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LINE is Japan’s most popular social media platform. With 94+ million monthly active users, over 70% of the country’s population uses LINE. It is much more than just a messenger app. It has over 100 integrated services and the ability to reach the widest demographic across all age groups, from teens to those 65+. Advertisers are well aware of LINE’s marketing power, and use the platform to build loyal communities, raise brand awareness, and drive sales.
A LINE Official Account allows companies to communicate with users through LINE. This article explains its key features and the different ways that marketers can use it to promote their brand.
A LINE Official Account allows companies to deliver information directly to users who have added them as friends.
LINE is currently used by more than 94 million monthly users in Japan (as of February 2023). Many Japanese people use LINE as a communication platform on a daily basis.
Below are the benefits of opening a LINE Official Account:
– Utilise a range of features
LINE Official Accounts come with a range of features and functions (details below). It is easy to create one for free using the Free Plan, which has no monthly costs.
– Simple, flexible payment structure that can be changed month to month
There are two paid plans: the Light Plan (5,000 yen/month) and the Standard Plan (15,000 yen/month). LINE also recently introduced a pay-as-you-go system, where it only charges a fee if you go over a certain number of messages.
– Get detailed analyses
In addition to data on friends, the LINE Official Account management page offers useful analyses. These include reports on delivered messages and the number of impressions and clicks on LINE VOOM posts.
Having a LINE Official Account allows brands to attract new customers, run campaigns, and set up coupons. The following is a list of the key features and functions of a LINE Official Account.
Companies can send messages directly to users who have added them as a friend. By sending useful messages, such as new product information and campaign information, brands can attract customers to their store or website and increase sales.
Messages are displayed as push notifications, so companies can expect a higher open rate than on other platforms, where emails and old messages tend to get ignored.
This is a chat function that allows one-on-one interactions with users. It can be used as an alternative solution to phone enquiries.
This feature allows users to make free voice and video calls to LINE Official Accounts. This service is used when a user’s enquiry cannot be resolved through chat, or when there is an urgent reservation change.
These automatic reply functions work great for restaurants, salons, hotels, and schools, because they immediately send simple responses to friends, even if it’s after business hours or a public holiday.
“Response” messages are automatically sent, using a preset message created by the company that can change depending on the keywords included in the incoming message.
For “AI response” messages, AI determines the content of the incoming message and automatically replies with an appropriate message. There is no need to set keywords or reply to messages in advance with this function.
This is a feature that combines images and text into a single visual that is concise and easy to understand. Product or campaign information, that is difficult to understand with text alone, can be conveyed succinctly by adding images.
This is a menu that is displayed at the bottom of the chat screen of a LINE Official Account. Clicking on the menu leads the user to an external site, coupon or shop card, or sends them a preset message.
This feature sends out multiple images at once. They are best for presenting multiple products and information simultaneously, as the images can be viewed carousel-style.
In addition to LINE chat, companies can also post to LINE VOOM. Followers can share posts to other users via chat or LINE VOOM. Posts on LINE VOOM increase awareness and reach and, unlike messages, are not subject to pay-as-you-go charges.
Similar to a paper loyalty card, this feature allows users to issue and manage points that are given for visiting a store or making a purchase. Users are able to redeem accumulated points for rewards.
Companies can distribute coupons to friends and encourage them to purchase their products or services. The coupons can be used on LINE and can be posted via messages, LINE VOOM, etc.
Other useful features of the LINE Official Account include a profile section that includes basic information about the company, and the step message function, which automatically sends multiple messages to friends who match preset conditions. By combining and utilising these functions, brands can tailor marketing measures to their specific needs.
As explained, the LINE Official Account has a variety of features and can be utilised in a variety of ways. See below for case studies of effective marketing strategies utilising LINE Official Accounts.
How this beauty company used its LINE-centric marketing strategy to generate sales
How SABON uses LINE to increase e-commerce sales
LINE Official Accounts come with many features that help brands solve problems and can help them effectively communicate and share information with their customers.
DMFA provides comprehensive LINE Official Account and LINE Ads account management services, including account set up. We can also provide payment method registration solutions by opening an account on your behalf and setting up monthly invoicing for any ad spend. Please get in touch with our LINE team for a free consultation. We ensure that your account passes the verification process, opening the door for your business to grow in the Japanese market.
Gap Japan K.K. is a well known apparel company that has been using its LINE Official Account to...