Other than traditional media, advertising in social media is pursuing users’ participation and interaction which are mostly presented in simple index like CTR. Taking WeChat moment in-feed advertising as an example, the research finds that users are both initiative and passive through advertising participation. Users creatively make use of social media in-feed ads, favor and more than likely involve in luxury brand ads, also enjoy their own “carnival”. Though meanwhile, they are also slothful, silent and even turn a blind eye on ads. Consciousness and behavior may be occasionally inconsistent.