How is influencer marketing in Japan different from other countries?
Japan is one of the most advanced markets in the world, and with the Tokyo 2020 Olympics around the corner, many more brands are considering expanding into Japan. Recently Influencer marketing in Japan has started to shape the Japanese advertising after a slow start.
Youtube, established in 2005 and Instagram established in 2010 has played a major role in the growth of influencers in the US and UK, however it wasn’t until recently that the Influencer phenomena happened in Japan.
Many brands have found that carrying out influencer marketing in Japan is very different to other countries and is not always successful. Here are 5 points you should know about Influencer market in Japan compared to other countries.
1: Language difficulty
The Japanese language is mainly only spoken in Japan, and not many Japanese people speak and understand English. Also automatic translation services on YouTube and Instagram don’t always work well. Foreign YouTubers haven’t easily been able to break into the Japanese market. For Influencers to be popular in Japan, they need to speak Japanese.
2: Shyness
Japanese people are widely known as shy. It was not common for normal people to speak in front of a camera or to even speak up in public, which is why many people didn’t want to become an influencers in Japan, they care too much who is watching and are afraid of being judged. So please bear this in mind when dealing with Japanese Influencers.
Asahi Sasaki (@sasakiasai) started her Youtube channel in 2011 and is an example of a pioneering makeup Youtuber. However, others who were slightly afraid of taking such a large leap, made their debut on beauty channels like Mimi TV or C Channel. Becoming an influencer has become more of a streamlined and organised process.
Mimi TV (Use ex-AKB idol Tomomi Itano)
C-channel (Use famous makeup Youtuber Wada san)
3: Sensitivity
Japanese influencers can easily to come under the attack by Japanese users as Japanese people are sensitive. For example, the famous Japanese singer Ayumi Hamazaki was criticised by fans for an inappropriate Instagram picture. She posted a photo of herself sitting in a shopping cart with happy smile, but this photo was criticised by Japanese fans as misbehaviour for 40 year old woman.
4: Pricing
Japanese influencers are more in demand as there are small numbers of Japanese influencers comparing to other countries. You can expect to pay more for Japanese influencers than in other countries.
5: Don't only focus on the numbers of followers
Japan’s Top 10 YouTubers are mostly comedians. They often perform pranks and very outrageous things for their audience. For example the Number 1 YouTuber Hajime uploaded a Video where he eats the biggest ever gummy sweets, it was seen more than 1 billion times. If you are a serious brand, these type of YouTubers, though popular are not for you. Youtube is good for explaining how to use products, but it’s not always right platform in Japan.
Conclusion
Some of the cultural issues above were the main reason for the delayed emergence of the Influencer industry in Japan. Japan has a special culture and personality which make it different to other countries. However the industry is now fully established and is beginning to grow even bigger. Some Japanese Youtuber’s and Instagrammers have become very popular in Japan, and are widely accepted and enjoyed by Japanese people.
Influencers in Japan have revitalised the Japanese advertising industry, so now is a good to start your campaign. However it’s essential to choose the right influencer to represent your brand! Why not begin your search with us! Get in touch with JapanBuzz, a Japanese influencer agency, if you need any help or advice.
Sources
