Japanese social media offers a great opportunity for businesses to reach customers in a cost-effective and targeted way. By using the power of social media in Japan, also known as SNS, businesses can access the huge potential of the Japanese market and grow their customer base. Understanding Japan’s Social Media landscape, with its unique communication styles, cultural nuances, social media platforms, and content preferences, is essential for success.
Japan’s population is currently around 122 million, of which 97.5% of the total population is estimated to be smartphone users. This is much higher than the global average. In Japan, 98% of the population is also considered native Japanese, making the market less diverse than many other countries but also unique. In Japan, many Western social media platforms are very popular, as are several microblogging and smaller local platforms.
Brands can find marketing opportunities across all social media platforms. If you’re looking for a quick summary of the top Japanese influencers by platform, you can also see our other articles on Instagram, YouTube, TikTok and Twitch.
Top Social Media Platforms in Japan 2025
1. LINE Japan (97 million)
LINE is Japan’s most popular social media app, with 97 million monthly active users. It offers a wide range of features other than messaging, including LINE Games, LINE Manga, LINE Shopping, LINE Pay, and LINE Today (News). LINE became popular after the 2011 earthquake when it helped families stay in touch via the Internet. Its success is partly due to its Japanese uniqueness, regularly releasing stickers, themes, and games that match Japanese trends and festivals. With over 80% of the Japanese population using it, LINE is used across age groups.
LINE is also a great advertising channel. Many brands use LINE Official Accounts for customer service and retention. However, many of these brands only post on their LINE official account page a few times monthly or yearly. Most interactions happen through the chat function and push notifications. Some companies use chatbots to automate customer interactions and provide quicker responses. Using a LINE Official Account lets businesses talk to customers, share updates, and build a loyal following directly on the platform.
LINE Ads are often used to reach a large audience, but many brands prefer facebook advertising for better targeting. LINE mainly focuses on the mass market. Paid advertising on LINE helps businesses reach more people and promote their products or services.
| Gender | % of LINE users on smartphones (on PC) |
| Male | 52.8% (61.6%) |
| Female | 47.2% (38.4%) |
2. YouTube (73.7 million)
YouTube is a widely used video platform in Japan, with 73.7 million monthly active users. It offers an array of videos, including influencer content, educational, fashion, games, beauty, daily news, anime, and comedy, contributing significantly to social media usage in Japan. YouTube is the source of many viral trends in Japan, including those based on fashion, fitness and food videos, where creators showcase their skills and share tutorials with viewers. The fact that it’s free and has a lot of interesting content makes it one of Japan’s most-used platforms. Many Japanese households use YouTube like TV, which has long dominated Japanese media.
While younger generations tend to have a high usage rate of YouTube, a high percentage (79%) of those aged between 45-64 are also active on YouTube. Ever since the pandemic, Japanese users have continued to watch YouTube content on TV with their families and partners rather than just on their phones or tablets. After the stay-at-home trend, many artists and celebrities also created YouTube channels to connect with fans, and Japanese users have continued to consume YouTube content. Collaborating with Japanese YouTube influencers is a great way to promote your brand or products to reach your desired audience.
Influencer marketing on YouTube Japan helps businesses reach specific audiences through popular social media personalities who promote products in a genuine way. Long-tail marketing videos focus on niche topics and target specific groups, building engagement and loyalty over time. Paid advertising and collaborations like this are key methods for businesses to quickly reach a larger audience, with targeted promotions that boost brand visibility. Japanese influencers tend to be more expensive than their Western counterparts, as many brands compete for the same influencers.
| Gender | % of YouTube users |
| Male | 54.3% |
| Female | 45.7% |
3. X Twitter (67 million)
X (formerly Twitter) has a large and active user base in Japan, with 67 million monthly active social media users. It’s often used for news, information, and communication and is one of only two countries where X is more popular than Facebook. X has been fully localised for the Japanese market, featuring a wide range of Japanese content. Japanese people have long enjoyed the anonymity of X, where users do not need to use their real names. Many Japanese people use X to search for the latest trends, news and other information.
X in Japan is most popular among users aged 20 to 49 years old and is split fairly evenly between males and females, with a slight male skew. X users in Japan tend to be relatively affluent, highly educated with a higher percentage of users in higher income brackets.
Businesses can successfully use X in Japan as a marketing channel by having unique and authentic Japanese content. At JapanBuzz, we often collaborate with KOL on Twitter and have had success with our clients in doing so. When running KOL campaigns on Twitter in Japan, it’s important to work with someone who knows the methods needed to make posts go viral. Brands can also run ads on Twitter to reach a targeted audience.
| Gender | % of X (Twitter) users |
| Male | 48.7% |
| Female | 51.3% |
4. Instagram (66 million)
Instagram is Japan’s most popular photo and video-sharing app, with 66 million monthly active users. It’s popular among younger and mid-aged generations for personal sharing and following celebrities and influencers. Japanese users rely on Instagram to stay updated on their favourite influencers, connect with others with similar interests, and discover new content. The platform’s image-heavy nature and detailed description features make it ideal for visual storytelling and engaging specific target groups across various social media channels.
Japan creates nearly 7 million Instagram stories daily, making it the second-highest engagement worldwide. The platform’s focus on images and detailed descriptions helps users discover and share information. Recently, Meta has been promoting viral content on a larger scale, so we can expect to see more content of this nature created in Japan, similar to TikTok.
Japanese influencer marketing is a powerful way to reach specific audiences by collaborating with top Japanese influencers on Instagram. This type of marketing has been very popular for many foreign brands in Japan.
Businesses can also engage with users and create visually appealing content using promotional videos and images. Meta paid advertising can play a key role in your strategy, allowing companies to quickly reach a wider audience and increase brand visibility on Instagram.
| Gender | % of Instagram users in Japan |
| Male | 43% |
| Female | 57% |
5. TikTok (33 million)
TikTok, the entertainment-focused platform, quickly gained popularity in Japan, with 27 million monthly active users. It is especially popular among teenagers, with over 7 million of them creating and watching short videos on various topics. TikTok’s unique algorithm and youthful influencers contribute to its rapid growth, attracting more users from different age groups in recent years.
The platform stands out for its high-quality content and engaging user experience, making it a powerful tool for brands looking to reach younger audiences through influencer marketing and promotional videos.
TikTok is a valuable platform for businesses considering social media marketing in Japan. Collaborating with Japanese TikTok influencers can quickly spread awareness of your brand. Many new Japanese content creators on TikTok appear each month, so it’s a good platform to monitor.
| Gender | % of TikTok users in Japan |
| Male | 55% |
| Female | 45% |
6. Facebook (26 million)
With 26 million monthly internet users in Japan, Facebook is used mainly for business networking and personal connections. It has a strong following among individuals aged 30-50, surpassing its popularity among younger generations. The platform’s use of real names makes it effective for professional networking, sometimes even more so than LinkedIn in Japan.
Facebook is a valuable B2B marketing channel, allowing businesses to establish themselves in the Japanese market through promotional and paid advertising.
| Gender | % of Facebook users |
| Male | 57% |
| Female | 43% |
7. Pinterest (8.7 million)
Pinterest has a monthly active user base of 8.7 million in Japan, made up of designers, artists, and individuals looking for creative inspiration. The platform allows users to collect and share images, making it an excellent place to showcase well-designed products. Pinterest is popular among those seeking creative ideas and inspiration, offering a unique space for businesses to find visual content.
8. BeReal (4.5 million)
With 4.5 million monthly active users in Japan, BeReal has become a popular social media app in the Japanese social media landscape in recent years. In this app, users receive a notification at a random time once a day, prompting them to post a photo that combines a selfie taken with the front camera and a shot from the rear camera. Its key feature is the ability to share unedited, authentic moments through photos or videos with close friends and family. Posts remain visible until the next BeReal notification is sent, after which they are no longer viewable.
In Japan, 97% of BeReal users are Gen Z (ages 14–27), highlighting its popularity among the younger age group.
9. Twitch (4 million)
Twitch, owned by Amazon, is a live-streaming platform popular in Japan, particularly among the gaming community. Users can stream and watch a wide range of content, mainly focused on video game streaming. Viewers can interact with streamers through live chat features and support their favourite streamers through subscriptions and donations.
Twitch is popular in Japan, mainly because of the large gaming community and the fun, interactive experience it offers. It competes with local sites like NicoNico Douga and OPENREC.tv. Twitch also has music, art, and chat streams that
10. Linkedin (4 million)
LinkedIn is a global social media platform catering specifically to businesses, with more than 4 million users in Japan. It is widely used for recruitment, as profiles typically include a user’s real name, company, position, and work history. LinkedIn is also a good branding tool for businesses looking to expand their presence in the international market. Despite its smaller user base in Japan, LinkedIn is valuable for professional networking and business development.
LinkedIn in Japan is mainly used by internationally-minded professionals and businesses for hiring, networking, and business growth. Although it has fewer users in Japan than other social networks, LinkedIn is still useful for professionals to connect with others in their field and for companies to grow internationally.
There are also some local competitors such as Wantedly which focuses more on jobs.
11. Note (9.38 million Users)
Note, is a website that allows Japanese users to create their own niche blogs and have discussion. It’s a popular platform in Japan, and users create Notes on various topics such as travel, diaries, child-rearing, food, business and hobbies. Users can monetise their content by setting up a paid subscription model for their followers. Note is a versatile platform, and recently, many corporate businesses have started to write blogs on the platform. Note Japan can be used as a way to get your brand known among niche business and lifestyle communities.
12. Ameblo (22 million Visitors)
Ameblo is a popular blogging platform in Japan that was created by CyberAgent in 2004. Although its popularity has decreased in recent years, many active bloggers remain on the platform. On Ameblo, you can still find influencers, celebrities, diaries, and business blogs. Often, Ameblo can be a good place for creating long-tail content for your business.
Japanese social media trends to look out for in 2025
1. Niche Platforms and communities on the rise: Go Beyond the Big Names
Especially within younger users, Japan is seeing a shift towards niche social media adoption. While global platforms like Instagram and TikTok are popular, specialised social media platforms like BeReal, Threads, Discord and Bluesky cater to unique interests and needs such as authenticity, showing a rise.
Gen Z in Japan is also often said to engage in small communities formed around hobbies or fandoms (referred to as “oshi” culture). Collaborations that have targeted these communities have already seen success. For businesses, especially if you’re aiming to connect with specific communities or age groups, this means there’s value in identifying and engaging with niche platforms and communities.
2. Using AI Tools becoming a ‘norm’ and not an option
AI-smart Social Media tools that help with all stages of the social media life cycle (from research, planning, creation, implementation to data analytics) will continue to boom this year. With the uptake of AI-driven tools by businesses of all kinds, the use of AI is expected to become more of a norm and less so a competitive edge.
It is also worth noting that AI tools are increasingly used to generate virtual influencers, such as Japan’s own AI model, Imma. As a business, you can use these tools to make your content more relevant and engaging for Japanese users. Platforms might also offer AI-based insights into trends and customer preferences, which can help you refine your strategy.
3. Social commerce and influencer marketing
Social commerce—the blending of shopping and social media—is a big trend in Japan. Users browse, discover, and buy products directly on platforms like LINE, Instagram, and TikTok. Live shopping, where influencers demonstrate products in real-time, is also taking off.
As social media influencers and traditional media figures play an important role in Japanese users’ buying choices, influencer marketing will continue to play an important role in 2025. If you sell products, integrating them into social platforms with localised content and trusted payment systems is essential. Working with niche creators who focus on specific topics and share relatable content will also be important to connect more authentically with loyal customers.
4. Social media as a source of news and information: Importance of Social SEO
2024 saw an uptick in interest on obtaining real, firsthand information through social media rather than traditional media like TV and newspapers, or even search engines like Google. Platforms like TikTok and Instagram are becoming primary sources of information and current events for younger generations.
As a result, businesses need to recognise the importance of social media SEO, to ensure their content ranks higher in search results and is easily discoverable. Methods for doing this include including relevant Japanese keywords, hashtags, links, and content. Understanding the Japanese social media landscape is essential for optimising content and achieving higher search rankings.
5. Customer service through DMs on social media
Since the pandemic, many brands in Japan have shifted their focus on customer service to online channels. Due to the accessible, real-time and convenient nature of communication through social media messaging apps like LINE and Instagram, there is likely to be a continued increase in uptake of such channels as a customer service tool.
2024 also saw an increase in use of private interactions through direct messages (DMs), compared to public posts on social feeds. Brands, in particular, need to strengthen their methods of engaging closely with users through DMs.
Conclusion
The first step to running successful campaigns in Japan is to choose a Japanese agency. Choosing a Japanese agency has many benefits like understanding cultural nuances, having language expertise, local experience, networks, and support. It’s a good choice for businesses entering or expanding in Japan.
If you’re looking to establish a strong online presence and connect with your target audience in Japan, our team is ready to help you achieve your goals. With our expertise in the Japanese market and deep understanding of the social media digital landscape, we can provide tailored solutions to suit your business needs. Please feel to get in touch to learn more about how we can help your business succeed in Japan.
