Guides
The basics to know before running influencer (creator) campaigns in Japan, explained alongside how Tonakai actually works.
- What is influencer marketing?What influencer marketing is, influencer tiers by follower count, how a campaign runs, which metrics to track, and the rules to know in Japan (PR labels, cosmetics law).
- How influencer casting works in JapanHow influencer casting works in Japan: what to check when searching for influencers, how to find contact details and reach out, what to put in an offer, and how to run the campaign through to payment.
- Ad agency vs. MCN vs. platformShould you use an ad agency, an MCN (creator talent agency) or a platform for influencer marketing? A comparison of their roles, best-fit cases and how to combine them.
- What is an MCN?What an MCN (multi-channel network) is, its role as a creator talent agency, how it differs from an ad agency, and what brands should know when booking MCN-signed creators.
- Japan’s stealth marketing rules and PR labelsAn overview of Japan’s stealth-marketing rules (since October 2023) under the Premiums and Representations Act: who is covered, how to label sponsored posts, what happens on violation, and what brands and creators should do.