Instant-messaging (IM) software on cellphone has become the most popular APP in China along with the development of mobile Internet.In January 2015, WeChat from Tencent decided to make a commercialized moveas active users on WeChat are over 500 million monthly. Based on advertisers’ needs, WeChat achieved differentiated in-feed advertising push according to customer segmentation data. In order to investigate influencing factors in WeChat users’ participation on in-feed advertising, the authors conducted a survey to collect and analyze statistics. The results show that significance of variables related to advertising islimited, whereasvariables related to social media affect user’s participationsignificantly. Unlike the advertising effect evaluation of traditional medium, as the conclusionindicates, an interactive-based new evaluation system should be constructed for novel advertising on new media.