X (formerly Twitter) Japan has seen incredible growth over the past few years. To find out how they did it, we interviewed Yu Sasamoto, the Chief Operating Officer of Twitter Japan. Sasamoto has been a key player in making Twitter Japan a huge success. In this interview, he shares the strategies, ideas, and cultural factors that helped Twitter Japan grow so quickly.
Join us as we explore the story behind Twitter Japan’s amazing rise as Founder’s Guide/Sogyotecho team interviewed him about Twitter’s growth, SNS marketing and tips for using Twitter.
Important Takeaways from the Interview with Yu Sasamoto, COO of Twitter Japan
- Diverse Experience: Sasamoto’s career spans various roles, including starting his own service (Taberogu), leading MTV Japan, and managing the Asia Pacific region for Microsoft.
- Media Influence: His career choices were significantly influenced by his interest in information and media, which provided him with unique opportunities and experiences.
- Localized Strategy: Twitter Japan’s growth is partly due to localized content that resonates with Japanese users.
- Commuting Culture: Long commutes in Japan have contributed to higher Twitter usage, with 80% of users accessing the platform via mobile.
- Growing Demographics: While the younger generation extensively uses Twitter, there is a growing number of users aged 30-40, indicating broadening appeal.
- Integrated Media: Twitter’s ability to integrate with various media (e.g., TV, newspapers) enhances its advertising potential.
- Targeted Advertising: Twitter’s data-driven approach allows for targeted advertising, making it an effective marketing tool.
- Engagement is Key: Engaging in online conversations is crucial for driving sales and increasing brand visibility.
- Promo Tweets: This feature allows businesses to send targeted tweets to users beyond their follower base, maximizing reach and effectiveness.
On Career Path
Sogyotecho team: What kind of career have you had so far?
Yu Sasamoto: In my first job at Recruit Co., Ltd, I experienced creating new things. Many people from Recruit Co., Ltd often started businesses. I also started a service called “Restaurant Guide” or “Taberogu (食べログ).” However, because it was during the dot-com bubble burst, I had to sell the company. After that, I was in charge of MTV Japan for six years.
Sogyotecho team: What was the basis for your career path?
Yu Sasamoto: It was actually influenced by “Information and Media,” which some people might think is not related to my career. When I was in charge of MTV, it was a great opportunity to work on delivering movies alongside the spread of broadband. Later, when I worked for Microsoft, I managed the Asia Pacific region for two years in Singapore. I joined Twitter Japan after I established a crowdfunding business.
Yu Sasamoto’s career has revolved around “Information and Media.” Born in Bangkok, Thailand, he worked at Recruit Co., Ltd and was in charge of “My Network of House Information” (住宅情報マイネットワーク) and other projects. He was also COO of Creative Link Corporation and started the “Restaurant Guide.” In 2000, he became COO of MTV Japan. In 2007, he joined Microsoft and managed the Asia Pacific region as well as their online services. In 2014, he finally became COO of Twitter Japan. His extensive background has helped him drive Twitter’s growth.
Sogyotecho team: Managing the Asia Pacific area sounds so broad. How did you cope?
Yu Sasamoto: Exactly. I was in charge of consumer business for a wide area. We know that India is part of Asia, but local citizens often have a European mindset. It was a valuable experience because each country has its own circumstances and business purposes.
On Japanese Culture and Twitter Japan’s Growth
Sogyotecho team: What do you think about Twitter’s business in Japan?
Yu Sasamoto: Twitter has over 300 million active users per month worldwide. In Japan, it has seen remarkable growth. I think this is due to the good timing when establishing Twitter Japan. Japanese people also have long commutes from home to work or school every day. Another factor is the widespread mobile network in Japan.
Sogyotecho team: Do you mean the nature of Japanese people is more suited to Twitter compared to other countries?
Yu Sasamoto: Exactly. Although it has been nine years since Twitter was established, there are still many possibilities compared to other countries. I believe Japanese people and Twitter are compatible because the number of users keeps increasing. The young generation especially uses Twitter a lot, but users aged 30-40 years are also growing. I am confident this demographic will continue to expand.
Sogyotecho team: Has the long commute helped increase Twitter users?
Yu Sasamoto: Almost 80% of people use Twitter via mobile. As I mentioned, many people have become accustomed to using Twitter while commuting. The ratio of active users is higher, and the average Twitter user spends more than seven hours per month on the platform.
Sogyotecho team: Do smartphones also boost Twitter usage?
Yu Sasamoto: Yes. The Twitter app can be installed on smartphones, and many people use it. There is also a growing trend of watching videos on Twitter. We found that half the number of women in their twenties watch videos while commuting. So the trend is to watch videos online and share tweets. In the future, there will be more ways to enjoy Twitter than just reading 140-character posts.
On Growing Demand for Advertising
Sogyotecho team: How do you plan to monetize Twitter and benefit both users and the company?
Yu Sasamoto: The advertising business is growing remarkably. This is because SNS marketing has become common with the expanding recognition of social media. Additionally, Twitter can be used with various media. We can put hashtags on newspapers and advertisements, and gather comments using hashtags on TV programs. Many people also use Twitter alongside other media.
Sogyotecho team: Does this affect Twitter’s reach and engagement?
Yu Sasamoto: Exactly. I believe Twitter will be recognized as a marketing tool. Tweets have value because their data reveals information like personal interests. We can do targeted advertising using the data gathered.
On the Importance of Online Conversations
Sogyotecho team: Can you give entrepreneurs ideas on how they can take advantage of Twitter?
Yu Sasamoto: It depends on the type of business. You can use it to promote downloads and increase popularity if you have a game or application business. I think it is effective to combine targeting and advertising, which can inspire users. Engaging in online conversations is important to drive sales.
Sogyotecho team: Is Twitter good for Online-to-Offline (O2O) marketing?
Yu Sasamoto: Exactly. There was a case where one drink product sold out because it trended on Twitter. This shows a correlation between Twitter and sales. So I think “Promo Tweets” is an effective way to advertise services and products to the right customers.
Sogyotecho team: What are “Promo Tweets”?
Yu Sasamoto: “Promo Tweets” can send tweets to the right users via targeting strategy. Many people often misunderstand that users need to gain followers to send tweets. However, “Promo Tweets” is more effective in expanding your reach beyond your own followers. Users can send appropriate tweets based on customers’ interests. You can research more ways it can be useful for entrepreneurs.
Stay tuned as we dive deeper into the strategies and insights shared by Yu Sasamoto, and learn how you can leverage these tactics for your own business success.
