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WeChat and Line Are Now Asia’s Fastest-Growing Platforms For Social Marketing

Facebook is not, of course, the only destination for brands looking to engage with consumers. While Facebook has 339 million monthly active users across Asia, companies – especially luxury brands – still need to pursue higher-income shoppers into whatever apps they’re using most. In Asia, that means WeChat and Line. At present, 19.8 percent of the luxury brands analyzed by L2 – across beauty, fashion, retail, and high-class hotels – have official accounts on Tencent’s WeChat, which has close to 400 million registered users, with about 70 million of them being outside China. 2.8 percent are on KakaoTalk, while two percent are on Line. It’s still relatively early days for these messaging apps, so they’re dwarfed by more established Asian social networks such as China’s Sina Weibo and the video site Youku.