In today’s era, the rapid development of new media technology has reshaped college students’ learning and lives, and brought opportunities and challenges to college students’ ideological and political education. This study focuses on the situation of college students’ ideological and political education under the new media environment, analyzes the opportunities and challenges, provides insights into the existing problems, and puts forward countermeasures to enhance the effectiveness and accuracy of college students’ ideological and political education in the new media wave, so as to lay a solid foundation for cultivating all-round development talents in the new era and promote the innovative development of higher education in the new media era.