Strategies Of Social Media Advertising Performance

In the era of social media, social media advertising as a new form of network mediaadvertising, have merits in information transmission and business value which included wideusers touch, high accuracy, deep engagement, rich social scene.Social media will become asignificant enabler of advertising and new delivery channels. As an important means ofeffectively advertising transmission, advertising performance strategy is one of the problemsworthy to be discussed in social media advertising.Domestic social media, such as sinaMicroblog and tencent, micro letter and beautiful words, although already have enough trafficand user scale, but the value of social media advertising has not really use to brand marketingand promotion.For domestic, now it is just the beginning of the exploration of social mediaadvertising, and there is much expand space in socialization and interaction of advertising.In this paper, the research focuses on performance strategies of social media advertising,respectively from two aspects:creativity and performance study. First of all, from the mediaplatform and user perspective to explore the characteristics of social media platform,psychological and social behavior of social media users, the paper sums up the the similaritiesand differences between social media advertising and traditional Internet advertising withfindings that the core advantage of the social media advertising is derived from the socialmedia platform and the user value.Secondly, combined with relevant examples at home andabroad, the thesis summarizes the principles that the social media should follow in advertisingcreative process, and the specific strategies which presents a better user experience withtechnology and the media feature. The expected result of the paper is of a great significance forsocial media advertising creativity and execution, develop the commercial potential in socialmedia advertising and obtain ideal communication effect of the market. Finally, part of theconclusions in this paper will be applied to design practice and lay the foundation for the furtherresearch in the future.