How to Build Brand Awareness with LINE Marketing: A Complete Guide

In the Asian market, LINE is not only a messaging application, but it also offers functions for chatting, payments, e-commerce, social networking, marketing, and more. With over 280 million daily active users, it covers high consumer spending regions such as Japan, Thailand, Taiwan, and the Philippines. This article will analyze how to utilize LINE to construct long-term user retention through precision user acquisition, personalized interaction, and data analysis, helping you to build a sustainable marketing ecosystem.

What is LINE?

LINE is a real-time messaging and social networking platform launched in 2011, rapidly becoming one of the most popular social applications in the Asian market. Initially, it was a free chat tool developed to facilitate communication during natural disasters and has since expanded its functionality to include group chatting, social networking, and marketing into a comprehensive platform. Today, LINE’s influence in the Asian market is extremely high and is a key tool for daily communication.

The user base of LINE is diverse, including students and young professionals, as well as brands and businesses, making it a fundamental communication tool in the region.

Key Features of LINE

• High User Base and Activity Level: LINE has a considerable user base in regions like Japan, Thailand, Taiwan, and the Philippines, making it the primary communication application in these areas.
• Real-time Communication and Social Features: It offers text, voice, and video chatting, resembling features similar to WeChat's friend circle, enabling users to share interactions, comments, and opinions.
• Rich Content: Unique sticker culture is one of LINE's key attractions and enhances the chatting experience.
• Strong Business Account Ecosystem: Businesses can use official accounts to send messages to users, often at no cost, offering premium paid features to support groups and refined management.
• Multimedia Message Formats: Support for text, images, videos, multi-page messages, and document sharing enhances brand visibility.
• Smart Marketing Tools: Provide progressive message push, automated response messages, AI assistance, and more for precise and personalized marketing.
• Multi-device Support: Available on mobile (iOS/Android) and desktop (Windows/macOS) across various devices.

Why is LINE Suitable for Brand Marketing?

LINE itself is a high-frequency daily tool for users, making it easier for brands to penetrate user life naturally, rather than through traditional advertising formats. Additionally, LINE is not just a single product but supports a complete ecosystem.

For example, LINE Pay can provide convenient payment services; LINE TODAY offers content distribution and news recommendations, which enhances brand visibility; LINE VOOM serves as a multimedia area similar to Instagram/Facebook that is beneficial for content marketing and community operations; LINE groups can officially manage communities of up to 5,000 people, realizing user relationship maintenance and active community management.

By utilizing various business products, brands can seamlessly achieve holistic marketing campaigns through LINE's reach, engagement, and conversion capabilities.

How to Accumulate Friends on LINE?

Accumulating friends on LINE is the first step in marketing on the platform. The number of friends not only represents the user base but is also the foundation for long-term marketing and engagement.

1. Active Promotion

During the process of accumulating friends, offline and online activations are the most direct and effective methods. By conducting various promotional activities to attract user attention and scanning codes to add friends, you can not only quickly increase the number of friends but also establish brand presence in users' minds.

• Official websites, social platforms, articles, or promotional pages can incorporate LINE's friend-add QR codes.
• Offline store displays and promotional events can feature QR codes.
• Gifts, membership subscriptions, and exclusive coupons can encourage friends to add.

2. Content and Interactive Mobilization

Brands can enhance visibility by using LINE TODAY to publish industry-related content, brand stories, or practical information, improving user engagement and targeting user attention towards official accounts; at the same time, leveraging LINE VOOM continually promotes brand dynamic, product usage scenes, or promotional info, thereby strengthening user participation and sense of engagement, thus facilitating user active friend additions.

After a user successfully adds a friend, the brand can immediately send welcome messages, exclusive offers, or compiled content, completing the initial interaction and then continuously pushing content and interactive mechanisms, improving new user retention rates and ongoing activity levels.

3. Advertising Spend

Through Google Ads, Facebook Ads, or LINE’s own advertising platform, businesses can obtain precise user portraits, target audience advertising send-off ads, driving friend additions to LINE accounts.

4. MGM Mechanism

Old users share exclusive invite links or codes with friends, while new users can receive rewards. This transformation strategy can significantly enhance friend growth.

How LINE Realizes Precise Interactive Communication?

Accumulating friends is just the starting point of marketing, and real value is in its precise interactive communication. Through personalization and real-time interaction, LINE enhances user engagement and conversion rates. LINE provides various tools and methodologies to allow brands to realize refined operations in a familiar chatting environment.

Private Chats and Automated Responses

Brands can establish direct contact through one-on-one chat, while simultaneously leveraging chatbots to automate frequently asked questions:

• Real-time responses: When users send inquiries or requests, automated responses can provide commonly asked question answers or direct them to designated functional pages.
• Intelligent guidance: Based on user selections, bots can guide users into operating flows, such as subscription activities, reservation services, or redeeming exclusive coupons.
• Human intervention: For more complex or high-value user inquiries, manual transfer can be introduced to enhance user satisfaction.

Rich Menu

LINE's Rich Menu is a large, customizable menu at the bottom of official accounts’ chatting interface, providing users with fast access to external websites, exclusive coupons, promotional activities, or account features.

Brands can use Rich Menu to enable various marketing functionalities:

• Personalized Display: Depending on user labels or activity trends, different menus can be displayed, such as welcoming packs for new users or exclusive offers for old users.
• Quickly Navigate: Menus can link to websites, activity pages, product pages, or payment pages, optimizing user operating routes, enhancing engagement rates and conversion rates.
• Dynamic Management: Managers can create, edit, and manage menus through LINE’s official account management interface or developer API, allowing personalization for different user groups (by language, region, etc.) or setting a default menu.

Label Segmentation and Personalized Deliveries

• User Activity Tracking: Analyze user interactions, link clicks, participation, or purchases to label each user accordingly.
• Engagement and Preference Segments: For instance, based on users’ browsing histories of product categories or interactive content, push relevant products or activity information to users.
• Segmented Deliveries: Based on label combinations, send content to realize dynamic and targeted marketing, rather than mass delivery.
• Dynamic Optimization: Through constant data analysis and adjusting segment strategies, such as A/B testing varying content, times, or frequencies, thus improving interactive results.

Data Analysis and Operations Optimization

Through LINE's official backend statistics, analyze friend growth sources, message open rates, interaction rates, conversion rates, etc., to utilize data to reveal user engagement hotspots and activity patterns, optimize marketing strategies, and maintain an ongoing improvement of ROI. Aggregating third-party tools or multi-account management can yield even greater aggregated data insights, analysis, and performance operations.

Utilizing DuoPlus Cloud Phone for Effective Management of Multiple LINE Accounts

With the increase of friends and the duplication of operational strategies, a single LINE account can hardly satisfy the growing brand marketing demands. At this time, managing multiple accounts becomes especially important. Utilizing multiple accounts can not only achieve a more refined user segmentation and message delivery but also meet different business lines or product lines' operation demands.

In practical operations, you can leverage DuoPlus Cloud Phone and other tools to realize centralized management, stable operations, and performance execution, helping brands effectively operate multiple LINE official accounts while ensuring data safety and functional agility.

Conclusion

LINE is not just a messaging tool; it is also a key stage for brand operations in the Asian market, connecting private domain operations and data marketing. Through effective accumulation of friends, personalized interaction, and precise data analysis, brands can optimize their value by extending user lifecycles and enhancing customer retention.

Start Now

You May Also Like