Does LINE still matter for marketers in Japan?

If you’re an international marketer setting your sights on Japan, you might be asking yourself: Is LINE still a big deal? Since its launch in 2011, LINE has been a cornerstone of Japanese digital life. But with new social media platforms emerging, is LINE still the go-to for reaching Japanese consumers? Spoiler: Absolutely. Let’s explore why LINE remains a powerhouse for engaging with the Japanese market.

 

What is LINE?

LINE started in 2011 as a basic messaging app but has evolved into a comprehensive platform that’s central to Japanese digital life. Today, LINE offers a range of services, including:

• Messaging: LINE provides instant messaging with features like text, voice messages, and multimedia content. It’s known for its group chats, stickers, and emojis, which are key to how people communicate in Japan.

• Official Business Accounts: These accounts let businesses connect with users through personalised messages, updates, promotions, and customer service. (See below for more details on Official Accounts.)

• News and content: LINE News keeps users updated on everything from local news to global events. It also offers original entertainment like LINE TV shows and collaborations with popular media.

• Shopping: LINE integrates e-commerce, allowing users to shop directly through the app. From everyday items to luxury goods, LINE covers a wide range of shopping needs.

• Payments: LINE Pay makes transactions easy, letting users pay for items, transfer money, and manage finances within the app. It works with many online and offline stores, providing a convenient solution for users.

As of 2024, LINE boasts over 178 million monthly active users worldwide, with 85% logging in daily and nearly 40% using it exclusively. Its broad appeal spans all age groups, from teenagers to seniors, making it a versatile tool for businesses targeting a wide range of demographics. Although LINE is deeply rooted in Japanese culture, its influence extends to other East Asian countries, such as Taiwan and Thailand.

 

How to make the most of LINE Official Accounts

At the heart of LINE marketing are LINE Official Accounts. These business profiles let you connect with users in a more personal way. Brands use them to send updates, share promotions, and offer customer support. In 2024, there are over three million active LINE Official Accounts in Japan. Here’s how you can get started with your own LINE Official Account:

1. Go to the LINE Official Account website: It’s as easy as heading over to the site and clicking “Create Account” or “Start Now.”

2. Choose your account type: For businesses, select “Business” so you can access all the advanced features.

3. Set up your profile: Add your business name, description, and contact details. Make sure to upload a profile picture and cover photo that match your brand.

4. Verify your account: Complete the verification steps to show customers you’re the real deal.

5. Customise it: Set up auto-replies, welcome messages, and even a customised menu to make interacting with your brand easy.

6. Start engaging: Encourage people to follow your account and start interacting. The more you engage, the stronger your relationship with your audience becomes.

 

Use LINE Ads to target Japan’s mobile users

LINE Ads play a significant role in Japan’s digital marketing world. As LINE continues to grow, so do your advertising options, giving you more ways to get noticed and drive traffic. The best part? You can be super targeted with your ads. Whether you’re narrowing down by age, gender, location, interests, or behaviour, LINE Ads let you reach the audience you want. You can also use lookalike audiences or retargeting to squeeze more value from your campaigns.

Here’s a quick rundown on how to kick off a campaign:

1. Start by opening a LINE Official Account (see above for how to do this).

2. Define who you want to reach – think demographics, interests, and more.

3. Make sure all your creatives and landing pages are in Japanese. Work with Local In-Market Experts to capture linguistic and cultural nuances.

4. Choose where your ads will show up within the app.

5. Set your targeting options and budget.

6. Don’t forget to add tracking tags for conversions.

One thing to note: While the LINE platform supports English, most of the help docs and support are in Japanese, and paying with a non-Japanese credit card can be tricky for international advertisers. Again, work with Local In-Market Experts.

 

How LINE Ads work

As with most social platforms, you can run CPC (cost-per-click) ads on LINE, with banners showing up in key spots or video ads that are paid for by impressions. There are five main creative formats you can use:

• Card: Great for both images and videos (1200 x 628px, 9:16 ratio).

• Square: Perfect for square images and videos (1080 x 1080px, 1:1 ratio).

• Vertical: Video-only, ideal for LINE VOOM (9:16 ratio). LINE VOOM is a short-form video feature on LINE, similar to TikTok, where users can share and view content in a vertical video format.

• Carousel: A slideshow format that lets you display up to 10 images.

• Small Image: A simple image-and-text format for when you need to keep it light.

 

LINE vs. Facebook in Japan: Which is better?

Let’s talk about the LINE vs. Facebook debate. While Facebook is globally dominant, it doesn’t have the same pull in Japan. LINE has 95 million monthly active users in Japan (the 178 million figure above refers to global monthly active users), while Facebook only has around 15 million. If you’re marketing directly to Japanese consumers (B2C), LINE is your best bet. It’s the app most people are checking multiple times a day.

On the other hand, if your business is focused on B2B marketing, Facebook can still be valuable, especially for reaching professionals. It has credibility through real-name use, which influences purchasing decisions among older users. However, Facebook’s foothold in Japan is more limited when it comes to casual socialising, with LINE remaining the dominant platform for general engagement.

 

Japan’s broader social media ecosystem

While LINE leads the pack, it’s useful to know about Japan’s other social media platforms:

• X (formerly Twitter): Japan is X’s second-largest market after the US. Its anonymity (45% of users don’t use their real names) makes it a place where many feel comfortable engaging. That’s very different from Facebook’s real-name culture.

• TikTok: Growing fast, especially with Gen Z. TikTok’s localised content strategy is working. Dynamic, entertaining, and fast-paced – similar to Japan’s urban lifestyle.

• Instagram: Big on visuals, Instagram is ideal for brands in fashion, lifestyle, and creativity. With Reels and Stories keeping engagement high, it’s well-suited for younger, trend-focused users.

• LinkedIn: Struggles to gain traction, in part because Japan’s cultural norms don’t favour public self-promotion. It’s a tougher sell here.

 

7 essential tips for effective LINE marketing in 2024

If you’re serious about LINE marketing, here’s how to step it up:

• Custom stickers with personality: Design stickers that people will want to use. Think beyond static images – animated stickers add flair.

• Short, sharp videos: Make your videos quick and engaging. Highlight products, offer tips, or go behind the scenes. Be visual and to the point.

• Get interactive: Use polls, quizzes, and surveys to engage your audience. Keeps things fresh and fun.

• Personalise promotions: Use analytics to segment your audience and send tailored deals. It will boost conversions and keep engagement high.

• AI-powered chatbots: Great for handling common queries. Just make sure they don’t sound too robotic.

• Respond fast: Quick, thoughtful responses build trust. No one likes being left hanging!

• Create a community: Regular engagement through content, events, or discussion groups can help your brand feel like a part of users’ lives.

 

Seasonal and event-based marketing in Japan

Japan’s cultural calendar is filled with marketing opportunities. Tying your campaigns to local events can be a big win – for example:

• Cherry Blossom Season (Sakura): Usually in early April, Sakura-themed promotions align with this much-loved season of blooming cherry blossoms.

• Summer Festivals (Matsuri): Taking place throughout July and August, these vibrant festivals are an excellent time to tailor your campaigns.

• New Year (Oshogatsu): Celebrated from late December to early January, offering traditional New Year products or services can tap into Japan’s biggest holiday season.

• Valentine’s Day and White Day: Valentine’s Day is on 14^th February, and White Day, when gifts are reciprocated, is on 14^th March.

• Oseibo & Ochugen: These gifting seasons occur in mid-December (Oseibo) and mid-July (Ochugen). They are perfect times for promoting thoughtful products and services.

 

To stay on top of global marketing dates, Oban International’s free Global Marketing Calendar is a must-have resource. It covers over 150 opportunities in 60 countries, with cultural insights from Local In-Market Experts. You can easily filter events by month, location, or type, and get key stats to highlight each one’s marketing potential.

 

Your next move for global marketing success

LINE remains essential for connecting with Japanese consumers. Its massive reach and versatility make it a must-have for brands, especially when you stack it up against Facebook, which leans more towards B2B. LINE shines by connecting with a wide range of people on a personal level. Just remember, its focus is mostly Japan, so if you’re eyeing global growth, keep this in mind for your cross-border plans.

. . .

Ready to improve your international digital marketing? Contact Oban today to discover how our expertise can help you succeed globally.

 

Further reading:

• How to master Japanese business culture
• Three things to know about South Korea
• China’s e-commerce boom unleashes a global shopping revolution

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Frequently Asked Questions (FAQs) about LINE

Here are some common questions to help you understand LINE’s advantages and how it can work for your business.

 

What makes LINE different from other social media platforms?

LINE stands out by blending messaging with e-commerce, payments, news, and entertainment all in one place. It’s woven into Japanese culture and daily life, making it a central hub for many aspects of users’ routines and offering plenty of opportunity for engagement and interaction.

 

How can businesses benefit from LINE Official Accounts?

LINE Official Accounts let businesses connect with users through personalised messages, targeted promotions, and effective customer support. With features like rich messaging, auto-replies, and custom menus, companies can improve their interactions and build stronger relationships with customers.

 

What are LINE Ads, and how do they work?

LINE Ads are targeted ads that show up in the LINE app and across its partner sites. They come in different formats, like banners and videos, and are tailored to reach specific audience segments based on user behaviour and demographics. This approach helps businesses refine their advertising and improve engagement.

 

What content performs best on LINE?

To boost engagement on LINE, content like custom stickers, short videos, and interactive features such as quizzes work particularly well. These formats connect with users and encourage participation, helping your content stand out and grab attention.

 

How can I integrate LINE with my existing CRM system?

You can integrate LINE with your CRM system through the LINE Messaging API or the LINE Official Account Manager, depending on your needs and how many messages you’re managing. These tools make it easier to handle customer interactions, offering features like personalised messaging and automated responses to streamline communication.

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Oban International is the digital marketing agency specialising in international expansion.
Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.