5 Key Considerations when using Influencer Marketing [Part 2]
November 28, 2022 at 12:41 PM
Part 2 is "How to Choose the Right Social Media Platform."Six main social media are often used in Japan: YouTube, Instagram, TikTok, Twitter, Facebook, LINE
See this article for the number of users on each platform.
Among them, there are three main platforms where the influencer is active.
The first one is YouTube.
The term YouTuber has become so well-known that even in Japan, it ranked third in the "job I want to be an elementary and junior high school student."As a video platform, it has been around for a long time and is the main battlefield for long videos. Recently, due to the influence of TikTok, promotions on YouTube shorts are increasing. There are two ways to do influencer marketing on YouTube's long video.
①tie-up video
The tie-up video is a pattern in which influencers distribute their impressions and evaluations of the product's actual use as a promotion.
Example) Cosmetics
Example) Gadgets
Example) Subscription Services
②commercial video
In the case of commercial videos, a portion of the video that is normally distributed by influencers is inserted into the promotions in a commercial format of 1-2 minutes.
Example) Subscription Services (1:26~)
The products suitable for tie-up videos are as follows.
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Products that need to explain the functional parts thoroughly
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Products that buyers tend to carefully compare and review functions
In our experience, gadgets and subscription services that require instructions on how to use them have been highly successful.
In the case of commercial videos, the caveat is to check the video ratings of influencers.
Most videos have a measure of 8-10 minutes, but most videos have a lot of detachment when you watch half of them.
Therefore, placing the commercial in the first half is recommended.
Of course, some influencers have high ratings until the second half, so you need to consider where to point to the commercial according to the channel characteristics.
Products suitable for commercial videos are highly successful in-app games that can be downloaded free of charge or in which the advantages of the products can be conveyed through simple explanations.
The above is for reference only. In addition to the products mentioned above, we recommend that you consult a professional marketer like us first, as we can expect the effect of assigning an influencer with a high affinity for the products.
Next is Instagram.
As I mentioned in the previous article, the characteristics of the platform itself have changed from before.
It has evolved from a platform for sharing beautiful photos with friends to a platform for collecting and collecting information, making it easier for companies to use it as a marketing measure.
influencer, who is active on Instagram in Japan, has a wide range of followers ranging from 10,000 to 1 million, but women's activities. Although there is not much difference in the user ratio of the platform itself, it seems that the influencer itself has a lot of female performance.
One thing to be careful about here is to assume that the audience is also a woman because it is a woman's influencer.
Of course, some influencers have a large female audience and some have a largely male audience, so I recommend you conduct influencer marketing after consulting with a professional marketer. Please make sure to check your engagement.
Products with relatively low unit prices, daily necessities, cosmetics, supplements, and foods have achieved high results.
Lastly, TikTok.
Half of the users are in their teens and 20s, and the other half are in their 30s and older.
Previously, the majority of users were Generation Z, but with the increase in the number of users each year, the composition ratio of people in their 30s and 40s is increasing."The most distinctive part of the three platforms is "high diffusion power.
Rather than being an appropriate product, we can think of one thing to use as a measure tailored to the product phase.
Anyway, since it is a platform with high diffusion power, the announcement of new products and products that are sold for the first time in the Japanese market will exert enormous power in promoting recognition. As for the number of views of influencers, it is rare to exceed 1 million regardless of the number of followers, so there is a tendency to be more cost-effective now.
However, as the price of influencers is increasing year by year, just like YouTubers, I recommend that you do it as soon as possible.
summary
Needless to say, as I explained in the previous article, influencer marketing alone is not easy to achieve the goal of purchasing.
It's not easy to manage YouTube's own account and increase sales, but Instagram and TikTok are the blue ocean because they still don't have many corporate accounts.
SNS marketing is becoming a must to achieve long-term market acquisition in Japan.
Professional marketers will help you win the Japanese market, so please feel free to consult with us.
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