Japanese influencers create a lot of content on social media.
The types and genres of contents vary. Even if a content seems popular, it may be of low quality depending on the Japanese influencer.
Additionally, the content that influencers create changes depending on the social media platform. Therefore, you should also understand how Japanese people use social media.
What kind of contents do Japanese influencers create? It’s important to know the points to consider when creating them.
Japanese influencers create various types of contents across multiple genres.
The types of contents include videos, images, and text. Particularly popular in Japan are videos, with short videos being the mainstream. This trend is similar to that of influencers overseas.
One trend that differs from overseas is that gaming and cooking are very hot genres in Japan. Japanese games and cooking are of high quality.
Therefore, these genres of contents are not only enjoyed among Japanese people but are also sought after by many users overseas.
One type of content unique to Japan that is popular involves teaching manners and etiquette. Japanese people are very strict about manners and etiquette. Since these are very important in the workplace, this content receives a lot of attention.
The four main social media platforms used by Japanese people are:
What kind of contents do influencers create on each platform?
Japanese influencers on YouTube create a lot of contents, making it difficult to describe them simply. Therefore, here are some unique types of contents created by Japanese influencers:
Japanese people tend to trust those of the same ethnicity very much. Therefore, influencers who not only create contents but also enjoy them together with their audience are particularly popular.
On Instagram, many influencers primarily use images and short videos as contents.
Visual-focused influencers are overwhelmingly popular. Cute people, stylish people, and those with great style attract admiration and interest from Japanese people through their photos.
Japan has many tourist spots that cannot be seen in other countries. Contents from influencers showcasing these spots are also popular.
As expected, short video contents are the mainstream on TikTok among Japanese influencers as well.
In addition to trendy dances, influencers also showcase their visuals. These contents are particularly popular among young people.
Funny contents and animal contents are also gaining attention. Videos of Japanese participating in sports competitions are very hot.
The Japanese language has many words, making it a very difficult language. Therefore, there are many influencers on Twitter(X) as well.
Many of the contents that attract attention involve tweets that play with the complexity of the language. With three types of characters—Hiragana, Katakana, and Kanji—Japanese people never get bored.
Contents that collect “Oogiri” from users are also popular. “Oogiri” is a kind of wordplay. In Japanese, there are many words with similar meanings or pronunciations, leading to many new discoveries.
There are also Japanese influencers who create risky contents.
For example, an influencer who visits a shop that initially quoted a low price but then charges a high amount. They may find themselves surrounded by bodyguards, facing dangerous situations.
However, users can experience something they would not be able to do themselves. These contents are very popular, but the influencer may no longer be able to continue their activities.
Japan is known worldwide as a very safe country. Therefore, there are not many risky contents. However, collaborating with such an influencer can be dangerous.
Japanese people use their own unique language, Japanese. Therefore, if you are creating contents targeting Japanese people, using Japanese is a must.
Japanese influencers put a lot of effort into subtitles and sound effects in videos. This has a very positive effect, keeping viewers engaged with the contents.
Using Japanese in thumbnail images and top images that clearly convey the content’s essence is key to capturing the attention of Japanese people. It’s important to use text that simply communicates the content’s essence.
Japanese people are very particular about the correct use of language. Therefore, when using Japanese in contents, you must ensure there are no mistakes.
From 2024, a law regulating stealth marketing has been implemented in Japan.
This law mainly applies to advertisements within online contents. It is necessary to include phrases such as “This page contains advertisements.”
If this phrase is not included, both the advertiser and the influencer will be penalized. Since Japanese influencers sometimes forget this, you need to be careful when creating contents.
Using a matching site with Japanese influencers can help you avoid dangerous risks. Especially if you are considering marketing, risks are not necessary.
At Hotice, we support matching Japanese influencers with companies. They create various contents and help spread your services and products in the Japanese market.
