Compared with traditional copywriting, new media copywriting lays more emphasis on combining the characteristics of different new media platforms. New media copywriting creators make use of the interactivity of network media and social platforms to output creative advertising content and create social communication, so as to help businesses or enterprises achieve specific marketing goals. The development of new media has become "integrated media". For example, wechat official accounts support a variety of copywriting forms, including pure text, voice, picture, text (picture + text), short video, etc.; For example, micro blog supports the release of short micro blog with 140 characters, and also supports the release of long micro blog with more than 140 characters, and also supports the attached picture, attached video, attached vote, etc. More importantly, the form of expression of new media copywriting breaks through the carriers such as text or pictures of traditional copywriting, and can be transmitted through carriers such as voice, GIF, video and interactive H5. The forms of expression of new media copywriting are very diverse, including not only simple text form, but also graphic, video, games and other forms, and the latter can impress users more. After the new media copywriter designs the new media copywriter, it can be quickly put in different channels. For example, the new media copywriter can put a good product or brand story copywriter in the enterprise wechat service number, wechat public number, Weibo, QQ space, Alipay service window, Taobao product details page, wechat praise shop and other channels, for multi-platform distribution. Users of different new media platforms are also very different. For example, the social media commonly used by "post-00s" are Tencent QQ and Qzone, and their common video website is B station. While the working crowd prefer to watch wechat official accounts and moments. In order to attract users' attention through multiple channels, many enterprises will design different styles of new media copywriting based on the same information and user groups' preferences and differences on different new media platforms and publish them on the corresponding platforms.

Compared to traditional media platform, new media copy creators drawing the attention of new media platform user difficulty bigger, so the new media copy need to have more fun and conversation, pay more attention to attractive title, content of writing is the creation of the "golden words", so as to stimulate the user feedback and copywriter in new media content drives the secondary transmission, Comments, retweets, likes, tips, or outright purchases. Copywriter advertisers can even communicate with users online and respond to their demands more quickly, thus maximizing their business goals. All kinds of operation behaviors of Internet users on new media platforms are recorded by relevant platforms in the form of data. By analyzing the data, enterprises can better understand the consumption preferences and habits of target users, and push relevant information and advertise to target users in a targeted way. For example, it pushes maternal and infant products to mothers who have read fetal education books, and pushes examination materials to students. Based on data processing and analysis, the platform itself can also push different information contents to different groups. In addition, new media copywriting encourages users to share and recreate copywriting to a certain extent, thus promoting the secondary dissemination of copywriting. A good new media copywriter will reserve space and possibility for users to create a second time in the process of copywriting. Traditional document distribution channels have strict advertising publishing limited, advertisers often contact between the target user, only through advertising platform to platform and promote to make advertisement on the user's mind precipitation and impress, so traditional copywriter tend to stand in the Angle of the advertisers to guide users to buy, to highlight the copy conversion rate. Mainstream new media copywriting publishing platforms all have the function of fan subscription, which emphasizes attracting and precipitation fans through high-quality content, expanding the scale of fans, directly contacting target users and converting them into their own traffic pool. Therefore, new media copywriters emphasize that they are also users, and are more willing to put forward suggestions from the perspective of users, and create their own personalized personalization with specific language styles, so that users can generate long-term recognition and trust. When new media copywriters put copywriting advertisements on traditional media platforms, they often pay attention to careful planning and review. The period from planning to release is often very long, so the content lacks timeliness and is rarely associated with hot events. A major feature of the new media platform is the rapid spread of copywriting advertisements, which can well meet users' needs for instant information acquisition and stimulate their curiosity. If new media copywriting can be combined with hot events, it can attract the attention of a large number of users in a short period of time, so as to realize dissemination and diffusion. Therefore, new media copywriters can only get the maximum communication and marketing benefits if they follow up the network hot spots in time, react quickly and create copywriters. Rapid response and creation of content is time-sensitive, which is a very challenging job. In order to pursue rapid output of content, some new media copywriters ignore the verification of the authenticity of the content, which may mislead users and bring negative consequences.