LINE’s 2018 New Year Plan (Part 2): Increase the quality of content and accelerate the promotion of financial, telecommunications and advertising services
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Picture: Wang Yurong, deputy general manager of LINE Taiwan Advertising Division, shares LINE’s three-dimensional marketing ecosystem
In addition to LINE TODAY and LINE Shopping, LINE plans to accelerate its layout in Taiwan’s financial and communications markets starting in 2018. The LINE advertising department is even more eyeing, planning to capture more advertising budgets from LINE’s various channels.
LINE’s traffic monetization strategy
Let’s draw a conclusion first: After LINE has accumulated a large number of users, it plans to obtain more clover money-making opportunities from existing users. Since Taiwan’s total population is only 23 million, it will only decrease, not increase, as the birth rate drops. Therefore, after the market growth period, it is difficult for the number of LINE users to increase significantly, and the opportunities for traffic explosion will be relatively reduced. Therefore, looking at LINE’s 2018 plan, the main purpose is to effectively increase the content content in traffic:
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Add valuable traffic: application services such as LINE Finance, LINE Pay, LINE Mobile and LINE Shopping that can drive cash flow for LINE users can make money from every traffic by collecting tolls.
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Increase the value of existing content: Get more traffic through LINE TODAY itself and its LINE LIVE, LINE TV and other content, and increase LINE advertising revenue opportunities. LINE advertising itself also integrates LINE Beacon to push content traffic that can charge advertising fees.
Analysis of the four major service layouts
The following are the valuable related services that LINE plans to start promoting in 2018:
LINE advertising
Wang Yurong, deputy general manager of LINE’s Taiwan Advertising Division, said that in 2018, LINE will build a marketing ecosystem through point, line, and surface levels.
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Point level─Deepen one-to-one contact: The total number of LINE official accounts is 160, and the number of LINE@ accounts exceeds 1.2 million. Through popular chatbots, advertisers can provide interactive content to LINE official accounts and LINE@. For example, Yushan Bank uses chatbots to transform into financial advisors. In addition to bill inquiries, it can also provide financial loan trial calculations and other advice.
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Line level─Linearization of positioning: LINE Beacon application gives “field marketing” a new definition. LINE Beacon uses Bluetooth wireless network to push designated advertising content to passing LINE users without having to install another app. Currently, there are cooperation partners such as Taipei MRT and Taiwan Fleet.
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Surface level─Expansion coverage: LINE Taiwan has 19 million monthly active users, with a daily activation rate of 20 times. In the face of a large number of users, it is difficult to adopt a single marketing model. Therefore, LINE will provide advertisers with in-depth analysis tools to compare data with users, find out users’ usage patterns on LINE, and identify groups with similar behaviors.
LINE Finance
Regarding the currently hottest financial technology (FinTech) field, LINE BIZ PLUS North Asia Financial Managing Director [Liu Yicheng] (https://www.facebook.com/icheng.liu) said that it will cooperate with Taiwanese financial industry players to provide small-amount flexible investments or loans and other financial services in compliance with local regulations. However, due to current regulations, it is not possible to announce the exact progress.
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Picture: Liu Yicheng, Managing Director of LINE BIZ PLUS North Asia Finance
LINE Mobile
Chen Liren, general manager of LINE Taiwan, explained that LINE will cooperate with Taiwan telecom operators in 2018 to launch LINE Mobile mobile communication services in compliance with regulations. Service application, payment, customer service inquiries, etc. can all be carried out through LINE, but the exact schedule has not been announced yet.
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Picture: LINE Taiwan General Manager Chen Liren announced the launch of LINE Mobile
“Content Hacker” Thoughts: A payment or reward mechanism should be provided for creators who provide valuable content
At this LINE press conference, the most asked questions by the media almost all revolved around LINE virtual currency, LINE Finance and LINE Mobile, which have not yet been launched. These three are almost all stuck in regulations and partner agreements. Although they have been publicly announced, it is difficult to implement them in Taiwan immediately. The majority of consumers in Taiwan can only wait with wide eyes to see LINE’s duck paddling, guessing when it will land?
It can be seen from LINE’s big moves that LINE is trying hard to retain users on the platform with more content. And then create more profits from the number of Taiwanese users who are approaching saturation.
While announcing the strengthening of future content, LINE stated at the press conference that it generated sales of NT$460 million from its sticker service for 140,000 creators in 2017. In other words, for image creators, as long as they work hard, they can reap corresponding rewards. However, the same spirit does not correspond to the self-media provided by LINE TODAY in “[LINE’s 2018 New Year Plan (Part 1): Create smart portals and accelerate content ecological layout] (https://www.contenthacker.today/2018/03/LINE-Taiwan-2018-content-ecosystem.html)”, which is a pity.
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Not to mention the LINE virtual currency that is still far away. For content creators, if there are still many restrictions on the use of LINE Pay, LINE can actually consider adopting the same approach as LINE stickers and provide payment or reward mechanisms for various types of content creators or self-media through the existing LINE Point mechanism.
I believe that through this approach, we can encourage self-media operators who currently provide free content to LINE TODAY to improve the content content, and get the same encouragement as LINE sticker creators, and then create more good content! It is not just a matter of traffic, or just a sense of honor that the content will be read by more people.
★Related reading: [LINE’s 2018 New Year Plan (Part 1): Create a smart portal and accelerate content ecological layout] (https://www.contenthacker.today/2018/03/LINE-Taiwan-2018-content-ecosystem.html)
★ Image source: “Content Hacker” shot at LINE press conference, provided by LINE Taiwan Branch
★ How to learn how to make presentations and use them for content marketing at the same time? Please sign up now for the Content Hacking Lecture Series (CHL6): How to use presentations for content marketing [Registration now]
★ How to produce high-quality and attractive content? Please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
