How Brands Can Lower the Block Rate on Their LINE Official Account

For brands running a LINE Official Account, steadily growing the friend list is the surest way to stay visible and spread the word. But have you ever seen your block rate rise right along with your friend count? A campaign may bring a short burst of strong engagement and new friends, only for the block rate to shoot up the moment it ends.

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3 Common Reasons Your LINE Block Rate Goes Up

To a brand, a blocked friend is simply a lost friend. Every brand wants to grow its circle of friends, stand out from fierce competition, and use the convenience of LINE to deliver its products and services.

Along the way, some friends will always be hard to reach or largely passive. You can’t expect everyone to like you. The most practical thing you can do is build a complete, long-term engagement experience: welcome new friends, keep the conversation going, lower the block rate, and raise activity in a continuous loop. That loop lets you learn from how existing friends engage, reach new audiences, find more potential friends, and spread your brand further.

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Here are 3 common reasons the block rate goes up:

1. Questions don’t get answered in time

When friends message your LINE Official Account, they usually expect the brand to respond to their question. If they keep getting the same canned replies, or getting transferred to a real person takes too long, their trust in the brand can erode.

2. Posting too often

Staying active matters, but sending messages too often, or always engaging through mass broadcasts, annoys friends, and the content may not reach the friends who are actually interested.

3. Ignoring LINE’s social, interactive nature

If your messages are always the same, or simply mirror what you post on other social channels, you aren’t making the most of LINE’s interactive strengths, which is a missed opportunity for your brand on LINE.

Plan one-to-one engagement with friends

As mentioned above, the most practical way to lower the block rate is to build a complete, long-term engagement experience. Try these approaches when planning your long-term strategy:

By offering different ways for friends to engage, you’ll see the block rate fall naturally over time.

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1. Build out complete customer service

Set up keyword auto-replies so you can answer friends’ questions instantly. A customer service form also lets friends ask more complex questions right in LINE, and automatic handoff to a human agent resolves their issues effectively, building trust in your brand.

2. Send segmented messages

Use tags to label friends based on their message replies, clicks, and campaign responses. Over time, you can send segmented messages to specific types of friends so everyone receives broadcasts they actually care about. It also cuts the cost of sending large volumes of one-size-fits-all messages.

3. Create a one-to-one experience

Lean into LINE’s social nature: personalize messages with each friend’s name, run surprise limited-time offers, and send tag-based segmented broadcasts to create a one-to-one experience that sets LINE apart from other social platforms. Make the rich menu your hub to guide friends into interactions on your LINE Official Account, or pair online LINE campaigns with your brand’s other campaigns to boost participation and grow your active member base.

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Conclusion

Lowering the block rate is a long-term process for any brand, and it usually works best as part of a systematic strategy. When running a LINE Official Account, focus on adding more ways for friends to engage and growing your active members, and the block rate will come down naturally over time. Brands can then go a step further and think about how to put that active-member data to work for renewed exposure.

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