Influencer marketing in Japan can be effectively utilized by running campaigns. But do you truly understand the nature and marketing methods of the Japanese people?
The Japanese are a very sensitive group. Campaign marketing may seem simple, but it is not easy.
Campaigns targeting the Japanese are very relatable if they involve the same race. If influencers are used, the effect is even greater.
This time, we will explain about influencer campaigns in Japan. Please refer to both the success and failure examples in marketing.
Japan uses a unique language, Japanese, and not many people understand English. Therefore, the influence of Japanese influencers is strong and easy to utilize in marketing.
Japanese influencers have many fans, and their opinions attract attention. Particularly, they are very interested in real reviews and tend to accept both good and bad reviews genuinely.
Additionally, products or services without reviews are less likely to be known. Therefore, using influencers in marketing is crucial.
To succeed in a campaign, it is necessary to use the right Japanese influencers for marketing. First, identify the appropriate genre.
Japanese influencers are active in various campaign genres, such as gourmet, fashion, and travel. The gaming genre, in particular, is more popular than in other countries.
Many marketing managers only look at genres that directly match their services or products. However, Japanese influencers can handle campaigns in various genres, allowing for marketing from different angles.
Japanese influencers communicate in Japanese, so they don’t have many followers from overseas. From this population, you need to understand the definition of an influencer’s followers.
Japan has a population of about 100 million. Therefore, 10,000 followers make an influencer, over 100,000 followers make a famous influencer, and over 1 million followers make a hyper influencer (varies by SNS platform).
Also, a characteristic of Japanese people is that they tend to follow influencers with many followers easily. Therefore, influencers with too many followers may not achieve high conversion rates in campaigns.
Of course, the more followers an influencer has, the higher the cost of using them in marketing. You need to consider the budget and the power of the influencer in the campaign.
If your main target is the Japanese audience but you’re also considering campaigns in other countries, you should choose influencer marketing with idols or models.
Idol and model influencers are followed by people outside of Japan, even if they are communicating in an unfamiliar language. This is because people are drawn to their visuals, not just the language they speak.
These influencers often have more than 80% Japanese followers, but they also have a small percentage of followers from overseas.
If your campaign is not limited to Japan but targets Japan primarily, you can consider influencer marketing with idols or models.
In Japan, mobile phones and smartphones became widespread early, and even the elderly are adapting to digitalization. Therefore, you can target not only young people but also the elderly.
For example, health foods and supplements are of great interest to the elderly demographic.
Young influencers may not resonate with this audience. However, if an older influencer conducts the campaign, they can gain empathy and consideration for purchase.
Currently, the proportion of elderly people in Japan is high. Influencer campaign marketing that aligns with this situation is crucial.
Japanese laws are known to be very strict globally. Therefore, it is necessary to check the products or services for campaigns in influencer marketing.
Especially for food, supplements, and medicines, the laws are strict. Even made-in-Japan products are strictly regulated, and overseas products are checked even more rigorously.
Additionally, some products may not be allowed for import or transportation to Japan. Even if they are, substantial costs may be involved.
This means that even if influencer marketing is successful, it won’t be meaningful without ensuring legal compliance beforehand.
The frequent use of social media by Japanese people makes influencer marketing very active. However, you must be cautious of backlash when running campaigns.
Japanese people are very sensitive to language expressions and visual biases. For example, using offensive language to promote dieting to people concerned about their body shape can cause backlash.
If such things are done in campaigns, backlash happens quickly in Japan. Both the product and the brand can suffer damage, making future campaigns in Japan impossible.
One major failure in influencer marketing means there will be no next chance. Especially, false campaign content must never be conducted.
There is a seasoning called Ajinomoto in Japan. Despite being a Made in Japan seasoning, some Japanese people said it was unhealthy.
However, a campaign was carried out in cooperation with influencers. Influencers said, “Ajinomoto is not related to being unhealthy,” attracting attention.
Moreover, Ajinomoto’s production company also provided data evidence. As a result, Ajinomoto succeeded in marketing and gained national popularity and trust.
Models are very popular among Japanese influencers. However, false marketing should never be done.
A company asked a hyper influencer in Japan to market a breast enhancement supplement.
However, it was revealed that the Japanese influencer had undergone breast enhancement surgery. It had nothing to do with the supplements, resulting in large debts for both the company and the influencer.
Furthermore, the marketing failure led to a mutual image decline. Currently, this influencer is working on a steady comeback in Japan.
Such marketing failures can cause significant damage to companies, so be very careful.
Many influencers will likely say yes if you ask them to run a campaign. However, if you cannot speak Japanese, do not assume this marketing is easy.
When foreign companies and influencers sign individual contracts, they might use translation tools for contact. Once the contract is agreed upon, the influencer will run the campaign.
But can this campaign really achieve high marketing effectiveness? My concern is that it is unclear whether the campaign is being communicated attractively.
The influencer will deliver the campaign in Japanese. This content is not understandable to those who do not speak Japanese.
Therefore, if you are conducting influencer marketing with campaigns, you should rely on a matching platform.
Using Japanese influencers in marketing may seem easy, but it is not. To prevent you from making big mistakes, we at hotice are here to help.
hotice is an influencer matching platform. We have deep relationships with Japanese influencers and are waiting for your contact.
