SNS strategy to expand a nail brand (for the Japanese market) -- What's more important than follower count
When creating a nail brand,
many people then worry about SNS.
"Do I have to work hard on Instagram?"
"Won't I sell anything if I don't have many followers?"
I hear questions like these very often.
However, what I've come to feel from observing brands in the Japanese market is that
follower count does not equal brand strength
.
Today, I'll talk as realistically as possible about
"how to use SNS without overdoing it"
, tailored to the Japanese nail market.
1. In the Japanese nail market, "trust" is paramount.
The Japanese nail industry is very unique.
-
Sensitive to trends
-
But doesn't jump on them immediately
-
Places great importance on "who is using it"
In other words, it's a market where
gradual trust is stronger than sudden virality
.
Therefore, rather than making flashy posts every day,
posts that make people think "if this person says it, it must be true"
will have a longer-lasting effect.
2. "Who is watching" is more important than follower count.
When you first start SNS,
it's natural to feel anxious if your followers don't increase.
But for nail brands,
-
Famous nail artists
-
Salon owners
-
Highly skilled technicians
-
School instructors
Actually, it's far more important if these people are
"really watching you"
.
Even if you have 300 followers,
if 5 of them are trusted nail artists,
your brand will surely move forward.
3. Post content: "Real" over "Perfect"
A common mistake is
"trying to create a perfect world from the start."
-
Photos must be beautiful
-
Designs must be consistent
-
Captions must be stylish
Many people think this way and then can't bring themselves to post.
However, what Japanese nail artists really want to see is:
-
Colors being mixed
-
The process of choosing samples
-
Differences in texture
-
Actual application feel
In other words, the "realness of the process".
Even if it's a bit rough,
posts that convey a sense of "being carefully made"
lead to trust.
4. Instagram is a "place for conversation," not a "catalog."
It's a bit of a waste to fill your brand account
only with product photos.
What I recommend is:
-
Sharing small insights in Stories
-
Asking "Which color do you like more?"
-
Posting sample comparisons
-
Answering questions received via DM
By accumulating these interactions,
your account becomes an "approachable place".
In the Japanese market,
this "closeness" is very important.
5. Nail artists' posts are the best advertisements.
Before spending on advertising,
what I want you to value most are the people who actually use your products.
-
Feedback from salon use
-
Procedure photos
-
Comments on usability
These are
more persuasive than any advertisement.
What you can do for this is:
-
Don't force PR requests
-
Communicate that honest feedback is okay
-
Don't impose your worldview
As a result, "posts that naturally introduce your products" will be the strongest.
6. You don't have to post every day.
This is what I really want to convey.
For SNS,
a sustainable pace is most important.
Even once a week,
or two to three times a month,
continuing to make "meaningful posts"
is much better than posting every day, exhausted.
Building a brand is not a sprint,
but a marathon.
The same goes for SNS.
7. Your brand's SNS is "an extension of yourself."
Finally, the most important thing.
Your brand's SNS is not a place
to imitate someone else.
-
Your words
-
Your perspective
-
Your aesthetic sense
-
Your pace
That itself becomes your brand.
Even if it's a little clumsy,
if it's thoughtful, honest, and consistent,
it will surely be understood.
Conclusion
What's needed to expand a nail brand in the Japanese market is
trust and persistence, rather than flashiness.
SNS is a
"quiet ally" for that purpose.
You don't need to go viral.
Don't compare yourself to others.
Do it your own way, little by little.
I am very much looking forward to the day
your brand becomes a part of someone's nail life.