation characteristics:
The flow mechanism of Fasthand also uses personalized recommendation algorithms, but unlike Ditto, Fasthand pays more attention to users' social relations and geographical location, and improves users' interaction and retention rate through recommended attention, local content and other content.
Distribution of popular content types:
Life, food, handicraft, agricultural technology, breeding, tourism
（ 3) Video number - more interesting current affairs
User group attribute tag:
Age balance, attention to current affairs, WeChat ecology, extensive hobbies
Traffic mechanism and propagation characteristics:
The flow mechanism of the video number uses the combination of WeChat social relationship chain and personalized recommendation to expand the communication range through the circle of friends, group chat and other channels. The propagation characteristics of video number focus on socialization and personalization, which is convenient for users to share and spread.
Distribution of popular content types:
Political affairs, funny, food, travel, education, science and technology
（ 4) Little Red Book - Most of Fashion Life
User group attribute tag:
Women's community, shopping sharing, quality reputation, tourism beauty
Traffic mechanism and propagation characteristics:
Used by Little Red Book UGC mode, users can attract fans and traffic by publishing notes and sharing shopping experience. The traffic mechanism of Little Red Book is to form word of mouth communication through interaction and sharing among users.
Distribution of popular content types:
Beauty, fashion, food, travel, photography, reading
（ 5) Public account - education service oriented
User group attribute tag:
Access to information, services, age balance, content precipitation
Traffic mechanism and propagation characteristics:
The traffic mechanism of the public account is mainly promoted and spread through the WeChat social ecology, attracting users' attention and subscription through high-quality content and marketing activities. The public account forms a stable user group through long-term content output and service provision.
Distribution of popular content types:
Current affairs, information, education, technology, finance, entertainment
II An Analysis of the Current Situation of Enterprise Platform Selection
（ 1) Unclear strategy and planning:
At present, the construction of new media matrix of most enterprises is still in the form of barbaric growth. The platforms will be arranged according to the platforms, and the reasonable allocation of resources will not be carried out after in-depth analysis of the platforms.
（ 2) Lack of clear operational objectives:
When operating new media, enterprises often face the problem of establishing operational objectives. Because of the lack of understanding of the platform and the unclear effect of new media, they cannot formulate specific objectives suitable for themselves and the platform according to their own conditions.
（3） The tone of the platform is difficult to fit the corporate culture:
The platform chosen by enterprises for new media is easy to be inconsistent with the industry and region in which they are located, and the content published does not match the type of new media chosen, which will lead to low conversion rate, unclear advantages and disadvantages of the platform, and blocked communication with users, resulting in the situation of getting twice the result with twice the effort.
III Enterprise platform operation direction anchoring
（ 1) Selection of content feature guidance platform:
Optimize resource allocation and achieve balance and breakthrough between communication and transformation. Enterprises can rationally optimize resource allocation and convey information to users through multiple channels according to their own re dissemination or re transformation of different work priorities.
On the propagation side, the platform may pay more attention to the quality of content, and avoid the emergence of low-quality content through algorithm optimization, manual review and other methods; On the transformation side, enterprises can establish deeper connections with users, enhance user stickiness and improve user brand loyalty.
（ 2) Selection of consumption capacity guidance platform:
Accurate audience positioning, optimized marketing strategy, and achieved business breakthrough. The platform with better average consumption capacity is Xiaohongshu, whose portraits show a high proportion of medium consumers in the Zhengtai distribution. Most other media platform users' consumption portraits tend to converge, because the platforms selected for the report are head pan industry applications. For brands, specific marketing strategies need to in-depth study vertical topic portraits.
（ 3) Selection of industry characteristics guidance platform ：
Accurate positioning and quick access to target groups. Different industries have different target effects on enterprise new media. Enterprises can take their own industry content demand, user demand, achievement demand and other characteristics as the main selection factors. Appropriate and effective platform selection and matching can help enterprises quickly reach target groups and achieve communication goals.
（ 4) Cross platform integrated marketing:
Formulate an all media promotion plan to enhance brand influence. By effectively integrating the resources of multiple platforms, formulate a unified content strategy and creative optimization space, and unify the brand image and core information. At the same time, the content form and style are optimized according to the characteristics of different platforms to better meet the needs and preferences of different users, enhance user interaction and participation, so as to improve the brand exposure in various platforms, and further enhance brand influence and market competitiveness.
IV Xingtian Derun helps enterprises in new media marketing
Xingtian Derun is committed to providing enterprises with comprehensive and systematic marketing services to help enterprises select the platform that best meets their own needs from the complex new media, and then through multi site digital services and features that meet the needs of cross platform and multi account operations SEO algorithm optimization service to help enterprises solve Cross platform management, data enabling operation, customer clue mining And other business scenarios.
In the constantly evolving new media environment, Xingtian Derun maintains a keen insight and flexibly adjusts its product strategies to help the sustainable development of enterprise marketing services and enhance the competitiveness of enterprises in the market. Through continuous iteration in exploration and practice, enterprises can better adapt to the new media environment Brand promotion and cash conversion Provide solid support.
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