Social Media in Japan
SNS in Japan
Over the past 10 years, the global SNS tools have completely penetrated the Japanese market and are now indispensable to the daily communication of people in Japan.
1.Facebook
Although it is the world’s leading SNS, domestic growth is beginning to fade. In contrast to Instagram’s rapid growth, user numbers declined for the first time in 2019.
In terms of corporate utilization, since the algorithm change in 2018, it has become difficult to receive content aimed at link guidance only with organic operations. However, it has a healthy strength in reaching through highly targeted advertising, and it is still attractive for approaching people in their 40s and 50s.
2.Twitter
Although the growth rate of the number of users seems to have reached a plateau, it is an SNS that is still supported mainly by young people in their teens and 20s.
It is worth noting that the number of users (accounts) is 45 million, but in terms of corporate utilization, because of anonymity, it is easy to tweet about personal feelings about products and services.
3.LINE
LINE is a messaging app with an amazing high active rate. It was renewed in 2019, and the LINE official and LINE @, which had been separated until now, have merged.
LINE is free for general users, but if you operate it as a corporate account (LINE official account), you will be charged according to the number of messages sent. The biggest strength of LINE official accounts is that you can send messages to users who have registered as friends by push notifications on smartphones.
4.Instagram
Instagram is growing the fastest in Japan. In 2019, it exceeded the number of MAUs(monthly active users) of its parent service Facebook, reaching 33 million.
Instagram was released 10 years ago as an SNS for posting images. It is being widely used as a platform for “creating what you like and want.”From the data of Facebook Japan in November 2020, Japanese users tend to search for hashtags five times as much as other countries, and when they find something they care about, 42% want to know the brand. It is clear that Instagram is being used for both business use and personal use.
