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How SNS Works in Business in Japan



In Japan, the utilization of social media in business has been gaining significant momentum in recent years. While traditional business practices still hold a strong power, Japanese companies have recognized the power and influence of social media platforms in reaching a wider audience and building brand awareness. Here are some key points regarding the use of social media in Japanese business.


Platform Preferences

Japan has its unique social media landscape, with certain platforms being more popular than others. Twitter is particularly prevalent, known for its real-time updates and concise messaging. LINE, a messaging app, is widely used for business communication, customer engagement and even for daily conversations. LINE is so prominent in Japan that WhatsApp, WeChat and other forms of messaging apps have very little share. Additionally, Instagram and YouTube have gained popularity as visual-driven platforms for showcasing products and services. Finally, TikTok has gained popularity among Gen Z people, led by a lot of influencers.



Brand Promotion and Customer Engagement

Japanese businesses leverage social media to promote their brands, share company updates, and engage with customers. They create compelling content, including videos, images, and informative posts, to attract and retain a loyal following. Social media provides a direct channel for companies to interact with customers, address inquiries, and receive feedback, fostering a sense of community and customer loyalty.



Influencer Marketing

Influencer marketing has become a prevalent strategy in Japan, with businesses collaborating with social media influencers to promote their products or services. Influencers, often referred to as "tarento" in Japan, have a strong impact on consumer trends and purchasing decisions. Japanese companies strategically partner with influencers whose target audience aligns with their brand, leveraging their reach and credibility to gain visibility and generate interest.


Collaboration and Networking

Social media platforms offer Japanese businesses opportunities for collaboration and networking. LinkedIn, mainly used only by those who work for some foreign capital companies, can sometimes connect businesses, but many business people also use Messenger for this purpose, and thus this professional network service does not play a crucial role in Japan. In addition, online communities and forums enable knowledge-sharing and peer support among professionals, fostering a collaborative environment and driving innovation. Finally, talent recruitment can be improved by utilizing recruiting services such as Indeed, BizReach and Rikunabi NEXT. Some of these services offer scouting feature, which can omit process for both recruiters and potential employees.


Localization and Cultural Sensitivity

When utilizing social media for business in Japan, understanding the local culture and customs is essential. Japanese businesses often adapt their content to suit the preferences and sensitivities of the domestic audience. Language, imagery, and cultural references should be carefully considered to ensure effective communication and resonate with the target market.


In conclusion, social media has become an integral part of Japanese business strategies, allowing companies to connect with customers, promote their brands, and adapt to changing consumer behaviors. By leveraging the power of social media platforms and understanding the nuances of the Japanese market, businesses can effectively expand their reach and thrive in Japan.

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