Navigating the Challenges of Japanese Influencer Analytics for Successful Collaboration
Japanese influencers come in many varieties and offer a wide range of contents.
Some people attempt to analyze these, right?
When analyzing Japanese influencers, it’s important to check their contents and followers.
There are many factors to consider, such as quality, demographics, and location.
It’s not a good idea to judge everything based solely on the number of followers.
If you conduct a thorough analysis, you might find that the Japanese influencer is not genuine.
In this article, we’ll explain how to analyze Japanese influencers.
We will introduce the analysis methods by social media platform, so make sure to check them out.
What is Japanese Influencer Content Analytics?
To analyze Japanese influencers, you need to know what kinds of contents they are uploading.
YouTube
As with global content, Japanese influencers on YouTube upload a wide variety of video contents.
A genre unique to Japanese content is the gaming sector, which Japan prides itself on worldwide.
There are analysis results showing that the domestic gaming market has been growing year by year, and the number of influencers is also increasing.
Additionally, Japan has unique culture and cuisine.
As a result, there are many influencers who share information that leverages Japan’s unique characteristics.
X (Twitter)
Japanese people are very interested in celebrity gossip and scandals.
In surveys, 1 in 5 people have said they like this type of content.
Therefore, there are influencers who cover news and scandals.
They are not celebrities themselves, but their posts attract a lot of comments.
In Japan, there is a unique culture called “Oogiri,” where people submit humorous responses to a theme in the comments.
This often generates many reactions, leading to active discussions.
However, when you analyze the follower rankings of influencers, celebrities dominate the top spots.
This is because Japanese people who like news and scandals are interested in what celebrities have to say.
Let’s analyze the contents of Japanese influencers on Instagram.
As expected, many posts make use of Instagram’s strengths, focusing on visual content.
Analysis of follower rankings shows that actors and idols make up most of the top spots.
Additionally, there are many influencers who share beautiful landscapes in photos and videos.
These contents are popular not only with Japanese people but also with international audiences, resulting in many followers.
TikTok
There is little need to analyze the contents on TikTok.
This is because dancing is the main content for Japanese influencers as well.
When you analyze the contents, you’ll find that if a dance is trending, it will be incorporated even if it’s from overseas.
However, analysis results show that dances started by Japanese influencers tend to become more fervently popular.
Additionally, in Japan, “short-cut movies” are trending instead of “short movies.”
These are videos where a part of a longer content is cut and made shorter for easier viewing.
These contents are well-suited to TikTok, and depending on the influencer, they can achieve many views.
There’s also a benefit for the influencers, as analysis results show an increase in followers.
Follower Analytics by Social Media Platform
Influencers are active across various platforms.
It is important to analyze Japanese social media platforms that are popular among Japanese people.
YouTube
YouTube has been in Japan since quite early, making it a frequently used social media platform by Japanese people.
There are many Japanese influencers, making analysis quite challenging.
Of course, subscriber count is the most straightforward metric for analysis.
Since Japanese people speak Japanese, they don’t have many subscribers from overseas.
YouTube doesn’t provide detailed demographics of its subscribers.
Therefore, analyzing subscriber demographics is very difficult.
If you are analyzing Japanese influencers on YouTube, subscriber count and views are crucial.
You can also analyze by checking their followers on other social media platforms.
X (Twitter)
The number of X (Twitter) users in Japan relative to the population is very high.
Thus, there are many influencers as well.
Since they post in Japanese, most of their followers are Japanese.
By looking at the number of followers and the comments on their posts, analysis is not too difficult.
Additionally, Japanese people tend to write their age and hobbies in their X (Twitter) profiles.
This makes it easier to identify follower demographics, making influencer analytics relatively simple.
Since Instagram primarily consists of photo and video posts, analyzing Japanese influencers is easier for people overseas.
Japanese people have a strong admiration for influencers, making it easy for them to gain followers.
Followers are more likely to buy products when they share the posts themselves.
Influencers who focus on visuals tend to have followers with similar interests.
When analyzing their followers, you’ll often find they follow similar influencers.
Analysis of age demographics shows that most Japanese Instagram users are in their 20s, with a large number of users in their teens as well.
TikTok
Most Japanese teenagers use TikTok.
Analysis results also show that as age increases, the usage rate decreases.
Since the user base is young, social media becomes a part of their lifestyle, leading to many followers who purchase beauty products and similar items.
Additionally, when followers find an influencer’s content appealing, they quickly and widely spread the information.
Thus, TikTok is helpful for Japanese people in gathering information.
Analyzing the Quality of Japanese Influencer Followers
Influencers are people with influence, meaning those with many followers.
However, you must analyze not only the number of followers but also their quality.
For example, how much engagement does a Japanese influencer get when they post?
Also, how many comments do they receive?
When you analyze the reactions, you may find that the influencer is not well-supported by their followers.
Such Japanese influencers may have purchased their followers through a service.
You also need to analyze the demographics of their followers.
Some Japanese influencers have a skewed ratio of male to female followers, age groups, or regions.
In particular, when using Japanese influencers for marketing, thorough analysis is essential.
Pay Attention to Follower Demographics of Japanese Influencers
Even for Japanese influencers with many followers, it’s important to analyze their follower demographics.
This is because followers seeking content that is only watched or listened to come from various demographics.
For example, content about cooking, landscapes, bizarre foods, and animals unique to Japan.
If the influencer speaks Japanese, they will attract Japanese followers.
However, if the content can be enjoyed without understanding Japanese, it will also attract international followers.
In other words, it’s possible that a large portion of their followers are international users who don’t understand Japanese.
As a result of follower analytics, some influencers may have very few Japanese followers.
The same applies to content where the influencer speaks English or includes subtitles.
If you’re looking for a high ratio of Japanese followers, it’s important to analyze the content as well.
Be Cautious of Risky Japanese Influencers
When you analyze followers, you may find Japanese influencers who seem to have good numbers, demographics, and reactions.
However, be sure to analyze what kind of content they are posting.
There are Japanese influencers who produce risky contents to increase their follower count.
The content is extreme, but followers are interested in the dangerous actions of the influencers.
In a simple analysis, these influencers may seem very good.
However, in reality, their actions are not advisable, and you should avoid them.
Implementing Influencer Analytics Tools is Challenging
You can analyze Japanese influencers by using specialized tools.
However, you should consider the disadvantages before implementation.
First, influencer analytics tools are expensive.
Costs may arise during implementation or continue throughout the contract period.
Of course, once you implement an influencer analytics tool, analysis becomes much easier.
However, this is only true if you can master the tool.
Some analytics tools are very difficult to operate and have poor usability.
You need to be thorough in selecting the right tool to avoid failure.
hotice Provides Matching Support
At hotice, we can help you select the right models for your marketing without you having to contact the influencers individually.
Selection of Japanese models, specifically the influencers for marketing purposes, can be very challenging.
hotice can help you facilitate the selection of influencers while also helping you communicate efficiently with these influencers.
Some models and influencers can be troublesome even after joining an agency, causing issues.
However, with hotice, you will have no problem of such.
If you are looking to optimize Japanese model marketing, hotice is the company for you.
