JAPAN VIDEO CONTENT MARKETING TRENDS, TIPS FOR CREATING ONLINE VIDEO FOR JAPANESE AUDIENCES
Digital advertisers in Japan are getting more creative with video content marketing. Latest digital advertising trends show online videos reaching more people and share rates growing year on year by 44%. The big brands are way ahead with their big budgets and creative digital marketing strategies, but there's much we can all learn from their success and failures.
Brands that are winning with video content
- The Auto industry saw the biggest increase in video shares with 2.6 million shares in 2016. Eight of the top 10 most shared video ads came from Nissan with “The Professional Of Japan” at number one
- For FMCG, Coca-Cola topped with 17% of the total shares last year. However, SK-II’s ads beat with views attracting 20%. Stunts and original songs featured heavily in the top 10 most shared ads with Kirin, Nissin and Coca-Cola all using these tactics as part of their video marketing strategy
- In Tech, Panasonic dominated the top 10 most shared video ads in 2016 accounting for 7 of the 10. However AU's“みんながみんな英雄 reached number one.
Tips for a video content strategy for Japanese audiences
We've talked about the winners, but how did they do it? Here’s 6 tips for video content marketing for Japanese viewers:
1. Tap into emotional advertising trends
Sentimentality seems to be the easiest emotion to evoke among Japanese. Toyota's “Loving Eyes” featured in the top 10 most shared lists in the past two years because it attracted intense feelings of warmth among viewers.
2. Amaze and surprise with less common emotions
Shiseido used this to great effect in “High School Girl” gaining a 36% share of views in 2015/16
3. Utilize “shared passion”
Auto brands have been particularly good at advantaging the “grouping” culture of Japanese and making it a reason to share. For example, 18% of Japanese viewers shared Audi's “TT Landing” so they could connect with other Audi fans.
4. Tailor your video content strategy for the Japanese market
Make your video content more personable and authentic by including cultural icons, values or locations in Japan. AU's “Santaro” series, featuring traditional Japanese heroes, made it into the top 10 most shared ads lists for the past two years.
5. Use paid media to reach a wider audience
Volkswagen, Haagen Dazs and Asahi may all have entered the top 10 most shared video ads lists last year, but none featured highly in the most viewed lists - likely meaning their content didn't reach enough people.
6. Make content for mobile distribution
Japanese audiences are more engaged on their mobiles than on desktops with click-through, interaction and video completion rates at 77.7% vs. 5.8%, 10.7% vs. 7.4% and 59.2% vs. 52.1% respectively. Japanese mobile audiences are also more engaged on mobile than their global counterparts.
An-yal develops social media and content marketing campaigns. Based in Tokyo, we help Japanese and international brands reach wider audiences with our digital marketing expertise and creative brand storytelling. find out more here