Discussion on LINE's overseas marketing strategy

With the rapid development of the global instant messaging market, LINE, as an instant messaging application originating in Japan, is actively expanding its overseas market. In order to stand out from the global competition, LINE has adopted a series of innovative and localized marketing strategies, which have successfully attracted many overseas users.

Local operation

LINE is well aware of the user needs and cultural differences in different markets, so in overseas promotion, it has adopted an in-depth localized operation strategy. First, LINE has launched multilingual support in various target markets to ensure users can use the application without barriers. In addition, LINE has launched corresponding localized content for cultures and festivals in different countries. For example, during Thailand's Water Songkran Festival, LINE launched a special holiday emoticon package and a red envelope function during Taiwan's Spring Festival. These localization efforts have enabled LINE to better integrate into the daily lives of local users.

Social Media & Content Marketing

In terms of social media and content marketing, LINE makes full use of platforms such as Facebook, Instagram, Twitter, etc. By publishing content related to local culture, LINE not only increases brand exposure, but also increases user engagement. Especially in the Southeast Asian market, LINE has cooperated with local opinion leaders (KOLs) to promote applications through their influence, enhancing users' trust and brand awareness.

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