How The Economist Shifted its Line Strategy to Grow to Nearly 1 Million Followers

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Since starting to post to the popular Asian app Line in January 2016, The Economist has grown its following to nearly 1 million in several countries.

As with The Economist’s approach to other social platforms, the goal of posting to Line was to build audiences in new markets and ultimately drive loyal readers to subscribe. Line wasn’t meant to be a huge traffic driver for the publisher, but it’s finding popular posts drive as much referral traffic to its site as Facebook does, where it has over 8 million followers.

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