Research On Native Advertising Of WeChat Public Platform Based On User Perspective

In the era of mobile Internet,mobile phone netizens are limited by the small screens of portable mobile devices,which makes them resentful of advertisements that capture users' attention by interrupting the user's reading experience.They are eager to identify themselves from the massive information and be able to identify themselves.Advertising content that meets their needs.The original advertisement came into being.It shared the user's interest and valuable content,which reduced the interference of the advertisement to the user,improved the user experience and won the user's goodwill.Therefore,native advertising has become a new advertising concept pursued by advertisers and media.The practice of native advertising has also penetrated into various mobile applications,and the WeChat public platform has become a popular target for native advertising with its powerful influence.One of the positions.Based on the user's perspective,this paper studies the original advertisement of WeChat public platform,and uses the content analysis method as the research object of the lilac doctor,the girl rabbit and the native advertisement in the Insdaily with strong influence on the WeChat public account and good development of the original advertisement.Case study method,questionnaire survey method.The study found that the original advertisement of WeChat public platform has made positive changes for users in terms of advertising issues,advertising forms,advertising content,etc.Many of the WeChat public platforms have easily exceeded the 10W+ reading.At the same time,it should also be noted that the current advertisements of the WeChat public platform have problems of misleading and deceiving users and low quality of some advertisements.