humblebunny: 2022 Japanese social media platform report

01. Data Overview

According to humblebunny data, in 2022 , Japan's population is about 125 million, of which the Yamato ethnic group accounts for the majority, accounting for 97.9% . In addition, Japan's Internet is highly developed, and the number of Internet users accounts for 93% of the total population :

There are about 90 million active social media users in Japan, accounting for about 70% of the total population; the average number of mobile devices per person is 2. Japan's population is aging rapidly, with one in three Japanese being over 65 years old:

Monthly active users by social media platform (Japan):

( LINE is Japan’s “ national software ” ; Image source: Insta Lab, NapoleonCat )

02. Overview of Japanese users’ behavior trends on major social media platforms, 2022-2023

Less than 20 % of social media users use social media platforms to discover and purchase products.

More than 30 % of users use social media platforms as a channel to learn about current news;

20 % of users believe that social media platforms can cause anxiety;

19 % of users are concerned about spending too much time on social media platforms;

47.9 % of users use social media platforms twice a day.

Male users prefer Facebook and Instagram , while female users prefer LINE and YouTube :

( 1 ) LINE Japan

LINE has about 89 million monthly active users in Japan , accounting for about 71% of the total population , of which male users aged 20-29 account for the largest proportion, at 17% ;

Male users account for 63% and female users account for 37% :

During the epidemic, the usage of LINE in Japan has surged. If divided by age group, the data of LINE is as follows:

Male users aged 15-19 account for 4% and female users account for 3%;

Male users aged 20-29 account for 17% and female users account for 6%;

Male users aged 30-39 account for 9%, while female users account for 6%;

Male users aged 40 to 49 account for 10%, while female users account for 7%;

Male users aged 50 to 59 account for 12% and female users account for 6%;

Male users aged 60 and above account for 10%, while female users account for 8%:

(Image source: Source: Insta Lab )

LINE ’s user base is so large that it reflects the demographics of Japanese society to some extent. LINE ’s vision of becoming a full-service platform that meets users’ digital needs also makes it more than just a communication tool - for example, in addition to the media timeline and news section, LINE has also launched a cashless payment function (through LINE Pay ’s coupons and loyalty programs to make it more marketable). In short, compared with the past when it was just a communication app, LINE has grown significantly, and as users use LINE in more and more scenarios, LINE has attracted more and more brands that want to promote their products to LINE users.

humblebunny predicts that more brands will run LINE ads as a complementary part of their marketing strategy in Japan in 2022-2023. In addition to using LINE as a powerful customer retention tool to provide consumers with content updates related to store updates, rewards (coupons and ads), and brand news, more companies may try using LINE PPC ads .

From a professional perspective, it is difficult to achieve excellent advertising click-through rates through LINE . However, considering the large number of LINE users, LINE is one of the channels worth considering when brands conduct large-scale brand promotion activities in the Japanese market .

( 2 ) YouTube

YouTube has about 65 million monthly active users in Japan , accounting for about 52% of the total population , of which male users aged 18-24 account for the largest proportion, at 22% ;

Male users account for 63% and female users account for 37% :

In Japan, many families see YouTube as a replacement for TV. However, with the rapid growth of video streaming in the Japanese market (Amazon, Disney+, Netflix, Hulu Japan, DoCoMo Anime Store, UNext, etc.), YouTube's prospects in the "smart TV" sector are relatively limited. However, as a video platform mainly for user-generated content, YouTube has integrated functions to interact with users in various regions. YouTube has a great appeal to the Japanese people. According to statistics, more than half of Japanese people use Youtube regularly.

If divided by age group, YouTube's data is as follows:

18-24 years old, male users account for 22%, female users account for 14%;

25-34 years old, male users account for 19% and female users account for 10%;

35-44 years old, male users account for 11%, female users account for 6%;

45-54 years old, male users account for 7%, female users account for 5%;

55-64 years old, male users account for 2%, female users account for 2%;

· Over 65 years old, male users account for 1%, female users account for 1%:

(Photo source: Insta Lab)

In the past few years, the age distribution of YouTube users has begun to shift to younger users. Male users aged 18-22 are the mainstream users of YouTube in the Japanese market. This may be the butterfly effect brought about by many Internet celebrities entering YouTube . According to statistics, entertainment, people & blogs, games, music and sports are the most popular content sections of YouTube in the Japanese market.

According to a report from GWI , Japanese people are still hesitant to visit physical stores due to the ongoing pandemic. As the Japanese e-commerce market continues to develop, user-generated product / brand-related content (reviews, unboxing, comparisons) is likely to continue to shine on YouTube in Japan . Brands can try to take advantage of this by engaging in paid collaborations with bloggers to have them showcase the brand in their videos. This paid collaboration can be either a gift of samples or a formal transaction agreement. Due to the high level of user distrust and uncertainty about e-commerce, it is wise for brands that want to develop in Japan to use peer reviews and recommendations.

Using YouTube video ads at the beginning of the marketing funnel can drive overall performance, especially when brands launch retargeting campaigns, where they can serve ads to people who have watched a certain number of videos on YouTube to increase their ROI.

( 3 ) Twitter

Twitter has about 59 million monthly active users in Japan , accounting for about 47% of the total population , of which users aged 20-29 account for the largest proportion, accounting for 79.8% ;

Male users account for 42.7% and female users account for 41.8% :

Japan is Twitter 's second largest market after the United States, and many people believe that Twitter's popularity in Japan surpassing Facebook is " going against the global trend " . There are several possible reasons for this:

Compared to Facebook , Twitter is more anonymous. Many Japanese prefer not to reveal their identities when participating in online conversations - they are keen to understand current events, but are reluctant to express their true opinions under their real names. This has contributed to the millions of tweets sent out by Japanese users every day, creating a vibrant interactive ecosystem on Twitter .

More than 92 % of Japanese people live in urban areas and spend a lot of time commuting. An app like Twitter that has a smooth mobile user experience and a small memory footprint is very convenient.

Japanese celebrities , politicians and internet celebrities post frequently on Twitter , satisfying the " curiosity " desire of fans or the public .

If divided by age group, Twitter 's data is as follows:

13-19 years old , male users account for 7% and female users account for 3% ;

20-29 years old , male users account for 27% and female users account for 11% ;

30-39 years old , male users account for 16% and female users account for 8% ;

40 to 49 years old, male users account for 9% and female users account for 5%

· Over 50 years old, male users account for 10% and female users account for 4% :

In the Japanese market, Twitter users are distributed across a wide range of age groups, and is one of the channels for brands, influencers and marketers to connect with young and old audiences.

Twitter penetration rate in Japan by age group (%):

Twitter 's churn rate may increase in the future as users are migrating to visual and video platforms . humblebunny predicts that more marketers (especially those actively engaged in market research) will use Twitter as a tool for " social listening " and understanding users.

Unlike Facebook or Instagram , most of the content shared and consumed on Twitter is about “ opinions . ” By carefully monitoring the content posted by users and looking for key trends and themes, brands can better understand users’ thoughts and feelings on certain topics, thereby providing reference for communication strategies and brand marketing plans used on Twitter .

When building a Twitter marketing plan, consider making 80% of your account content " local information " about your brand , such as current events in your company, industry, city, or country. Even tapping into seasons and weather can help drive better engagement, and the remaining 20% ​​can be used to emphasize your brand's products and services.

( 4 ) Instagram

Instagram has about 39 million monthly active users in Japan , accounting for 31.2% of the total population , of which female users aged 18-34 account for the largest proportion, at 16.3% ;

Male users account for 38.8% and female users account for 61.2% :

Instagram 's advantages such as smooth user experience on mobile phones, the possibility of anonymity, and highly visual content have increased its popularity in the Japanese market. The community ecosystem on Instagram has diverse characteristics, and sections such as beauty, fashion, travel and food, as well as games and health are enduring popular topics.

In the Japanese market, brands that initially spent a lot of money on Facebook advertising often shifted their budgets to Instagram , where video features ( Reels , IGTV and Stories ) have also given the platform more modern relevance.

If divided by age group, Instagram 's data is as follows:

13-17 years old , male users account for 2.8% and female users account for 4.3% ;

18-24 years old , male users account for 10.1% and female users account for 16.3% ;

25-34 years old , male users account for 9.5 % and female users account for 16.3% ;

35-44 years old , male users account for 7.8 % and female users account for 13.1% ;

44-54 years old , male users account for 5.5% and female users account for 7.8% ;

55-64 years old , male users account for 2.3 % and female users account for 2.8% ;

· Over 64 years old, male users account for 0.8% and female users account for 0.7% :

Instagram remains an important platform for young Japanese female users to discuss and follow fashion, beauty, music, food and entertainment. It is worth noting that the proportion of users over 35 years old has been growing in recent years, and now almost 60% of users are over 35 years old. This is another example of older users migrating to social media platforms since the outbreak, but it also shows that TikTok has been taking a large share of the Japanese youth market.

From 2022 to 2023 , there are several trends worth paying attention to on Instagram :

The application and evolution of augmented reality ( AR ) in Instagram shopping. As the e-commerce attributes of social media are strengthened, large and small brands will create advertisements through various content creativity to attract potential new customers;

There will be more and more viral content and music, and TikTok -style challenges and content will be popular on Instagram .

Brands will invest more resources in collaborating with influencers and content creators to increase brand exposure and shape their image in the Japanese market.

Despite Instagram ’s visual appeal, Japanese users have a higher need for technical information and details. They need to know exactly how a product works and how it’s made. It’s important to highlight this type of information with text to make a promise to users before they buy. If brands don’t drive traffic directly to product pages, make sure there are plenty of images and descriptions on your Instagram homepage to show jump links.

( 5 ) Facebook

Facebook has about 49 million monthly active users in Japan , accounting for about 39.2% of the total population , of which female users aged 25-34 account for the largest proportion;

Male users account for 43.8% and female users account for 56.2% :

Facebook is one of the best choices for business sales and B2B business in Japan. But in other aspects, Facebook is a bit tepid in the Japanese market - its user base is much lower overall than Facebook 's performance in other markets, and the youth population is also declining.

There are several theories as to why Facebook failed to " take over " the Japanese market:

Facebook ’s real-name policy;

Due to the above reasons, the platform makes it easy for old friends, acquaintances and colleagues, even bosses and elders, to add users as friends. In addition, rejecting an invitation may be seen as " rude " , which is somewhat contrary to the freedom of social media platforms that Japanese people like;

Facebook failed to achieve sufficient user growth in the early months and years after its launch in Japan, hindering its long-term growth potential.

If divided by age group, Facebook 's data is as follows:

13-17 years old , male users account for 2.2% and female users account for 3.5% ;

18-24 years old , male users account for 8.8 % and female users account for 13.2% ;

25-34 years old , male users account for 10.2 % and female users account for 14.5% ;

35-44 years old , male users account for 9.2 % and female users account for 12.4% ;

44-54 years old , male users account for 7.5% and female users account for 8.1% ;

55-64 years old , male users account for 3.9 % and female users account for 3.3% ;

· Over 64 years old, male users account for 2%, female users account for 2.2% ：

Facebook 's importance in the Japanese market has slowly been diluted in recent years , especially among younger groups. Granted, Facebook has seen some significant growth in total users. But as visual platforms like TikTok attract users through video-based content, Facebook will have an increased difficulty in retaining and attracting younger users.

As young users continue to leave Facebook , more than 50% of Facebook users are over 35 years old. Although brands with young audiences may shift their marketing attention to other platforms, in the B2B field, Facebook is still the " perfect soil " for establishing connections with high-value users .

Additionally, Facebook remains an important tool for providing social research data to potential customers who are conducting pre-purchase research. Facebook’s real-name system also makes product reviews and ratings more credible, and Japanese users may still use it as an important “ stepping stone ” in their online shopping journey .

If the brand's goal is to generate conversions through Facebook ads, it is recommended that brands develop product-focused campaigns. Although lifestyle-oriented ads can also work well if there is a suitable marketing funnel and attractive creative content, adding a clear UVP in the title or text overlay and showing the product in detail is an effective way for most brands to increase conversion rates.

( 6 ) TikTok

· TikTok has about 16.9 million monthly active users in Japan , accounting for about 13% of the total population , of which female users aged 13-19 account for the largest proportion, at 57.7% ;

Male users account for 55% and female users account for 45% :

TikTok ’s ease of use and its trend-driven, video-first approach have created the prerequisites for its success in the Japanese market.

Akira Suzuki, head of TikTok's internal planning and creative department in Japan , explained how several major drivers contribute to the success of content on the platform (including advertisers' ability to strengthen brand advertising memory, brand awareness, and the benefits of hashtag challenges to brand communication). Akira summed it up as "WTF" , which stands for " hope " , " try " and " fun " .

If divided by age group, TikTok 's data is as follows:

13-19 years old , accounting for 58% ;

20-29 years old , accounting for 29% ;

30-39 years old , accounting for 16% ;

40-49 years old , accounting for 12% ;

50-59 years old , accounting for 8% ;

60-69 years old , accounting for 6% :

Many brands have recognized that TikTok is targeting young people. But Japanese consumers are indeed fickle - they once loved similar platforms such as Vines and MixChannel , but now these platforms have disappeared. However, TikTok is still one of the effective channels for brands to reach Japanese teenagers of Generation Z.

Many brands that target older users or want to cater to older users have been hesitant to use TikTok . Some people think it is too different, while others think that TikTok's popularity is just a flash in the pan and it is not worth investing a lot of time or resources in it. But as it continues to deliver good results, more older users may migrate to TikTok .

For marketers, the challenge will be to adapt brand marketing processes and content to suit TikTok ’s style. As influencer marketing is one of the most powerful tools when reaching new audiences, many brands will be forced to hand over the top of the creative process and listen to the experience and insights of their TikToK partners to increase brand exposure.

( 7 ) Other platforms

LinkedIn : LinkedIn 's performance in the Japanese market is mediocre, mainly due to cultural factors - most Japanese are reluctant to boast about their experience or make their resumes public. And in a society that is highly based on personal relationships, business relationships still need to be handled face-to-face.

Ameba : Ameba is a Japanese niche site that is similar to WordPress but supports customized avatars and also allows users to socialize with other users in digital environments based on real-life landmarks such as Shibuya.

Pinterest : Pinterest is a " small and beautiful " APP in the Japanese market , with 8-9 million users , mainly designers, artists and people looking for creative inspiration.

Because the times are full of uncertainty, many brands doing marketing in the Japanese market have begun to change their content methodology, emphasizing brand social responsibility, safety, and even product durability to capture consumers' desire for stability. This is the " general trend " of some marketing platforms .

From: Ethan talks about new cross-border markets