The Wall Street Journal (WSJ) has finally arrived on LINE and WeChat, becoming one of the first major international news organizations to have official global accounts on both platforms.
As part of its stategy to connect with readers in Asia, both accounts will allow the Journal to further engage with current subscribers and tap into a new ones.
"We like these platforms because they're more intimate than Facebook and Twitter," explained Adam Najberg, Digital Editor, WSJ. "Chat followers have choices, so when they choose to follow you, they're letting you into their small and trusted circle. You can hear and reply to them individually, which gives you valuable insight into who they are and what they want from you," he told PRWeek.
"Though the majority of WeChat’s 468 million active monthly users are in mainland China, we view this as a great opportunity to connect with a new base of users on this dynamic social platform," he said.
WSJ claims it is the first major international media organization to have an official LINE account in Japanese. LINE, which is estimated to have 175 million active monthly users (mostly Japanese), has seen notable growth outside Japan.
By opening accounts on the two social-media platforms, the journal hopes to attract more subscribers from the region. "In markets where we are not a first read, or where our brand is new, you have to start the conversation somewhere," Najberg said. "We are going where we know it's taking place. Our expectation is that followers will come to trust our news, want to consume more of it and come to our site. If you ever hope to get readers of your stories and viewers of your video into the subscription funnel, new and emergent platforms like Line and WeChat are important places to build the relationship."
LINE users can add The Wall Street Journal’s account in English or Japanese to receive a daily message that contains a selection of headlines, and can comment on stories on its "Home" page.
The Journal’s WeChat account, which was launched with support from digital agency Curiosity China, provides users with a daily message that contains a selection of top stories, along with access to additional stories at wsj.com, which is a built-in option in the navigation menu.