Twitter
1) The usage rate for Twitter is 41.6% in Japan, which calculates to about 1 in 3 of the nation’s population. Among them, many users are in their teens and 20s. In addition, not only young adults but also those in their 30s are frequent users.
2) The number of monthly active users in Japan is approximately 45 million (as of 2023), among which Twitter, even with the Covid disaster, shows no signs of abating, with many users using the service to keep track of information in real-time.
Instagram
1) The usage rate of Instagram in Japan is 35.6%, and like Twitter, it has a large number of users in their teens and twenties, mostly women.
2) The number of monthly active users in Japan is approximately 33 million (as of 2023).
Facebook
1) The usage rate in Japan is around 24.4%. The low usage rate is noticeable among teens and 20s.
2) The number of monthly active users in Japan is approximately 26 million (as of July 2023).
TikTok
1) Domestic usage is low at 8.5%, with most users are teenagers in Japan. However, the number of domestic users has been announced as 16.9 million as of 2021 since the service’s release in 2017.
Organic Social Media Strategy in Japan
While a wide variety of organic video content exists, 88% of marketers who embrace the organic approach indicated that they produce ‘original video content’. This includes how-to videos that incorporate company-specific perspectives and ideas. In addition, 62% of respondents create ‘videos that utilize trending hashtags’ and 51% create ‘videos that incorporate trending music and dance’ as a strategy to capture viewers’ attention. (source)
- On average, around 90% of respondents said they see some value in the major social networking sites for video marketing (Facebook, Instagram, TikTok, Twitter, and YouTube).
Then how should we approach organic social media effort in Japan?
Here are action steps you can follow :
1. Check out the graph and see which platfom is being used most in your target audience, especially your target audience is based on age group. However, you should research deeper based on your industry as well – you could even refer to your competitors in Japan.
