Pricing for Instagram Influencer Collaborations in Japan

Working with Instagram influencers in Japan has become almost a necessity for brands looking to establish presence in the market. However, with a multitude of factors at play, influencer pricing can be very ambiguous.

While the average cost of collaborating with Japanese Instagram influencers was around 125,000 JPY or 950 USD in 2023, this figure is expected to increase significantly to around 232,000 JPY or 1,710 USD by 2025.

🤳 Understanding the Current Landscape of Instagram Influencers in Japan

Instagram is one of the top social platforms used for influencer marketing in Japan.

With about 100 million Instagram users, 75% of whom are under the age of 35, brands have been quick to recognize the potential the platform offers. And Instagram is just helping brands further capitalize on influencer marketing on their platform.

About 59% of influencer collaborations in Japan occur on Instagram, and according to a study, influencers on the platform earn about 4.2 times more than on other social media platforms.

🧭 Instagram Influencer Pricing by Follower Count

When it comes to influencer pricing on Instagram, the follower count is still the most reliable metric for brands.

In general, the more followers an influencer has, the more they charge. Based on a study by Influence Marketing Hub, the average cost of working with influencers in Japan in 2023 was:

This pricing is expected to increase across the board, with micro and mid-tier influencers seeing the highest percentage increases by 2025.

It’s worth noting that even within ranges, pricing is highly variable. For example, some micro influencers charge under 100,000 JPY, while others may charge over 300,000 JPY depending on their niche, audience engagement levels, and other factors.

📊 Pricing Based on Engagement

Although follower count is still the main metric used by brands when determining influencer pricing, engagement rate is also taken into account.

The average price for Instagram influencer collaborations in Japan based on engagement levels in 2023 were:

Clearly, influencers with a high engagement rate are able to command much higher prices.

In 2025, these average prices are expected to be as follows:

💼 Pricing Based on Content Type

Another factor that affects pricing for Instagram influencer collaborations is the type of content.

The main types of content and their corresponding average prices in 2023 were:

In 2025, the prices are expected to be as follows:

Carousel posts in particular are set to experience an impressive price increase, making them an attractive option for brands looking to harness the power of storytelling.

💹 Pricing Based on Niche

The influencer niche is another important consideration when it comes to pricing.

Niche influencers are often sought after due to their unique audiences, which usually match the target demographic of brands much more closely.

As a result, niche influencers can charge much higher prices than general influencers.

In 2023, influencer niches and their corresponding average prices were:

In 2025, here’s what influencer pricing is expected to look like across niches:

💶 Payment Methods for Instagram Collaborations in Japan

While traditional payment methods like bank transfers are still the most common, there’s been a shift towards utilizing digital payment platforms when it comes to influencer payments.

In fact, about 34% of influencers in Japan prefer to be paid via popular digital wallets like PayPal and Payoneer.

Here are the most common payment methods for influencer collaborations in Japan:

💌 How Brands Typically Approach Influencers in Japan

Brands typically approach influencers directly or through Instagram influencer platforms.

Whereas social media platforms allow brands to view and reach out to influencers directly, influencer marketing platforms handle everything from influencer discovery to payments.

In Japan, brands primarily approach influencers directly, as this allows for more flexibility and lower costs.

Here’s a breakdown of how brands approach influencers in Japan:

🤗 More Brands are Increasing Their Influencer Budgets

Despite the often high and ambiguous pricing for influencer collaborations, brands across Japan are steadily ramping up their influencer marketing budgets.

About 62% of companies in Japan increased their influencer budgets in 2023 and this is expected to rise to 72% by 2025.

Brands are predicted to spend an average of 1,092,100 JPY or 8,213 USD on influencer marketing in 2023, which will increase to 1,391,900 JPY or 10,497 USD by 2025.

Here’s how brands in Japan plan to adjust their influencer budgets by 2025:

🙋‍♂️ The Top Challenges Brands Face with Influencer Marketing

While influencer marketing can be incredibly effective, brands do face challenges.

According to a study published by Influencer Marketing Hub, the top challenges brands face when working with influencers in Japan are:

✍ Tips for Brands to Assess Influencer Pricing

Before jumping into negotiations, brands must keep in mind that there’s no one-size-fits-all approach when it comes to influencer pricing.

Influencer pricing can vary significantly depending on multiple factors including niche, engagement, and type of content.

That said, here are some key points to keep in mind when assessing influencer pricing:

• Do Thorough Research: Brands must research expected pricing based on the influencer’s niche, follower count, and engagement rates. This will help brands establish a baseline during negotiations.

• Establish Clear Goals and KPIs: Brands should establish clear goals and KPIs before reaching out to influencers. This will allow them to understand what they can expect from the partnership and how it can benefit the influencer.

• Utilize Influencer Marketing Platforms: Influencer marketing platforms typically have built-in pricing calculators to help brands assess influencer pricing more accurately.

• Don’t Rely on a Single Metric: Brands should avoid putting too much weight on a single metric when evaluating influencer pricing. Take into account multiple factors including engagement rates, audience demographics, and the influencer’s past performance.

• Be Prepared for Negotiations: Brands must be ready to negotiate influencer pricing. Influencers may have their own pricing tiers and factors that justify their rates. Open discussions can lead to a mutually beneficial agreement.

🔔 Conclusion

While prices for influencer collaborations in Japan can be high, many brands are still willing to pay the price.

And with influencer pricing projected to increase over the next couple of years, it’s best for brands to keep an eye on trends in order to maintain a competitive edge.

BaoLiba will continue to monitor influencer marketing trends in Japan. Follow us for updates!