LINE Marketing in Japan: Growth Strategies That Actually Work in Japan (2025)

The 100-Follower Failure
That Changed Everything To Me

‍

I was owning an English-learning community back in 2023 and I was using LINE Official for marketing purposes. And then, I still remember looking at my LINE Official Account dashboard: 100 followers.
Zero conversions. Not a single sale.
‍

Even worse? I couldn't get people to show up to a free online meeting.

Not even a single person for a free session? I was super disappointed.

‍
I thought about it too much and came to some ambiguous conclusions. Maybe it's because I'm not a native English speaker, or maybe I just didn't understand what I was doing—but I was failing badly.

‍

I had done everything the most of the article's guides told me to do.

Rich Menu? Check. Auto-reply? Check. Broadcast messages? Check.

For someone who is not familiar with what "Rich Menu" is. Here is an example from a cosmetic company named "N Organic" in japan. You can promote your products effectively with high-effective visuals.

‍

But something was fundamentally broken.

‍

Here's what I was doing wrong: showcasing the same promotional message to everyone, treating LINE like Automated Emails, having no content strategy, zero segmentation, and no clear user journey.

‍

The turning point: I realized LINE setup guides taught me how to use the tools, but not how to think like a Japanese marketer. So I started over, studied successful Japanese accounts, and learned about cultural communication patterns.

‍

The results after rebuilding:

• 5,000+ followers in 2 months (€3,500/month in ads for the influx)
• Conversion rate: 0% → 1% (50 paying customers, 200% ROI )
• Free webinar attendance: 2-3 people → 40-60 per session
• Profitable from Month 2

This article covers what I have actually learned from my experiences.
Most LINE content focuses on a superficial aspect; setup and this focuses on what happens after.

‍

Why Most European Brands Fail at LINE Marketing

After managing 5,000+ Japanese followers, I've noticed five critical mistakes:

‍

Mistake #1: Treating LINE Like Email

‍

The problem: Sending promotional messages everyday.

‍

The reality: Japanese users expect value, not ads. When I sent 40/60 education-to-promotion content,
my block rate hit over 30%. When I switched to 90/10, it dropped below 15%.

‍

The lesson: Make sure to give them values, not promotions.

‍

Mistake #2: Copy-Pasting Western Content

The problem: Direct translation without cultural adaptation.

Japanese communication is indirect and relationship-focused.

‍

"Buy now!" feels pushy. "Here's something that might help you" works better.

‍

Example:

• ❌ "Buy now or you'll miss out the opportunity!"
• ✅ "This special offer ends Friday. If it interests you, you might want to take a look."

Mistake #3: No Clear User Journey

‍

The problem: No onboarding strategy.

‍

The reality: 70% of users who don't engage in the first 48 hours never will.

‍

The first 48 hours after signup are deal-or-no-deal.

You need an automated onboarding messages that delivers immediate value ( or sometimes the presents would do ) and sets expectations.

‍

Mistake #4: Ignoring LINE's Full Ecosystem

The problem: Using LINE only for promotional messages.

‍

The reality: LINE has Rich Menus, VOOM (it's like reels in instagram), coupons, mini-apps, and detailed segmentation tools. Brands winning on LINE use the full features.

‍

Mistake #5: No Segmentation

‍

The problem: Sending identical messages to everyone.

‍

When I sent the same English learning tips to beginners and advanced learners:

• Beginners found it too difficult
• Advanced learners found it too simple
• Result: 30% block rate

After implementing segmentation: 15% block rate.
‍

The mindset shift:

LINE is not a broadcast channel. It's a relationship-building platform and Japan's #1 owned media channel.

‍

The LINE Marketing Funnel That Works

I built this five stages through trial and error:

‍

Stage 1: Acquisition

‍

Goal: Get new followers.

‍

What worked:

• Channels: Instagram/facebook ads (€3,500/month), content creation ( both SEOs and social media)
• High-value Free lead magnets: "30 Essential English Phrases" PDF + "Complete Learning Roadmap" video (~50 minutes)

Lesson: Quality over quantity. 100 interested followers beat 1,000 uninterested ones.

‍

Stage 2: Onboarding (First 48 Hours)

‍

After the acquisition of new friends in 48 hours, make sure to make users engaged in.

In order to do so, i have automated all the flows as explained in below.

‍

My automated flow:

‍

Minute 0: Welcome message + immediate lead magnet delivery

• Sets expectations: "You'll get 2-3 messages per week with tips, not ads"

Hour 3: Quick survey

• "What's your biggest challenge with learning English?"

Hour 24: Value-first content

• "3 Common English Mistakes (and how to fix them)"

→Still not selling, building trust. If you start to sell this early, people instantly block you.

‍

Hour 48: Rich Menu introduction

• "Need help? Tap here for instant answers"

Results:

• 70% onboarding completion
• Users engaging in first 48 hours had 3x higher retention

Stage 3: Engagement (Weeks 1-4)

Content strategy (2-3 messages/week):

• 60% Educational content
• 20% Entertainment (quizzes, funny mistakes, behind the scenes, etc)
• 10% Community (user success stories)
• 10% Promotional

Best sending times:

• 12:00-13:00 (lunch): 52% open rate ( my experience ) 
• 20:00-22:00 (evening): 48% open rate ( my experience ) 

Usually the open rate is higher during lunch and dinner time.

‍

Stage 4: Conversion (Months 1-3)

‍

My results:

• 5,000 followers → 50 customers
• Conversion rate: 1% (industry average: 0.5-2%)
• Product: €60/month subscription
• Monthly revenue: €60 × 50 = €3,500
• Ad spend: €1,800/month
• ROI : Almost 200%

What drove conversions:

1. Emotional sales approach
   • Not "Here's my course"
   • But "Remember feeling embarrassed not understanding English abroad? Here's how to never feel that way again"
2. Scarcity (used honestly)
   • "Only 10 spots this month" (genuine capacity limit)
3. Social proof
   • Real student testimonials with video + text
4. Risk reversal
   • 7-day money-back guarantee
   • Free trial lesson
5. Sales page inside LINE
   • Used Rich Message format (no external links)
   • 3x higher conversion vs external landing page

Timing: Wait at least 2 weeks after someone joins before promoting. Build trust first.

‍

Stage 5: Retention

‍

Strategies:

• Regular check-ins every 2 weeks
• Exclusive content for paying customers
• Referral program: "Invite a friend, both get 1 month free"

Results:

• 70% retention after 6 months

Content Strategy: What Japanese Users Actually Want

Cultural Insights

‍

1. High expectations for free content
‍Japanese consumers expect quality even when not paying.

‍

Low-effort content = No follow.

‍

2. Privacy consciousness
‍

‍Over-personalization feels invasive. "Hi Takeshi! I noticed you clicked our page 3 times..." feels creepy.

‍

We have a collective culture so it's effective to say "many members are interested in ....."

‍

Better: "Many members are interested in skincare. Here's something helpful..."

‍

3. Indirect communication

• ❌ "You need this product!"
• ✅ "Many customers found this helpful for [problem]"

Message Format Strategy

Text Messages: Quick tips, under 200 characters

‍

‍Rich Messages: Announcements, product launches (visual impact)

‍

‍Rich Menu: Your "homepage" (FAQ, products, booking, contact)

‍

Segmentation: The Game Changer

‍

Before segmentation:

Same message to everyone → 30% block rate

‍

‍After segmentation:

Targeted messages → 10% block rate

‍

My tagging system:

1. Learning Level: Beginner/Intermediate/Advanced
2. Interest Area: Business/Travel/Daily conversation
3. Engagement: Active/Moderate/Dormant
4. Purchase Stage: Lead/Trial/Customer

‍

Tools to use:

‍

You can totally automate/segmentate for free on Line official.

However if you want to set up some advanced features, here are the good tools to use.

‍

L Step: ¥5,000/month (Free to €28)

‍L Message: ¥10,780/month (Free to €60)

‍ManyChat: $15/month

VOOM: LINE's Hidden Growth Engine

What is VOOM?

‍

LINE's social feed( like Instagram ). Content can reach beyond your followers for organic growth.

‍

Why European brands ignore it

• Don't know it exists
• Think it's "just another feed"
• Most resources are in Japanese

Why you should care:

• Content can reach beyond your followers for organic growth like in other social media

What works on VOOM:

1. Short educational videos (15-60 sec): Solving people's problems
2. Visual infographics: Comparison charts, step-by-step guides
3. Behind-the-scenes: Daily life, workspace photos

Strategy:

• Post 2-3x/week
• Best times: Lunch (12-13:00), evening (19-21:00), Sunday afternoon
• Always use eye-catching visuals and verbal hooks
• Ask questions to drive comments
• Use 2-3 relevant hashtags

Metrics That Matter

1. Block Rate

• Target: <20%
• Warning: >35% means serious problem

2. Message Open Rate

• Target: >40%
• Industry average: 30-50%

3. Click-Through Rate

• Target: >5%

A/B test :

‍

Don't always stick to one approach.

You need to try at least two different visuals and writings to test which perform the best.

‍

4. Conversion Rate

• My result: 1%
• Industry average: 0.5-2%

Tip: Review metrics weekly. Takes 10 minutes but keeps you on track.

‍

Conclusion: The Long Game

I went from 100 followers with zero conversions to 5,000 followers with 50 paying customers.

The turning point wasn't a secret hack.

‍

It was changing my approach:

‍

From: "How do I sell to these people?

‍

"To: "How do I genuinely help these people?"

‍

Core principles:

1. Trust is currency - Build trust first, sell second
2. Quality beats quantity - 500 engaged followers > 5,000 passive ones
3. Cultural adaptation isn't optional - Translate communication styles, not just words
4. Patience pays off - Sustainable growth takes 6-12 months
5. Data guides decisions - Track weekly, test everything

Final thought:

You don't need perfection. You need genuine intent, consistency, and willingness to adapt.

‍

LINE marketing in Japan is different from anything you've done.

But that's good news. There is less competition from people who truly understand it.

‍

The question isn't "Can this work?"

‍

The question is: "Are you willing to invest the time it takes?"

‍

If yes, start today. Set up your welcome message.

‍

Plan your first three posts. Take the first step.

Results won't come overnight. But they will come.

‍

Need help with your LINE marketing strategy for Japan?

At Pont Miyabi, we help European brands navigate Japan's unique digital landscape.

We've made these mistakes so you don't have to.

—

Hayate Yoshizawa,
Co-Founder at Pont Miyabi🌏

🔗 Connect: LinkedIn | Website
📩contact@pontmiyabi.com

‍