The Study Of In-Feed Ads' Communication Strategy On Social Media

The marketing communications through social networks has become very dynamic in this mobile internet era.In-Feed Ads is such a new way of advertising that seamlessly integrates the brand information to the existing social environment.This paper makes an overall analysis of the In-Feed Ads' characteristics,development and application on social media.This paper probes into each communication element of In-Feed Ads from the perspective of the communication element,which brings both opportunities and challenges.The contents are accepted but its user experience remains to be improved;the social channels build bridges between advertisers and users but its diversity and interactivity need to be strengthened.The communication effect is mixed and accumulative but its evaluation model is still relatively traditional.Then,this paper constructs a unique communication process on social media by a dynamic interpretation of these communication elements,and respectively puts forward some reasonable suggestions and optimizations for its effective communication and healthy development.First,in the process of communication,this paper gives five key suggestions: plan highly appropriate advertising information,precise orientation of the user exposure scenarios,focus on the flow of communication network,multi-angle listen to user feedback,and balance the communication effect through qualitative and quantitative insight.Second,in its future development,this paper puts forward three proposal: keep a sustainable communication ecology through innovation,optimize the native experience through deep insight of user behavior,and build a health communication scenery through the industry self-discipline and resources sharing.Looking forward to the future,the proportion of In-Feed Ads on social media is still growing.This study can not only provide ideas for its effective communication on social media,but also have a certain reference value for other types of advertising.