自媒体 (zìméitǐ): self-media

自媒体 refers to individuals or small teams who run their own content channels on platforms like 微信公众号 (WeChat Official Accounts), 微博 (Weibo), 抖音 (Douyin), and 小红书 (Xiaohongshu) — the Chinese equivalent of independent bloggers, YouTubers, and Substack writers rolled into one.

usage

Distinct from 传统媒体 (traditional media) and 网红 (online celebrity / influencer): 自媒体 emphasizes the publishing channel, while 网红 emphasizes personal fame. A 网红 usually runs a 自媒体 account, but a 自媒体 doesn't have to be famous.