The Japanese media landscape is well… a bit different to say the least. Of all the things I do at this agency, perhaps nothing is harder than trying to get foreign communication managers to understand the many local discrepancies in Japan.
“This can’t be right! There’s no way that it’s THAT high…” I thought to myself while rubbing the sleep out of my eyes. The ROAS score (short for return on ad spend for those not in the know) on my screen was reading 18.72.
Over the years, I cannot count the times that I’ve been asked to accumulate followers online for a client with absolutely no budget for growth.
It’s widely accepted across the globe that Japan is one of the hardest countries to launch into for overseas brands.
As anyone who is working in the public relations field in Japan can attest, to a fault, the communications industry here has been extremely adverse to going fully digital.
As anyone who braves the morning commute in Tokyo can attest to, the collective attention of all of Japan has converged on but a mere handful of platforms.
Picture this. You spend hours slaving over the copy of a press release as you meticulously perfect each and every word.
Several years ago in early February, Japan witnessed one of the most peculiar media phenomena that I’ve ever seen.
As everyone likely already knows, Instagram recently made the decision to hide likes all across the globe. After testing the change in various markets (including Japan), the Facebook owned app has finally started concealing numbers in all regions.
While it’s true that all things in Japan are becoming more and more digital, the average Japanese person still puts a lot of trust in the brand name of legacy media outlets (even when those articles appear online).