Top Social Media Platforms in Japan 2025

The Japanese nation is largely monocultural, with around 97% of the population identifying as ethnic Japanese. This contributes to a strong sense of national identity and collectivist cultural interpretations. That is why despite the popularity of many Western social media platforms in Japan, the country has its own microblogging and native platforms. About 84.9% of the Japanese population use the Internet. In numerical terms, this amounts to 104.4 million internet users out of approximately 122.8 million people.
To understand Japanese social media behavior, you should take into account the following aspects:

• Social Media for News. Many Japanese people rely on social media for real-time news and updates.
• Localized Content. Creating content tailored to Japanese cultural preferences and tendencies is essential for higher engagement rates.
• Customer Service. Businesses are increasingly using social media messaging apps for customer service, providing real-time communication to address inquiries and issues promptly.
• Social Media Promotion Expenditure. Analysts projected that Japan would spend 1.2 trillion Japanese yen on social media promotion in 2024, with spending expected to exceed 2.1 trillion yen by 2029.

Considering these factors, businesses can find numerous opportunities across various social media platforms. Let's dig further into the most popular social media in Japan.

LINE is Japan's most popular social media app, boasting over 96 million monthly active subscribers and covering over 68% of Japan's total population. This social media provides an array of features beyond messaging, including Games, Manga, Shopping, Pay, and Today (News).

The popularity of this social media surged after the 2011 Tohoku earthquake and tsunami, as it facilitated communication when traditional infrastructure was damaged, allowing families to stay connected via internet-based connections. The app's success is also attributed to its Japan-specific features, such as regular releases of stickers, themes, and games that align with local preferences and festivals. LINE is widely used by various demographics. It is not simply a tool for young people, but it has become an essential mechanism for connecting professionals and families.

Many companies leverage LINE Official Accounts for customer service and retention. These accounts enable businesses to communicate directly with over a million of users, share updates, promotional offers, and interactive content, and build a loyal following. While many brands use LINE Official Accounts, some only post a few times monthly or yearly, with most interactions occurring through chat and push notifications. To streamline customer service and boost audience satisfaction, some companies employ chatbots to automate interactions and provide quicker responses in social media.

LINE Ads are widely used to reach a broad audience, though some companies may favor Meta Ads for more precise targeting. Paid advertising on LINE social media help businesses expand their reach and promote their offerings effectively.

YouTube is immensely popular in Japan, with an estimated 78.4 million subscribers. Projections suggestthis number will reach 97.62 million by 2025. The social media serves as a hub for diverse video content, including education, fashion, gaming, beauty, news, anime, and comedy, playing a significant role in shaping social media trends.

YouTube's accessibility and vast content library have made it a go-to platform for many people in Japan. Many households use this social media similarly to traditional television. Approximately 30% of the population access YouTube daily. YouTube's influence on purchasing decisions is also significant, with detailed product reviews being a motivating factor for consumers.

YouTube has a broad user base across various age groups, with high engagement among younger demographics and a substantial percentage of viewers in their 40s and 50s. Since the pandemic, therehas been a shift towards watching YouTube content on TV with family, and many artists and celebrities have started their own channels to connect with fans.

Collaborating with local YouTube creators is an effective strategy for businesses aiming to reach specific audiences. Long-tail advertising videos focusing on niche topics and paid advertising campaigns are effective methods for increasing brand visibility and engagement.

X (formerly Twitter) maintains a firm presence in Japan, boasting 67.4 million subscribers. It's a key social media for news, information, and communication, standing out as one of the few countries where X surpasses Facebook in popularity. Several factors contribute to X's appeal in Japan:

• Anonymity. Around 45% of social media users in Japan prefer anonymity, which X provides, allowing them to voice opinions freely.
• Real-time updates. X serves as a primary source for immediate updates on important issues, including natural disasters and guidance related to events such as COVID-19.
• Mobile-Friendliness. With over 92% of the Japanese population residing in urban areas and commuting via public transport, X's mobile interface and concise content are well-suited for on-the-go consumption.
• Localized Content. X has adapted to the regional market by offering a wide range of Japanese content.

X's user base in Japan spans ages 20 to 49, with a slight skew towards males. These people are relatively affluent and highly educated, with a higher percentage in upper-income brackets.

For businesses, this social media can be a successful advertising channel if they share unique and authentic Japanese content. Collaborating with key opinion leaders and running targeted ad campaigns are effective strategies. Monitoring conversations and trends on X can provide valuable insights into consumer sentiment.

Instagram is Japan's leading photo and video-sharing platform, with approximately 66 million subscribers. This social media is particularly popular among younger and middle-aged generations who use it for personal sharing and following celebrities. Local users turn to Instagram to stay updated on their favorite bloggers, connect with like-minded individuals, and discover new content. The platform's emphasis on visual storytelling, paired with detailed descriptions, makes it an effective tool for advertising and engaging specific target demographics.

Every day, Japan's Instagram users create almost 7 million Stories, making it the world's second most engaged audience. Images and narratives make accessing and sharing information seamless for users.

In this social media businesses can enhance user involvement by creating visually appealing content through promotional videos and images. Engaging with an audience of over a million through authentic storytelling and high-quality visuals will resonate well within the Japanese market.

TikTok has rapidly gained traction in Japan, emerging as a rising social media platform. Several factors contribute to TikTok's success in Japan:

• Mobile-First Approach. Japan is a mobile-first society, and TikTok's short, engaging videos are perfect for on-the-go consumption.
• Cultural Trends. TikTok taps into Japanese cultural traits, such as the ‘kawaii’ (cuteness) culture, allowing creators to express themselves in a fun and quirky manner. TikTok's localized content strengthens user engagement by reflecting diverse cultures and preferences.
• Engaging Content. TikTok's algorithm prioritizes engagement, consistently showing users interesting content.

For businesses, TikTok is a valuable platform for marketing in Japan. Companies can leverage TikTok to engage with consumers through visual and interactive content. Brands that participate in trending challenges or collaborate with celebrities in this social media often see significant boosts in engagement.

In Japan, Facebook had 61.7 million users as of January 2025. Unlike in other countries where Facebook is primarily used for connecting with family and friends, in Japan, people mainly use it for business networking. The platform has a strong following among individuals aged 25-34, with 14.5 million users in this age group. Women make up the majority of Facebook users in Japan, accounting for 55.9% of the user base.

Facebook is a valuable B2B channel, allowing brands to establish themselves in the Japanese market through promotional and paid advertising. Professionals, expatriates, and community-focused groups also consider the platform a trusted space. Facebook's use of real names also enhances the credibility of reviews and ratings, making it an important tool for shoppers in their digital purchasing journeys.

While major social media celebrities and traditional public figures still impact buying choices, niche creators are gaining traction. These creators foster engaged audiences by tailoring content to specific interests and communities. Brands can connect more authentically with loyal customers by collaborating with niche creators.

Due to its accessibility and convenience, social media apps like Instagram or Twitter are increasingly being used as customer service tools.

Brands in Japan will probably continue highlighting their sustainability efforts, including eco-friendly practices, social programs, and sustainable materials. Showcasing sustainability can build trust and loyalty, boosting customer engagement and sales.

Localization is crucial for social media success in Japan. Companies that invest in creating content tailored to Japanese cultural preferences and trends see higher engagement rates. This includes using region-specific themes, language, and visuals that resonate with Japanese audiences.

Video content will continue to dominate social media in Japan. Platforms like YouTube, TikTok, and Instagram are expected to see increased engagement with video content. Firms should invest in creating high-quality video content that is engaging and shareable.

Social media platforms in Japan are increasingly integrating e-commerce features, making it easier for users to shop directly through these platforms. LINE's shopping features and Instagram's ad posts are examples of this trend.

Bloggers shape cultural norms and trends, having a significant influence in Japanese society and social media.

Many foreign brands have achieved success in Japan. Let's look at some examples.

P&G collaborated with popular YouTuber Hikakin to promote its Febreze air freshener. Hikakin created a video demonstrating the product's effectiveness in eliminating odors, which garnered over 1.6 million views and resulted in a 58% increase in sales for Febreze. This case exemplifies how partnering with well-known local influencers can significantly boost trademark visibility and sales in Japan.

Airbnb launched a campaign featuring local influencers who shared personal stories about their stays in Okinawa properties. This grassroots approach generated significant interest and led to increased bookings, demonstrating the effectiveness of influencer partnerships in promoting regional tourism.

As you can see, Japan's expansive and dynamic social media environment presents significant opportunities for advertisers. However, success requires culturally attuned messaging, visuals, and precise targeting, going beyond simple ad placement.

HypeFactory is an influencer marketing agency that utilizes AI and data analytics to develop campaigns. HypeFactory possesses a comprehensive understanding of the market and consumer behavior in Japan, providing the necessary resources to deliver successful, data-driven digital marketing solutions.

These solutions aim to enhance trademark visibility, generate leads, and drive sales, effectively connecting businesses with their target customers in Japan. HypeFactory understands your specific business needs and commits to delivering exceptional results for your brand in Japan. They focus on growing businesses through localized marketing strategies tailored for Japan.

Social media in Japan presents a significant opportunity for foreign organizations to establish genuine connections with local consumers. By partnering with credible digital creators who have a strong rapport with their audience, brands can seamlessly integrate their products into relatable content, softening the impact of traditional advertising.

Utilizing local Japanese digital creators provides organizations with insights into cultural nuances, language preferences, and trends that resonate better with the Japanese audience, which is crucial for creating relevant and culturally sensitive content. If you are interested in promotion with social media in Japan, HypeFactory can help you stand out on leading local social platforms and achieve measurable results.