微信互动广告的传播解析与优化策略

Communication Analysis and Optimization Strategies of WeChat Interactive Advertising

微信平台实现了以用户为中心的信息生产和点对点的传播方式,具有鲜明的自媒体特性。这与互动广告产生了很强的契合性,推动了互动广告在社交网络时代的快速发展。微信互动广告具有多元的应用类型,形成了以用户为主导、以互动为基础的信息传播机制,表现出循环化、窄播化、分众化、场景化和多维化等新特征。促进微信互动广告的良性发展,需要在机制完善、创意生产、资源整合和行业监管等方面做出一系列优化。

WeChat platform realizes the user-centered information production and point to point transmission and has distinct characteristics of we media,which strongly agrees with the interactive advertising and promotes the rapid development of interactive advertising in the social network era.WeChat interactive advertising has multiple application types,forms the user-oriented and interaction-based mechanism of information dissemination,and demonstrates new features of circulation,slivercasting,demassification,scene and multi-dimension,etc.To promote the benign development of WeChat interactive advertising,a series of optimization strategies should be put forward in the aspects of mechanism perfection,creative production,resource integration and industry supervision.