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YouTube Influencer Marketing in Japan: A Complete Guide

YouTube Influencer Marketing in Japan
YouTube Influencer Marketing in Japan

Thanks to its vast user base and diverse content formats, YouTube has emerged as a critical marketing platform in Japan. For brands aiming to penetrate the Japanese market, understanding YouTube's role and leveraging it effectively can lead to substantial engagement and growth. This guide will explore YouTube's unique impact in Japan, provide insights into user behaviour, and offer strategies for successful YouTube influencer marketing in the Japanese context.


Table of Contents


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 Behavior

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. According to Google's data, over 71 million people in Japan (aged 18 and above) use YouTube, and more than 87% of people between their teens and 60s watch YouTube regularly. 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 ranks sixth in YouTube audience size with 79.4 million users, whereas India leads with 476 million users, followed by the United States with 238 million users. 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.

Some of the top Tech Influencers in Japan.
Some of the top Tech Influencers in Japan.

Content Strategies for YouTube in Japan

Types of Content That Perform Well

  1. 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.

  2. 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.

  3. 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.

The Top 3 YTers in Japan (L to R) Hajime, BayashiTV, HikakinTV
The Top 3 YTers in Japan (L to R) Hajime, BayashiTV, HikakinTV

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.


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:

  1. 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.

  2. Competitions: Enhance brand engagement with contests or giveaways. This strategy encourages participation and boosts brand visibility.

  3. 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.

  4. 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.

  5. 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.

  6. Exclusive Sneak-Peek: Let influencers preview your new products, creating pre-launch excitement and buzz among their followers.

  7. Paid Partnerships: Sponsored posts allow influencers to introduce your products to their followers. This method helps increase brand visibility and credibility.

  8. Social Media Takeovers: Allow influencers to control your accounts temporarily, offering unique food-related content and engaging their followers directly on your platform.

  9. 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

  1. 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.

  2. 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.

Fashion and Beauty YTers hold massive sway in Japan
Fashion and Beauty YTers hold massive sway in Japan

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

Utilize 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 Optimization Strategies

Based on the insights gathered from your analytics tools, continuously optimize 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.

Gaming Influencers are huge in Japan.
Gaming Influencers are huge in Japan.

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.

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: Anonymized Japanese YouTube Creator

To illustrate the calculation of sponsorship costs, let's consider an anonymized 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 analyze 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

YouTube Marketing Expenditure in Japan to 2027 Source: Statista
YouTube Marketing Expenditure in Japan to 2027 Source: Statista

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:

  1. For $25 CPM: 25 x 2090.6 = $52,265 USD

  2. For $30 CPM: 30 x 2090.6 = $62,718 USD

Considering the large subscriber base, the channel might apply a 15% premium:

  1. For $25 CPM with Premium: 52,265 x 1.15 = $60,005 USD

  2. 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.

$8.1Bn USD in ad sales reported by YouTube CEO Neil Mohan in April 2024
$8.1Bn USD in ad sales reported by YouTube CEO Neil Mohan in April 2024

Marketing ROI with YouTube Influencer Audience Retargeting

Retargeting is a powerful strategy that can be enhanced through innovative methods like retargeting 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

  1. Additional Touchpoints: Retargeting increases the number of interactions with potential customers, which is essential for moving them from impression to purchase.

  2. Improved ROI: Leveraging prior engagement from influencer audiences often results in higher click-through rates and conversions.

  3. 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?

  1. Sponsor a YouTuber: Engage a relevant influencer to create sponsored videos promoting your content.

  2. Link Accounts: Access the influencer’s YouTube channel data by linking their account to your Google Ads.

  3. Integrate Audience Lists: Use the data to create targeted audience segments.

  4. 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

  1. Present Benefits: Highlight additional revenue and long-term sponsorships to entice influencers.

  2. 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.

Felix moved to Japan in 2022, and so his channel did too. Now the No.1 YTer in JP.
Felix moved to Japan in 2022, and so his channel did too. Now the No.1 YTer in JP.

Top 10 Most Popular YouTubers in Japan – Updated 2024

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 2024:

Rank

Username

Uploads

Subscribers (M)

Video Views (B)

1

PewDiePie

4,767

111

29.32

2

Junya.じゅんや

8,343

36.4

21.93

3

ISSEI / いっせい

2,768

33

28.31

4

Sagawa / さがわ

8,530

31.7

25.30

5

Bayashi TV

1,328

26.6

15.63

6

Saito

5,595

19.4

19.63

7

HikakinTV

3,528

18.7

12.67

8

Pokémon Kids TV

494

17.7

1.72

9

はじめしゃちょー(hajime)

3,064

14.2

11.30

10

Cafe Music BGM channel

2,361

14

1.46

Comparison with Other Countries

Jimmy (Mr. Beast) is the biggest YTer in the world, and his channels keep on growing.
Jimmy (Mr. Beast) is the biggest YTer in the world, and his channels keep on growing.

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

Username

Uploads

Subscribers (M)

Video Views (B)

1

MrBeast

803

287

52.73

2

Cocomelon - Nursery Rhymes

1,188

177

182.88

3

✿ Kids Diana Show

1,228

123

103.96

4

Vlad and Niki

730

120

91.61

5

Like Nastya

886

116

101.39

6

5-Minute Crafts

7,075

80.7

27.43

7

Baby Shark - Pinkfong Kids’ Songs

3,249

75.6

44.26

8

Stokes Twins

307

69

9.89

9

Movieclips

40,705

61.5

62.35

10

Dude Perfect

439

60.3

17.50



Contact ULPA for expert help with

YouTube Sponsored Content in Japan



Musician Ed Sheeran takes the UK no.1 spot, and works closely with YT to achieve this success.
Musician Ed Sheeran takes the UK no.1 spot, and works closely with YT to achieve this success.

United Kingdom

The UK's top YouTube channels feature a mix of music, entertainment, and children's content:

Rank

Username

Uploads

Subscribers (M)

Video Views (B)

1

Ed Sheeran

503

54.8

32.44

2

One Direction

157

38.6

14.34

3

Peppa Pig - Official Channel

6,618

35.5

26.04

4

NoCopyrightSounds

1,687

33.7

11.15

5

Mr Bean

3,499

33.3

11.23

6

Adele

153

31.3

15.75

7

DanTDM

3,711

28.8

19.85

8

Dan Rhodes

1,664

27

18.83

9

Coldplay

431

26.4

19.26

10

Peppa Pig Español Latino

1,575

26.1

9.20


Aussie YT is dominated by the Bounce Patrol channel. The views are not even close!
Aussie YT is dominated by the Bounce Patrol channel. The views are not even close!

Australia

Australia's top YouTube channels include a mix of children's content, fitness, and entertainment:

Rank

Username

Uploads

Subscribers (M)

Video Views (B)

1

Bounce Patrol - Kids Songs

377

29.5

22.66

2

Chloe Ting

443

25.3

3.20

3

LazarBeam

1,341

22.1

9.43

4

How Ridiculous

723

21.8

12.61

5

CKN

491

18.8

12.78

6

HowToBasic

612

17.6

3.83

7

Lachlan

3,914

15.1

5.56

8

SR Toys Collection

984

12.1

4.05

9

Primitive Technology

79

10.9

1.14

10

AC/DC

199

10.5

9.67

Differences in Content Types

  1. Japan: The top YouTube channels in Japan feature a variety of content types, with a strong emphasis on food, daily vlogs, gaming, and educational content. Channels like Bayashi TV and HikakinTV are known for their entertaining and high-quality content. Educational and family-friendly channels like Pokémon Kids TV and NAKATA UNIVERSITY also have significant followings.

  2. United States: In the US, the top channels are heavily skewed towards entertainment and children's content. Channels like MrBeast, Cocomelon - Nursery Rhymes, and Kids Diana Show dominate the list with massive subscriber counts and views. DIY and life hack channels like 5-Minute Crafts also have a substantial presence.

  3. United Kingdom: The UK's top channels feature music, entertainment, and children's content. Music channels like Ed Sheeran and One Direction and children's content like Peppa Pig - Official Channel are very popular. Comedy and entertainment channels like Mr Bean indicate various popular content types.

  4. Australia: Children's content is highly popular in Australia, with Bounce Patrol - Kids Songs leading the list. Fitness influencer Chloe Ting has a significant following, reflecting the global health and fitness content trend. Entertainment and educational content, such as How Ridiculous and Primitive Technology, show the variety in content preferences.



Contact ULPA for expert help with

YouTube Sponsored Content in Japan



YouTube marketing in Japan offers immense opportunities for brands willing to understand and adapt to the local culture and audience preferences. You can succeed on this powerful platform by leveraging the right content strategies, partnering with suitable influencers, and continuously optimizing your efforts. Comparing the types of popular channels in Japan to those in the United States, the United Kingdom, and Australia provides valuable insights into each market's unique characteristics.

"Me at the zoo" is a YouTube video uploaded on April 23, 2005. It is the first video to be uploaded to the platform. The 19-second video features YouTube's co-founder, Jawed Karim
"Me at the zoo" is a YouTube video uploaded on April 23, 2005. It is the first video to be uploaded to the platform. The 19-second video features YouTube's co-founder, Jawed Karim

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.



Contact ULPA for expert help with

YouTube Sponsored Content in Japan


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