As a foreign company or a foreign brand, the best way to communicate with local Japanese is by using the most famous social media to spread your message and idea in an effective way. Marketing your business to the right audience and choosing the right platform to enter the market are the first strategy that companies should take into consideration. Without a doubt, social media has become a powerful and world-wide marketing tool in these years.

作為一個海外的企業與品牌，想要運用最有效的方式與日本客群對話，網路平台是最佳的溝通管道。透過分析日本社群媒體使用狀況，可以掌握每個平台的使用者特徵，並且有效制定行銷策略以獲得進入日本市場的機會。

In Japan, many people rely on their phones for communication, online shopping, watching videos, and playing games. According to the statistic, over 116.5 million people in Japan use the internet which is 94% in the population. Japan’s average broadband speed is around 42.77 Mbps in 2018, which is the number 6 highest country in the world (First 1 is Taiwan around 85.02 Mbps).

在日本，多數人仰賴使用智慧型手機溝通聯繫、網路購物、觀看影片與玩線上遊戲。根據數據分析指出，有1,1650萬人有使用網路的習慣，並且佔總人口數的94%，而日本平均網速在全世界排名第6名，平均為42.77Mbps。

In order to step into the Japanese social market, the top social media platforms are in the following.

為了進入日本社群網入市場，透過瞭解最多人使用的社群平台，可以作為進入市場的參考依據。

Look at the chart in 2019, LINE is the most popular and successful messaging app in Japan. There are over 82 million Japanese people use Line in their daily life. Twitter is the second popular platform that has 45 million users, followed by Instagram, Facebook, and Tik Tok. Each platform accommodates different demographics and has its own unique features. In this article, we are mainly looking into LINE to see the business opportunity.

如上圖所示，LINE在日本是最受歡迎的應用程式，超過8,200萬人每天使用該通訊軟體。Twitter位居的二，使用人數為4,500萬人，以及Instagram, Facebook, TikTok。每個平台的客群皆有所不同，本文章偏重LINE進行介紹，並提供目前企業使用LINE行銷的概況。

To be close to the potential users, let us take a look at the structure of the Japanese population. The majority of the population are around 40’s and 60’s. According to the survey, smartphone users in Japan are total of 67.52 million in 2018. The share of 50 years old and above was 37% in the entire market, which was bigger than 33% in 35 to 49 years old or 30% in 18 to 34 years old. However, in terms of use time a person a day, the longest time was found 18 to 34 years old with 3.5 hours, followed by 35 to 59 years old with 3 hours.

在日本人口分佈方面，主要群體分布於40歲到60歲之間。根據調查顯示，智慧型手機的使用人口數約為6,752萬人，其中37%為50歲以上之人口，33%位於35-49歲，30%位於18-34歲。然而，每日使用平均時數以18-34歲居多，約3.5小時；35-59歲則約為3小時。

In 2019, LINE users were 8.8% in 15 to 19 years old, 18% in 20 to 29 years old, and 21.4% in 30 to 39 years old. 47.2% were male and 52.8% were female users. LINE is also a nationwide application that can reach the audience 2 or 3 times higher compared to other platforms.

根據上圖所示，LINE使用者15-19歲約8.8%，20-29歲約18%，30-39歲約21.4%。其中47.2%為男性52.8%為女性。LINE的使用範圍廣泛，並且是其他社群平台的2-3倍。

How to do LINE Marketing? 如合做Line行銷？

The core value is to create a close relationship with the clients. By using direct messages, line chat function, free LINE stickers, Line Ads Platform to reach potential customers.

核心目標是必須建立與顧客近距離溝通的機會，透過直接訊息、自動回覆功能、免費貼圖、廣告平台來觸及潛在客戶。

Direct messages 直接訊息

By spreading LINE ID and QR code, people can become the audience to receive the first message from the official account. The company is promoting the benefits of LINE marketing as one of the highest open and interaction rates. People are willing to take action over your promotions.

可藉由LINE ID 或 QR code 的分享，人們可以關注官方帳號以獲的第一手行銷訊息。此行銷手法也是LINE Marketing中最常見的，人們也非常願意加入LINE會員以獲得行銷折扣。

LINE chat function 聊天功能

LINE can operate as a live chatbot via the LINE Chat interface which allows the company to communicate with customers individually.

LINE也提供自動回應功能，根據消費者的問題提供答案以解決顧客問題。

LINE stickers 貼圖

The biggest trigger to use LINE is its variety of stickers market. They are used by 80% of users in their daily life. People are also willing to pay the money to buy a series of cute stickers without limitation.

除了聊天通訊外，LINE最吸引人的地方莫非多樣化的貼圖Market了。有80%的人每天會使用LINE貼圖，並且願意付費購買可愛的貼圖。

LINE Ads platform 行銷廣告平台

The company may set up the marketing budget to display its promotion campaign in the pop-up head, like any paid advertising, the company should define the target audience and objectives.

也可以透過設定行銷預算的方式，讓品牌訊息在最顯眼的位置做露出，企業可根據主要客群與受眾去下廣告。

Now, expanding your business in Japan market!