This 2024, it is your time to shine and stand out in Japanese social media platforms. In this blog post, we’ll take a deep dive into the essential strategies, rising trends, and unique cultural nuances you need to know for a successful expansion into the Japanese market.
According to Nielsen in Tokyo in 2022, 40% of Internet users watch videos on social networking sites, with the percentage reaching 62% among those under 30. This trend has led many companies to increase their advertising investments in the field of SNS video, and high-performance video marketing tools are becoming increasingly popular. (source)
LINE Advertising
- As high as 86% of daily LINE users, its overwhelming reach is attractive. It can be used for a wide range of purposes such as acquiring potential customers and expanding awareness, and you can choose from a rich menu of advertising options to suit your needs.
- Official LINE accounts are also used by companies of all sizes.
- The main distribution areas are Timeline and the LINE News page, as well as the Smart Channel, which is displayed at the top of the talk screen, the LINE Blog and other LINE service pages and affiliated applications (source)
YouTube Advertising
- Used by all generations and tastes, and video-based advertising is the main form of advertising
- The advertisement itself can also be viewed for at least 5 seconds, so it’s good to increase awareness of the service to users.
- Remarketing allows you to track users who are interested in your own services.
Twitter Advertising
- Twitter stands out from other social networking media in terms of its ability to spread information, boasting more than 45 million monthly active users and attracting a relatively young generation (source)
- It’s easy to approach young people.
- Twitter ads can also implement a method called “keyword targeting” that delivers advertisements based on the words searched by users. Therefore, even if you are a non-target user, you can grasp real-time information about what interests you and be approached.
Instagram Advertising
- 80% of users follow some kind of business account, making it a medium that can be used to improve cost-effectiveness depending on how it is used.
- Compared to other SNS ads, it’s easier to approach young women.
- Features such as shopping, reel, and highlight functions have also been implemented, making it a growing medium not only for gathering information but also for purchasing products.
- You can deliver creative and visually impactful advertisements according to the user’s interests.
Facebook Advertising
- Although it has lost some momentum compared to other major social networking services, it still has many middle-aged and older users in their 40s and 50s.
- Since there are 11 different ad formats to choose from, it may be said that it is easy to increase cost-effectiveness through efficient distribution.
- Recently, there has been a tendency to be divided into those who post and take action and those who only see, and among them, it has become a SNS where many business users gather.
Please note that this data and research provide a general overview, offering insights into the current landscape of Japanese paid social. Therefore, it’s crucial to research and determine the most suitable platform for your specific industry.
Bonus tips – The unique cultural tips when it comes to market to Japan
1. The Cultural Background of Japanese Customers
- Group Psychology: In Japan, the group is more important than the individual. People tend to make purchasing decisions based on what benefits or fits in with the group to which they belong. Brands that take advantage of this group-first mentality tend to be more popular.
- Loyalty and long-term thinking: Japanese consumers tend to be very loyal to the brands and companies they trust. They value long-term relationships and stability. If you can build brand loyalty, you will gain lifelong customers in Japan.
- High quality and attention to detail: Japanese shoppers expect high quality, excellent craftsmanship, and superior products and services. They are willing to pay more for products and experiences that meet these high standards.
- Unique Value Proposition: Japan is a mature, fully industrialized country with a sophisticated consumer market. Moreover, the natural system of Japanese companies, especially domestically produced brands, is too focused on the domestic market, which is not the case in the rest of the world. Without a unique value proposition, overseas brands will face challengesin capturing the Japanese market, given the presence of numerous established domestic companies already competing for market share.
2. Key trends to consider
Aging Population: As the population ages further, demand for products and services for the elderly is on the rise (source)
3. Popular ECモール ranking
(EC Mall is a type of e-commerce site where multiple brands and stores are sold together on one large site)
4. Popular blog website ranking
Talk soon,
Hyein
P.S. – Don’t forget to SUBSCRIBE to the Our Newsletter for more global marketing strategies.
I’m an award-winning global marketing expert running HY Marketing in South Korea. We help businesses succeed in South Korea, Japan, and English-speaking markets through SEO, social media, and paid ads.
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