When it comes to launching official accounts on Japanese platforms and Japan-specific accounts on international ones, luxury brands have been slow to adopt social media localization in Japan. But L2’s new Luxury Japan report finds that Facebook has been a higher priority than other platforms for brands’ Japan social localization strategies.
The share of luxury brands with a Japan-specific Facebook account has increased from 36% in 2014 to 67% this year, making localizing on Facebook more popular than doing so on global social platforms Twitter, YouTube, and Instagram, as well as setting up an account on local mobile messaging app LINE. Out of brands indexed since 2014, 36% have LINE accounts and 30% have Japanese Twitter accounts, while visually oriented YouTube and Instagram are not targets for brands’ localization.
While a higher percentage of Japan’s population is on Twitter (31.5%) than Facebook (20.5%), luxury brands have been able to achieve significantly higher engagement on Facebook. Overall, brands see an average of 878 interactions per post on localized Japanese Facebook accounts, but only 136 on Twitter. Brands are also able to achieve higher engagement on Facebook than on LINE, which functions as a closed 1:1 messaging platform rather than a tool for viral social campaigns.
LINE is certainly an app to watch, however: with a 77% adoption rate among Japanese smartphone users, it is attracting a growing number of luxury brands due to its customer service and CRM capabilities. The number of brands with official accounts surpassed that of brands with Japanese Twitter accounts this year with the addition of big names like Louis Vuitton, Fendi, Dior, and Prada.
Brands without localized Japan accounts are still providing targeted content on their global accounts. When Michael Kors opened its Japan e-commerce shop in March 2017, it featured Japanese model Hikari Mori on its global YouTube account to promote the launch. Meanwhile, Chanel and Louis Vuitton both opted to host their cruise collection runway shows in Tokyo in May 2017, posting photos promoting their events on their global Instagram accounts.