Influencer Marketing Services

IntroductionInfluencer marketing in Japan is booming on platforms like Instagram, YouTube, TikTok and X. Specialized influencers such as in travel, beauty, food, and more have become trusted voices, fueling growth in diverse industries. Ⅱ BASE helps foreign companies tap into this trend to connect authentically with Japanese consumers.

What Is Influencer Marketing?

Influencer marketing involves teaming up with individuals who have a loyal and engaged following, using their platforms to promote your brand. In Japan, fan culture plays a huge role—fans often follow influencer recommendations more closely than ads from global corporations. This makes influencer partnerships highly impactful, especially when approached with cultural nuances in mind. Platforms like Instagram and YouTube remain popular for visually driven content, while X can tap into trending topics and real-time conversations.

Choosing the Right Influencer

1. Macro vs. Micro-Influencers
   • Macro-Influencers: Large audiences often exceeding 100K or 1M followers. They offer broad exposure but may lack tight-knit community engagement.
   • Micro-Influencers: Smaller follower counts (often 5K–50K) with a strong sense of trust and niche authority. They can drive highly targeted results for brands in specialized fields (e.g., tech gadgets, organic foods, study abroad, etc.).
2. Target Audience & Brand Alignment
   • The influencer’s followers should mirror your brand’s buyer persona as closely as possible. A mismatch could lead to low engagement—even if the influencer has big numbers.
   • Japanese influencer campaigns must also consider cultural fit. The influencer’s tone, style, and ethos should complement your product or service.
3. Reputation & Reliability
   • Look beyond follower count—evaluate post frequency, audience sentiment, and brand safety. Ensuring that their reputation aligns with your values is critical for building trust.

Ⅱ BASE’s Success Stories

1. In-House Study Abroad Program

In 2019, Ⅱ BASE pioneered “influencer study abroad” for Japanese Influencers in the overseas education space—one of the first of its kind in Japan. We collaborated with more than 10 influencers, including Aya Nakamachi, who alone has over 1 million followers.

• 10x Increase in UGC (User-Generated Content): As influencers shared their experiences abroad, followers generated a flood of additional content and engagement.
• 2x Sales Growth: The heightened brand visibility and credibility led to a significant revenue boost compared to the previous year.

2. Client Projects with Zero Extra Cost

For another client, Ⅱ BASE successfully recruited various influencers with a combined follower base of tens of thousands—all without additional marketing expenses beyond covering raw costs.

• 30K Total YouTube Views in ~1 Month: Through consistent content creation and promo codes, the influencers’ videos collectively reached 30,000 views in just four weeks.
• Multiple Conversions from Coupon Campaigns: Offering custom discount codes led to real sales, proving the tangible ROI of influencer partnerships.

Ⅱ BASE’s Approach

1. Extensive Influencer Database
   • We’ve built a robust local network of influencers, from macro-level stars to niche specialists. This allows us to match your specific product or service with the perfect influencer profile.
2. End-to-End Support—from Contracts to Content
   • Our experience includes setting up YouTube offices abroad, so we handle everything from contract negotiations to collaborative content planning. We also provide post-launch analytics to gauge which segments resonate best with your target audience.
3. Strategic, Data-Driven Campaigns
   • We combine influencer insights with marketing metrics to refine content, posting schedules, and promotional tactics. By analyzing engagement and conversion rates, we continually optimize each campaign for maximum impact.

Conclusion

Influencer marketing offers a powerful way to deepen brand awareness and build trust in Japan. By partnering with the right influencers—those who genuinely align with your brand image and consumer demographics—you can achieve organic, lasting connections that traditional ads often miss.