#Japan #Tokyo #Influencer Marketing #Marketing Research #Cross Prop Works

Introduction

Cross Prop Works, a subsidiary of Cross Marketing Group based in Shinjuku, Tokyo, has recently released a comprehensive report titled "Influencer Marketing Research Report 2025." This extensive research targeted 2,137 individuals aged between 18 and 49 who utilize social media regularly, aiming to unravel how consumers perceive and adapt their behaviors in response to influencer marketing strategies.

Objectives of the Research

With the increasing prominence of influencer usage in marketing, this study intended to analyze several key perspectives. It delves into consumer engagement with influencer content, their purchasing behaviors as a result of such influence, and the overall trustworthiness of PR submissions made by influencers.

Summary of Key Findings

1. Purchasing Influence of Influencers

The findings indicate that approximately 20% of respondents have made purchases based on an influencer's post. Notably, among teenagers, this figure escalates to 33%, highlighting the substantial impact influencers have on the younger demographic.

2. Trust as a Decisive Factor

Transparency in communication emerged as a fundamental quality of trustworthy influencers. Survey results suggest that the characteristics defining a credible influencer are largely tied to personal authenticity and honest representation of both advantages and disadvantages of products, with 43.7% of participants valuing influencers who can convey their personality through regular posts.

3. Skepticism Towards PR Posts

Despite acknowledging influencers' impact, a significant portion of the respondents, particularly women, expressed skepticism towards PR posts, with around 60% stating they either “never really think about them” or choose “to use them as a reference.” Moreover, younger audiences indicated a notable decline in their trust towards influencer endorsements as they become more critical over time. This insight calls for marketers to tailor their messages effectively according to specific demographic segments.

Comprehensive Analysis of Influencer Categories

Furthermore, the report examines various aspects such as trending genres of followed influencers, motivations behind following them, and distinctions in purchasing behavior across different genders and age groups. These insights serve as valuable pointers for crafting innovative influencer marketing strategies.

Practical Implications for Businesses

The report is essential reading for those seeking to optimize their influencer marketing strategies and for companies reevaluating which influencers to engage with. It is densely packed with practical implications aimed at enhancing the effectiveness of marketing and communication strategies related to influencer collaborations.

Recommended For:

• - Those seeking suitable influencers to align with their brand's products or services.
• - Marketing and PR professionals dealing with challenges in influencer marketing.
• - Individuals facing issues with conveying PR messages and building trust through influencer collaborations.

For those interested in accessing this research, the report is available for download.

Research Overview

• - Conducting Agency: Cross Prop Works
• - Research Method: Internet-based survey
• - Geographical Coverage: All 47 prefectures in Japan
• - Target Audience: Males and females aged 18 to 49 who regularly use social media
• - Duration of Research: July 3 – July 4, 2025
• - Valid Responses: 2,137 individuals (746 males / 1,391 females)

Cross Prop Works also provides support for managing social media operations, leveraging their research data. For those wanting to enhance their social media marketing strategies, consultation services are available.

Company Background

• - Company Name: Cross Prop Works
• - CEO: Kohei Kawasaki
• - Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo
• - Established: April 2015
• - Primary Business: Various BPO services including research support, quality assurance, social media management, and website operations.
• - Website: Cross Prop Works

• - Group Company Name: Cross Marketing Group (Tokyo Stock Index Prime No. 3675)
• - CEO: Miki Igarashi
• - Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo
• - Established: June 2013
• - Primary Business: Management of subsidiaries engaged in digital marketing and research insights.
• - Website: Cross Marketing Group