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LINE Ads: Tips on crafting a perfect creative

1. Why LINE is the most popular social media app in Japan and how to use it for online ad campaigns
2. How to use LINE Ads for businesses targeting mobile users in Japan
3. Social media campaigns in Japan – Why LINE ads and not Facebook ads might be the correct digital strategy
4. Case study: How L’Occitane grew online sales during the pandemic with LINE Ads
5. Case study: DeNA Games offers practical tips for operating LINE ads
6. The Ultimate Guide to using LINE Japan for advertising your business
7. The differences between advertising on LINE Japan and other social media platforms
8. Case Study: How LINE Japan advertising increased Vitabrid Japan’s customer base
9. LINE Japan Ads: analysing CTRs, impressions, reach & other metrics
10. How to grow your Japanese audience through LINE Japan
11. How DMFA can help set up, launch and run your new LINE Japan Ads Account
12. Using LINE Japan to assist with Ecommerce Sales
13. ORBIS’ strategy that led to 33 million friends on LINE Japan
14. LINE Japan: using the platform for your digital ad campaigns
15. How to run ads on LINE: LINE ADs Starter Guide
16. LINE Ads for targeting mobile users in Japan
17. LINE Ads: How to prepare the perfect creative – basics of creative design | still images & video formats
18. LINE Ads: Tips on crafting a perfect creative
19. LINE Ads review process: the basics
20. How “Hada Nature” reached new audiences and doubled their CTR- LINE Case Study
21. Industries and services not eligible to advertise on LINE Ads platform

In order to improve the results of LINE Ads, it is important to create visuals that engage the users and make them want to click through. Whether you are preparing your own creatives or outsource those from an external agency or a designer, it is necessary to fully understand different ways of ad distribution within the LINE app. 

In this article we cover everything you need to know about preparing a perfect LINE Ads creative: from differences between still image and video formats to ad specifications.

Table of contents

  1. Differences between still images and videos:
  • Creative production of still images
  • Creative production of videos
  • Improving results by creating still images and videos simultaneously 
  1. Types of creatives used in LINE Ads:
  • Card
  • Square
  • Vertical
  • Carousel
  • Small Image
  1. Conclusion

Differences between still images and videos

Both still images and videos have a wide range of benefits, disadvantages, and details you need to consider during the creative process. 

Creative production of still images

With lower production costs, it is easier to produce multiple images targeting different points of appeal. It is important to, however, always prioritise the size of ad placement first. For example, if the final image contains multiple elements that are difficult to see on a small screen – this ad will most likely not perform well. On the other hand, a clear message alongside a simple photo taken with a smartphone can be expected to attract the attention and interest of the LINE users.

Lastly, still image creatives have a character limit for titles and descriptions, so it is necessary to check those requirements before production.

Creative production of videos

Video production is more expensive, but videos can convey more information. In order to optimise the ad delivery results it’s important to catch the user’s attention within the very first 3 seconds of a video.

Depending on factors such as budget, materials and tools, video quality may vary. However, even low-cost videos with minimum production have a chance of performing well. Instead of creating elaborate videos right from the start it is recommended to start with smaller projects within your budget.

Video format allows for more freedom of expression, as there is no limit on number of characters or messages – this varies by the amount of scenes within the final cut. LINE has been recommending advertisers to challenge themselves to video ad format and assess the results.

Improve results by creating still images and videos simultaneously

LINE recommends all advertisers to produce both still images and video formats for multiple of reasons:

  • Increase the creative stock

The more images or videos you have in stock the easier it is to use them across the LINE network, increasing the reach and ad delivery results

  • Analyse which format brings most conversions

In order to determine which type of ads leads to the highest number of conversions, it is important to compare the results of both. Understanding the advertising trends based on actual results will make it easier to optimise the creative process and drive better results.

Learn more about the differences between still image and video ad formats here.

Types of creatives used in LINE Ads

Depending on the ad placement, there are 5 different types of ad creatives used for LINE Ads. Each format has different specifications, so it’s necessary to check those before production starts.


Card format can be used for still images (1200 x 628px) and videos (9:16 ratio). Cards can be used for a wide variety of placements, including ‘Talk Lists’, LINE VOOM (former Timeline), LINE NEWS, etc.


Square format can be used for still images (1080 x 1080px) and videos (1:1 ratio). Similar to cards, square format is supported across a wide range of ad placements.


Vertical is a video-only format (9:16 ratio), and is optimised for LINE VOOM’s large screen display. LINE VOOM’s ratio is 3:4 with top and bottom parts cut off, so it is important not to include subtitles or important information in those areas. Once user taps the screen, the video switches to full screen (9:16)


Carousels allow to include up to 10 images in a slide show format. It is compatible with LINE Dynamic Ads, which displays ads for specific products users might have an interest in based on their browsing history, as well as LINE VOOM, part of LINE NEWS, LINE BLOG, and LINE Point Club. 

Small image (image + text)

Small image is a simple ad format consisting of image and text. It is displayed in user’s most used Talk Lists. Description is not displayed.


When working on a perfect LINE Ads creative it is important to bear the following in mind: desired user’s action following seeing the ad, correct format and size, and ad placement. 

Are you thinking about running ads on LINE – Japan’s number 1 social media network? At DMFA, we provide business account management services on LINE for LINE Official Account and LINE Ads. If you would like to promote your business on LINE, contact our Japanese support team for further information.

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