Research On Native Advertising Of Social Media In China

In the era of big data technology and algorithmic technology widely used in Internet advertising,in the face of a wide variety of social media,the media literacy of the audience is also continuously improving.Therefore,social media users are increasingly demanding on the advertising experience,and the traditional online advertising communication effect is declining.Under the background of this era,native advertisements have improved various drawbacks of traditional internet advertisements with brand-new advertisement forms,and have become new choices for advertisers and media platforms.Social media has provided a new hotbed of development for native advertising because of its decentralization,user engagement and interaction based on social graphs and interest graphs.The integration of the original Hirose and social media contexts enables advertisers and media platforms to select each other according to their needs,and effectively output valuable information to users.Accurate positioning push under technical support promotes the user experience while also promoting the advertisement.Diffusion of information at the level of dissemination,effective advertising results of content marketing is more continuous and detailed.Based on the characteristics of multiple social media platforms and native advertisements,this article is based on the theory of marketing theories,the theory of "comprehension of use and satisfaction" and "cultivation theory" in communication,and the analysis of the characteristics of advertising in social media using the "5 W" model.: Advertisers and media platforms are bidirectional in their choice of features,user-oriented precision and customization,dissemination channel diversification,effective content marketing supported by big data and algorithms,and diffusion and continuity of advertising information dissemination.This article systematically analyzes the characteristics of several major social media in the country,and explores the diverse manifestations of native ads on social media in conjunction with relevant cases of native advertising.It is found that social media's native ads are valuable in advertising content,and they are The original nature of visual presentation has caused fissile effects of hierarchical communication among audiences,achieving accurate and in-depth targeted dissemination,and the dissemination effect is more “incubative”.All of these make social media native advertising unique value in the Internet advertising market.However,as a new form of advertising,social media's native advertising is currently in a stage of rapid development.During this process,there have been some misunderstandings.These errors have to some extent restricted the healthy,stable and orderly development of native advertisements.Because social media platforms place too much emphasis on the commercial interests of advertisements,traffic fraud and "pseudo-original advertisements" are used to deceive users.As a result,social media has lost the credibility of the media.At the same time,the customization of advertising content also makes the production cost of native advertisements excessively expensive and can not be produced on a large scale.Although big data and algorithm technology can make advertising push people more accurate,but it infringes on the privacy of users to some extent,and puts the social media's native ads in a situation where “user privacy” and “data utilization” cannot be balanced.In response to these problems,The author proposes three solutions for the above issues.First,establish a professional native advertising production team to achieve "customized + programmatic" native advertising of social media;second,improve the laws and regulations of social media native advertising,and strengthen the supervision of online advertising.Third,the establishment of a native advertising association to strengthen industry self-regulation.It is expected to promote the healthy development of the social media native advertising market.