Cross-platform Self-Media Differentiation Operation and Communication Strategies and User Reach Effects-Take some Accounts of TikTok and Xiaohongshu as Examples

¹ Henan Experimental Middle School, 450002 Henan, China
² Marketing, Macau University of Science and Technology, 999078 Macau, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

With the significant improvement of digital media coverage, the self-media industry has evolved from a single platform to a multi-platform ecology. Cross-platform differentiated operation has become the key to improving communication efficiency and user contact effect. However, there is still widespread homogeneity of content and low platform strategy matching, and the differences in customer group positioning and streaming methods of different self-media have also increased significantly. However, in the past, the research on cross-media operation only focused on the IP operation of the same product or role. Therefore, this article is intended to explore the differences in the adaptability of different attribute platforms to the same bloggers, in which dimensions the differences in the same bloggers’ operation and communication strategies on different platforms can be reflected, and how to formulate optimization strategies to adapt to dual platforms or multi-platforms to improve the overall user reach. This study is mainly qualitative, supplemented by quantitative, statistically analyzes multiple cases of different platforms, and adopts the theory of integrated marketing communication. This article will adopt the content analysis method and the case analysis method. The result of this study is the difference in the traffic distribution mechanism of the self-media platform.