Under the background of the rapid development of China’s new energy vehicle market, the increasingly fierce competition and the increasing influence of social media, based on the analysis of the matrix construction and operation practice of N automobile, this paper discusses the digital marketing of new energy vehicle enterprises through social media to get the market volume. Through data analysis and case analysis, this paper analyzes the construction method, content planning and interactive strategy of N automobile Jinhua company’s human matrix on the red book. A social media communication method based on key opinion selling (KOS) content and user-generated content (UGC) is proposed. This method can help improve the brand’s exposure and user participation on social media and then enhance the brand influence. It provides a useful reference for the digital marketing of new energy automobile enterprises on social media and also provides reference and inspiration for other industries to use social media platforms to enhance brand influence.