A Strategy Research Of Optimizing The User Experience Of WeChat Self-media Native Advertising

With the development of the Internet,traditional advertising has entered a difficult period.Online advertising is in urgent need of a change.At present,the academic community's attention to native ads continues to increase,and its development in the industry has also grown.However,as far as the current research results are concerned,academic research on native ads is still at a relatively macroscopic stage of exploration,and it is providing for the development of native advertising.Based on the perspective of users,the user experience of native ads is even more rare,and the user experience has a profound meaning for the continuous development of native ads.Therefore,the author believes that in the early stages of the development of native ads,exploring how to enhance the user experience of native ads has certain academic value and practical significance.The research object of this article is WeChat self-media native ads.By collecting and collating relevant documents,we objectively summarize the background and development status of the WeChat self-media native ads,from the three levels of sensory experience,useful experience and emotional experience of user experience,an in-depth discussion is conducted to enhance the user experience strategy for native ads of WeChat self-media,and use the native ads in WeChat self-media“Mimeng”,“Liushen Leilei Reading Jin Yong” and “Gavel Report” as case studies.The purpose is to explore the user experience strategy for promoting native ads of WeChat self-media through successful case studies,and to guide advertisers' native ads placement options and other native ads practices of WeChat self media.According to the analysis of the current research status of native ads at domestic and foreign,this article tentatively defines the concept of native ads as follows: In the Internet environment,the user experience is paramount,consistent with the user's use of media habits,and highly integrated with the forms and content of the media.