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Lemmings, do you use any social media outside of the Fediverse?
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Yes, one beside Lemmy out of necessity. There is this app called LINE that started as a humble instant messaging service to serve as a communication aid during the Tohoku Earthquake in Japan. Now it tries to be everything: payment, shopping, interest groups, food ordering, ride calling, music, news, loaning money, etc.
I only use the LINE core function to get by every day, because everyone around me is using it, casually and professionally. My country is using it for everything, even in governmental affairs. It's however only very popular in Japan, Taiwan, Indonesia, and Thailand, where I reside. There are theories regarding why it is so popular in those countries, but one I believe is its "cuteness" functionality, where you can send "stickers" to each other, something like an elaborated emoji.
I, too, use LINE regularly because I used to live in Japan and have many friends there I'm in regular contact with. I agree with you that the cuteness is a significant factor for its popularity.