The reliance on influencer’s real time experiences have been popular source among Japanese people when looking for destinations to travel.
This also affects marketing in Japan.
These content creators are now known as “travel influencers” in Japan, and they are arising in popularity due to their aesthetic portrayals of different destinations within country and abroad.
Let’s look into the characteristics of these Japanese influencers along with the reasons to their popularity.
In this article, we will explain the key points for marketing using Japanese travel influencers.
When Japanese users are looking for places to travel from social medias, they tend to have a clear purpose and goal.
To find locations that match their needs, they rely on travel influencers who gives insights and overview of their next possible destination.
Japanese travel influencers are divided into groups who travel only locally and those who travel globally.
Both groups are popular among Japanese users as these influencers bring usefulness in decision making.
This type of marketing that leverages these characteristics is important.
Given that there are Japanese travel influencers visit different locations, lets now look into how these influencers adapt their content style to match audience demographics through their unique approaches.
When marketing to the local viewers, Japanese travel influencers tend to review destinations while also filming themselves to capture interactions of people (including themselves) in their common shared language.
Opposingly, When marketing to the foreign viewers, Japanese travel influencers often highlight sceneries, omitting themselves to emphasize the beauty of the locations while minimizing the language barriers.
It can be said that Japanese travel influencers focus on marketing and creatively and vividly portraying various locations, regardless of demographics and language barriers.
Travel influencers who only showcase scenery capture beautiful and rare landscapes. However, travel influencers who use a common language can be divided into various genres.
The most common Japanese travel influencers are those who explain destinations through navigation.
These travel influencers visit popular or famous places and share useful information with their viewers.
Since they use a common language, it is easy for many Japanese people to watch their content, making it successful in marketing.
For example, they might explain how to take a bus to Station A, transfer to a train to Station B, get off at Station C, walk straight on Road D, and finally turn right.
At the destination, the influencer focuses more on explaining than enjoying the travel experience.
They provide details such as what is sold there, the costs, and the recommended attire.
They may also introduce shortcuts and nearby facilities.
Travel influencers who know special information are highly valuable.
Their clear explanations, like those of Google Maps, are very helpful. A marketing disadvantage is that there are fewer real reviews, so users seeking enjoyment might not be interested.
However, a major marketing advantage is that many views can be obtained because Japanese people often watch this content when researching destinations.
From a marketing perspective, it can be challenging, but there are also Japanese travel influencers who provide bargain information to users.
These influencers share travel information that the average Japanese person may not know, presenting it as influencers.
Travel information with good cost performance and time performance is popular among users.
Some influencers experience and review very cheap but time-consuming routes, sharing their impressions.
As experienced travelers, they can move more smoothly than the average Japanese person.
This information is not very good for influencer marketing.
Generally, minor travel information is not watched by the average Japanese person.
However, once it becomes a topic of discussion, the information can rapidly be shared among Japanese people, gaining very hot impressions.
It is an influencer marketing strategy with elements of a gamble.
If there is travel information limited to the area where you live, you would be tempted to watch it, right? Targeting such users is also influencer marketing.
The challenging point of this influencer marketing is impressions and viewership numbers.
Hot spots have many influencers, while local spots have fewer viewers.
However, Japanese people deeply interested in travel information about specific regions can easily become fans.
Additionally, if the influencer is limited to the area they live in, travel costs are minimal.
Therefore, even if marketing success is weak, losses can be minimized.
Few Japanese people speak English or other foreign languages.
Therefore, there is also influencer marketing that uses English or local languages with Japanese navigation.
This influencer marketing requires significant travel expenses.
However, few Japanese influencers provide extensive overseas travel information, making it valuable.
Additionally, Japanese people tend to fear risks and uncertainties.
Many Japanese people want to research information before traveling.
Therefore, continuous influencer marketing can be achieved.
Unlike other marketing, this strategy involves creating fans of the influencer, making the content enjoyable.
The influencer does not focus much on navigation.
They focus on enjoying the experience.
This is because Japanese fans want to see the influencer traveling rather than just getting information.
These influencers often engage in activities with groups, such as lovers, families with children, or friends.
Many Japanese people want to go to the same places as the influencer, so marketing effects can also be expected.
Most Japanese travel influencers travel to multiple destinations with various attractions making them perfect for collaborations with different industries.
Specifically, tourist industries along with hotel industries find themselves well suited with these Japanese influencers for credible reviews that users can rely on their decision making.
Moreover, outdoor and theme park businesses find themselves well suited with travel influencers for providing dynamic overviews of their attractions, effectively attracting more Japanese visitors.
Considering the characteristics of Japanese people, influencers are employed in various marketing situations.
Given that Japanese travel influencers come as an efficient marketing medium for both awareness and conversion, some of you may already wonder where to find them.
Having to find these Japanese travel influencers by yourself may come with misunderstandings due to language barriers and may also involve risk of bearing higher transportation cost for their travelling expenses.
Despite the challenges, By connecting with hotice, you can easily find your ideal Japanese travel influencers and achieve smooth marketing.
