この記事のポイント（日本語）
インフルエンサーマーケティングは効果的ですが、適切な人選が鍵です。日本市場では、セレブリティ、ソートリーダー、コンテンツクリエイター、マイクロインフルエンサーの4タイプが存在します。ブランドの価値観・ターゲット・トーンに合ったインフルエンサーを選ぶことが重要で、フォロワー数よりもエンゲージメントの質を重視すべきです。また、B2Bブランドには専門メディアやソートリーダーシッププログラムの方が効果的なケースも多くあります。
Would you choose Lady Gaga to be the face of your big data company?
Sure, she's got an impressive 37.4 million followers on the 'gram. She's a big-name star, selling out stadiums around the world. The question is, how much authority does she have in the big data world? Watch that 37.4 million drop to zero.
According to Linqia, 86% of marketers use influencer marketing today and over 92% have found it effective. Throwing money at an influencer feels like a quick win, but it's not always the right move when there's more to chase than hearts and hashtags.
Read on for a delve into the do's and don'ts to make sure you're investing your time and budget where it counts.
Print. A Japanese stereotype.
Japan still tops global rankings for newspaper circulation, with the top three spots held by Yomiuri Shimbun (11,266,806); Asahi Shimbun (8,005,453) and Nikkei Shimbun (3,870,927). However, the Yomiuri has seen its combined readership drop 20% from 14,323,781 people in 2002. A Nikkei random 5,000-person poll in 2008 found that 90% of respondents were getting their news from print. In 2018 that number had dropped to just 68.5%.
Don't fall for the stereotype. Even Japan is not immune to the impact of digital, the rise of alternative news sources and the changing face of influence. Traditional media and specialist magazines remain a critical element to any advocacy programme, but clearly social media is filling a gap in Japanese consumption, blurring traditional lines between news, editorial and experience-led content.
Influencers. Who cares?
As consumers, we've got trust issues. Generations of us have now grown up with so-called hard-hitting marketing messaging at every turn, every page and every click. It just isn't enough to convince your average consumer anymore.
We need proof. And who better to prove it to us than someone we admire, trust and respect?
Yes, brands have been using celebrities to promote products since Wedgwood began stamping a royal endorsement on their pottery in the 1760s. Social media however has fired things up to levels beyond the kiln.
92% of marketers cite Instagram as the most important network for influencer marketing. It makes sense. It's easily digestible, shareable and has more than 1 billion active users, with the average user spending 55 minutes per day scrolling, commenting and interacting.
For our purposes, an influencer brings two things to the table: established credibility in a specific industry with access to a large audience, and the tools and credibility to attract viewers consistently and motivate others to act.
The types of influencer
Celebrities
Celebrity endorsement is a powerful thing. We live in a celebrity-obsessed world, with 24/7 exposure to their social media musings, pictures and videos. It's fairly basic psychology, hitting all the aspects of social proof: "I want to be like them. If the celebs are doing it, I want to do it too."
Thought leaders
These are your industry experts. Journalists, academics, industry leaders and professional advisors. Their value is rooted in credibility due to qualifications, position, experience and knowledge. Put simply, we believe them because they know things we don't.
Content creators
Bloggers and content creators will most likely have a specialised niche. This means they don't communicate to the masses, but have nurtured a community who are looking to them for topics they'll find interesting. Particularly powerful in Japan, the land of the super-enthusiast. Think of them as industry experts, but with valuable marketing know-how.
Micro-influencers
Micro-influencers are smaller-scale personalities who promote brands. They usually have between 1,000 to 10,000 followers, share posts that are in partnership with other users and brands, and tag brands in photos even when it's not a paid partnership. If you can see them tagging brands in photos, it's usually a sign that they'll consider promoting a brand on their Instagram page.
Do's and don'ts
Do choose someone that aligns with your brand
An influencer needs to enhance and protect your brand, not confuse it. All of those building blocks you've put in place to form your brand need to remain intact, not obliterated by a wildcard influencer. Here's a checklist:
- Tone of voice and brand personality. Does your influencer fit your brand's characteristics and the way it speaks? If you're a young, cool beauty start-up don't choose a stuffy corporate face.
- Target audience. Do your audience know and relate to the influencer? If he or she is irrelevant to them, you'll want to steer well clear. Even if they're a global superstar.
- Values. Do they share the values of your brand? If you're a vegan clothing company, don't go for someone who's known for their meat-eating ways.
Don't choose someone who isn't interested in your brand
If a post is insincere, your audience will be able to tell. Even more dangerous is that if they don't care about or believe in your brand, they're liable to make mistakes.
Do make sure their fans are genuinely engaging
There's a reason you've heard the term 'everyone's an influencer these days'. It's because it's so easy to stick that in your bio if you have a fair few followers. But how many of those followers are actually engaging? Is there genuine trust and a relationship there?
Review their photos and see if real users are liking and commenting. Things to look out for: are followers tagging friends in the comments? Are they asking follow-up questions? Is the influencer responding? One-way conversations are not a good sign.
Don't pick someone on the wrong platform
Don't put all your eggs in the Instagram basket if your audience isn't there. B2B content is likely better shared via niche media titles or a B2B blogger with an enviable email list of eager subscribers.
So do I really need an influencer?
Amid ever-changing algorithms and noisy minorities, there's still a strong argument to be made that influencers mostly preach to the converted and miss the mark when it comes to reaching the 'invisible audience'.
Consider the three types of social media audiences: Enthusiasts (who post more than five times a week), Dabblers (two to four times a week), and Lurkers (once a week or less). Lurkers make up 52% of social media users and are far less interested in being influenced. They're unlikely to talk about posts, products or services they've seen on social media to family and friends. Influencers will have more impact on the enthusiasts and dabblers.
So there's no one answer. It requires a deep understanding of your audience, local insights and some strategic thinking to truly reach and influence your audience in Japan.
Still unsure? Contact us to request personalised recommendations and a communications plan that best reaches your audience.
2021 update: Read our thoughts on what COVID-19 means for your Japan PR, for an updated take on shifting attitudes in Japan towards digital PR.