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

Localized operations

LINE is well aware of user needs and cultural differences in different markets, so it has adopted an in-depth localization operation strategy in overseas promotion. First of all, LINE has launched multi-language support in various target markets to ensure that users can use the application without any barriers. In addition, LINE has launched corresponding localized content based on the cultures and festivals of different countries. For example, during the Songkran Festival in Thailand, LINE launched special holiday emoticons, and launched a red envelope function during the Spring Festival in Taiwan. These localization efforts enable LINE to better integrate into the daily lives of local users.

Social media and content marketing

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

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