Social Media Marketing in Japan: Where Should You Start

Japan, the country of the rising sun, is an amazing place to start promoting your products or services. In fact, if you can be successful in the Japanese market, chances are that you will also be successful in other countries of Asia Pacific as they all look at Japan in high regard.

As you may know, Japan is known for its technological advancements (or was?) and unique culture, both of which heavily influence its social media landscape and how Japanese people love to consume content.
You, as a foreign company looking to enter the Japanese market, need to understand the nuances of social media in Japan. This is critical to your success. 

While it might be hard to grasp the complexity of this unique market, Krows Digital is here for you! This article provides insights, simple to understand, into the most popular social media in Japan, why the platform might matter for your success, and what Japanese people expect from the platform. All are backed by relevant data, and metrics, and offer a pathway to success through Krows Digital's expertise in this market.

始めましょうか？(Should we begin?)

The Japanese Social Media Landscape

No surprise, as in many other countries, the use of social media in Japan is quite spread. More than 100 million active users use social media in Japan for a population of 122 million in 2024. However, the way people in Japan use social media differs from other countries, mostly due to cultural factors. 

Privacy, trust, and brand loyalty are significant aspects that shape consumer behavior.

Let’s start going down the rabbit hole.

1. Line: The All Mighty Dominant Platform

• Estimated Users: Over 92 million active users (Source: Statista)
• Key Features: Line is quite an interesting app, at its core it is a messaging app like WhatsApp but in reality, Line offers a wide range of services, including Line Pay, Line News, and Line Shopping. Its integration into daily life makes it a crucial platform for any social media marketing strategy.
• Why It Matters: Unlike Western platforms where engagement through likes and shares is prominent, Line users value direct communication through brand accounts. Line is then a must platform for your business if your product or service relies on regular interactions with your target audience. If that is not the case, you can still use Line for Brand Awareness campaigns but we don’t recommend it for conversion campaigns as users mostly use the platform for communicating.

2. X/Twitter: The Go-to for Real-Time Updates

• Estimated Users: 45 million active users
• Key Features: In some ways, I will say that X is the true number 1 social media in Japan as Line is more a messaging app than a real social media platform. X in Japan is highly popular for real-time information, reactions, news updates, customer service, and for anonymity. In fact, the anonymity offered by Twitter appeals to Japanese users, who may be more reserved in their online interactions. When you know a bit about Japanese people, you probably understand that it is not well seen to show off, express anger, or stand out. X is then seen as the best platform to engage and react without being seen as a nuisance by other Japanese people.
• Why It Matters: Brands like yours can leverage X for time-limited promotions and to engage in conversations with users. The platform is hard to use for brands as success will come from engaging with the audience through polls, questions, strong opinions, news related statements which are not content that can fit every type of business. Furthermore, even if you get the type of content that needs to be created to be visible on the platform, understanding the subtleties of Japanese humor and trends is crucial for success.

3. Instagram: The Visually Striking Social Media

• Estimated Users: 33 million active users
• Key Features: If you are targeting Japanese people between 20s and 30s, somehow, your business needs to be on Instagram. Visual content, influencer marketing, and video content are highly effective on this platform.
• Why It Matters: Influencer marketing is especially strong in Japan, where trust in users is more effective than ads. Partnering with the right influencers can significantly boost brand awareness and credibility. Instagram is a great platform for visually appealing products or services, or interesting facts/information related to your services. Nonetheless, be aware that Instagram in 2024 is trying its best to beat TikTok as the number 1 short video platform (a huge mistake if you ask us) so Reels are a must to be successful on the platform.

4. Facebook: The Professional Network

• Estimated Users: 26 million active users
• Key Features: Let’s face the truth, Facebook is not as popular as few years ago, nonetheless, it remains a vital platform for business professionals in Japan. Many companies use Facebook for corporate communication and recruitment.
• Why It Matters: For B2B marketing, Facebook is still relevant in Japan. Engaging with decision-makers and building professional relationships can be effectively done through targeted Facebook campaigns. Also, it is still highly relevant with a Japanese audience over 30-40 years old so if your target is more on the senior side, Facebook is a must for your business. Be aware that the organic reach on the platform is almost inexistent now… Ads through their Meta Business platform will be required to have enough visibility.

5. TikTok: The Short Video Star

• Estimated Users: 17 million active users
• Key Features: TikTok's popularity is still growing in Japan, especially among Gen Z and the youngest generation, Gen Alpha. The platform's short-form video content and viral trends offer opportunities for brands to create engaging and shareable content.
• Why It Matters: As messy as the platform can look for people who don’t know it, TikTok provides a fresh way to connect with younger audiences. TikTok is popular for its less formatted content and more authentic-looking content. Brands need to play the game, and as big companies like ANA do, you will have to track the latest trends, connect with what you are selling, and create a lot of content. The difficulty of getting success on the platform is not because you will not have the latest camera or a genius director but because you will not create enough content to feed the TikTok algorithm and you will not be quick enough to surf on the latest trends. Also, you need to be aware that Japan has truly unique trends you will not see anywhere else. So if you are targeting a young Japanese audience, don’t use what is trending abroad but what is trending here!

@ana_allnipponairways DXTEENもアニメダンス🐬🐥🐱🤍 @DXTEEN #allnipponairways #DXTEEN #DXTN #✈️ #アニメダンス#animedance #旅行 #旅 #trip #airplane #airport #japantrip #飛行機 #パイロット #副操縦士 #pilot #客室乗務員 #CA #グランドハンドリング #groudhandling #制服 #大久保波留 #田中笑太郎 #福田歩汰 ♬ оригинальный звук - ✨Waifu On Fire✨

Effective Social Media Marketing Strategies in Japan

1. Localized Content Creation

It should be obvious but as with any other country, Japanese consumers respond best to content that resonates with their culture and values. While global campaigns can work, localizing content to fit Japan's unique preferences is key. This means understanding the local language, humor, and social norms. You can see good examples of this behavior with international brands adapting to Japanese local codes like McDonald’s, Nike with Nike Tokyo, or Baskin Robbins with Mario content for Japanese consumers.

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2. Building Trust through Engagement

Trust is a cornerstone of Japanese consumer behavior. Brands need to invest time in building relationships with their audience. As a fact, this can be achieved through regular interactions, customer support, and providing valuable content that solves real problems. 

3. Leveraging Influencers

Influencer marketing in Japan isn't just about popularity; it's about trust and credibility. Japanese consumers trust influencers who are experts in their fields. Your business doesn’t need to partner with the largest influencers in the market but you need to partner with the most relevant like Uniqlo did with local fashionistas to promote specific pieces.

Partnering with the right influencers can help your brand gain legitimacy and reach a broader audience.

4. Use Data to Guide Your Decisions

The Japanese market is data-driven. To make a difference, you will need to use analytics to track performance and understand what works or not. This includes monitoring engagement rates, conversion rates, and the effectiveness of campaigns across different platforms.

5. Smartphones are more Critical than Desktop Interfaces

Japan being one of the top developed countries in the world, smartphones have a solid market penetration in the country. 

With the majority of social media users in Japan accessing all these platforms through smartphones, ensuring your content is mobile-friendly is non-negotiable. This means optimizing visuals, text, and call-to-action buttons for smaller screens.
An additional tip: if your target audience is over 50-60 years old you might have to consider creating content that can be displayed on older phones as old 携帯 (regular Japanese phones) are still a thing in Japan and some seniors will only use these phones to check their emails or go through internet …

The Metrics You Should Be Focused On

For any brand entering the Japanese market, it is one thing to have a marketing strategy, but it is another to identify what is successful or not. For this reason, we recommend to pay attention to these specific metrics:

• Engagement Rate: This metric measures how much your audience likes and comments about your content in comparison to how many times it was shown to them. Japanese consumers value quality over quantity, so focusing on creating engaging content is essential.
• Conversion Rate: This one tracks how many social media users take the desired action, such as visiting your website or making a purchase after seeing one of your posts or ads. In Japan, trust-building is often necessary before any conversion like a purchase or a subscription is made.
• Reach and Impressions: Understanding how many people your content is reaching and how often it appears in their feeds helps gauge brand awareness and how effective is your brand communication.

Why Krows Digital is Your Ideal Partner

Now you probably understand that entering the Japanese market requires more than just translating your content into the Japanese language. It involves a deep understanding of the culture, consumer behavior, and the ever-evolving digital landscape. At Krows Digital, we specialize in helping foreign companies navigate this unique market. 

Our team of experts, composed of Japanese and non-Japanese marketers, not only track what is popular or not on social media in Japan but also has a proven track record of driving results through market research, A/B testing content, and analyzing audience response to our campaigns.

Whether you're looking to build brand awareness, engage with your audience, or drive conversions, Krows Digital can tailor a social media marketing strategy that aligns with your goals. Contact us today to start your journey towards success in Japan's digital world.

By focusing on localized strategies, building trust, and leveraging the power of influencers, your brand can thrive in Japan's social media landscape. With the right approach, you can not only enter the market but also establish a lasting presence. Let Krows Digital guide you through this journey and help your brand make an impact in Japan. Reach out to us today and let's make your vision a reality.