The Secrets Behind LINE 2.0 You Didn't Know

In early 2019, LINE dropped a bombshell. Official accounts moved from a fixed price to pay-per-message pricing. Outcry followed, and everyone asked the same question: Why?
Think back to when you first started using LINE: the excitement of getting a message (seeing that little red dot) and rushing to open it. As LINE became part of everyone’s daily life, and both work and personal life came to depend on it, the number on the red dot kept climbing. Opening messages lost its novelty, which also meant the quality of that traffic was declining. According to surveys on official accounts, more than half of users said the messages they received were “not what I need,” and 60% said they came “too often.” To give LINE users a better experience, LINE had no choice but to play its trump card: pricing official accounts by how many messages they send. A year in, we’ve seen some interesting changes, with official accounts moving in three directions.

Segmentation becomes real Before 2.0, merchants and brands thought about how to send as many messages as possible to get their money’s worth. But in an era of careful budgeting, every message sent costs money, and that has made business owners think hard: Which LINE friends will read this message? How can every message get the best conversion rate? Owners of existing accounts changed their mindset and made segmentation and tag planning their top priority, while merchants creating new accounts started categorizing LINE friends from day one.

Membership programs take shape
To protect users’ personal data, LINE does not proactively share user information with business owners. Putting segmentation into practice means getting to know your LINE friends better: through custom account-linking services, LINE friends come to rely on the account’s services once they join, rather than blocking it.

A sharper focus on results and reporting Everyone wants every dollar to count. If you spend $12,000 sending to 80,000 LINE friends: Who read it? Who clicked which link? Where did it lead? What was this message’s engagement rate? What keywords have people been searching for in the account lately?
Performance reports have always been essential for marketers, but basic reports can no longer meet everyone’s needs. The insight behind the data is what makes the difference!
By piecing together information bit by bit, you can fully record your LINE friends’ digital footprints within the account, then analyze and improve to deliver better service to these VIPs.
By now you may be wondering: Are there real examples? How exactly is it done?
Stay tuned for next week, same time!