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Twitter Are Trying to Reel in the 30-Something Crowd in Japan

The Next Web
Twitter is big in Japan. Since launching there in 2008, it has become one of their most successful markets outside of the UK. After English, Japanese is the most tweeted language, and only the Dutch are more active on the platform as a whole (which is probably thanks in part to their comparatively smaller population).

In 2013, the record for most tweets per second was shattered, and it wasn't because of a shocking sports result or even news event, it happened during an airing of Hayou Miyazaki's Laputa: Castle in the Sky on Japanese TV. Let me try and put this into perspective - Leonardo DiCaprio's Oscar win peaked at 440,000 tweets per minute. Japan's record breaking moment peaked at 143,199 tweets in a single second. And that was all down to a movie which came out in the 1980s.

The Japanese love Twitter, but they're lukewarm at best when it comes to Facebook, making them an even more valuable market for the maligned platform - less risk of Facebook encroaching on their territory. Last August, Twitter reported that Japan was responsible for 10% of their quarterly global revenue.

The interesting thing is, Twitter haven't had to strategise much to keep Japan interested. The format of the platform seems to fit with Japanese culture almost effortlessly, but now Twitter are taking steps towards nailing down one of the more reluctant demographics - professionals in their 30s. They're aiming to convince them that Twitter is the optimal by-the-minute source of information for them anywhere on the internet, regardless of what their interests are.

It's a fair claim, there are plenty of niche communities on Twitter, and Japan is no exception. Given that Japanese culture is so inherently tribal - with people splitting off into endless clubs and societies based on their mutual interests - it makes sense for Twitter to home in on that. Over 30s are just outside of the age range who already embrace Twitter in this way. They typically take a more old-school view of the platform, a view which Twitter are trying to render defunct.

Essentially, Twitter want to show 30-somethings that the platform doesn't have to be used actively, it can be used to discover new things, and you don't have to participate in the conversation to draw something from it. It's long been common knowledge in the West that Twitter holds the most appeal as a breaking news ticker, but in Japan, older audiences haven't quite grasped it in the same way.



Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @Songbird_Callum

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Twitter Are Trying to Reel in the 30-Something Crowd in Japan Reviewed by Callum Davies on Friday, April 14, 2017 Rating: 5

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