Influencer marketing is very important for cross-border sellers in the Japanese market. Do sellers know what the characteristics of Japanese influencers are?
1. Language barrier
The language barrier is one of the most unique aspects of the Japanese social media and influencer marketing field. In EF’s English language skill ranking of the English Proficiency Index, Japan ranks 49th out of 88 prefectures and regions, which is considered to have low English proficiency. In addition, according to Rakuten Insight research, 69.6% of Japanese people believe that they are not good at English. Japan ranks 49th in the EF English Proficiency Index Due to the low English proficiency of Japanese people, English-speaking bloggers in Japan are not as influential as in English-speaking countries.
2. Almost all famous influencers are managed by Japanese talent agencies
At the same time, few influencers in Japan work as freelancers. Agencies manage multiple influencers in different categories. If sellers want to work with influencers from an agency, sellers need to contact the agency first. This means that sellers cannot work or negotiate with influencers directly.
3. Strong opposition to non-public sponsorship
Japanese buyers are very strict about non-public paid cooperation with brands. Therefore, in order to distinguish paid advertising in Japan, bloggers need to use the tag #pr near the top of the post. It is worth noting that the hashtags used in other countries (such as #ad) but #supported are also rare.
4. Japanese Internet celebrities are relatively strict
Japanese bloggers often refuse to cooperate with new companies that are not mature in Japan. In addition, Japanese Internet celebrities are also particularly picky when choosing cooperative brands, with their sensitivity to the audience and their cautious attitude to avoid negative comments. Therefore, they need to convince the seller that the brand fits their channel or account value and will not negatively affect them in any way.
Since Japanese Internet celebrities will not publicly show their true feelings about the seller’s product promotion, it is best to have a Japanese bilingual team to help sellers achieve the seller’s activity goals.
The above are the characteristics of Japanese Internet celebrities shared with sellers, I hope it will be helpful to sellers. LianLian International provides professional and considerate services to allow users to conduct cross-border business with peace of mind, helping more users to bring excellent products and services to the global market in a more efficient way for better operation.