3 Rich Menu Formats Every LINE Official Account Needs
The rich menu is the storefront of a LINE account, and many brands put real effort into its format. Used well, a rich menu lets a LINE Official Account get creative and offer different features to different types of users.
ILING WuProduct Marketing Manager
LINE Official Accounts for brands are now an unstoppable trend. As more brands start running them, no detail in an account can be overlooked. Each quarter we publish a white paper on market and account management. If you're interested, download it here:
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The rich menu is the storefront of a LINE account, and many brands put real effort into its format. Used well, a rich menu lets a LINE Official Account get creative and offer different features to different types of users.
Here are three different LINE rich menus to spark ideas for running your own account:
- ASAHI Beer
Asahi splits its menu into four panels. The top panel holds a banner that rotates with each season's campaign, so every friend who opens the account sees the latest news. That turns the Official Account into the most direct promotional channel.
The other three panels feature the latest seasonal campaigns and blog content, such as posts on food pairings for beer, delivered to consumers in a tap. And for consumer goods, coupons matter most: offering them in the account from time to time keeps consumers engaging with it regularly.
2. ORBIS
FMCG and beauty brands use their LINE Official Accounts to keep products continuously visible. A rich menu with left and right tabs makes room for more product information and helps consumers spot the category they need the moment they open the account.
ORBIS, for example, splits its rich menu into “First-time users” and “Member login,” so consumers can jump straight to what they want while the brand distinguishes between user types.
3. KOSE
KOSE uses its LINE rich menu quite efficiently. It too splits the menu into two tabs, “Member card” and “Product info.”
The product info tab features plenty of new seasonal products that users can buy directly or tap through to purchase. What sets it apart is the use of LIFF, which keeps LINE users inside the Official Account instead of opening a separate browser. Small touches like this boost customer engagement within the account.
Linking the member barcode to the LINE account is also a great move, since it works both online and offline. If new members can sign up and link their accounts directly through LINE login, the brand achieves an OMO model: whether online or offline, LINE handles member purchase tracking and identification.
Conclusion
We've studied many LINE Official Accounts, and the biggest problem most of them face is that consumers block the account right after claiming a coupon or free sticker. That's why offering unique features is one way to run a LINE Official Account.
Take the OakMega Biz Card account. It lets users create a LINE digital business card automatically in moments, and it grows 10% every week with a block rate under 10%, something few accounts can match. It offers:
- Card details that can be edited anytime via a form
- Quick sharing with LINE friends once you've received your card
Offering a free feature that's hard to replace keeps the block rate consistently low. As long as friends don't block the account, you have more chances to talk with potential customers.
If you haven't tried it yet, create your own business card: https://line.me/R/ti/p/@tia7343a
