Introduction
Japan, with a population of 125 million people – of which roughly 85% are internet users – is a common first destination for global brands starting off in Asia. Unlike some of its neighbors, Japanese users use a lot of the same websites that are used in North America and Europe. Google, Instagram, TikTok are commonplace.
There’s a caveat here, though. Not all of the platforms are the same as in other regions, and the ways that Japanese users engage with those platforms are in many ways different.
When brands from abroad try to reach local audiences, they often trip themselves up on three major points.
- 1. Finding the right platforms to market on, and choosing where to target users for Awareness, Consideration, and Conversion.
- 2. Localizing their brand messaging and creatives.
- 3. Understanding the competition, from both local brands and international rivals.
This article will mainly focus on BtoC marketing trends, but the general advice for marketing channels and branding can also apply to BtoB, SaaS, etc.
Marketing Platforms and the Funnel
At a glance, Japanese users appear to use many of the same websites most English speakers would be familiar with. X (still commonly called Twitter here too) is the most popular social media platform, and the platform’s second-largest audience after the USA. Instagram and TikTok are also very popular, and “Googling it” is common slang for searching for something on the internet in Japanese, just like in English.
This is partially what makes Japan a comparatively accessible country for foreign brands – your local account rep on those platforms can help you get started. This won’t give you full coverage of the Japanese market, though, because it’s missing the most popular messaging app and the second-most popular search engine. LINE and Yahoo! Japan.
LINE
LINE is what virtually everybody uses in Japan to communicate over their smartphones. LINE has roughly 95 million monthly active users in Japan, and that’s out of a country of 125 million. What’s more, the population of LINE follows the same general age curve as the country at-large – it isn’t just young people using this app.
LINE allows for private chats, group chats, and more, with a robust stamp ecosystem and social media feeds. LINE also has several in-app functionalities for news, payment, games, gifting, and so on.
As a messaging app, LINE supports in-app monetization as an advertising platform. LINE has what a marketer would expect from a digital marketing platform, demographic audiences, interest targeting, lookalikes, and retargeting. Ads can be uploaded as banner images or videos, in formats targeting long horizontal placements at the top of a user’s chat list to thumbnail ads in other places across the app.
Lastly, and though a bit out of scope for this article, LINE allows brands to create their own business pages. Several brick-and-mortal brands allow users to “check in” with a code they show via their LINE app to get coupons, points, and more. Brands can use this page as a “chat” with users, sending offers, information, and event information.
Creating a LINE advertising account requires navigating a Japanese language interface and often requires a Japanese business registration or an authorized partner. This can be most easily achieved through working with a local agency.
Yahoo! Japan
Yahoo! is still alive and well in Japan, where it is Japan’s second most-visited website. It is primarily a Search Engine and the default website for several Windows installations in Japan, but Yahoo! Japan goes far beyond the front page. Yahoo! has evolved in Japan to become a wide-reaching brand with services that catch many newcomers to Japan by surprise.
Yahoo! Japan’s weather app and train schedule app are extremely popular in Japan. Yahoo! also offers mobile service, with Y! Mobile taking up approximately 10% of market share. Beyond this Yahoo! has an entire suite of services and websites, with several finding themselves in the top 10 and top 20 of most-visited websites in the country.
Yahoo! Japan also has one more surprising fact – that LINE and Yahoo! Japan are the same company. LY Corp controls both platforms, and as such sharing data between their ad platforms is very simple. Upper funnel audiences in particular draw on data from both platforms, meaning you can use LINE interest targeting on Yahoo! and vice versa.
Yahoo! Japan offers two ad platforms – Search and Display. Search allows for both generic and brand keyword targeting, with broad match, exact match, and other stock Search ads offerings. Display is similar to Google’s older Display Ads, allowing for single image banner and responsive display ads.
Yahoo! Japan also allows for Shopping ads, which comes in two varieties. The first is for Yahoo! Shopping’s own marketplace, where vendors can place their items for sale on the Yahoo! website and have ad placements link to those listings (not unlike Amazon). The other format is similar to Google Shopping (and Performance Max shopping placements), which requires linking a product feed. As of January 2025 this feature is still in testing, however, and requires several specific bidding configurations and a platform rep to enable the campaign type.
Japanese User Experience and Ad Copy
There have been a lot of videos on this topic recently – a lot of the most popular Japanese websites just look “old” if you’re used to American and European UX best practices.
When this topic comes up the most common examples are the Yahoo! Japan homepage and Rakuten (Japan’s big online marketplace). Japanese web design relies heavily on images and embedded anchor tags within those images. This isn’t universal, with a lot of Japanese startups and even some bigger names putting out ecommerce and SaaS websites that resemble something more “western”. What’s important about this discussion though is not whether something is “outdated” or not, but rather, what the average Japanese user looks for when making a purchase.
Site Contents
Japanese users appreciate comprehensive and detailed information. They want to know everything about a product or service before making a decision. This means that websites should include detailed product descriptions, specifications, customer reviews, and comparisons.
Long-form content is not only acceptable but often preferred. High-quality images and videos are also essential, as they help users visualize the product and understand its features. Furthermore, clear navigation and a well-organized site structure are crucial for a positive user experience. Japanese users are accustomed to websites with a lot of information, but they expect it to be presented in a way that is easy to find and understand.
Consider using detailed FAQs, robust product manuals, and thorough descriptions. Many companies use a large amount of images and text on their pages, because the users want to know all details before purchasing.
Ad Copy & Creatives
Effective ad copy in Japan often emphasizes trust, reliability, and social proof. Testimonials and customer reviews are highly valued, as are endorsements from respected figures or brands. Direct, aggressive sales tactics are generally less effective than a more subtle, informative approach. Instead of claiming to be “the best” or “the only”, emphasize quality and value proposition.
Localization is key—translating your ad copy is not enough. You need to adapt your message to the nuances of the Japanese language and culture. Consider using local influencers or characters to add authenticity.
When it comes to creatives, consider using more text than you would in western markets. Japanese users are accustomed to seeing a lot of text in ads and on websites, and they often expect detailed information. Creatives should have text displaying offers, brand names, product names, etc. where possible. This can be difficult to achieve for brands with strict brand image regulations, so working together closely with a local design agency is often the way to go.
Launching in Japan – Competition & Case Studies
Before launching your brand in Japan, it's crucial to conduct a thorough competitive analysis. Identify your key competitors, both local and international, and analyze their marketing strategies, product offerings, and pricing. Look for gaps in the market that your brand can fill.
Case studies of successful foreign brands in Japan can provide valuable insights. For example, brands that have successfully partnered with local influencers, adapted their products to meet local preferences, or focused on building trust and credibility have often seen positive results. Consider highlighting a case where a brand adapted their packaging or product to fit Japanese expectations as well as a case study where a brand made a misstep by not localizing correctly. The famous example is Apple vs. Samsung, but a local agency like Principle can provide you with detailed case studies of past international clients they’ve handled.
As an aside – distribution networks and payment methods also differ in Japan. While most brands can get by with basic support for credit cards, many Japanese users like to pay using the PayPay app, while other Japanese users prefer deferred payment at their local convenience store. Paidy – a domestic buy now pay later service – has also been gaining traction recently. Support for these payment methods can help improve your conversion rate.
Conclusion
Navigating the Japanese digital marketing landscape requires a deep understanding of local platforms, user behavior, and cultural nuances. While some of the platforms may be familiar to seasoned digital marketers, the way they are used and the expectations of Japanese consumers are often quite different. By focusing on localization, building trust, and providing detailed information, international brands can successfully connect with Japanese audiences.
Partnering with local experts can be invaluable in navigating the complexities of the market and ensuring a successful launch. Our agency Principle is one such partner, with the ability to support brands in English while marketing towards Japanese users.
