How Business Insider attracted 230,000 Line followers in two weeks
Business Insider landed on Japanese messaging app Line two weeks ago. Since then, it has grown its following to nearly 230,000, amassing 35,000 followers in the first 24 hours.
Business Insider has been posting around 10 pieces of content each day. Much of it falls into BI’s core verticals of technology and finance rather than aggregated stories or listicles that sit so well on Facebook.
“Our daily foreign exchange story really shines here,” said Meena Thiruvengadam, head of audience development for the publisher, explaining that the publisher’s daily coverage of the state of foreign currency and global stocks garners more engagement on Line than anywhere else. “This is the hardest content to make sing on Facebook or other social platforms.”
“The Line audience is interested in finance news,” she added, citing the Wall Street Journal’s quick growth on the platform. It’s no coincidence that the Economist and CNN are among the few publishers on Line. “It’s a different pace of news consumption for the markets they are in.”
In the U.S. and the U.K., Line adoption among messaging-app users is low at 12 percent and 3 percent, respectively, according to Global Web Index data. In Japan, Thailand and Taiwan, this is over 85 percent, presenting a tempting untapped audience to drive back to the BI site.
Of course, it’s not all stats and foreign exchange graphs. Business Insider also uses emojis to tell the news, particularly to brighten up more staid content.
The appeal of Line, according to Thiruvengadam, was its fast growth: It now has 220 million monthly users. “It started to get to a critical mass, and it seemed like the right time to be on there. We can use it for global user growth and driving people back to our site, it’s not like Snapchat where messages disappear, this helps us bring people back to our platform.”
Engagement so far is promising, and there are early signs of readers going from Line to the site itself, although BI said it was too soon to give out figures.
‘The pressure cooker is primed to explode’: How instant messaging tools are contributing to burnout
Despite their many benefits, instant-messaging tools like Slack have contributed to burnout over the last year — leading some businesses to drop them entirely.
Member ExclusiveGaming Advertising Forum Recap: Rapidly growing sector’s massive platforms and user diversity underestimated
Digiday’s Gaming Advertising Forum invited industry insiders and thought leaders from brands, gaming platforms and ad tech companies to take the industry’s pulse.
Heated founder Emily Atkin shows what it takes to make the transition from staff writer to Substacker
Substack is now a full-time job for Emily Atkin and her subscriber base has grown large enough for her to hire her first employee.
SponsoredWhat sustainable app monetization looks like in 2021
Apple’s iOS 14 changes are driving significant shifts in the app ecosystem. For gaming businesses, these new changes will make it challenging to show targeted ads. That said, the mobile game economy continues to boom, and analysts predict long-term growth; global in-app ad revenue in 2021 will rise by 6.2% for non-gaming apps, and 19.1% […]
Member ExclusiveMedia Buying Briefing: As gaming explodes as an ad medium, media agencies aim to level up
Media buyers are ramping up their efforts to guide clients through the exploding but complex world of marketing in gaming.
Why temporary email apps could disrupt identity tech and publishers’ first-party data strategies
Apps that generate fake one-time emails can create just one more disruption to publisher first-party data and identity goals.