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LINE Advertising Deep Dive Part 3: Building Organic Audiences with LINE Official Accounts
- theo5416
- Sep 17
- 3 min read
Updated: Sep 19
In Parts 1 and 2 of this series, we explored how LINE became Thailand’s dominant app and how advertisers can use the LINE Ads Platform to reach audiences at scale. But paid ads are only part of the picture. To build long-term relationships with customers, brands also need an organic presence — and that’s where the LINE Official Account (OA) comes in.
What Is a LINE Official Account?
A LINE Official Account is essentially a business page inside LINE. It allows brands to:
Gain unlimited followers.
Send broadcast messages with push notifications.
Create Rich Menus, Rich Messages, and auto-replies.
Share coupons, promotions, and personalized offers.
For many users, a LINE OA becomes the main way they interact with a brand — similar to how Facebook Pages once worked.
Growing Your Audience: Stickers and Beyond
One of the most popular ways to grow a LINE OA is through sponsored stickers. Stickers are a major part of LINE culture in Thailand, and offering free branded stickers in exchange for following an OA can attract thousands (or even millions) of new users.
However, this model comes with challenges:
Sticker campaigns are expensive.
Many users may not be true customers — they just want the free stickers.
Some may block the account after downloading.
That said, for big brands launching awareness campaigns, stickers remain a powerful tool for rapid follower growth. For smaller businesses, building audiences through promotions, QR codes in stores, and digital campaigns may be more cost-effective.
Engaging Followers with OA Tools
Once a brand builds a follower base, the real value comes from engagement. LINE OAs offer a variety of features to keep communication personal and interactive:
Rich Menu: a customizable navigation bar at the bottom of chats where users can click to explore promotions, order online, or connect with support.
Rich Messages: image-based messages that grab attention more effectively than plain text.
Auto-reply keywords: trigger responses when users type words like “coupon” or “promotion.”
E-coupons: digital vouchers that encourage immediate action and can be tracked for ROI.
These features transform an OA into more than a broadcast tool — they make it an interactive, service-oriented channel.
Costs and Considerations
Operating a LINE OA comes with costs that depend on the size of your audience and how often you send messages. LINE moved away from flat-rate pricing to a cost-per-user-reached model. This ensures that costs scale with actual usage and helps brands manage budgets more efficiently.
For businesses, the key is to balance frequency and relevance. Sending too many generic messages can lead to user fatigue and blocking, while personalized, timely content keeps audiences engaged.
Why LINE OAs Matter
For advertisers in Thailand, a LINE OA is not optional — it is essential. Paid ads (via the LINE Ads Platform) may bring users in, but the OA is where brands own the relationship. It enables continuous communication, loyalty-building, and remarketing.
Think of it this way: Facebook Ads can win attention, but a LINE OA can become the channel where customers actually interact, purchase, and return again and again.
Final Thoughts
LINE Official Accounts allow businesses to create an organic presence that complements paid advertising. By growing followers strategically, using features like Rich Menus and coupons, and maintaining relevant communication, brands can turn LINE into a channel for loyalty as well as awareness.
In the next part of this series, we will explore LINE Business Connect — how it takes the Official Account to the next level by integrating CRM systems, enabling segmentation, and automating personalized journeys.
If you would like to dive deeper into this session, you can watch the full lecture here:
Want to see how a LINE Official Account could strengthen your customer relationships? Click below to request a free Insight Audit from AIQ and discover how to grow and engage your audience on Thailand’s most popular app.
