Social Media (SNS) in Japan

Global social media platforms (otherwise known as SNS tools) have solidified their indispensable presence in Japan, and their popularity continues to grow together with the widespread use of smartphones.

While Japanese social media (SNS) users share some common behaviors and trends with the global community, there are undeniably distinct cultural components that set them apart from other cultures.

What is Social Media?

Social media platforms are commonly known as Social Networking Services (SNS) in Japan. We have had analog communication and networking services like calls and letters for many years, but thanks to the widespread use of the internet, we are now able to communicate whenever and wherever using social media (SNS) platforms.

Social media platforms have been used to create and expand connections between individuals for the following reasons:

• Making friends
• Gathering information
• Sharing information
• Sharing personal life through images and texts
• Connecting with people who share the same interests
• Sharing thoughts in order to discuss with others
• Watch others doing all of the above

Social media platforms aren’t limited to just individual use, many companies also use them as part of their marketing strategies.

• PR of a product or a service
• Raising brand awareness
• Engaging with audience
• Getting reviews
• Hiring people
• Offering promotions

In essence, social media transformed the way we connect with others, share information, and conduct business, becoming an integral part of modern communication and marketing.

 

Social Media and Japan

Mixi, launched in 2004, was one of Japan’s pioneering social media platforms. It was a trailblazing social networking platform that introduced the concept of online social connections to the Japanese public. It was initially made exclusively for Japanese people who value a high degree of privacy.

After Mixi, it wasn't long before mobile gaming platforms like Mobage and Gree rose to prominence by incorporating social elements, marking a shift towards mobile-first networking. These platforms still stand strong in the current Japanese social networking landscape.

As one of the first global services, Facebook entered the scene in 2008 but faced challenges adapting to the local market's unique language and cultural nuances. Though it is widely used across Japan now, it is more common for folks in the older generations to be active users.

Twitter (now X)and Instagram started gaining traction in the early 2010s, with Twitter eventually becoming the favored platform for real-time communication. Instagram became popular among the younger generation by encouraging the sharing of “instagrammable” photos.

In 2011, Line was launched and would eventually dominate the Japanese social media landscape. With its emphasis on privacy, Line quickly became an indispensable part of daily life in Japan.