A Cross-Platform Comparative Analysis of Native Advertising Content Placement and Consumer Acceptance in Self-Media

Abstract

With the rapid growth of social media and self-media platforms, native advertising has emerged as a critically important approach in contemporary digital marketing. By seamlessly integrating promotional messages into native platform content, this advertising model allows brands to communicate with target audiences in a significantly less intrusive and more engaging manner. However, existing academic studies predominantly focus on single-platform dynamics, while the nuanced cross-platform differences in advertising strategies and subsequent consumer acceptance remain largely underexplored. To address this gap, this study conducts a comprehensive cross-platform comparative analysis of native advertising across three major Chinese self-media platforms: Xiaohongshu, Douyin, and Bilibili. A rigorous qualitative comparative approach, combining in-depth platform analysis and systematic content analysis, is applied. Advertising content is meticulously examined through several key dimensions, including content format, placement strategy, user interaction patterns, and audience feedback mechanisms. The results demonstrate that distinct platform characteristics fundamentally influence both advertising presentation and audience responses. Specifically, Xiaohongshu emphasizes lifestyle-oriented recommendations and encourages deep interactive discussions. Douyin focuses on short-form video and entertainment-based integration, leading to rapid viral dissemination. Meanwhile, Bilibili supports longer, more detailed content, which is strongly associated with higher perceived brand credibility. Ultimately, these findings highlight the critical importance of adopting platform-specific strategies in native advertising, providing valuable strategic insights for marketers and content creators seeking to optimize advertising effectiveness and maximize consumer acceptance across diverse self-media ecosystems.