Hello! I’m Sato (@slamdunk772), representing applemint, a digital marketing firm based in Taiwan!
Today, I’d like to discuss how Japanese companies can effectively leverage social media in Taiwan. From my conversations with Japanese businesses here, I often hear comments like, ‘We’re not entirely sure, but since everyone else is on SNS, we feel we should be too,’ ‘Although we’re active on SNS, we struggle to receive engagement,’ and ‘We haven’t fully grasped the importance of SNS.’
In this blog post, I will first outline the current landscape of Taiwan’s SNS market in 2024. Then, I’ll delve into the significance of SNS in Taiwan and conclude by sharing practical strategies and key considerations for effective implementation.
Contents
Current Landscape of Taiwan’s SNS Market
First, let me introduce three highly used SNS platforms in Taiwan.
Despite being labeled as outdated in Japan, Facebook continues to be widely used in Taiwan, attracting a significant number of users.
Reference：Data Reportal 2024
Facebook may seem somewhat established, but it remains highly active among individuals aged 30 and older in Taiwan. For those looking to reach directly out to online shoppers, Facebook ads are essential.
According to the 2024 DATAREPORTAL data, Facebook boasts an 85.1% user penetration rate.
If Japan has a culture centered around X (formerly Twitter), Taiwan’s equivalent is Facebook. I’ll elaborate more on strategies for utilizing this platform later, but on Facebook, you’ll find a community sharing everything from second-hand goods transactions to tips for traveling in Japan.
Instagram In 2024, Instagram holds a 68.1% user penetration rate in Taiwan, making it the third most popular SNS after LINE and Facebook, according to DATAREPORTAL.
Currently, if you’re considering requesting posts from influencers, known as Instagrammers, in Taiwan, they commonly use Reel videos and Story posts. For those interested in learning about pricing or best practices for posts by Taiwanese Instagrammers, please feel free to contact applemint.
Having closely observed trends among influencers and Instagrammers in Taiwan for nearly 8 years, we are confident in offering tailored advice. 👍
LINE and others
Next, let me introduce LINE. According to the 2024 DATAREPORTAL data, LINE ranks highest in SNS usage rates. However, I consider LINE more as infrastructure rather than strictly a social media platform, so I am presenting it last.
LINE facilitates messaging and does include posting features, although I believe many users may not extensively utilize these functions. Therefore, focusing on CRM applications would be advisable. Regarding LINE ads, they are often reported to have limited impact in Taiwan, so I recommend prioritizing the expansion of LINE contacts and leveraging them for CRM activities.
In addition to Facebook, Instagram, and LINE, it’s noted that younger Taiwanese individuals are influenced by mainland Chinese culture and tools. I’ve heard that quite a few use a Chinese Instagram equivalent known as Xiaohongshu (Little Red Book).
Formerly embraced mainly by anime enthusiasts, X (formerly Twitter) is gradually gaining traction, while TikTok boasts a usage rate exceeding 30%. Furthermore, Dcard, initially tailored for Taiwanese university students, is steadily gaining popularity.
Points on Utilizing SNS in the Taiwanese Market
Next, I’d like to discuss the effective use of SNS in the Taiwanese market.
The key is maintaining a balanced approach in all aspects
To be honest, many Japanese companies in Taiwan waste time on their SNS operations. This is often due to restricting their posting formats and making posts that hardly anyone sees.
In my personal view, K-pop idols (or rather, their agencies) are probably the best at SNS utilization. They truly excel at it.
For instance, globally renowned K-pop group NewJeans consistently posts stories, feed updates, and Reels almost daily on Instagram. They don’t focus solely on feed posts. Furthermore, they don’t repurpose horizontally shot videos meant for YouTube directly into Reels; instead, they meticulously create vertical videos specifically for Reels. (These days, it’s unacceptable for K-pop idols to reuse horizontally shot videos as is for Reels…)
Professionals wouldn’t cut corners by posting unedited videos meant for YouTube or TV placements without a clear strategy, but many regular companies often do this without a clear intent…
Keeping in mind that young people create trends
In the very intriguing book titled “Emo Consumption: New Rules for Cross-Generational Hits,” various strategies for utilizing SNS are discussed. One notable assertion made is that “trends are created by young people,” which I find to be quite accurate.
Although Japan and Taiwan have a relatively lower proportion of their population in their twenties, there are numerous instances where trends go viral due to active sharing by individuals in their twenties. Short videos are particularly captivating among these young people.
Moreover, short videos have greater potential for dissemination on platforms such as Instagram, Facebook, and YouTube compared to regular feed posts. Therefore, posting videos on these SNS platforms is crucial for effective utilization.
Social Media Strategy for Japanese Companies to Succeed
Considering the current landscape and best practices of SNS in Taiwan, Japanese companies operating there should ideally adopt the following approach:
- Create short videos (including longer, horizontal 10-15 minute videos for YouTube for enhanced engagement).
- Utilize Stories.
- Publish Feed posts.
It’s crucial to emphasize that in video production, companies should not only focus on short-form content but also invest in longer, horizontal YouTube videos.
Jimmy Donald, known for his role in managing MrBeast’s video strategy with over 200 million YouTube subscribers, previously noted that while short videos can boost subscriber numbers, those who subscribe through short videos often exhibit lower engagement compared to subscribers acquired through longer content (Apologies, the exact source for this information couldn’t be found 💦).
To effectively cultivate potential customers via SNS, fostering fandom and boosting engagement are key strategies.
Additionally, popular Japanese YouTuber Comdot strategically used TikTok to edit videos, enticing viewers with prompts like “continue watching on YouTube,” thereby boosting subscriptions on both platforms.
Regrettably, many Japanese companies in Taiwan frequently follow a pattern of prioritizing Feed posts, then Stories, and finally integrating short videos. Feed posts often struggle to gain traction under Instagram’s current algorithm, resulting in inefficient use of time and resources.
Moving forward, beginning with video content, followed by Stories, and concluding with Feed posts would likely yield better results.
I might sound self-important saying this, but applemint’s SNS is often just making videos while everyone else is busy with other tasks…😅
Success Stories and Points of Caution
For those of you who’ve read this far and are thinking, “I get the theory, but I’m lost on what to do for SNS videos!” or “I just don’t have time to create videos!” — let me share some success stories with you.
Firstly, when it comes to managing videos and SNS, I highly recommend outsourcing. It’s best to engage professionals like applemint or others for planning, filming, and editing. While it may cost as much as hiring a skilled employee, I advise against keeping SNS operations in-house.
When SNS operations are handled internally, SNS priorities often take a back seat, leading to a natural decline in activity. This is something I’ve personally experienced while managing SNS operations 🙃
I currently manage my own YouTube channel. Honestly, when things get busy, creating YouTube videos tends to drop in priority. However, I persist because of past successes.
For BtoC companies, the most impactful use of YouTube and SNS videos lies in recruitment. A company applemint assisted with used digital marketing to recruit local staff in Taiwan, achieving higher application rates through SNS videos.
When asked why they applied, many candidates mentioned they were drawn to the company’s culture after watching its SNS videos.
For BtoB companies, the most significant benefit is generating inquiries (leads). Through SEO, applemint attracts tens of thousands of visitors monthly, and it’s not uncommon for leads to come directly from YouTube views.
Recently, a client we started assisting decided to collaborate with us after watching one of my music videos 😂
Considering this, why not start by strategically planning your video uploads? If you find it challenging, feel free to reach out to applemint anytime for assistance!
Take care and see you soon!
Click to contact applemint.
