Crowdfunding in Japan Vol. 2: Cracking the Code of Influencer Marketing

Influencer marketing, which involves collaborating with key opinion leaders (KOLs) to promote products or brands, plays an indispensable role in the marketing strategies of many companies. This is also true in the Japanese market, where the rules for red influencer marketing are unique and differ significantly from those in Western markets.

So, when it comes to working with Japanese influencers, it's important to understand their marketing rules and cultural norms. It's not just about following regulations like the "Handbook of the Household Goods Quality Labeling Act.," but also considering the image and reputation of the influencers. To successfully enter the Japanese market, brands really need to grasp and abide by these unique rules of influencer marketing in Japan.

Based on previous experiences collaborating with Japanese influencers or MCN agencies, we'd love to discuss how brands can excel in influencer marketing in the Japanese market. Here are 5 key facts that brands must know:

Language Barrier

Language barrier is a real thing in the world of Japanese influencer marketing. Unlike influencers from the West, most Japanese influencers struggle with English communication, making it crucial for them to work with agencies that understand their needs. Fluent Japanese and a deep understanding of the Japanese market make it easier for agencies to grasp consumer demands, cultural backgrounds, and buying behaviors, ultimately driving better marketing for products and brands.

Influencer Fees

Engaging Japanese influencers incurs higher costs due to the market's unique trust in them and scarce high-quality resources. However, this investment leads to significantly higher user engagement and conversion rates.

First of all, Japanese consumers have a higher sense of identification and trust towards local influencers. Compared to Western influencers, homegrown influencers can better connect with the local culture, values, and lifestyle, effectively conveying brand messages and resonating with consumers. This local sense of identification allows brands to penetrate the Japanese market more deeply and establish a stronger brand image.

Plus, in Japan, Influencers pack a punch in local circles. Word-of-mouth from these trendsetters holds serious weight in this tight-knit society. Partnering with Japanese influencers means riding their social media wave, rapidly spreading your brand, boosting exposure, and gaining street cred in the Japanese market.

In our EDIFIER crowdfunding, we teamed up with top-tier influencers, even though it cost a bit more. But guess what? It paid off big time. We got our product excellent backing, gained massive brand exposure, and sparked widespread discussion in the Japanese market on social media. Undoubtedly, every penny spent was worthwhile.

With the growing success of Influencer Marketing in Japan, the cost of collaborating is continuing to rise. While expenses aren't a major concern given the benefits, partnering with an agency with ample resources and a history of long-term collaborations is a cost-effective way for brands to maximize impact and efficiency.

Content Creation

Japanese influencer marketing is quite different from the West when it comes to content creation. Japanese influencers focus more on authentic product experiences and give honest reviews, rather than just aiming for collaboration benefits. This means that agencies need to take a more professional approach. Experienced and successful agencies can then get more support from influencers, which really helps brands create a positive story.

Unique cooperation

Unlike Western influencers, Japanese influencers highly specialize in specific collaboration platforms, set clear boundaries, and offer diverse partnership options.

Diversification

1、Diversified platforms:

Besides rocking YouTube, Japanese influencers are also all over Instagram, TikTok, and more. They cover all bases, serving up content that suits the tastes and habits of different crowds:

Instagram: Offering cute and traditional vibes, it's a hotspot for fashion, art, and beauty.
TikTok: Serving as Japan's creative hub for the younger crowd, dishing out short, snappy videos and fun interactions.
Newpicks: A go-to for business pros, delivering news choices and expert commentary.
Note: It's all about creative content – novels, guides, columns – giving creators a shot at earning some bucks.

2、Diversified contents:

In partnerships, influencers produce a wide array of content, including product trials, reviews, personal experiences, and daily life, to offer comprehensive brand exposure to cater to diverse user interests and convey multiple types of information.

Tailored Approach

1、Precisely Crafted Content

The Japanese society's pursuit of professionalism and demanding quality standards drives influencers to uphold high content standards. Typically, influencers blend shared product information with real experiences to deliver top-quality content, including professional reviews and recommendations. Japanese consumers are willing to pay for detailed and responsible reviews.

2、Diversified Collaboration Formats

In alignment with brand needs and target audience, influencers often opt for tailored collaboration formats, including long-term partnerships, short-term campaigns, and specialized content, to achieve the desired collaboration outcomes.

In our collaborations with Ampere, we've scored top-notch YouTube reviews, eye-catching SNS co-posts, and some blogs that rival professionally crafted product pages. Of course, it all comes down to effective communication with influencers, helping them fully grasp the brand's needs.

MCN Agency

When it comes to partnering with top influencers in Japan, MCN agencies are the go-to choice for brands. These agencies provide better management and quality assurance for collaborations with influencers. But here's the scoop – dealing with top influencers through these agencies can get pricey. So, when picking influencers, check out different MCN agencies, find what fits your brand, and consider going pro with an agency for direct communication and cost savings.

If your company needs help in Japan Influener Marketing. Feel free to contact us!