The booming development of self-media provides new opportunities for international communication and increasingly occupies an important position. Taking YouTube as an example，this report focuses on the current development of China’s self-media accounts on the platform，and takes a comparative view to comprehensively examine their communication capacity and influence in content topics such as city image，rural and countryside，tourism，food，music，and so on. However，with the saturation of the development of domestic self-media video platforms，self-media operators have turned their attention overseas，which makes China’s self-media accounts ‘going to sea’ face problems such as general content themes，insufficient creative motivation，lack of profitability on overseas platforms，and the existence of a gap in cultural contexts，which impedes the dissemination of excellent traditional Chinese culture-oriented quality video products to expand their overseas survival and foreign exchange further. To address the above problems，this report proposes countermeasures such as innovating communication content，overcoming language barriers，and deep cultural communication，placing self-media communication in the system of international communication strategy，strengthening self-media operators’ understanding of the top-level design of the country，and closely connect with China’s needs for international communication strategy，to allow overseas users to enhance their understanding of the Chinese people and the spirit of China through the dissemination of China’s self-media to better promote the development of Chinese culture to the world.