What is Japanese Influencer Evaluation? How Does it Look from Overseas?

Japanese influencers are gaining interest from around the world.
Do you know how they are being evaluated?

This evaluation differs significantly depending on whether the audience is Japanese or not. This is influenced by Japanese personality traits and cultural factors.

However, Japanese influencers are active in various scenarios. Knowing their evaluations in these contexts can help you with your marketing efforts.

Learn about the evaluation methods and criteria for Japanese influencers on this page, and understand why content quality is crucial.

What Are the Evaluation Criteria for Japanese Influencers?

Similar to overseas, the evaluation of Japanese influencers is based on general criteria such as follower count, engagement rate, and content quality. These criteria are essential for measuring influence and serve as key factors when companies or brands collaborate with influencers.

Number and Quality of Followers

The number of followers is one of the basic indicators used to measure the influence of a Japanese influencer. However, simply having a large follower count is not enough for a thorough evaluation.

The most important factor in evaluating Japanese influencers is the “quality” of their followers.

In particular, if a Japanese influencer has a large Japanese follower base, they are likely to receive a higher evaluation. This is because it ensures that the brand can effectively reach its target audience within Japan, which is a key evaluation point for brands deeply connected to the Japanese market and culture.

For influencers looking to expand internationally, having many overseas followers can also positively influence their evaluation.

Engagement Rate

The engagement rate shows how actively followers are interacting with the influencer’s content and plays a crucial role in their evaluation.

This includes actions such as likes, comments, and shares from followers. The more actions they receive, the better their evaluation.

If an influencer has many followers but a low engagement rate, their actual influence might be questioned, especially in cases where the influencer has bought dummy followers.

On the other hand, even if the follower count is small, a high engagement rate indicates that the Japanese influencer has built trust with their followers and is highly evaluated.

Content Quality

Even if the follower count and engagement rate are high, if the content quality is poor, the long-term evaluation will decrease.

The quality of a Japanese influencer’s content is judged based on how attractive and original their posts are. Even with a small follower base, highly evaluated content can spread widely.

High-quality content not only helps maintain relationships with followers but also leads to high evaluations in brand collaborations.

How to Evaluate Content Quality

Evaluating the quality and number of followers or engagement rate is not difficult. However, assessing content quality can be more challenging.

When evaluating the content quality of Japanese influencers, the key factors are visual appeal, storytelling, and alignment with the brand.

In Japan, these elements are closely tied to brand image, making them indispensable for effective influencer marketing.

Visual appeal refers to the quality of photos and videos and how well they capture the attention of followers. In Japan, visually stunning content tends to receive higher evaluations.

Japanese influencers who excel on platforms like Instagram and TikTok often leverage this strength. Of course, good photography skills are also essential for high evaluations.

Storytelling refers to the ability to deliver a meaningful message through content. It evaluates how well the influencer can provide value or emotional impact to their followers.

Additionally, content that aligns with Japan’s unique aesthetic sensibilities and culture is highly evaluated. For example, design attention to detail and respect for tradition resonate strongly with Japanese followers, increasing the influencer’s credibility.

Different Evaluation Among Japanese People

The evaluation of Japanese influencers depends greatly on their follower base.

In Japan, there is a tendency to have a positive and trustworthy view of fellow Japanese influencers. This trust stems from sharing the same cultural background and language.

On the other hand, trust in foreign influencers is relatively lower. To succeed in the Japanese market, foreign influencers must adapt more and take a localized approach.

Japanese influencers are often evaluated based solely on their influence. However, even if their popularity is temporary, their evaluation will decline if they fail to maintain high-quality content.

In other words, for Japanese influencers to maintain long-term high evaluations, they must consistently deliver high-quality content.

Global Evaluation of Japanese Influencers

Japanese influencers are gaining attention not only in Japan but also globally. Their unique content influences overseas followers and enhances their global evaluations.

Here, we introduce some of the genres and evaluation points where Japanese influencers are gaining attention worldwide.

Gaming

Japan’s gaming industry is globally renowned, and many Japanese influencers create content focused on gaming. Their high skill levels and deep knowledge of games earn them high evaluations from gaming enthusiasts.

Especially on platforms like YouTube and Twitch, Japanese gaming influencers increase engagement by communicating with viewers in real-time while playing games.

Japan produces a wide variety of games, many of which are popular internationally. Japanese gaming influencers receive evaluations not only from Japanese audiences but also from fans around the world.

Scenery

Japanese influencers who showcase beautiful landscapes and tourist spots are also popular worldwide.

Japan has many amazing tourist attractions. Although these places can only be seen in person in Japan, Japanese influencers’ content allows audiences to experience them.

Stunning photos and videos on Instagram and TikTok are highly evaluated by international followers, contributing to the revitalization of Japan’s tourism industry.

Japanese Cuisine

Many Japanese influencers focus on Japanese cuisine, with cooking videos and recipe introductions on YouTube receiving high evaluations.

Japanese cuisine is often regarded as one of the most beautiful in the world. However, its preparation is quite challenging, and many people are interested in learning how to make it.

The beautiful Japanese dishes prepared by Japanese chefs are valuable to watch, and the evaluations of the restaurants that offer such meals are also highly regarded.

Would You Like to Meet Highly Evaluated Japanese Influencers?

Many Japanese influencers have earned high evaluations, but it is not easy to work with them.

That’s why we at hotice are here to support you in connecting with them. We have strong relationships with many Japanese influencers.