Current digital marketing trends in Japan
Digital marketing in Japan may at first seem a little daunting for international businesses due to the obvious language barrier. However, language and content customisation aside, there are no significant barriers for digital marketing in Japan. The Japanese market is relatively straightforward to enter as many of the sites and platforms used are global platforms, such as Yahoo, Google, YouTube, Instagram, Twitter, and Facebook.
Japan for the most part encourages international business and imposes no significant barriers to entry. This is in contrast to China, where permits and licenses held by local representatives are required simply to open a social media account, let alone sell a product.
So, when you are ready to grow your business in Japan with digital marketing, what trends and techniques do you need to know in 2020?
Ad platforms – Yahoo and Google Ads
While Yahoo is very familiar to most Brits and Americans as one of the most significant players when the internet first began, it has unfortunately slowly declined over time to be insignificant in most markets. In Japan, however, it has continued to thrive and still should be considered alongside Google in search engine marketing.
Marketing on Yahoo is very similar to Google. SEO (Search Engine Optimisation) and paid advertising are both available. Yahoo uses an almost identical SEO algorithm to Google. The most significant difference for search engines in Japan is the use of Japanese characters. Good SEO practices are pretty much the same for both Japanese and English languages. And in case you need a reminder of what that means: keyword stuffing and small quantities of aged, inferior quality content will be penalised, whilst high-quality natural content with proper linking and peer recognition will be rewarded!
Paid advertising also follows a similar model to what you are already familiar with. Though importantly, content must be in Japanese to have much chance of people clicking on it. And further still, the style of Japanese adverts differs in terms of detail of information presented, so don’t expect to simply Google translate the text of an existing English advert. An expert multilingual digital marketing agency like Kindred will make sure your ads and site title/meta descriptions will lead to reasonable click through rates.
The prominence of Yahoo and Google is well cemented in Japanese online culture. It is unlikely there will be any significant changes on this front anytime soon.
Social Media & Messaging – LINE, Instagram, Twitter, Facebook
Social media platforms in Japan are also a significant source of potential customers, and advertising is prevalent on all the major platforms. Make sure to prioritise your selection of social media platform based on a match with your goals and target audience. Before developing an ad campaign, our suggestion and standard approach is look at what the competition in your category and other industry leaders are doing successfully. Understand what graphic styles, promotions, and messaging are typically used. One key watchout on Japanese use of social media is there is definitely less of a need or want for an exposé of your private life to the entire world. Again, Kindred can help you with the cultural dos and don’ts for Japan!
One platform you may be less familiar with is LINE. LINE is a bit like a glorified WhatsApp style messaging app, but closer to WeChat in terms of features. A timeline and story view present opportunities for engaging with customers and space to advertise. One area that is likely to develop further still is the concept of broadcast groups. This allows brands to engage with potential clients en masse with newsletter-style messages and promotions. With over half of the Japanese population using LINE daily, becoming an early adopter of this approach is likely to lead to success in breaking into the Japanese market.
Of the other leading platforms, Instagram and Twitter are more popular than Facebook due to the relative anonymity users can choose to employ with the choice of name and avatar. Facebook’s insistence on providing full names, and private information such as birth date, location, education history etc. put many private Japanese citizens off using the platform. One area Facebook is popular, however, is as a business networking site. It pretty much matches Linkedin as a B2B marketing platform and brands should have a Facebook profile for more general credibility in Japan.
Video – YouTube, TikTok, and Netflix Japan
Japanese consumers love video, whether it is seconds, minutes, or hours. YouTube is one of the most popular platforms used by Japanese consumers on a daily basis, even outranking LINE. Younger audiences in particular use YouTube as their one-stop-shop for the latest news, entertainment, and drama/cartoons. Advertising here is similar to traditional TV adverts, showing before the selected video itself. Catchy jingles, eye-catching graphics, and the occasional celebrity guest appearance are all great ways to capture the attention of your future clients. Though unlike traditional TV adverts that the viewer was forced to watch in its entirety, you only have 5 seconds to grab the viewers attention. Therefore a video ad optimised for digital, that catches the attention of Japanese before they simply click the Skip button is very important!
TikTok and Instagram Stories are both popular ways for younger audiences to express themselves. This is the area you are most likely to find people sharing the snippet of themselves enjoying the latest café/restaurant or unboxing a new product they have received. Genuine expressions of interest in your product by influencers carries real value. As in other leading markets, forming relationships with such influencers can only be a good thing. But make sure if you provide free gifts or even pay for an endorsement you have an explicit written agreement as to what terms it is under, and that it is legal under local advertising laws. Again, a local expert local is invaluable.
Netflix Japan is not a platform you instantly think of to target your advertising budget. However, it is becoming increasingly popular for big brands looking for a product placement deal in Japan. Whether you sell bubble tea, laptop computers, mobile phones, clothing and apparel, there is always an opportunity to strategically place your products on popular TV shows. Netflix, in particular, is open to discussions with regards to product placement. If you plan to go down this route, make sure you have a formidable team of marketers and lawyers to secure the best deal and pricing. As this is a developing trend, now is an excellent time to make friends with the studios.
Influencers
Just as in other marketing, key opinion leaders have risen in Japanese society. The more followers they have, the more they can demand to endorse your products and services. YouTube is currently one of the most popular platforms, and the most popular influencers usually have their own main channel. For the most popular influencers, the method of approaching them will be through their agents. It is, therefore, a good idea to make sure you have your own agent who can deal with them and get you the best deal possible For more micro influencers, who are usually popular on a particular theme of topic and with a following <50K you should be able to reach out directly or via your social media agency successfully – as long as they aren’t already signed with your competitor!
With the world getting smaller thanks to the internet and social media, influencers are starting to become worldwide celebrities, and not restricted to one country. But for international brands looking to establish trust and credibility in Japan, obtaining the support of local influencers is still your best bet.
Impact of the Olympics
The Tokyo 2020 Olympics were originally scheduled to have been held this July. Unfortunately, due to the COVID-19 global pandemic, they have been delayed one year until July 2021. Olympic games have traditionally opened up a wide range of marketing opportunities. As the world comes together to celebrate sport and showcase the talents of each country, the opportunities to reach out to a global audience are magnified. Interest in other countries and cultures is high, and depending on your offering, this may be the perfect time to dip a toe into the Japanese market.
Final thoughts
As the World’s 3rd largest economy, the Japanese market is an opportunity that should not be missed. Japanese consumers recognise quality and will be willing to try new products and services if they meet their standard. Luckily, the Japanese digital marketing landscape is remarkably similar to that of Western countries and developing appropriate marketing plans and strategies should, therefore, not be too alien. But critical to success in a digital agency experienced in the Japanese market and language, and for this we’d love you to contact Kindred.
