In Japan, like most of the world, video is the format of choice for content consumption. With public transit as the popular mode of transportation, Japanese audiences spend a lot more time on YouTube. For overseas brands looking to make splash, it’s nearly essential to employ YouTube marketing in Japan.
In This Article
Japanese consumers turn to YouTube for deeper information to help with purchasing decisions. Here, we’ll discuss YouTube marketing strategies to connect your brand to potential customers in Japan.
Influencer Marketing on YouTube in Japan – A Tried-and-True Strategy
Word-of-mouth marketing will always be the most effective form of marketing. Influencer marketing is another, more evolved form of word-of-mouth marketing. Leveraging the reach of online personalities accelerates brand awareness for your products and services. Japanese influencers are trusted voices, and collaborating with them can help you make a splash quickly.
YouTube Influencer Formats that Work
The most effective YouTube influencer marketing strategies depends on your product or service. However, here are some formats that work generally across the board.
- Hosting Contests and Giveaways – Your brand can foster a closer connection between influencers and their audience through active participation. In the process, you gain significant brand awareness and enthusiasm from Japanese consumers.
- Ambassador Programs – While standard influencer marketing is a short-term collaboration, ambassador programs offer a deeper relationship. Foster long-term relationships with existing customers who are familiar with, and excited about your brand. While these brand ambassadors may not have the large following of typical influencers, their audience may be more intimately connected. Use this to your advantage.
YouTube Video Ads – Effective When Done Correctly
If you plan on marketing through YouTube in Japan, then video ads are a given. The problem however, is that viewers despise ads. Let’s examine YouTube’s available ad formats, and which are the most effective.
Bumper Ads
When a YouTube ad plays prior to a video, viewers are mostly waiting for the ‘Skip’ button to appear. With YouTube Bumper ads, you can display a non-skippable ad. However, these ads are limited to six seconds. Hardly a hinderance, this gives you the opportunity to deliver a clear, concise and catchy message. We encourage you to get creative with those six seconds.
Longer-Form Non-Skippable Ads
YouTube now serves longer non-skippable ads up to 15 or 20 seconds long. If six seconds is too constraining, consider this longer option. It is important to note, however, that this may breed resentment among viewers. As viewer attention spans grow shorter, so too does their patience. Consider the potential ramifications for your brand impression carefully before deciding on longer ads.
Overlay Ads
If you want to advertise on YouTube in Japan, but don’t have the budget for high-production or localized video, we recommend overlay ads. These static image banners are displayed at the bottom of the screen during a video. With proper targeting, you can tailor these ads to be shown in relevant videos, and avoid disturbing the viewer experience.
Start Your Own YouTube Channel
Just as you would create a brand page on Facebook or X, having your own YouTube channel is also essential for building a community with your target audience. As stated before, consumers are ditching text, and are becoming visual learners. This is your opportunity to produce high-quality videos that match their customer journey progress.
While regular video ads boost brand awareness, producing “How-To” guides, product demos and comparison videos provide better insight for consumers closer to the purchasing stage.
Additionally, YouTube Shorts has become a hit in response to TikTok’s growing popularity. You can create quick, light-hearted short-form content to build trust and educate buyers.
What Kind of YouTube Content Is Right for You?
YouTube SEO is an overlooked aspect of content marketing on the platform. YouTube is very much a search engine, so keyword research is equally important as it is for ranking on Google.
Partner with an agency well-versed in YouTube SEO tools to maximize your video’s view count.
InfoCubic Japan: Your YouTube Marketing Partner
At ICJ, we have experience setting up YouTube advertising campaigns, as well as video production. Additionally, we can advise on content strategy ensure you get eyes on your brand and products.
Contact us for a consultation to see how we can help you launch your YouTube marketing campaign in Japan.
