A. Guttmann
Research Lead covering media
Influencer marketing in Japan - statistics and facts
Influencer marketing has become an important segment of the digital marketing business in Japan. The spread of smartphones and the increasing amount of time people spend online, particularly on video websites and social media, has made online advertising more attractive to advertisers in recent years. Analysts point out there is an ongoing reallocation of marketing budgets from traditional to digital media, a trend further accelerated by the COVID-19 pandemic. The annual expenditure on influencer marketing was projected to reach 86 billion Japanese yen in 2024, with forecasts expecting further growth in the coming years. Although influencer marketing is not yet a large segment when compared to total expenditure on social media marketing, it constitutes an attractive avenue for advertisers due to the personal link between influencers and their audiences.
