What is the biggest Social media platform in Japan?

What is LINE?

The biggest social media platform in Japan is LINE with over 95 million active users and counting. I get this question from many companies, but the platform is unfamiliar to them and often overwhelmed by the idea. If this issue resonates with you, read on. 

One such platform that has gained immense popularity, particularly in Japan, is similar to WhatsApp. LINE allows users to connect with friends and family, exchange messages, make voice and video calls, and even share multimedia content on the recently launched LINE voom. However, despite its widespread use, many businesses fail to fully leverage the potential of this versatile application. In this blog post, we will explore the untapped hidden insights and key considerations for determining if LINE is the right fit for your business.

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The Key Advantages

One of the key advantages of using LINE for social media marketing is that it allows businesses to create official accounts, which users can follow to receive updates and promotions. This can be a highly effective way to reach potential customers and build relationships with them in Japan.

Limited Reach and Potential

While LINE boasts an impressive user base, reaching a wider audience with promotional content can be challenging unless you have a substantial number of friends(followers). Unlike platforms like Instagram or Twitter, where you can attract new followers through hashtags, paid ads or viral content, LINE primarily relies on personal connections. This limitation makes it harder for businesses with smaller networks to tap into its full marketing potential.

LINE VOOM unpopular with the Japanese users

In 2021, LINE introduced a feature called LINE VOOM, which bears a resemblance to the popular social networking service, TikTok.

Until now, LINE has been a social place where only friends who exchanged direct contact information could view each other’s news. However, with the introduction of LINE VOOM, users who are entirely unknown to each other now can view each other’s content.

While it is possible to avoid the possibility of others viewing one’s private information through settings, there is still a potential risk of unfamiliar individuals being able to view one’s private information if it is accidentally posted on LINE VOOM due to user error or other mishaps on the LINE platform.

There are also many voices expressing that they don’t need such a new feature. LINE has previously implemented social networking functions (such as timelines), but there has been significant opposition to having such features in a private space like LINE.

If we look at the reviews on the app store, we can see negative comments about LINE VOOM. 

Is the biggest Social media in Japan the right fit for your business?

Firstly, Understanding your target market is crucial when choosing a platform for your business. Secondly, Define your target market, and examine how they are utilising the LINE platform. It’s vital to align your platform choice with your target market’s preferences and behaviours. Lastly, consider this as a long time investment with a budget in mind. LINE is not a simple platform to include in your usual social media marketing. The registration is complex and it will need time and effort to build your community. 

How to incorporate LINE into your strategy

To overcome the challenges associated with leveraging LINE for social media marketing in Japan, it’s advisable to incorporate this platform into your strategy in stages. By taking a phased approach you can ensure efficient execution and maximize your reach effectively.

LINE, a powerful communication app, offers immense potential for social media marketing in Japan. While your conventional social media strategy wouldn’t work and it’s more challenging to manage or gain friends(followers) than Facebook, Instagram, TikTok or Twitter, its unique features and user base make it an excellent platform to connect with potential customers.

Next Steps

At our consultancy, we are committed to empowering businesses to achieve their goals and thrive in global markets. As your partner, we will continue to work closely with you, devising innovative strategies to amplify brand awareness, drive customer engagement, and maximize conversions in the Japanese market.

Let us unlock the full potential of your brand. Contact us today and embark on a journey of success through strategic localisation, and impactful brand awareness campaigns. We will conquer new horizons together and create lasting connections with your Japanese audience.