Guide to an Influencer Marketing Agency in Japan

Introduction

Businesses all around the world are realizing the value of influencer marketing as a means of reaching target audiences and generating revenue. One of the world’s greatest economies, Japan, has experienced a rise in the use of influencer marketing recently as one type of strategy of digital marketing in Japan. With an internet user base of over 102 million recorded in January 2022 and a large population, Japan offers a ton of potential for businesses to use influencer marketing. It can be difficult to navigate the Japanese influencer marketing landscape, which is where an influencer marketing agency in Japan can help.

Explanation of Influencer Marketing and its significance

Influencer marketing is a type of digital marketing that entails working with people who have large social media followings and are regarded as authorities in their professions. By advertising their goods or services to their followers, these people, sometimes referred to as influencers, can aid businesses in reaching their target market, increasing brand recognition, and boosting sales.

Influencer marketing is important because it can reach consumers more naturally and authentically than conventional advertising techniques. Instead of corporate advertisements, consumers are more likely to believe advice from influencers they follow and see as reliable sources. Influencer marketing also enables companies to get into niche markets and target particular demographics that may be difficult to reach using conventional advertising techniques.

Influencer marketing has succeeded for companies of all sizes and in all sectors, and its significance is only increasing as social media plays an increasingly important role in customers’ lives.

Importance of Influencer Marketing in Japan

Influencer marketing has become important in Japan for a number of reasons. First off, Statista estimates that over 101 million people use social media in Japan, making it a country with a sizable and active social media user base. This offers a huge opportunity for companies to use influencer marketing to successfully reach their target demographic.

Secondly, influencer marketing is a successful strategy for establishing a brand’s credibility in Japan since Japanese customers are known to value influencers’ opinions and suggestions. According to a post on Statista, a survey done in March 2021 found that about 36% of respondents in Japan between the ages of 15 and 24 trusted influencers and celebrities because they were fans. The second most frequent justification for trusting a personality or influencer, with a percentage of roughly 34.3 percent, was admiring their taste.

Thirdly, because of the distinct cultural traditions and market characteristics of Japan, influencer marketing is particularly successful there. Influencer marketing enables companies to capitalize on the trust and reputation that Japanese consumers place a high value on by working with credible influencers who share those values.

Finally, there are influencers from a variety of niches, including fashion, beauty, food, and travel, among others, in the dynamic and diverse Japanese influencer marketing landscape. This enables companies to select influencers that are compatible with their target market and industry specialization, increasing the effectiveness of their marketing. Influencer marketing is now a crucial tactic for companies hoping to flourish in the Japanese market as a result.

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Overview of Influencer Marketing in Japan

In order to reach a certain target audience, influencer marketing in Japan entails working with influencers on different social media platforms. The influencer marketing scene in Japan is varied, with influencers from a range of specialized fields and social media channels, such as Instagram, YouTube, Twitter, and TikTok. Influencer marketing is a strategy used by brands in Japan to advertise their goods and services, increase sales, and raise consumer awareness. Influencer marketing has emerged as a crucial tactic for companies trying to thrive in the Japanese market due to the country’s sizable and active social media user base and its consumers’ willingness to believe in influencers’ recommendations.

Statistics on Influencer Marketing in Japan

Statistics demonstrating its impact potentially reveal that influencer marketing has grown into a significant sector in Japan. A huge and active social media user base may be seen in the fact that 14.2% of Japanese internet users use social media to look for branded content or to find something to purchase. On top of that, according to a post on AJ Marketing, more than 12.6% of social media users in Japan follow influencers and experts.

In addition, according to a report from Hootsuite and We Are Social, LINE with over 94 million Japanese users, and Twitter with 237.8 million daily active users as of July 2022 are the social media platforms that Japanese people use the most, and YouTube came out on top with over 2 billion active users as of July 2022. In Japan, TikTok is also gaining popularity, although Facebook and Instagram round out the top five most popular social media sites. These figures show the potential of influencer marketing in Japan, which makes it a crucial component of digital marketing for companies hoping to succeed there. I discussed more details about the most popular social media platforms in Japan for influencer marketing in my Influencer Marketing in Japan article on our website below.

Types of Influencers in Japan

Depending on their marketing goals and target market, firms in Japan can select from a range of influencer categories. One of the most well-known types is celebrity influencers or,“Tarento” (TV personalities) who frequently work in the entertainment sector. These people are well-known to the general public and have sizable social media followings, which can aid businesses in expanding their customer base. However, working with famous influencers can be expensive, and it’s not always clear how important they are to the brand’s image or product. Additionally, below is the list of effective influencers in Japan to tap into for your influencer marketing strategies.

• Musicians
• Comedians
• Social media influencers
• Models
• Virtual influencers

Furthermore, the above types can be categorized according to tiers of influencers.

• Mega-influencers
• Macro-influencers
• Macro-influencers
• Nano-influencers

Influencers come from a wide range of businesses and niches, with some of the most well-liked ones being gaming and technology, travel and lifestyle, food and beverage, and beauty and fashion. Influencers in the beauty and fashion industries frequently share cosmetic tutorials, highlight new beauty products, and provide fashion advice and outfit suggestions. They frequently collaborate and sponsor articles with firms in the fashion and beauty sectors to market their goods. One best example is the YouTuber, Alisa, with 206,000 subscribers. She reviews beauty products on her channel and does make-up tutorials.

Influencers in the fields of travel and lifestyle from Japan document their excursions abroad to provide their audience with an intimate peek at the customs and sights of many places. To market their goods and services, including hotels, airlines, and travel accessories, they frequently work with tourist boards and other travel-related businesses.

Japan is recognized for its love of video games and cutting-edge technology, therefore the country’s influencers in the gaming and IT industries are expanding. These influencers frequently post game reviews, tech guides, and gadget and electrical device product recommendations. To advertise their most recent releases and products, they frequently collaborate with gaming and tech firms. Bambee, a YouTuber with 317,000 subscribers shares insights into gaming on his YouTube channel.

Japanese food and drink influencers promote the distinctive cuisine of the nation, which includes both traditional dishes and current fusion cuisine. They frequently work with eateries and food companies to advertise their menus and goods while providing their followers with recommendations and evaluations of various food and beverage options. JunsKitchen is one good example with a whopping over 5 million subscribers on YouTube.

Depending on their target demographic, budget, and marketing objectives, businesses can choose the best influencer for their marketing efforts by being aware of the many influencer types in Japan.

In my article about Influencer Marketing in Japan, I discussed the above in detail so that for businesses who are interested in going deeper into the influencer marketing strategy, it will be easy for them to navigate through the plan.

Understanding Influencer Marketing Agency

Influencer marketing has become a powerful tool for connecting with customers in a more genuine and interesting way as a result of the emergence of social media and the growing impact of online personalities. Consequently, there is a greater need for an influencer marketing agency in Japan as companies seek their assistance in navigating the intricate and always-evolving world of influencer marketing.

Definition of Influencer Marketing Agency

A business that specializes in developing and carrying out influencer marketing campaigns on behalf of companies is known as an influencer marketing agency in Japan. To market goods or services to their following on different social media platforms, the agency collaborates with a network of influencers. These initiatives aim to broaden audience reach, raise brand awareness, and boost sales.

The services offered by an influencer marketing agency in Japan include influencer selection, campaign planning, content creation, and performance monitoring. They work together with companies to comprehend their marketing objectives, target market, and budget in order to develop campaigns that are tailored to their particular requirements. The agency then chooses the campaign’s best influencers, negotiates their contracts, and makes sure the campaign runs successfully. The agency also keeps tabs on the campaign’s effectiveness, giving companies important information and insights that may be used to improve their future marketing plans.

Services offered by Influencer Marketing Agency

An influencer marketing agency in Japan offers a wide range of services to businesses looking to incorporate influencer marketing into their marketing strategy. Here are some of the most common services offered by these agencies in Japan:

Influencer selection: These organizations assist companies in choosing the most appropriate influencers for their marketing initiatives based on considerations like target market, brand values, and budget.

Campaign planning: An influencer marketing agency in Japan assists companies in developing thorough influencer marketing campaigns that complement their marketing objectives, financial constraints, and target market. This includes creating campaign themes, deciding on content categories, and establishing timetables.

Content creation: These firms collaborate with influencers to produce top-notch content that advertises the brand’s goods or services. This entails producing blog entries, videos, and social media content.

Performance tracking: Analytics tools are used by an influencer marketing agency in Japan to monitor the effectiveness of their programs. This involves keeping an eye on conversions, reach, and engagement rates.

Influencer management: An influencer marketing agency in Japan oversees every aspect of the relationship between brands and influencers, including contract negotiations, overseeing payments to influencers, and ensuring that all materials adhere to the brand’s standards and requirements.

Social media management: The production of content, social media publishing, and community management are all services that an influencer marketing agency in Japan provides. The company can discuss with their client which social media platforms are best to advertise their products or services so that they can then choose the right influencer for their marketing strategy. 

While social media marketing agencies focus on creating and executing social media campaigns, influencer marketing agencies specialize in leveraging the influence of social media influencers to promote a brand’s products or services. You can read more about social media marketing agency in Japan in my article here.

By leveraging these services, businesses in Japan can create effective influencer marketing campaigns that help them reach their target audience, increase brand awareness, and drive sales.

Importance of Hiring an Influencer Marketing Agency in Japan

Hiring an Influencer Marketing Agency in Japan can provide businesses with numerous benefits, including:

Access to industry expertise: The best channels, content types, and influencers for various target groups are all things that an influencer marketing agency in Japan is very knowledgeable about. They can use this information to assist firms in developing successful campaigns that produce outcomes.

Cost-effectiveness: Although managing influencer marketing campaigns in-house may appear to be more cost-effective for businesses, working with an influencer marketing agency in Japan can actually end up being more economical in the long run. As a result of the relationships that agencies already have with influencers and their ability to bargain better rates, campaigns may end up being less expensive.

Time-saving: It takes a lot of time and effort to manage an influencer marketing campaign, which includes outreach to influencers, content creation, and campaign management. Businesses can free up their time and concentrate on other areas of their operations by collaborating with an influencer marketing agency in Japan.

Improved campaign performance: The performance of campaigns is tracked in real-time by an influencer marketing agency in Japan using data analytics and performance tracking tools. This implies that campaigns can be tailored for maximum effect, improving reach, engagement, and conversion rates.

Collaborating with an influencer marketing agency in Japan can assist companies in developing successful campaigns that provide results while also freeing up time and resources that can be devoted to other areas of the company.

Benefits of Using an Influencer Marketing Agency in Japan

Including influencer marketing in your marketing plan can be a very successful way to connect with your target market and increase sales. But running an influencer marketing campaign effectively takes a lot of time, effort, and knowledge. An influencer marketing agency in Japan might be quite helpful in this situation. Businesses can get industry knowledge, cost-effectiveness, time savings, and enhanced campaign performance by working with an agency. 

Increased brand visibility and awareness

Utilizing an influencer marketing agency in Japan has many advantages, one of which is raising brand awareness and visibility. Influencers can assist firms in expanding their reach and raising brand awareness thanks to their sizable and active fan bases. Businesses may tap into their followers’ trust and credibility by collaborating with influencers who share their brand values and target market, ultimately resulting in a boost in brand visibility and awareness.

The best influencers and platforms for various target audiences are also well-understood by an influencer marketing agency in Japan, which has a thorough awareness of the country’s influencer environment. By partnering with an agency, businesses can take advantage of this knowledge to find the platforms and influencers best suited for their campaign, increasing visibility and audience awareness rather than learning the hard way or through trial and error.

Improved brand reputation and credibility

Employing an influencer marketing agency in Japan can also benefit businesses by enhancing their brand’s credibility and reputation. By distributing dependable and worthwhile material to their followers, influencers have developed a large following and a solid reputation. Businesses may leverage this credibility and enhance the reputation of their own brands by teaming up with influencers that share the same values as their brand and the audience they are trying to reach.

Furthermore, Japanese influencer marketing agencies are skilled at finding and collaborating with influencers who are genuinely interested in the brand and more likely to produce authentic content. The audience may relate to this kind of content more, which will raise the credibility of the brand.

Additionally, employing an agency can aid companies in avoiding the pitfalls of working with influencers who might damage their brand’s reputation. Potential influencers can be screened by agencies to make sure they have a good reputation and will represent the business well.

Increased customer engagement and conversion rates

The improvement of client engagement and conversion rates is another important advantage of collaborating with an influencer marketing agency in Japan. Influencers have a sizable fan base that is highly engaged, trusts their advice, and is more likely to interact with their content. Businesses can use this connection to boost consumer engagement and, ultimately, raise conversion rates by teaming up with influencers that share their brand values and target demographic.

For instance, a Japanese beauty firm may collaborate with a well-known beauty influencer to market its most recent product line. The influencer might produce an Instagram post series or a video tutorial showing how to utilize the products and giving their frank assessment. By commenting, sharing, and enjoying the postings, their followers are likely to interact with the information. One example is Ami Ishii with a sizable subscribers of over 500, 000. She shares vlogs on YouTube about her make-up routines, skincare, and makeup tutorials.

Because the influencer’s followers are more likely to trust their advice and buy the products, the beauty brand can anticipate an increase in customer engagement with their brand as well as an increase in conversion rates.

Greater return on investment (ROI)

Working with an influencer marketing agency in Japan can increase return on investment (ROI) which has been proven to be quite successful. Businesses may reach a highly engaged audience and increase conversions by teaming up with influencers that share their brand values and target market.

An influencer marketing agency in Japan has the know-how to locate and collaborate with influencers who provide the best return on investment. To make sure the influencer is a suitable fit for the campaign, they can examine the influencer’s engagement rate, follower demographics, and other analytics.

Additionally, hiring an agency can help companies save time and money on campaign management, influencer outreach, and negotiation with influencers, ultimately improving return on investment.

For instance, a fashion firm in Japan might collaborate with a well-known fashion influencer to market their most recent line. The influencer might write a number of posts displaying the selection and providing followers with a coupon code. Through metrics like website visits, conversion rates, and sales, the brand can monitor the campaign’s effectiveness. Kyo Inukasi, the face behind KEI channel, with 384,000 subscribers on YouTube takes advantage of brand collaborations for his content.

Greater ROI is, in general, a major advantage of working with a Japanese influencer marketing agency. Agencies may assist organizations in finding the most useful influencers, helping them to save time and money while eventually increasing conversions and revenue.

Top Influencer Marketing Agencies in Japan and the Specializations and services they offer

Navigating the dynamic landscape of influencer marketing in Japan can be challenging. With a plethora of agencies offering a range of services, it’s essential to find the one that aligns with your brand’s vision and goals.

Instead of providing an exhaustive list here, we invite you to get in touch with us directly. Our team at Scaling Your Company has extensive experience and insights into the influencer marketing scene in Japan. Whether you’re looking to launch a new campaign, find the right influencer for your brand, or simply want to understand the landscape better, we’re here to help.

There are also cases where a PR media approach might be better or a combined approach to maximize awareness, contact us through our contact form and we can either help you ourselves or introduce you to the right agency for your specific market as we know a lot of agencies in Tokyo.

Case studies and success stories

Here are some case studies and success stories of brands that have worked with Influencer Marketing Agencies in Japan:

Adidas x Full Speed Inc. – Through a series of influencer campaigns involving professional athletes and influencers from the sports world, Full Speed Inc. collaborated with Adidas to promote their Ultraboost 21 sneakers. Sales of Ultraboost 21 increased by 120% as a result of the campaign’s strong rise in brand awareness and engagement.

M&Ms x Asobisystem – M&Ms and Asobisystem collaborated to develop a number of influencer campaigns to advertise their new caramel-filled M&Ms. Popular lifestyle and cuisine influencers were used in the campaign, which significantly raised brand recognition and engagement. Over 10 million people were reached by the campaign, which increased sales by 32%.

P&G x Irep – Irep and P&G collaborated to develop a number of influencer marketing campaigns for Tide laundry detergent. Popular parenting and lifestyle influencers were used in the campaign, which greatly increased brand awareness and engagement. Over 6 million people were reached by the campaign, which increased sales by 20%.

McDonald’s x Amplify Marketing – McDonald’s and Amplify Marketing collaborated to develop a number of influencer campaigns to advertise the new McPlant burger. Popular lifestyle and cuisine influencers were used in the campaign, which significantly raised brand recognition and engagement. Over 8 million people were reached by the campaign, which increased sales by 25%.

These case studies show how influencer marketing efforts may boost brand recognition, customer loyalty, and sales for Japanese companies. Brands may use the power of influencer marketing to accomplish their marketing objectives and reach a larger audience by collaborating with a top influencer marketing agency in Japan.

Factors to Consider when Choosing an Influencer Marketing Agency in Japan

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Businesses should take into account a number of things when selecting an influencer marketing agency in Japan to make sure they make the best decision. The agency’s experience and skill, track record of accomplishment, the types of influencers they work with, pricing and payment structures, communication and reporting procedures, and overall strategy for influencer marketing are among these considerations. Businesses may choose the best influencer marketing agency in Japan by carefully weighing these elements and conducting thorough research, which will enable them to successfully reach their target audience and fulfill their marketing objectives. Let’s dive into them one by one.

Reputation and credibility of the agency

When choosing an influencer marketing agency in Japan, it’s crucial to take the reputation and credibility of the agency into account. Businesses should conduct due diligence to ensure the agency they select has a solid track record of success and a reputation for providing their clients with high-quality services. They can look up reviews and ratings online and request recommendations from other companies that have already done business with the agency.

The agency’s reputation in the field should also be taken into account. This includes their background, area of specialization, and the kinds of influencers they collaborate with. Businesses should seek agencies with in-depth knowledge of the Japanese industry and consumer trends as well as a track record of success managing influencer campaigns for Japanese companies. Businesses can feel confident in their capacity to offer results and assist them in achieving their marketing objectives by selecting an agency with a solid reputation and trust.

Additionally, it is safe to consider honest communication in dealing with an influencer marketing agency in Japan. After all, it’s good credibility that you’re looking for as one of the factors to consider. You can check out our social media in Japan for business seminar to know how businesses can leverage the platforms for their digital marketing strategies. Basically, they mentioned that an agency that consistently accepts and says yes to all of your proposals can be a warning sign because it is their role to challenge your strategy. They have more expertise in influencer marketing and digital marketing in general. The seminar’s recording is available online below.

Target audience and industry niche of the agency

Another crucial aspect to take into account when selecting an agency in Japan is the target market and business niche. Companies should seek firms that have worked with companies in their industry and have a comprehensive understanding of their target market.

This includes their capacity to locate the appropriate influencers who can successfully engage their target audience and provide content that speaks to them. Businesses can feel confident in their ability to develop successful campaigns that reach their target audience by selecting an agency with experience working with companies in their industry.

It’s also important to know the agency’s specialty, particularly its knowledge of particular sectors or subfields of influencer marketing. For instance, while some agencies concentrate on producing video content or running social media campaigns, others may have a specialty in dealing with micro-influencers. Businesses may take advantage of their specialized knowledge and skills and design campaigns that are suited to their unique needs and goals by selecting an agency that specializes in their particular niche.

Budget and pricing of the agency

When selecting an influencer marketing agency in Japan, cost and budget are crucial considerations. Companies should seek out agencies that can execute successful ads while staying within their budgetary restrictions.

It’s crucial to take into account the agency’s fee schedule, including whether a flat fee or a commission based on the campaign budget is charged. Businesses should take into account the agency’s openness and willingness to operate within their financial restrictions.

It’s also important to analyze the campaign’s prospective return on investment (ROI) while deciding on a budget and price. Although it might be tempting to go with the cheapest agency, it’s important to think about the caliber of their work and how that might affect the company’s bottom line.

How to Work with an Influencer Marketing Agency in Japan

Businesses can reach their target audience and meet their marketing objectives by collaborating with an influencer marketing agency in Japan. However, in order to make sure the campaign is successful, it’s critical to comprehend how to collaborate with an agency.

We’ll go over some important pointers in this part on how to collaborate with an influencer marketing agency in Japan to get the greatest outcomes. These suggestions can assist companies in making the most of their influencer marketing programs, from clearly defining objectives to maintaining open lines of communication.

Steps to follow when collaborating with an Influencer Marketing Agency in Japan

Collaborating with an Influencer Marketing Agency in Japan can be a complex process, but following these steps can help businesses ensure the success of their campaigns:

Define clear campaign objectives: Businesses should carefully identify their campaign objectives, including their target audience, messaging, and expected outcomes, before beginning any partnership.

Choose the right influencers: On the basis of their target audience and campaign objectives, the agency should assist firms in selecting the appropriate influencers. When choosing an influencer, businesses should take into account aspects like the influencer’s audience demographics, engagement rates, and content quality.

Set clear guidelines and expectations: Establishing specific campaign standards and expectations, including content topics, messages, and posting dates, should be done in collaboration with the agency.

Maintain open communication: To keep the campaign on track, regular contact between the agency and the company is essential. Throughout the campaign, companies should stay in touch with the agency and offer feedback as needed.

Monitor and measure the campaign: Regular reports on the campaign’s performance, including engagement levels, conversion rates, and ROI, ought to be given by the agency. The campaign should be optimized using this data to make sure it is producing the desired outcomes.

By following these steps, businesses can work effectively with an Influencer Marketing Agency in Japan and achieve the best possible results for their campaigns.

Best practices for successful campaigns

To ensure successful campaigns when working with an Influencer Marketing Agency in Japan, businesses should follow these best practices:

Provide creative freedom: Businesses should set goals and rules for the campaign, but it’s also critical to give influencers room to be creative and create content that appeals to their audience.

Disclose sponsored content: Influencers must declare paid content to their followers properly in Japan, according to the country’s influencer marketing regulations. To ensure adherence to these rules, businesses should cooperate with the agency. I discussed in my article on Influencer Marketing in Japan the new regulations in Japan for influencer marketing.

By following these best practices, businesses can ensure successful campaigns when working with an Influencer Marketing Agency in Japan.

Conclusion

Recap of the importance of Influencer Marketing Agency in Japan

Reach target audiences: Businesses can reach their target audiences in Japan and stand out in a crowded market by using influencer marketing.

Increase brand visibility and credibility: By utilizing the authority and influence of well-known social media influencers, working with an influencer marketing agency in Japan can help businesses enhance their brand’s visibility and reputation.

Engage with customers: By producing accessible and real content, working with influencers may help businesses engage with their audience and increase conversion rates.

Benefit from expertise and experience: The right influencers may be chosen, and successful campaigns can be carried out that are in line with the objectives and values of a company by an influencer marketing agency in Japan.

Ensure compliance with regulations: Businesses can assure compliance with regional laws and best practices for influencer marketing in Japan by working with an agency.

Drive ROI: Businesses can accomplish their marketing objectives in Japan and increase ROI by using the advantages of influencer marketing.

Final thoughts and recommendations for businesses considering Influencer Marketing

In conclusion, influencer marketing can be a useful technique for companies trying to raise their brand awareness and customer engagement in Japan. It’s crucial to tackle it strategically and with the appropriate partner, though. Here are some suggestions for companies thinking about using influencer marketing:

Determine your goals and target audience: Define your objectives and target market before starting an influencer marketing campaign.

Research and choose the right agency: Make sure the agency you choose has a solid reputation, industry experience, and a wide network of influential people by doing your research.

Work collaboratively with the agency and influencers: A campaign’s success depends on cooperation. Make sure your campaign is in line with your objectives and core values by working closely with the agency and influencers.

Measure and analyze results: It’s critical to track the outcomes of your campaign, evaluate them, and make any necessary improvements to ensure its success.

Stay up-to-date with industry trends and regulations: The environment for influencer marketing is continuously changing, so it’s critical to keep abreast of market trends and rules to maintain compliance and efficiency.

By following these recommendations, businesses can effectively leverage the power of Influencer Marketing to achieve their marketing goals in Japan.