An owned channel
does not chase hits

01Cut the matrix down

A mid-sized company running WeChat, video, RED, Douyin and Zhihu at the same time usually ends up with five half-dead accounts. Our advice: keep one primary account; everything else distributes for it.

The test is simple. If something important had to go out tomorrow, where does it go first? That is the primary account. The rest are extensions of it.

02Where AI belongs, and where it does not

• Used for: research, first drafts, repurposing across platforms, subtitles and editing, weekly data reports.
• Not used for: opinions, judgment, replies to clients. Hand those to a model and readers can tell.

AI made content cheap and credibility expensive. When everyone can publish ten pieces a day, publishing one fewer, and being right is the difference that is left.

03Four numbers only

1. Open rate whether the subject was right.
2. Completion rate whether the content was padded.
3. Share rate whether anyone will speak for you.
4. Inquiry conversion whether any of this touches the business.

Outside these four, follower counts, read counts and likes can be ignored. When they rise it does not prove the work was right, and when they fall it does not prove it was wrong.