Is there a future for learning new media operations?

Editor's Guide: Since the rise of the concept of new media, new media operation posts have also emerged. The threshold of this post is relatively low, but the ceiling is high. With the gradual saturation of the market, the competition of new media operation is becoming more and more fierce. So in this context, is there any development prospect for new media operation posts? The author of this paper analyzes this, hoping to help you.

Since someone asked, I came back here.

To put it simply, four words-the prospect is worrying.

As I said before, the operation of this post is particularly broad, and it is meaningless to simply discuss it. It is valuable to analyze the current market situation and the platform company you rely on.

I don't care about the current market situation. You can look at the daily life and user growth data of some mainstream new media platforms, which have basically reached a stable and saturated stage. Except for certain specific categories under certain sub-sectors, most of the fields you are familiar with already have head accounts.

Furthermore, you can also look at the well-known brand companies and their account data on the new media platform. You will understand what I mean after reading it.

To sum up, most small and medium-sized companies don't have so-called new media departments (because they can't make big money and can't reach the standard of stable liquidation), while the new media departments of large companies with a certain market share gradually focus on the role of product promotion and occasionally send notices.

In this situation, the prospects for newcomers to engage in new media operations can be imagined.

But if you want to work in operation, my advice here is to go to a big company.

Because large companies have a certain volume (or brand value), the operation work will be divided very carefully, including user operation, product operation, activity operation and so on. If you are responsible for any of these paragraphs, you can get the corresponding data effect.

However, small companies do not have a perfect account incubation ability, which leads to the volume not reaching the standard, so many subdivision work cannot be done. For example, when you face an official WeChat account with only 100 readings, it is obviously meaningless for you to talk about the user portrait of this account.

As we all know, enterprises will not leave idle people. Because vertical subdivision cannot be done, they can only do other work horizontally to ensure the workload. Therefore, the operators of many companies often hold several positions, although they are obviously operating posts, but copywriting planning, graphic design, post-editing, community maintenance and so on are all involved and even responsible.

When many people talk about the benefits of joining a small company, they often say that they can get all-round development. I must refute this sentence here. This sentence makes no sense, it's very nonsense.

The all-round development of small companies often means doing everything. There seem to be many responsible things, but they are unprofessional and replaceable.

From the perspective of career development, I tell you responsibly that employees who can really get high salaries often have the skills of "single major" rather than the so-called "all-round development".

I chatted with the boss of a startup company before. He said that enterprises often die on traffic and customers. I said it was normal. Behind the traffic is conversion, and behind the customer is transaction. Both represent trading volume and profit.

On the contrary, your asking such a question exposes your ignorance of the new media industry, but it's not your fault. Many people naturally think that new media is very simple, easy to get customers online and easy to flow.

Believe it or not, the main reason why many companies can make new media accounts is that they have eaten the dividends of the market and the times, which is the skyrocketing after catching the wind.

Believe it or not, now let them reproduce an account with the same amount with their existing experience. They probably can't do it. The market is already the Red Sea.

So my understanding is that it is very difficult for a company to transform from other industries and try to bring stable online traffic to itself through new media channels.

I don't know about other cities, at least Suzhou is like this. There are very few accounts that can really make up an account from zero to one and can continuously obtain stable cash flow.

In addition, the recent development of the market can also be seen from the salary of the corresponding functional positions. The salary of new media jobs in Suzhou is generally around 6k, which is the market situation and the current situation of the industry. Let's think backwards. If the new media operation can really bring huge market value to enterprises, then the salary of this position will not be at the bottom all the year round.

In fact, judging whether the new media operation post has a development prospect mainly depends on whether you can produce high-quality content in this post and bring certain exposure and growth to the account.

To be honest, I don't think many companies can successfully produce market-recognized content. I can even conclude that it is impossible for many small and medium-sized enterprises to produce high-quality content that the market likes with that set of operation mode and production mechanism.

There are many factors, so I'll just say a few:

First of all, many bosses don't know enough about the new media industry. As mentioned above, there are not a few. They always think that if you register an account, the traffic will roll in. They always feel that they can become Tik Tok without major, as long as they know how to play dumb in front of the camera.

At the beginning of expanding the new media sector, many companies did not have a clear development plan. They just saw that other peer companies couldn't keep up with this department, so they formed a new media team.

Because they are crossing the river by feeling the stones, these enterprises began to control labor costs from the first step of recruiting people. Stop joking. In fact, recruiting graduates this season is the routine operation of many companies.

Secondly, I found that many bosses have the idea that if I give employees 6000 yuan, employees should bring at least 60000 yuan to the company.

I don't know which boss said this sentence at first. It seems reasonable, but when you think about it carefully, there are many problems. It is no problem for the boss to let employees make excessive value returns, but it is also very important for enterprises to provide such a platform for employees to play.

Employees and enterprises are interdependent and mutually beneficial, but many bosses don't realize this. They always feel that they have to create value for the company independently when recruiting employees. This is no longer Bai Piao, this is a very rogue idea.

Think about it from another angle. If an employee can directly set up a new media account without the help of enterprise resources and do a good job, then why does this employee still stay in your company and get a salary of several thousand yuan every month? Is it sweet to go out alone?

What many people don't know is that even if everything goes well, it will take more than half a year's initial operating investment to successfully incubate a waist-level account from zero to one.

During this period, if it is an enterprise account, the enterprise needs to constantly invest in labor costs and trial and error costs, and there is no direct return except the increase of data, which is a very serious challenge for many small and medium-sized enterprises.

The purpose of enterprises is to make profits, and the purpose of small enterprises is to make profits quickly. Only by ensuring cash flow can we ensure survival.

Therefore, for some small and medium-sized enterprises without mature experience in the new media industry, blindly engaging in account incubation is a project with long cycle, instability, high investment and low return.

Of course, it does not rule out that there will still be companies willing to try, but after three to five months, it would be nice if it improved smoothly. If there is no improvement, the boss will naturally stop the project and dissolve the team.

In three months, the enterprise can complete a new online business direction exploration, and it will be good if it succeeds. If they fail, the loss can be controlled. After all, it is mainly labor costs.

Three months, for employees, doing accounts is naturally happy, the company is happy, and they are happy, but if they can't, the company will stop the project, send themselves away, and then change to another company. Although also engaged in the operation of new media, but different companies, different products, different marketing and realization, everything is new, everything needs to start from scratch.

The first three months are wasted, which will not help your career development.

Frankly speaking, this is the status quo of the new media industry in second-and third-tier cities, and it is also the status quo of most people engaged in new media operations in these cities.

You think that with two or three years of workplace experience, you can jump to a company with higher salary. In fact, other companies only tend to recruit fresh college students.

Do you think that big companies can continue to return to big companies after they are dissatisfied with entering small companies? In fact, the workplace strictly abides by an iron law of economics, called "downward flow". Simply put, it is easy to enter a small factory from a large factory, but it is very difficult to enter a large factory from a small factory.

Do you think the new media operation post is very promising? In fact, most people's operation and work are no different from handyman. They are destined to spend their youth in small and medium-sized enterprises with no development prospects.

Author: Jiang Han; Wechat official account number: Jiang Han's number

This article was originally published by @ jingjing jingjing jingjing jingjing jingjing. Reprinting is prohibited without permission.

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