Research On The Interactive Mode Of The Feeds Advertising Of Wechat Friends Square

Modern companies invest millions of dollars in advertising on television,radio,newspapers and other traditional media.In spite of the increasing opportunities that these channels make so that businesses get access to audiences,the cost is expensive.Meanwhile,there is a problem need to be addressed-the one-way communication process from top down is difficult for advertisers to understand the real needs of audiences,and accuracy of many advertisements is not high,resulting in the low audience arrival rate.To a certain extent,traditional advertising is slowly declining,while social media advertising is rising up slowly,which is a rising star in the advertising industry.It appears to change poor and one-way communication of the traditional advertising and even traditional online advertising.And it provides an information exchange channel with feedback and communication for advertisers and audiences.As a major branch of social media advertising,information flow advertising does not only possess interaction and two way communication characteristics,but also a distinctive novel form that the content of advertisement is interwoven with the original user-reading information.Thus it has an effect to moisten everything silently.Besides,the information flow advertising's accurate delivery is fulfilled through user's personalized exclusive label to avoid the waste of resource caused by large scale advertising communication and to cover the essential target audience in the meantime.We Chat takes a place on the social media platform based on its large user base and gradually improved social interaction model.It can be considered as a bellwether in domestic instant messaging industry field.Based on the needs of advertisers and specification of user's characteristics,information flow advertising's differential delivery has been achieved in We Chat Moments in 2015.It has received an enthusiastic response from large number of users because of its good user experience and low disturbance.This article takes We Chat as a research foundation and information flow advertising in WeChat Moments as a research object to conduct the research for its interaction model.In the context of the mobile internet's development based on its fast changing and with the need of achieving further development under the premise of remaining WeChat's market competitiveness and user experience,the information flow advertising in We Chat Moments seems to be a breathtaking move after thoroughly thought.How to discreet handle information flow advertising in WeChat Moments,provide good user experience for audience while ensuring the interest of advertisers and achieve balance among three parties relies on thoroughly understanding the communication process and interaction model of information flow advertising.Through analyzing many foreign scholars' research finding,the writer constructs different interaction models for it from the aspects of content and channel.Content interaction model means users can give thumb-ups,leave comments and view advertisement details through hyperlinks upon receiving information flow advertising,which is an interactive relationship between advertisers and audience.It is worth mentioning that the complicated relationship also exists among audience who will observe the interaction between other people and advertisers in order to decide whether they should participate or not.The communication of information flow advertising also includes the information exchange between various platforms and channels.The advertisers obtain user's personalized exclusive label and audience's information by different methods like bidding,and then through delivery platforms they send advertisement to user's terminal which is WeChat Moments for them to view.These three platforms interact with each other in order to achieve the advertisement's accurate delivery and personalized communication.This does not only require the combination of social media platform and modern internet technology's innovation,but also need the advertisers discover the fitting point of communicating with users from multiple perspectives in order to realize the maximization of communication effect.The final purpose of this article is to discuss the influencing factors in the interaction model,then bring up suggestions for it in order to contribute ideas for the social media platforms and the advertisers.