Now You Want To Upload Your Rolling Stones Fan Video To Youtube. Would You Be Violating Copyright?
Japan's Top Social Media Networks for 2022 – A Complete Guide
Mar 01 2021
Depending on how much yous know about the Japanese social media landscape, the data presented in this guide may not surprise you. For instance, the fact that Japan is one of the only places where Twitter is more pop than Facebook or where LINE is the nation's favourite SNS platform is often cited in state comparisons.
However, nosotros can promise you a new level of context to frame these often misunderstood numbers, helping you to understand the why behind Nihon's major differences when it comes to social media trends, user behaviours and breakthrough platforms.
In this year's study (now our 7th!!), we aim to cover the most recent data and trends for social media networks in 2022, too equally shed calorie-free on the bigger picture — where brands and audiences are settling into new normals later on an incredibly turbulent time due to the Covid-19 pandemic.
If yous want to know how we draw our conclusions at Humble Bunny, you lot tin discover our methodology and sources at the cease of this report, otherwise, let's dive in!
Table OF CONTENTS
- Japan's Digital Landscape in 2022
- Key Behavioural Trends in 2022
- LINE Japan
- YouTube Nihon
- Twitter Japan
- Instagram Japan
- Facebook Japan
- TikTok Nihon
- Notable Mentions
- Biggest Japanese Social Media Trends in 2022
- Communication for New Brands Inbound Nihon
- Methodology and Sources
Japan'south Digital Landscape in 2022
Monthly Active Users by Platform
*Tap or Hover on the graph beneath to run into details.
Central Behavioural Trends in 2022-23
Bringing Your Make to Japan?
LINE Japan
The but other country in the world where LINE is the most popular SNS platform is Taiwan. And while awareness of the app is withal low in many places around the world where LINE is merely one of many messenger apps on the market, it has become and then much more than this to the Japanese population.
Initially gaining popularity in wake of the 2011 earthquake that resulted in thousands of deaths and an most nuclear meltdown of the Fukushima Daiichi, many took to LINE (over fifty 1000000 in the first yr) equally a style to stay connected during times when phone lines may exist down.
Adult as a way to proceed families and friends in touch on during times of crisis, its relevance has remained strong in a country where natural disasters are always a possibility. And its recent spike in usage during the kickoff of the pandemic highlights the way the platform withal plays this role.
LINE Demographics
*Tap or Hover on the graph below to see details.
With such a large user base, roofing over 70% of the Japanese population, there'southward no surprise that its demographic breakdown is spread adequately evenly – somewhat mirroring the demographic breakup of Japanese society on the whole.
LINE's vision to become an all-encompassing hub for serving its user's digital needs has also broadened its value as a tool for both immature and old. For case, it now offers classic social media features such as media timelines and news sections, as well as cashless payment functionality (fabricated fifty-fifty more than attractive by coupons and loyalty programs through LINE Pay).
LINE Manga, available on the LINE messaging app or as a dedicated app, has too become Japan's largest digital comic service offering users an like shooting fish in a barrel and convenient way to read manga and novels on their smartphones.
In curt, LINE has evolved significantly since the days when it was just a messaging app and with people using it for an increasing number of reasons in their day to day lives, it has attracted a growing number of businesses and brands who want to capture the attention of LINE users who use this infinite.
Top LINE Trends in Japan
Predictions for 2022-23
We predict we'll see many more than brands adding LINE advertizing as a complementary component to their Japanese marketing strategies. Also every bit using it as a powerful customer retentivity tool to deliver text-based updates relating to store updates, incentives (coupons and flyers) and company news, nosotros may see more than companies experiment with the platform's newer PPC ad options.
HB Pro Tip: Don't expect an outstanding CTR from this channel, but seriously consider it for any large calibration brand awareness campaign in Nippon due to the incredible volume of targetable users.
YouTube
Many households in Japan consume content on YouTube as a kind of substitute for TV (aided by the widespread use of smart TVs). Nonetheless, with Japan's video streaming marketplace growing incredibly fast (with international players Amazon, Disney+ and Netflix engaging in a kind of streaming state of war together with local providers like Hulu Japan, DoCoMo Anime Store and UNext), YouTube's success in this area may be limited.
Withal, the platform still offers unique entreatment through its broader set of features. For example, many are fatigued by the sheer variety of content to be plant on the platform (much of which is user-generated) every bit well equally the ability to collaborate with others every bit part of interest-based communities (often in real-fourth dimension).
We mentioned in last year'due south report how home exercise, cooking and DIY content increased by v times in 2020 and interest in these areas has merely continued. With over half of Japan regularly using Youtube for one reason or another, its importance as a platform can't exist mistaken.
YouTube Demographics
*Tap or Hover on the graph below to see details.
We've seen YouTube'south age distribution shift largely towards immature users over the last few years, with the biggest group now represented by men aged 18-22 years, which perhaps comes as result of many new Japanese influencers and celebrities making their debut on the platform, pulling in droves of young fans, as well as the platform'southward smooth alive publishing features catering to audiences who desire upward-to-engagement, less polished content at their fingertips.
For instance, many immature people looked to YouTube news channels and even trusted vloggers on YouTube during the pandemic rather than mainstream media options, hoping to larn more than about Japan's implemented Land of Emergency during the beginning of the pandemic when regime advice and restrictions were changing so rapidly.
Top YouTube Trends in Japan
Predictions for 2022-23
Hesitancy still exists amidst the Japanese population when information technology comes to visiting brick and mortar shops due to the risks that Covid-19 withal presents, according to a report by GWI. And together with the constantly growing Japanese ecommerce market, it's highly likely that the user-generated product/make-related content (reviews, unboxings, comparisons) volition continue to perform well on YouTube in Japan.
Brands will be looking to further capitalise on this past sponsoring influencers to feature their content in video blogs. This may be performed formally through transactional agreements or casual "gifting" where brands send out free samples to popular YouTubers in their sector.
As peer reviews and recommendations are perhaps even more important in Japan than in other places effectually the globe, due to college levels of distrust and uncertainty avoidance, this would be a smart move for any brand entering the market or growing their presence hither.
HB Pro Tip: Using Youtube video ads at the start of your sales funnel tin can bulldoze much better performance overall, especially when you are launching retargeting campaigns where you deliver ads to people who have viewed a certain amount of your video on Youtube. But make sure you feature enough of domestic appeal and include local models and environments to amend engagement.
Nihon is Twitter's second-largest market after the United states of america and many have commented on the intriguing fact that information technology dominates over Facebook in terms of popularity (which bucks the global tendency). A few likely reasons for this are:
- The Twitter app offers better online anonymity compared to Facebook. Many Japanese people prefer being unidentified when engaging in online conversations — neat to be in the know, simply reluctant to announce their true opinions when representing themselves. This ensures millions of tweets get out each day from all kinds of users, supporting the platform's vibrant ecosystem of interactions.
- Over 92% of the Japanese population alive in urban areas and spend a huge amount of time on busy public send between habitation and the office or schoolhouse. Apps that have always had a smooth mobile UX like Twitter, which offers users seize with teeth-size chunks of content, are incredibly convenient when people are on the go.
- Japanese celebrities, politicians and notable figures are among the about popular accounts in Nihon and are highly active equally users (updating their posts in one case or more a solar day). As such, Twitter gives users a glimpse into what's going on in their globe (and more importantly, makes it easy to do this quickly).
Twitter Demographics
*Tap or Hover on the graph below to see details.
Twitter'due south growing popularity across a wider range of ages in Japan has prompted brands, influencers, and marketers to reconsider Twitter equally a way to connect with audiences both young and quondam. The prominence of politicians and government spokespeople on the app has brought many older users to the platform, historically considered well-nigh unreachable on Twitter before.
Twitter Penetration Rate Amongst Historic period Groups in Japan (%)
*Tap or Hover on the graph below to meet details.
Top Twitter Trends in Japan
Predictions for 2022-23
Many, including ourselves, have commented on the likelihood of Twitter losing users as people wait to more visual and video-based platforms for their content.
However, the delivery of fast (sometimes immediate) updates and news most of import problems in Japan, every bit well as the participation of many of the nation'south nearly influential politicians, celebrities and brands, makes Twitter a unique place for citizens to find out what's going on, supporting the platform'southward ongoing popularity.
We predict that businesses will proceed to take reward of Twitter'southward big user base through customer retention tactics, withal, we besides suspect that more marketers (specially those actively engaged in market place research) volition use Twitter as a social listening tool.
Different Facebook or Instagram, most of the content shared and consumed on Twitter relates to opinions. By carefully monitoring conversations and looking for key trends and themes, brands tin better empathise the way people call up and feel most certain topics, which can then inform communication strategies used both on Twitter and more than widely across their other touch points.
HB Pro Tip: When building your Twitter strategy, consider making effectually 80% of your Tweets about your "local environment" such as current events in your visitor, industry, urban center or country. Even borer into seasons and the weather tin can drive much better date, too as useful client information about stock, opening times or holidays. The remaining 20% should and then highlight products and services.
Instagram'southward pleasing UX on mobile phones, the potential for anonymity, and highly visual and aspirational content has made it popular among the Japanese population.
The ecosystem of communities on Instagram is now more varied than ever, with classically popular categories on the platform such as beauty, fashion, travel and food at present joined by other interest groups such as gaming, wellness and social justice.
Brands that initially invest a lot in Facebook advertising in Nihon, in mirror of their approach taken in other markets, oftentimes find themselves shifting upkeep towards Instagram.
Instagram'due south video features (Reels, IGTV and Stories) as well give the platform more modern relevance, allowing people and brands to publish candid glimpses into real life and behind the scenes.
INSTAGRAM Demographics
*Tap or Hover on the graph beneath to see details.
Instagram still remains one of the best places to target immature Japanese women interested in fashion, beauty, music, food and entertainment.
Notably, we've seen the proportion of users over 35 grow in recent years with near 60% now over this threshold (another example of older users migrating to social media platforms since the pandemic started, but also a sign that TikTok has been capturing the king of beasts'southward share of Japan'southward youth market recently).
Height Instagram Trends in Japan
Predictions for 2022-23
A few trends we're about excited about witnessing (and being part of) on Instagram in Japan this year are:
- The evolution of augmented reality (AR) Instagram shopping, combined with even more than social commerce on the platform with both small and big brands capturing the attending of new customers through creative and engaging ad content.
- More video-based content and music condign prominent with TikTok style challenges and trends condign more popular, as Reels become the dominant content type inside the platform
- More resources invested past brands into partnerships with influencers and digital creators to help them build their exposure and even shape their Japanese brand identities
HB Pro Tip: Despite Instagram's visual nature, retrieve that Japanese audiences accept a higher demand for technical data and detail, explaining exactly how products piece of work and how they're fabricated. Highlighting this kind of information with text also as your product's UVPs is really important to requite potential customers everything they need earlier committing to a purchase. Similarly, make certain you follow up with fully conversion optimised landing pages (with plenty of images and descriptions) if you're not directing traffic directly to product pages.
Forget about LinkedIn if you're trying to grow business contacts and sell B2B in Japan. Facebook is your best bet when it comes to achieving these goals and yous'll find many senior-level professionals using it very similarly to how their counterparts in other locations apply LinkedIn.
Nonetheless, in many other respects, Facebook's success in Japan has been modest. Information technology has a much lower user base overall when you compare it to other markets and a dwindling youth demographic.
There are whole reports written most why Facebook "failed" to capture the Japanese market, but below is a short summary of what we think are the most relevant takeaways.
- Facebook's real proper noun policy fabricated it harder for Japanese users to fully buy-in when the platform came to Japan. Many were concerned well-nigh invasion of privacy too as reluctant to engage in online conversations as themselves (preferring to participate anonymously).
- Due to the above, the platform makes it easy for quondam friends, acquaintances and colleagues (or even bosses and seniors!) to add you as a friend. And combined with the fact that declining an invite might be seen equally rude (therefore making acceptance necessary), this reduced the freedom and escapism that Japanese people so frequently enjoy near social media platforms.
- Other platforms only fulfil people'due south needs better and failing to accomplish plenty user growth velocity in the initial months and years later on launching in Japan has no doubt stunted its long-term growth potential.
Facebook Demographics
*Tap or Hover on the graph below to see details.
Over contempo years, we can clearly see Facebook slowly becoming less and less relevant in Japan (at to the lowest degree among younger Japanese groups). This was our take last year and admittedly we have seen some significant growth in the platform's total users. Yet, there's no doubt that with visual platforms like TikTok capturing people's attention through video-based content, Facebook has found information technology fifty-fifty harder to both retain and attract a younger audience.
The platform yet boasts a respectable 49 million users and the people you find on it are often working professionals with college disposable incomes, making it a fantastic place for B2B marketing too equally for promoting luxury appurtenances and services.
Meridian Facebook Trends in Japan
Predictions for 2022-23
With the continued outflow of young users from Facebook, the platform however appears to exist in recession, with over 50% of users over 35.
While companies selling to younger audiences are probable to shift their focus to other platforms, those in the B2B sector will find it the perfect space to make connections with high-value customers and clients.
As well, we still see Facebook as an important tool for providing social proof to prospective customers engaged in pre-purchase research. The fact that Facebook uses real names besides makes reviews and ratings much more than credible and Japanese shoppers are still likely to apply it every bit an important stepping stone in their purchasing journeys.
HB Pro Tip: In general, we recommend developing product-focused campaigns if your goal is generating conversions with Facebook Ads. While motivation and lifestyle oriented ads can work well too (if you accept the right funnels in place and engaging creative content), ads that display your product in detail with a clear UVP added to the explanation or text overlay, have proven the most efficient method of generating conversions for the majority of our clients.
Wondering How to Convert Facebook Users into Loyal Customers?
TikTok
In a nation of curt attention spans, where seize with teeth-sized media infinite sectionalisation is widespread, the simple usability of TikTok and its trend-orientated, video-first approach seems to accept fueled its success in Japan.
Akira Suzuki, head of TikTok's in-house planning and creative unit in Japan, once explained how certain drivers contribute to the success of content on the platform (too every bit the ability of advertisers to increment advert recall, make sensation and the favourability of hashtag challenges).
Shortened to the acronym WTF, these principles are 'Wish', 'Attempt' and 'Fun':
- 'Wish' — relates to a greater interest in social causes and breaking stereotypes, as well as spreading positive messages with friends. If the cause is something people actually care about, users will tend to share content willingly in the hope of doing something proficient, or at least to be seen as promoting a expert cause.
- 'Try' — relates to how users, predominantly younger demographics, dearest the thought of tackling something new that might exist complicated withal also doable. Embracing such a claiming can fill up them with satisfaction and when they nail it, they'll naturally want to share this with the globe.
- 'Fun' — captures the platform's lighthearted and exciting character, with much of its content not being especially "deep". Many TikTok users just want to have fun and to share this experience with others.
Convert Using TikTok Ads in Nippon – A Crash Course
TikTok Demographics
*Tap or Hover on the graph below to see details.
Information technology'southward truthful that TikTok caters by and large to a younger demographic and many Japanese brands accept been concerned virtually this fact, given that the land has one of the nearly rapidly ageing populations.
Some are naturally mindful of the assumed "fickleness" of Japan's youth, which once had equal love for similar platforms like Vines and MixChannel (among many others) who have since disappeared from the nation'southward social media landscape.
Nevertheless, contempo numbers show us that it's probably the best online space to reach Gen Z Japanese teenagers. The application enjoys a penetration rate of 58% among people anile 13 to 19 years old!
Superlative TikTok Trends in Japan
Predictions for 2022-23
Many older users and brands catering to an older demographic take been scared to utilise TikTok. Some meet information technology as too "different" to what they're used to, while others believe its popularity is simply fleeting, meaning investment in fourth dimension or resources isn't worth information technology yet.
With the platform's continued success, all the same, and the prominence of TikTok-way trends making their style onto platforms like Instagram, in that location volition likely be a larger migration of users to this channel — fifty-fifty among older generations.
For marketers, the claiming will exist to adapt processes and content to match the unique style of TikTok. And equally influencer marketing is one of the most powerful tools available when trying to reach new audiences, many brands will be forced to accept a pace back from the artistic process and defer to the feel and insights of their TikToK partners to increase exposure.
With the platform itself based effectually videos of 15-second intervals, maxing out at a total of 60 seconds, you lot could say TikTok is a crystallisation of the long-term trend that has already been taking place towards the need for more user-generated video content.
HB Pro Tip: Before rushing to TikTok every bit your next Japanese advertising platform, consider that information technology is notorious for its lack of options and flexibility when it comes to exactly how ads can be configured and targeted, which may limit your performance potential. Facebook still beats all other platforms when it comes to the composure of its entrada manager tools. Having said this, TikTok is a keen style to create engagement quicker than whatever other platform, particularly if your product and/or content serves the needs of a younger audience.
Other SNS Platforms in Japan
Due to the importance of gaining a significant critical mass of followers when a platform offset launches in Japan, it has historically been harder for certain channels to calibration their audition.
A few less popular SNS channels that are still fighting for greater market share or are in their early stages of growth are below, forth with our predictions on how nosotros think they'll exercise in the near future.
| Despite its popularity in other markets, LinkedIn hasn't been a hit amid the Japanese population. This may exist due to cultural factors with individuals reluctant to boast about their experience or publish an open CV to the world, signalling to their employers that they are looking for work elsewhere, or, that in a highly relationship-based society, concern relationships are still largely handled face up-to-face. Whatever the case, Facebook is a better choice if you're looking for a platform for B2B marketing! | |
| Ameba | Ameba is a niche micro-blogging site in Japan, similar to WordPress merely with a few quirky twists, such every bit customizable avatars that allow users to socialise with other users in digital environments based on real-life landmarks, such as Shibuya. This gamification of blogging may help to retain a certain level of involvement, only nosotros don't predict Ameba'due south popularity to grow considerably in the virtually future, with Twitter doing a much better chore in the micro-blogging space . |
| Pinterest'due south market share hasn't grown, but information technology also hasn't dropped considerably, doing well to cater to a small-scale yet enthusiastic following of around viii-9 1000000 individuals made up of mostly designers, artists and people looking for artistic inspiration. | |
| Clubhouse | Along with the United states and Deutschland, Japan has consistently been among the meridian v markets for Clubhouse iOS downloads and interest spiked in 2020. However, while awareness has grown rapidly, the small velocity of its new member registrations has non yet earned the platform a place among height social media channels in Nippon. As the visitor overcomes growing pains and implements new scaling initiatives, there'southward still a gamble for this sound-based SNS to practice well hither. |
Key Insights
Height v Reasons People Use Social Media in Japan
Japanese Social Media Trends in 2022
With a wider view of the kind of changes taking identify in Japanese social media, nosotros've seen some interesting themes sally in terms of user trends, the conversations being held, and the new features being launched.
People Look to Social for Immediate Answers
In a country with a potent distrust of organisations (second to last in Edleman'south Trust Barometer after only Russia), it'due south non that surprising that many people look to social media for immediate answers or news during times of crisis rather than mainstream TV news channels.
The importance of relationships in Japanese culture tin't be understated either, and every bit many now class strong bonds through digital peer-to-peer networks, also every bit hold the opinions of certain famous individuals and influencers who are agile online in extremely loftier regard, many turn to their social media networks for instant access to local coverage and real-time updates on the issues that matter to them.
Unfortunately, the instantaneous nature of data sharing on social media has too led to more fake news and factual errors from user-generated event coverage reaching users, sometimes leading to unnecessary panic and concern in order.
Learn More About the Japanese Consumers
A Tool for Connecting and Supporting Communities
Every bit the pandemic reached Japan, social media became domicile to many new communities of people offer support and information to its members. Platforms similar Twitter and LINE served as a lifeline for directly afflicted individuals, providing a means of data sharing and a manner for people inside and outside of Japan to connect, share, volunteer, donate and provide information-based back up.
A Place to Vox Criticism and Concern (but Also Praise)
Japan has used social media equally a space for voicing criticism about the government'southward treatment of various events relating to the pandemic. Substituting for more public gatherings, online spaces have given people the forum to discuss their thoughts and share them with others.
Notably, we've too seen people congregate effectually several positive issues and genuinely search for solutions with their peers, besides every bit offer support and encouragement for sure groups and communities and praising those who they feel deserve it, such as charities and frontline health workers.
Communities Look to Influencers for Guidance
The pandemic has pushed influencers and high profile individuals in the community to take on a greater leadership part. Equally well as regime officials, many popular YouTubers have faced increasing attending as people looked increasingly to those in their social networks for guidance and advice — trusting their opinions more than anyone else's.
Social Commerce to Go on Expanding
Many more Japanese individuals are expected to store direct through their social media accounts, as well as utilize social equally an indispensable stepping stone for discovering and vetting new brands. New features and digital tech will also show us the true ability of AR social shopping and nosotros'll be able to see whether this strand of commerce is received well past Japanese consumers.
Ultimately, every bit Nihon'south ecommerce market continues to grow, social media volition continue to play its part in supporting digital buying journeys as well as directly serving customers through in-platform buy and payment options.
Older Demographics Are At present Within Accomplish
Brands have historically found it difficult to target certain older demographics through social media, simply we've seen many more seniors take to platforms like Facebook in recent years.
With Nippon'southward ageing population and the fact that disposable income is the highest among older groups, we're probable to encounter brands launch brand new campaigns to connect with this growing social media audience.
New Messaging for a New Era
Finally, people's lifestyles and outlooks have changed dramatically since the pandemic. And while normality has resumed in some respects, Covid-19 is still on many people's minds, impacting attitudes towards diverse topics as well as changing behaviour. Results from GWI'due south 2021 Japan study found that amongst Japanese respondents:
- 73% are uncomfortable at big outdoor events
- 69% are uncomfortable indoor dining
- 41% are uncomfortable in-store shopping
- 68% are uncomfortable on public transport
Every bit different priorities, concerns, and interests have been emerging while people struggled with major changes to their lives and fears virtually the future, brands interacting with audiences on social media accept had to adapt their messaging approach.
Many companies have completely changed their whole approach to content, such as placing more than accent on things like social responsibility, rubber and fifty-fifty aspects of product durability (with an understanding that consumers look for reliability in times of uncertainty).
Whether genuine or not, we've seen thousands of brands beyond Japan and worldwide have a more responsible and empathetic tone of voice in social media communications.
Building A Marketing Strategy for Japan?
Communication for Brands Using Social Media in Japan in 2022-23
If you've read this article because you're looking for communication on how your make can connect with your Japanese audition on social media, we have two important things to say.
The first is that achieving your commercial targets on popular SNS platforms will come at a considerable cost. Realistic budgets demand to be set to generate plenty conversion velocity if you want to see results, whether yous're going for brand awareness KPIs or only trying to make sales.
The second (slightly more reassuring point) is that when yous have the time to really understand the kind of content users enjoy consuming on each individual SNS platform here, date tin exist incredible.
Almost platforms are now heavily saturated with high volumes of paid or sponsored ads, but if your content is good (creative, original, appropriate for your audience), social ads can all the same be your most of import tool for growing interest in your brand in the way you'd always dreamed.
Information technology'south yet shocking how many foreign brands utilize the aforementioned approach to social media marketing here that they do for their other markets. While Japan isn't as "weird" or dissimilar equally some people make out, the interests and behaviours of people are unique plenty here to warrant fresh thinking and new social media strategies for any make hoping to build a following hither.
Methodology
To draw authentic year-on-year comparisons and to track trends more realistically, nosotros rely on many of the aforementioned data sources used in last year's report, with updated figures for 2021-22. However, where the same sources have not been available, sure information points have been substituted for the near recently available data.
These sources include a range of publicly available surveys as well as official company and government data sets. And where numbers alone have not been enough to paint a full picture of Japan'due south most important social media trends, we've added our own understanding of the local context gathered from extensive social media marketing activities on behalf of our clients.
Sources
- Statistics Bureau of Nihon
- World Bank
- CIA Globe Factbook
- Statista
- Insta Lab SNS Information 2022
- Statistics Japan
- GWI – Japan Report 2021
- Data Reportal – Global Digital Report 2022
- Hootsuite Social Trends 2022
- Nosotros Dearest Social January 2022 SNS Overview
- Napoleon True cat Stats
- Similarweb
- Carter JMRN
- Statcounter Global Stats
Source: https://www.humblebunny.com/japans-top-social-media-networks/
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