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Social media has become an integral part of global marketing strategies, and Japan is no exception. In recent years, platforms like Facebook, Twitter, Instagram, and even the messaging app LINE have gained immense popularity as marketing channels for businesses targeting their desired audience. In this article, we delve into the world of SNS marketing in Japan, exploring its unique characteristics and offering valuable insights on how businesses can thrive in this dynamic landscape.

Understanding SNS Marketing in Japan

When discussing social media in Japan, it’s essential to note that the term “SNS” (Social Networking Service) is commonly used, rather than “social media.” The most widely adopted SNS platforms in Japan are Twitter, Facebook, Instagram, and LINE—a versatile messaging app with social media capabilities. Each platform boasts distinct user bases and features, making it imperative for businesses to carefully select the most suitable platforms for effectively reaching their target audience.

Adapting to the Japanese Social Media Landscape

Although LinkedIn enjoys global popularity as a professional networking platform, it has not achieved the same level of prominence in Japan. A survey conducted by Hootsuite revealed that only 2.8% of the Japanese population utilizes LinkedIn, whereas Facebook boasts a staggering 50.1% and Twitter follows closely at 46.6%. Cultural disparities, language barriers, and the preference for localized social media platforms contribute to this stark contrast.

Leveraging the Power of Twitter in Japan

In Japan, Twitter serves as not just a personal social media platform but also a thriving hub for business and professional interactions. IT journalists, for instance, rely heavily on Twitter to stay abreast of the latest industry trends and news. This platform enables them to follow and engage with thought leaders, industry experts, and fellow journalists, facilitating the exchange of valuable insights and information. Many IT journalists also share their articles and opinions on Twitter, establishing it as an invaluable platform for businesses seeking connections with journalists and the opportunity to showcase their content.

Driving Success in the SNS Marketing

To thrive in SNS marketing in Japan, businesses must develop a profound understanding of local culture, language, and consumer preferences. Crafting content that resonates with the Japanese audience is paramount, achieved through localized messaging, strategic utilization of relevant hashtags, and the creation of culturally significant content. Additionally, businesses should meticulously select platforms based on their target audience and objectives to maximize the impact of their social media marketing endeavors.

In conclusion, SNS marketing in Japan offers immense potential for businesses, provided they navigate the landscape wisely. By embracing the distinctive characteristics of Japanese social media, tailoring content to local preferences, and strategically utilizing the appropriate platforms, businesses can unlock unparalleled opportunities for success in the realm of social media marketing.

Source: https://www.bigbeatinc.com/blog/japan_social_media_2022

In this blog post, we will explore the changes that the marketing industry has undergone in the aftermath of the pandemic and how it will impact various sectors.

Work Environment: Remote vs. Office-based

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Following the reclassification, many companies in Japan have transitioned back to working from the office, resembling pre-pandemic routines. However, remote work remains a preferred option for some individuals. Consequently, Japanese companies will need to adopt flexible work arrangements, including hybrid models, to accommodate their employees’ preferences. This shift creates opportunities for businesses offering gadgets, services, smartphone apps, and other solutions that facilitate comfortable home working and efficient commuting.

Desire for Outbound Travel

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Traditionally, Japanese people, particularly women in their 20s and 30s, have had a strong inclination to travel abroad. However, due to border closures over the past three years, international travel has been significantly restricted. As travel restrictions ease, many individuals within this demographic are expected to seize the opportunity to explore foreign destinations this year. However, the weakened yen may pose challenges for some travelers. Therefore, destinations offering excellent photo opportunities and affordable attractions are likely to be preferred. If you are in the travel industry, such as a travel agency or hotel management company, 2023 presents an excellent opportunity to promote your services to the Japanese market.

By adapting to the evolving landscape and understanding the shifting needs and desires of consumers, businesses can effectively navigate the post-pandemic marketing landscape in Japan. Stay tuned for more insights on how to thrive in this changing environment or contact us if you’re interested in starting marketing activities in Japan!

1. Research the market and develop localized strategies

Japan is one of the most meticulous markets in the world. The first rule is to understand your market and analyze your audience. Japanese culture is more family-centered, sentimental, and multicultural. Therefore, a localized marketing strategy that naturally utilizes the Japanese language is a must. For example, KitKat was originally from the United Kingdom, but this brand is now known throughout Japan and globally. One of the major contributors for KitKat’s success in Japan is the transliteration of the product name. The name KitKat is like the Japanese word for good luck, “Kitto Katsu”. Students get a KitKat before taking a test for good luck. Therefore, KitKat is popular during exam season, which runs from January to March. KitKat also sells various kinds of flavors designed especially for certain regions. By adapting the brand to Japan, KitKat became one of Japan’s most beloved chocolate brands. In addition to working with the Japanese language, it is also effective to develop marketing strategies that are region specific.

2. Develop a customized marketing calendar

Consider Japanese holidays and events to be essential when developing marketing plans. Being aware of Japanese holidays is key to a successful marketing campaign. For example, New Year’s fukubukuro (lucky bag) is popular as a New Year’s tradition, and many fukubukuro items are worth more than the price, attracting consumers. Scarcity is part of the appeal, so people line up for the it during New Years, priced with a lucky number, such as a price matching the year. People don’t mind waiting in line, and they have a strong desire to go to stores that have queues, so why not take advantage of this new year’s Fukubukuro and create a queue at your store or business?

March is also one of the most popular months for travelers to travel in Japan, so it can be an ideal situation for travel agencies to advertise. In addition, many companies will carry out campaigns by changing product designs and releasing limited flavors to connect to the season, such as the cherry blossom design Coca-Cola bottle and Sakura mochi pie released by McDonald’s Japan. We recommend that you pay attention to Japanese holidays and create a marketing plan that goes along with the season. At the end of March, students who are graduating will have more ways to enjoy their trips like discounts at amusement parks or events, and during Hanami season, hold events to enjoy cherry blossom-collaborated products while viewing the cherry blossoms.

3. Creating a Japanese persona may help

Target personas in Japan are very different from those in other countries. Knowing the type of Japanese people will lead to a successful marketing plan. By creating personas, companies can customize their marketing campaigns and effectively reach potential consumers. For example, unlike their elders, Generation Z personas do their own research on social networking sites about the products they want, check prices on several e-commerce sites, and have great faith in word of mouth communications. Therefore, Researching the Japanese market and creating Japanese personas will help you resonate with the market.

4. Conclusion

To conclude, Japanese marketing has a unique culture, consumer behavior, and language, so it is critical that companies thoroughly research and build a marketing calendar before starting a marketing campaign. In addition, by partnering with marketing specialists or agencies in Japan, you can gain valuable insight to ensure success. Localizing your materials such as websites and images can effectively communicate with your consumers. Establishing Japanese personas and implementing campaigns that leverage appropriate digital channels will help you reach and engage your target consumers in Japan.