Free Influencer Marketing Tools in Japan: How to Choose and Top 3 Recommendations

Many businesses, especially small and medium-sized enterprises (SMEs) and sole proprietors, are considering influencer marketing but may feel uncertain about the costs involved. The good news is that it’s possible to connect with influencers without breaking the bank by using free tools. In this article, we’ll explain how to choose the right free influencer marketing tools and introduce recommended services to help you get started with influencer collaborations easily.

Points to Keep in Mind When Using Free Influencer Marketing Tools in Japan

Influencer marketing tools can be highly beneficial, especially for SMEs and individual entrepreneurs. However, it’s important to be aware of certain considerations to make the most out of these tools. Let’s go over some key points.

1. Check the End Date of the Free Trial

Many tools offer a free trial for a set period (e.g., “X days free”), but once the free period ends, most of these tools automatically switch to a paid plan. Make sure to pay attention to the following:

• The exact end date and time of the free trial (whether it’s based on Japan time or the provider’s local time).
• Whether auto-billing is enabled, and the conditions for transitioning to a paid plan.
• The cancellation deadline (whether it’s the day before the free trial ends or if cancellations can be made on the last day).

2. Be Mindful of Time Zone Differences

When using tools provided by overseas companies, there may be a situation where, although it seems like the free trial period is still active in Japan, it has already ended according to the provider’s time zone (e.g., U.S. time). For example, you may try to cancel and find a message saying, “You have already switched to a paid plan.” To avoid this, check the time zone of the provider and make sure to cancel a bit earlier to be safe.

3. Understand the Cancellation Process

Some tools have complicated cancellation processes, and you might not be able to cancel immediately.

• Simply deleting the account might not stop the billing.
• Some services may require you to submit a cancellation form.
• For services that require cancellation by email, ensure you contact them early, taking into account any delays in response.

4. Be Careful When Registering Credit Card Information

Even if you intend to use the service for free, entering your credit card information may lead to an automatic transition to a paid plan. To avoid this, prioritize tools that do not require credit card information, or verify whether it’s possible to cancel the paid plan immediately after registration.

5. Check the Refund Policy

It’s important to verify the refund policy in case you are accidentally charged.

• Some tools have a “no refund” policy, so make sure to check the terms and conditions before using them.
• If you are charged unexpectedly, reach out to customer support as soon as possible.

Trends in Influencer Marketing in Japan

1. Increasing Use of Micro-Influencers

Micro-influencers (those with fewer than 10,000 followers) are gaining popularity due to their high engagement rates and the close, personal connections they have with their followers. More businesses are turning to micro-influencers for more targeted, authentic campaigns.

2. Rise of TikTok

While Instagram has been the most popular platform for influencer marketing for a long time, TikTok has emerged as the leader in 2023. Therefore, creating content on TikTok is becoming more important for influencer campaigns moving forward.

3. Advancement in AI Utilization

In recent years, AI-driven influencer marketing tools have become more prevalent. These tools help streamline influencer selection and performance measurement, making marketing efforts more efficient. As AI technology continues to evolve, we can expect even more precise and impactful marketing strategies, leading to wider adoption across businesses.

By utilizing these free tools and being aware of the considerations mentioned, businesses in Japan can begin leveraging influencer marketing without a significant upfront investment.

Cost Breakdown for Hiring Influencers in Japan

When implementing influencer marketing, the following three costs will typically be incurred:

• Influencer Compensation
• Product Provision Costs
• Tool Subscription Fees

Below, we will provide detailed explanations of the cost ranges for each, so you can get an idea of what to expect.

Influencer Compensation Costs

The compensation paid to influencers is primarily based on the “cost per follower.”
Cost per follower refers to the price for each follower an influencer has.

Example Calculation for Compensation:

• Cost per Follower: 3 yen
• Number of Followers: 100,000
  The compensation would be: 3 yen × 100,000 = 300,000 yen.

Cost per Follower Range:

• Micro-Influencers (Less than 10,000 followers): 2–5 yen
• Mid-tier Influencers (10,000–100,000 followers): 3–10 yen
• Macro-Influencers (100,000+ followers): 10–50 yen

The compensation might be higher depending on the scale of the campaign and the level of influence. Particularly, when creating videos on platforms like YouTube, additional costs for editing and production quality are common, which can increase the cost per post.

Additional costs may also apply, such as:

• Influencer’s Time Commitment Fee
• Transportation and Accommodation Costs
• Activity Fees (for events or travel-related content)

Cost of Using Influencer Marketing Tools in Japan

When selecting tools, pricing models are an important consideration. Below are some typical pricing structures:

• Free Tools: Basic search features and some functionalities (e.g., discovering micro-influencers, follower analysis)
• Monthly Subscription Tools: Typically range from 10,000 to 50,000 yen per month (ideal for small and medium-sized businesses, with features for influencer selection and management)
• Performance-Based Fees: A commission-based structure where a fee is paid for each successful campaign outcome

Here are a few tips to reduce costs when using influencer marketing tools:

• Combine Free Tools: Use multiple free tools to complement each other’s functionalities.
• Use Search-Specific Tools: Opt for tools focused solely on influencer lists and discovery.
• Long-Term Subscription Discounts: Some tools offer discounts for annual subscriptions, so consider committing long-term.

Tips for Reducing Influencer Marketing Costs in Japan

To reduce the costs of influencer marketing, consider the following strategies:

• Use Micro-Influencers: They tend to offer higher engagement at a lower cost compared to larger influencers.
• Leverage Gifting (Product-Only PR): Offering free products in exchange for content can help reduce cash compensation.
• Utilize Free Plans on Tools for Information Gathering: Many tools offer free versions that can be used for initial research and influencer selection.
• Work with Multiple Influencers on a Smaller Budget: Collaborating with several influencers on smaller payments allows you to test and find the most effective influencers for your campaigns.

Choosing Free Influencer Marketing Tools

To effectively execute influencer marketing, choosing the right tool is crucial. If you select the wrong one, it could significantly reduce the effectiveness of your campaigns. Here are three key points to consider when choosing a free influencer marketing tool:

1. Check What Features Are Available for Free

Before selecting a free tool, make sure to check which features are available for free. Many tools have free plans but with limitations. Ensure that the free features suit your needs:

• Influencer Search Functionality: Can you filter by follower count, engagement rate, and past collaborations?
• Search and Data Viewing Limits: Check if there are restrictions on the number of searches you can perform or the data you can view daily.
• Campaign Management Functionality: Is it possible to send collaboration requests, communicate with influencers, and manage campaign progress under the free plan?

2. Matching with the Right Influencer

Selecting the right influencer is key to the success of your influencer marketing campaigns. Choosing influencers that align with your brand and target audience will help you reach consumers efficiently. Many tools offer matching functions based on follower count, engagement rate, and niche. Choose a tool that allows you to easily filter and select influencers based on your criteria.

Some influencers are registered with multiple tools, so using several tools may provide you with more options to choose from. Expanding your options helps you find the best influencer match for your campaign.

3. Check If Secondary Use of Content is Allowed

Secondary use refers to reusing content created by influencers on your website, ads, or other social media accounts. This helps maximize the effectiveness of the campaign and increase brand visibility over time. However, when reusing content, it’s essential to clarify image rights and copyright agreements with the influencer. Make sure these agreements are clearly documented to avoid issues later on.

Before selecting a tool, check if it allows secondary use of content and clarify the scope, duration, and any additional fees. By ensuring clear contract terms, you can avoid any potential disputes and use content effectively.

3 Recommended Free Influencer Marketing Tools in Japan

Many businesses, especially small and medium-sized enterprises, may be hesitant to start influencer marketing due to concerns about the cost of tools. The good news is that you can effectively connect with influencers and manage campaigns using free tools, all while keeping initial costs low. Here are 4 recommended free influencer marketing tools available in Japan.

Woomy Search

Woomy Search is a free search service offered by Woomy, a platform connecting influencers and businesses. By using this tool, you can search for influencers based on their Instagram profiles and posts, and directly request collaborations.

Key Features:

• Influencer Search: Search from a database of over 80,000 influencers, based on their profile and post content.
• Direct Request Feature: You can send collaboration requests directly to influencers on the platform.

Woomy does not charge registration or subscription fees for businesses, and there are generally no costs involved in hiring influencers. This makes it an excellent tool for businesses that want to connect with influencers while keeping costs low.

Social Insight

Social Insight is a social media analytics and management tool provided by User Local Inc. This free service allows you to search for influencers based on the text information you input, and even provides data on hashtags related to the influencers.

Key Features:

1. Account Analysis: Analyze your company’s and competitors’ social media performance in detail. Track reactions to individual posts, engagement rates, and follower growth.
2. Post Management: Manage posts across multiple social media accounts, with features for scheduling and approval workflows, enabling efficient content management within your team.
3. Campaign Automation: Automate campaigns on social media, collect and analyze user posts and reactions in real-time, and measure campaign effectiveness.
4. Review Analysis: Continuously monitor user comments and reactions on social media to analyze brand or product sentiment.

Social Insight helps streamline and enhance your social media marketing efforts, and is used by companies like Capcom for evaluating and improving marketing campaigns across various games.

iCON Suite

iCON Suite, offered by THECOO Inc., is a powerful influencer marketing tool that supports major SNS platforms such as Instagram, Twitter, YouTube, and TikTok. It helps businesses and ad agencies build effective influencer marketing strategies.

Key Features:

1. Influencer Search & Analysis: Search and analyze over 200,000 influencers using data on demographics, interests, and other criteria.
2. Follower Demographics: Visualize data on an influencer’s followers, including gender, age, and interests, to create highly targeted plans.
3. PR Post Verification: Check for posts that include specific hashtags (e.g., “#PR”) and review past promotional activities.
4. Influencer List Feature: Create and share lists of influencers you are considering for campaigns.
5. Campaign Reporting: Generate reports showing how influencer posts perform in terms of likes and comments over time.
6. Creative Search Function: Analyze social media posts using image recognition technology to assess visual content trends and effectiveness.
7. TikTok Creator Evaluation: Visualize metrics like views and virality for TikTok creators to aid in selecting the right influencers.

iCON Suite is a robust tool for maximizing the effectiveness of influencer marketing. You can sign up for a free trial version to explore its features.

REECH DATABASE

REECH DATABASE, provided by REECH Inc., is a tool designed to help advertising agencies and advertisers easily search, analyze, manage, cast, and report on influencers.

Key Features:

1. Influencer Search & Analysis: Search and analyze influencers from a database of over 400,000 influencers and their posts, based on categories, engagement rates, demographics, and PR involvement.
2. List Management: Manage a list of selected influencers, with automatically updated data such as follower counts and engagement rates.
3. Contact Function: Send messages to influencers directly through the tool, with batch messaging capabilities to save time on communication.
4. Report Generation: Quickly create period-based reports on selected influencers, hashtags, or campaigns in just one minute.

REECH DATABASE offers free trials for seven days, making it an excellent choice for businesses looking to simplify and automate their influencer marketing efforts.

Conclusion

The influencer marketing market in Japan is rapidly growing due to the increasing prevalence of social media and changes in consumer behavior. The key to success lies in utilizing influencer marketing tools effectively. These tools help streamline influencer selection, data analysis, campaign management, and performance measurement, enabling efficient promotion. While free tools can provide basic data, be aware of the limitations regarding data accuracy and functionality. To reduce costs, using micro-influencers and leveraging gifting-based PR are also effective strategies.

When selecting tools, be sure to choose those that match your goals and the specific SNS platforms relevant to your brand. By strategically using the right tools, you can conduct effective and cost-efficient influencer marketing campaigns. If you’re considering introducing influencer marketing, the tools and insights presented in this article will serve as a great reference for your strategy.