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If you’re starting a new business in Japan, one of the easiest and most efficient ways of getting your brand known quickly, is to carry out influencer marketing. However this can often be tricky, searching influencers, vetting them, briefing them, executing contracts, paying them and then ensuring they do their assignments in Japanese because they are generally not English speakers. It can sound overwhelming. Although you may already use an influencer marketing agency in your local area, the best solution to approach the Japanese market is to work with the right Japanese agency that understands trends, culture, and the language.
Here are some important checkpoints to look at when choosing the best Japanese influencer marketing agency. We know these things well as this article and advice is written by JapanBuzz, a Japanese influencer and marketing agency! However of course it also applies to other companies and services.
Finding an English Speaking Japanese Influencer agency
If you don’t speak fluent Japanese the first thing you need to do is search for an agency which has an English web page. When they have that, you can communicate with them in English. Using Google translate is not recommended between Japanese and English. It has been improving recently, but still, it comes out with strange sentences that often lead to big misunderstandings. When you contact the agency in English, and they respond in English, then you can continue. Otherwise, it’s better to hire an English-Japanese translator and this may cost extra.
Relevant Experience
Influencer marketing in Japan does not have a long history, so it’s good to ask for relevant case studies. Agencies that have a history working with larger brands are most likely going to be more expensive but better overall. It’s also wise to let them know your desired outcome, such as web traffic, general visibility or in-store sales.
Working the right talent
Most Japanese people follow more Japanese than International celebrities, consuming content made by Japanese people who speak Japanese. You should ask your potential agencies what kind of connections they have to Japanese influencers and publishers. Many established influencers are already managed by Japanese talent agencies, so do not trust anyone who says they directly manage a lot of the talent.
Only Japan or the whole of Asia?
Japan is a quite a different market to the rest of Asia, with it’s own unique culture. Japan is an excellent place to start your business in Asia. However, many agencies target the whole of Asia rather than the domestic Japanese market. We recommend working with an agency that has deep knowledge of Japan rather than overall Asian experience.
Content experience
Making good influencer content is more than just posting a product shot with an influencer. The influencer agency you choose should be able to help you with strategy to create the most engagement.
Understand their process
Most influencer agencies in Japan will have a process in place to help you with your influencer marketing. It’s a good idea to ask for this.
Summary
Finding and working with influencers in Japan can be a difficult and time consuming undertaking. However by choosing the right influencer agency in Japan it can be a smooth process and will help drive reliable results for your brand.
If you would like to run an influencer campaign or would like a chat please get in touch with us!
