YouTube Influencer Marketing in Japan: 2025 Complete Guide
- ulpa
- Aug 2
- 14 min read
In 2025, YouTube isn’t just another social media platform in Japan; it’s a cultural engine, a product discovery tool, and part of everyday life for tens of millions. From fast-paced food videos to quietly compelling daily vlogs, Japanese creators are redefining digital influence. For brands, YouTube offers direct access to one of the world’s most engaged and discerning audiences. But breaking through requires more than translation. It requires an understanding of how Japanese users consume content, who they trust, and why content that performs well elsewhere might not resonate here. This guide explores what works, who to work with, and how to get measurable results in one of the most unique and rewarding YouTube markets in the world.
Table of Contents
Trends in Influencer Marketing in Japan
Understanding Japanese Social Media Platforms
Overview of YouTube Influencer Marketing in Japan
YouTube, a leading social media platform in Japan, is widely used for video consumption and content creation. It is particularly popular among younger demographics, but it is also used widely by people of all ages. The platform's ability to support various content types, from vlogs and tutorials to live streams and product reviews, makes it versatile for marketing.
User Demographics and Behaviour
Japanese YouTube users exhibit unique behaviours compared to Western audiences. They value high-quality, well-produced content and engage with creators who offer authentic and relatable experiences. Google’s January 2025 ad-reach data puts YouTube’s Japanese audience at 78.7 million people, equal to 63.8 % of the total population and 72.3 % of internet users. A Cross Marketing survey (April 2025) found that 57.2% of adults aged 20–69 ranked YouTube as the platform they use most frequently, second only to LINE. This highlights the platform's extensive reach and influence within the country.
Differences Between Japanese and Western YouTube Usage
While Japanese and Western users appreciate engaging and entertaining content, Japanese viewers often prefer respectful, visually appealing, and culturally relevant content. They are also more inclined towards educational and informative videos, which can be crucial for brands developing their YouTube marketing strategies.
Slow Uptake of YouTube in Japan
Despite the high engagement rates, the uptake of YouTube in Japan has been slower than in other countries. For instance, Japan remains the sixth-largest YouTube market at 78.7 million users, just behind Mexico (83 million) and ahead of Pakistan (71.7 million). This slower adoption rate can be attributed to several factors, including cultural differences, content preferences, and the competitive landscape of social media platforms in Japan.
Content Strategies for YouTube in Japan
Types of Content That Perform Well
Don’t ignore Shorts: YouTube Shorts now sees over 200 billion daily views globally, more than double the volume from last year. Each campaign should include a Shorts-first version.
Vlogs and Daily Life Videos: Japanese audiences enjoy vlogs that offer glimpses into the daily lives of influencers. These videos provide a sense of connection and authenticity that resonates well with viewers.
Tutorials and How-Tos: Educational content, such as tutorials and how-to videos, is highly popular. These videos help viewers learn new skills and provide valuable information, making them an excellent way for brands to demonstrate expertise.
Product Reviews and Unboxings: Detailed product reviews and unboxing videos influence purchasing decisions. Japanese consumers rely heavily on these types of content to make informed buying choices.
Contact ULPA for expert help with
YouTube Sponsored Content in Japan
Tips for Creating Engaging and Culturally Relevant Content
Focus on Quality: High production value is essential. Invest in good equipment and editing to ensure your videos are visually appealing and professional.
Incorporate Cultural Elements: Use local aesthetics, themes, and references to make your content more relatable. Highlighting aspects of Japanese culture can enhance engagement.
Be Authentic: Japanese viewers value authenticity. Be transparent and genuine in your content to build trust and credibility with your audience.
Importance of Consistency and Quality
Maintaining a consistent posting schedule is vital for building a loyal audience. Regular uploads keep viewers engaged and encourage them to return to your channel. Additionally, maintaining high quality in all your videos ensures that your content remains professional and appealing, which is crucial for retaining viewership. In June 2025, YouTube introduced AI auto-dubbing for all verified creators, enabling them to add multilingual audio tracks to both long-form videos and Shorts, making global reach easier than ever.
Collaborate Smartly to Boost Your Brand
Influencer campaigns can significantly boost your food and beverage brand and sales in Japan. Here are some best practices and common strategies to collaborate with influencers:
Ambassador Programs: Develop long-term relationships with influencers to promote your products. Ambassadors can provide consistent promotion and build a stronger connection with their audience.
Competitions: Enhance brand engagement with contests or giveaways. This strategy encourages participation and boosts brand visibility.
Commissioned Promotions: Affiliate marketing with influencers offers discount codes to followers, boosting your sales and providing measurable results. This strategy can drive direct conversions and allow you to track the effectiveness of your campaign.
Creative Collaborations: Work with influencers to create unique food or drink products appealing to their audience. This can include limited-edition items or co-branded products.
Event Activations: Host events with influencers to generate engaging, immersive content about your food and beverage offerings. These events can create memorable experiences and drive social media engagement, further promoting your brand.
Exclusive Sneak-Peek: Let influencers preview your new products, creating pre-launch excitement and buzz among their followers.
Paid Partnerships: Sponsored posts allow influencers to introduce your products to their followers. This method helps increase brand visibility and credibility.
Social Media Takeovers: Allow influencers to control your accounts temporarily, offering unique food-related content and engaging their followers directly on your platform.
Unboxing and Reviews: Let influencers unbox and review your products, providing an authentic perspective for potential customers. This approach builds trust and highlights the features of your products in a relatable and engaging way.
Contact ULPA for expert help with
YouTube Sponsored Content in Japan
Examples of Successful YouTube Collaborations
Asahi Super Dry and BayashiTV: Asahi Super Dry partnered with BayashiTV to promote their beer alongside food content. The video achieved over 4 million views and high engagement, demonstrating the power of integrating products naturally into content.
SHEIN's Micro-Influencer Strategy: By leveraging numerous micro-influencers, SHEIN reached a broad audience and generated significant buzz around its products. This strategy proved particularly effective in the Japanese market.
Measuring Success in YouTube Marketing
Key Performance Indicators (KPIs)
To measure the success of your YouTube campaigns, track KPIs such as:
Views and Watch Time: These metrics indicate how many people watch your videos and how long they stay engaged.
Engagement Rates: Likes, comments, and shares reflect how well your content resonates with viewers.
Conversion Rates: Track how many viewers act after watching your videos, such as visiting your website or purchasing.
Tools and Techniques for Measuring ROI
Utilise tools like YouTube Analytics and Google Analytics to gather detailed insights into your video's performance. These tools provide data on viewer demographics, engagement patterns, and traffic sources, helping you assess the ROI and ROAS of your campaigns. Custom-tracking URLs and conversion goals can further refine your measurement efforts.
Continuous Optimisation Strategies
Based on the insights gathered from your analytics tools, continuously optimise your content and strategies. Experiment with different video formats, posting times, and promotional tactics to find what works best for your audience. Regularly reviewing and refining your approach ensures sustained success in your YouTube marketing efforts.
Trends in Influencer Marketing in Japan
Rise of Virtual Influencers
Virtual influencers, or computer-generated characters, are gaining popularity in Japan. These influencers offer brands a unique way to engage with audiences, providing a blend of creativity and control over the content. Brands like Kizuna AI have successfully leveraged virtual influencers to create engaging and innovative campaigns. In 2025, Hololive’s Mori Calliope sold out a 4,000-seat live concert in Los Angeles, proving VTubers’ commercial power extends far beyond Japan.
Popularity of Short-Form Video Content
Short-form videos, particularly YouTube Shorts, are becoming increasingly popular in Japan. These quick, engaging videos are perfect for capturing the attention of younger audiences and can effectively promote products and services concisely. Short-form videos can sometimes have a lesser conversion rate than longer-form YT videos, needing many more views to produce the same outcome.
Integration of E-Commerce Features
The integration of e-commerce features within YouTube content is a growing trend. Shoppable videos allow viewers to purchase products directly from the video, streamlining the buying process and increasing conversion rates. Brands that successfully integrate these features can enhance their marketing efforts and drive sales.
Contact ULPA for expert help with
YouTube Sponsored Content in Japan
YouTube Partnerships in Japan: Calculating Sponsorship Costs - Estimated vs. Actual
Case Study: Anonymised Japanese YouTube Creator
To illustrate the calculation of sponsorship costs, let's consider an anonymised case study of a prominent Japanese YouTube creator. This creator has a substantial following, with +10 million subscribers, and consistently garners millions of views on their videos. We will analyse the sponsorship costs based on their recent video performance.
Recent Video Performance
Here are the view counts for the last five videos:
Video A: 953K views
Video B: 3M views
Video C: 1.9M views
Video D: 3M views
Video E: 1.6M views
Total views for the last five videos: 953K + 3M + 1.9M + 3M + 1.6M = 10.453M views
Average views per video: 10.453M/5 = 2.0906M views per video
Calculating Sponsorship Costs
The Cost Per Mille or CPM, the cost per thousand views, is a standard metric for calculating sponsorship costs. For this analysis, we consider a CPM range of $25 to $30, which is common in the industry.
Average views in thousands: 2.0906M = 2090.6K
CPM Calculation:
For $25 CPM: 25 x 2090.6 = $52,265 USD
For $30 CPM: 30 x 2090.6 = $62,718 USD
Considering the large subscriber base, the channel might apply a 15% premium:
For $25 CPM with Premium: 52,265 x 1.15 = $60,005 USD
For $30 CPM with Premium: 62,718 x 1.15 = $72,125 USD
Estimated vs. Actual Sponsorship Costs
Despite these calculations, the actual sponsorship costs for this creator range between $150,000 and $200,000 per video integration; this is around a $70-100 USD CPM. This significant discrepancy highlights several factors unique to the Japanese market:
Market Demand: High demand for popular creators drives up prices.
Influence and Reach: The creator's influence extends beyond views, significantly impacting their audience's purchasing decisions.
Engagement: High engagement rates can justify higher prices.
Cultural Value: In Japan, a trusted creator's endorsement holds substantial weight, often more than in other markets.
Talent Agency Fees: It's important to note that 20-30% of the fee often goes to the talent agency managing the creator. This agency fee can significantly increase the overall cost for brands.
While CPM provides a foundational method for estimating sponsorship costs, real-world prices can vary greatly due to market-specific factors. In Japan, top-tier YouTube creators command a premium for their content, reflecting their significant influence and the value they provide to brands. For businesses aiming to partner with Japanese YouTube creators, it's crucial to consider these additional factors to set realistic budgets and expectations.
Marketing ROI with YouTube Influencer Audience Retargeting
Retargeting is a powerful strategy that can be enhanced through innovative methods, such as targeting YouTube Influencer audiences. This approach re-engages users who have shown interest in your brand’s content but did not convert, boosting campaign visibility and ROI.
Benefits of Retargeting a YouTube Influencer’s Audience
Additional Touchpoints: Retargeting increases the number of interactions with potential customers, which is essential for moving them from impression to purchase.
Improved ROI: Leveraging prior engagement from influencer audiences often results in higher click-through rates and conversions.
Efficient Pricing: Google Ads’ CPV bidding allows cost-effective campaigns, ensuring you pay only for actual interactions with your content.
How Does YouTube Influencer Retargeting Work?
Sponsor a YouTuber: Engage a relevant influencer to create sponsored videos promoting your content.
Link Accounts: Access the influencer’s YouTube channel data by linking their account to your Google Ads.
Integrate Audience Lists: Use the data to create targeted audience segments.
Run Retargeting Ads: Launch campaigns tailored to the influencer’s viewers.
Contact ULPA for expert help with
YouTube Sponsored Content in Japan
Getting the Influencer on Board
Present Benefits: Highlight additional revenue and long-term sponsorships to entice influencers.
Address Concerns: Assure influencers about data privacy, campaign relevance, and compliance with regulatory standards. Be transparent about partnership duration and costs.
Influencers might request an additional fee for using their content in this way, typically between $500-$2,000, depending on the influencer’s reach. Always inquire about costs rather than making assumptions. By retargeting Influencer audiences, brands can effectively promote their projects to highly engaged users, leading to improved marketing outcomes.
Top 10 Most Popular YouTubers in Japan – Updated 2025
YouTube has become a powerful platform for brands to connect with audiences in Japan. Thousands of Japanese YouTubers pour their creative energies into creating a rich diversity of content daily. Here are the top 10 most popular Japanese YouTubers in 2025:
Rank | Channel | Subscribers (M) | Views (B) | Videos |
1 | PewDiePie | 110 | 29.57 | 4.82K |
2 | ISSEI / いっせい | 64.3 | 51.17 | 3.82K |
3 | Junya.じゅんや | 38.6 | 23.96 | 9.07K |
4 | Sagawa / さがわ | 37.4 | 30.23 | 9.95K |
5 | Saito | 34.7 | 28.72 | 7.94K |
6 | Pokémon Kids TV | 33.5 | 2.49 | 677 |
7 | Bayashi TV | 33 | 21.34 | 1.53K |
8 | HAYATAKU はやたく | 22 | 24.18 | 2.22K |
9 | Parotter | 17.6 | 3.88 | 944 |
10 | はじめしゃちょー（hajime） | 16.2 | 13.01 | 3.32K |
Comparison with Other Countries
United States
The top YouTube channels in the United States are dominated by entertainment, children's content, and DIY videos. Here are the top 10 YouTube channels in the US:
Rank | Channel | Subscribers (M) | Views (B) | Videos |
1 | MrBeast | 415 | 90.9 | 886 |
2 | Cocomelon – Nursery Rhymes | 195 | 206.1 | 1.63K |
3 | Vlad and Niki | 142 | 110.02 | 924 |
4 | ✿ Kids Diana Show | 135 | 117.45 | 1.39K |
5 | Like Nastya | 129 | 114.65 | 968 |
6 | Stokes Twins | 128 | 24.21 | 379 |
7 | Alan's Universe | 95.1 | 54.76 | 1.42K |
8 | A4 | 86.2 | 34.39 | 1.01K |
9 | Baby Shark – Pinkfong Kids’ Songs & Stories | 82.5 | 50.77 | 3.59K |
10 | 5-Minute Crafts | 81 | 28.21 | 7.74K |
Contact ULPA for expert help with
YouTube Sponsored Content in Japan
United Kingdom
The UK's top YouTube channels feature a mix of music, entertainment, and children's content:
Rank | Channel | Subscribers (M) | Views (B) | Videos |
1 | Peppa Pig – Official Channel | 41 | 30.77 | 8.49K |
2 | NoCopyrightSounds | 34.1 | 11.89 | 1.98K |
3 | Peppa Pig Español Latino | 29.7 | 11.43 | 1.97K |
4 | DanTDM | 29.2 | 20.21 | 3.77K |
5 | Coldplay | 27.9 | 21.5 | 544 |
6 | Dan Rhodes | 26.7 | 19.2 | 1.69K |
7 | Linh Nhi Shorts | 25.9 | 29.16 | 5.52K |
8 | Miss Katy | 25.5 | 16.37 | 1.15K |
9 | Mister Max | 25.1 | 16.54 | 1.21K |
10 | KSI Music | 25 | 6.26 | 1.27K |
Australia
Australia's top YouTube channels include a mix of children's content, fitness, and entertainment:
Rank | Channel | Subscribers (M) | Views (B) | Videos |
1 | Bounce Patrol – Kids Songs | 33.2 | 26.06 | 333 |
2 | Chloe Ting | 25.8 | 3.4 | 491 |
3 | How Ridiculous | 23.6 | 14.77 | 772 |
4 | LazarBeam | 23.1 | 9.88 | 1.22K |
5 | CKN | 19.2 | 13.56 | 492 |
6 | Double Date | 17.9 | 32.31 | 6.02K |
7 | HowToBasic | 17.7 | 3.93 | 650 |
8 | Jasmin and James | 15.4 | 19.34 | 7.68K |
9 | Lachlan | 15.3 | 5.9 | 4.09K |
10 | GLITCH | 14.6 | 1.8 | 155 |
Differences in Content Types
Japan
Japan’s most popular YouTube channels in 2025 continue to reflect the country’s love for food content, personality-driven vlogs, and visually polished short-form videos. Channels like Bayashi TV, known for rapid-fire food prep clips, and ISSEI / いっせい, a master of silent storytelling, dominate. Educational and family-friendly content remains strong with Pokémon Kids TV, while traditional gaming and “IRL” creators, such as Hajime and Sagawa, still hold significant influence. Virtual influencers and AI-generated content, such as shorts, are also gaining traction.
United States
The U.S. landscape is still led by entertainment-first and child-focused megachannels. MrBeast dominates the globe with large-scale challenge content, while Cocomelon, Kids Diana Show, and Vlad and Niki cater to massive global preschool audiences. DIY and life hack channels, such as 5-Minute Crafts, continue to generate volume, although engagement has shifted toward higher-production, narrative-driven creators like Alan’s Universe. Shorts and vertical content have become core growth engines.
United Kingdom
In the UK, children’s programming and music content dominate the top of the charts. Peppa Pig – Official Channel and its Spanish-language counterpart command huge international followings. Music artists like Ed Sheeran (with over 58 million subscribers) and Coldplay bring mainstream attention to the platform. Creators like DanTDM and Dan Rhodes offer personality-driven entertainment and magic tricks for younger audiences, while shorts-heavy channels like Linh Nhi Shorts are experiencing rapid growth due to algorithmic pushes.
Australia
Australian YouTube remains heavily driven by children’s content and family channels, led by Bounce Patrol, which continues to dominate in both subs and views. Fitness content maintains a strong foothold thanks to Chloe Ting, while How Ridiculous represents a uniquely Australian take on science-meets-sport entertainment. Channels like Jasmin and James, and CKN show the ongoing strength of family-friendly formats, while experimental creators like Double Date demonstrate the global virality possible even from relatively small local markets.
Contact ULPA for expert help with
YouTube Sponsored Content in Japan
Final thoughts...
YouTube remains one of the most powerful platforms for reaching Japanese consumers, but success requires more than simply uploading content. Brands that perform well understand and align with local viewing behaviours, cultural expectations, and platform-specific trends, such as Shorts, unboxing videos, and influencer retargeting.
Japan’s YouTube ecosystem is unique. Audiences expect high production quality, value subtle authenticity over spectacle, and show strong interest in educational and lifestyle content. At the same time, global formats like food hacks, daily vlogs, and interactive storytelling are gaining traction, creating new opportunities for campaigns that resonate both locally and internationally.
By understanding the distinct characteristics of Japan’s top channels and how they differ from those in markets such as the United States, the United Kingdom, and Australia, brands can develop more effective strategies, avoid cultural missteps, and transform content into tangible business results. In 2025, the brands that succeed on YouTube in Japan are not just broadcasting; they are adapting, collaborating, and earning attention by meeting the audience on its terms.
Link to the first ever video uploaded to YouTube, "Me at the zoo"
FAQ Section
What is the role of YouTube in Japan's marketing landscape?
In Japan, YouTube is a critical marketing platform that is particularly effective for engaging younger demographics. Brands can leverage YouTube's diverse content formats, such as vlogs, tutorials, and product reviews, to connect with Japanese consumers and build brand awareness.
What are the unique behaviours of Japanese YouTube users?
Japanese YouTube users prefer high-quality, well-produced, respectful, and culturally relevant content. They engage more with authentic and relatable creators and show a strong interest in educational and informative videos.
Why is the uptake of YouTube in Japan slower than in other countries?
The slower uptake of YouTube in Japan can be attributed to cultural differences, content preferences, and the competitive landscape of other social media platforms like LINE and Twitter. Japanese viewers often seek visually appealing and culturally relevant content, which may limit the types of viral content popular in other countries.
What types of content perform well on YouTube in Japan?
Content that performs well on YouTube in Japan includes vlogs and daily life videos, tutorials and how-to videos, product reviews and unboxings. These types of content resonate with Japanese audiences due to their authenticity, educational value, and ability to inform purchasing decisions.
How can brands measure the success of their YouTube marketing campaigns in Japan?
Brands can measure the success of their YouTube marketing campaigns by tracking key performance indicators (KPIs) such as views, watch time, engagement rates, and conversion rates. Tools like YouTube Analytics and Google Analytics provide detailed insights into video performance, helping brands assess their return on investment (ROI) and optimise their strategies.
Ready to learn how to launch, integrate and scale your business in Japan?
Download our intro deck and contact ULPA today to understand how we will help your company learn the rules of business in Japan, and then redefine those rules.
Let The Adventure Begin.
![Influencer Partnerships in Japan: A Complete Guide [Updated for 2025]](https://static.wixstatic.com/media/4ba6fb_4f3b939a9e3d447c804328a25ea7e414~mv2.png/v1/fill/w_980,h_549,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/4ba6fb_4f3b939a9e3d447c804328a25ea7e414~mv2.png)
![Influencer Marketing in Japan: A Complete Guide [Updated for 2025]](https://static.wixstatic.com/media/4ba6fb_9dc981bfed3d434eb47406d7df4c03e2~mv2.png/v1/fill/w_980,h_550,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/4ba6fb_9dc981bfed3d434eb47406d7df4c03e2~mv2.png)
Comments