The Economist has added 1 million followers with Line

Lucinda Southern of Digiday writes about how The Economist has added 1 million followers using the Asia app Line.

Southern writes, “The Economist’s social media team of 10 people usually all contribute to posting to each social platform. But Line has a dedicated team of two or three people working on it because its audience is more global, and the content needs to be formatted for Line.

“While the amount of content The Economist posts to its homepage on Line remains the same — roughly six pieces a day, one every four hours so the global audience will always see something fresh — the breadth of content has expanded. It has started publishing links on Line from the digital edition and the magazine; now, the Line homepage reflects a more diverse range of content the publisher offers, such as pictures from its image desk, videos from Economist Films or lifestyle articles from its sister magazine 1843. More stories from the Asia section are posted to Line than other social platforms.”

Read more here.