Navigating Social Media Marketing in Japan Like A Pro

Businesses have a powerful, hidden tool to connect with their current audience and reach new ones: social media!

However, the social media landscape may differ from your country to Japan. To succeed, you will need more than the basics.

In this comprehensive guide, you'll understand the intricacies of social media marketing in Japan. So, you will have the knowledge and strategies to thrive in this digital advertising market.

Understanding the Japanese social media landscape

Let’s understand the Japanese social media landscape first so you can develop a social media strategy.

a) Mobile-first society

According to Statista, more than 70% of Japan’s population uses smartphones, and this statistic will increase to almost 80% by 2028. Despite the shrinking population, mobile internet and social media users will continue to grow.

As a mobile-centric society, you must ensure your website and social media content are mobile-friendly across all platforms and devices. You might even want to consider how your content looks on a laptop browser.

b) Cultural nuances

Japanese culture has major influences on social media nuances, etiquette, and trends.

One of these aspects of Japanese culture is politeness and respectfulness. Thus, using the honorific language is expected by Japanese customers.

Additionally, a sense of community and group harmony is another aspect, which means avoiding divisive topics and focusing on common interests and positive interactions.

c) Privacy and asking for consent

There are a lot of spoken and unspoken rules for sharing other information, such as photos or quotes.

Thus, request permission before posting and tagging individuals, especially for case studies or testimonial content.

d) Minimalistically and aesthetically pleasing

Even though Japan is known for its traditional arts, people also appreciate modern and minimal visuals.

So pay attention to colors, imagery, and design. Also, consider the seasonal timing for nature-inspired imagery to refer to the changing Japanese seasons.

e) Know the language

Japanese is the primary language in Japan. Thus, it is essential to have your content in Japanese. However, some international brands or brands catered towards foreigners in Japan may use English for specific campaigns.

Simply translating the language with Google Translate isn’t enough as there are always language nuances and slang that Google will not pick up on.

Top Japanese social media platforms to know

Japanese social media differs from US social media.

Here are the top 8 Japanese social media that people use:

1. LINE

2. YouTube

3. Twitter

4. Instagram

5. Facebook

6. TikTok

7. Pinterest

8. Linkedin

The three major platforms to focus on are: LINE, Twitter, and Instagram. 

LINE is a messaging app with other integration into daily life. Twitter is known for news and live updates. And Instagram is popular with younger audiences.

Each social media platform has a different marketing calendar, requiring tailored marketing strategies.

Japanese consumer behavior 

It is important to understand Japanese consumer behavior on social media.

For example, consumers will prioritize your product's quality and authenticity, emphasizing the need to make your brand trustworthy.

A trustworthy brand will have exceptional customer service and post customer reviews or testimonials for others to read.

Other factors to consider are seasonal trends, such as sakura season, and professional Japanese translation.

Developing a social media strategy for Japan

Creating a social media strategy for Japan involves tailoring content that will resonate with your Japanese target audience.

Let’s take a look at what you can do.

a) Content creation

Creating content that appeals to your Japanese target audience involves understanding what your audience is interested in and localizing your content.

For example, you can have a backstory on why you created your business. It will show the humane side of your business.

Thus, you can create content that relates to your business or reflects local trends and interests.

b) Engagement and community building

Engaging with other Japanese social media users will connect your business with your target audience.

Actively engaging in discussions, answering questions, and responding to comments will show your brand and content are active on social media.

Additionally, you can use hashtags and join in trends within the Japanese social media landscape to increase your visibility and connect with the broader audience.

c) Influencer marketing in Japan

The right influencer, big or small, whose values and audience align with your brand will create better and more genuine customer retention.

Influences have already built and maintained a trusted audience. Thus, their endorsement of your brand will resonate more with their audience.

Both parties benefit from this collaboration as the influence will maintain consistent trust with their followers, and it enforces your brand's credibility and quality.

d) Advertising laws for Japanese social media

Depending on your product, there are a few social media advertising laws and best practices to follow on your Japanese social media.

Here are some key points to watch out for:

• Be careful with superlatives

• Dual pricing is regulated

• No stealth marketing

• Ads for pharmaceuticals and medical devices are regulated

• Ads for cosmetics are regulated

• Ads for certain food products are regulated 

For example, if your product is related to pharmaceuticals, you can not make false or exaggerated claims about its effects.

Check out this article for more details: Japan's Advertising Laws: What You Ought to Know.

Best practices for Japanese social media 

Here are some spoken and unspoken rules for posting on Japanese social media.

• Honesty is the best policy: that rings true in Japanese culture. Be honest about your product, and Japanese consumers will respond accordingly. 

• Use polite and respectful language: it will reflect on your business etiquette towards their customers.

• Be careful with humor or sarcasm: it may not always translate directly into Japanese.

Read each platform's ad policies and guidelines. For example, you can not market cigarettes or tobacco-related products with LINE. 

In closing

Being able to navigate the Japanese social media landscape is a vital step to reaching and engaging with your target audience in Japan. By following these strategies and practices, your tailored social media content will make a meaningful connection with your target audience.