Trends in Japan 2010: Twitter
While gloomy year-end political and economic round-ups are suggesting that happiness was not abundant in Japan this year, there’s no denying that 2010 turned out pretty good for a certain little blue bird in Japan. Twitter soared in Japan this year, attracting some 1o million users and spawning dozens of new words and ways to use the microblogging service. “Japan is the fastest-growing country in the world,” said Twitter CEO Evan Williams when visiting Tokyo this summer for a Tweetup. And it’s about more than being the country that holds the record for most tweets per second.
Japanese became the second most-used language on Twitter after English. Japanese Twitter users flocked to books and magazines that promised to show them how to learn colloquial English by following native speakers and practicing the language 140 characters at a time. People appended hashtags like #engtweet and #eigodewa to messages to show that they were practicing their English and to find like-minded students looking for microlessons.
Twitter brought new words and compounds into the Japanese language, mostly thanking people for doing the things people do on Twitter: foro-ari (thanks for following), oha-ari (thanks for saying good morning), and otsu-ari (for saying “otsukaresama,” a catch-all commendation for a job well done). Could ari-ari, thanking people for saying thank you, be far behind? One neologism that made the big leap from online niches to mainstream usage in 2010 was nau (なう), which means “now” and is used in tweets to emphasize what one is doing . . . now. The word is popping up on advertising and posters all over Japan, nau.
Look who’s tweeting
Everyone seemed to be getting in on the Twitter act. From politicians such as ex-Prime Minister Yukio Hatoyama (who has Japanese and English accounts) to chatty business tycoons like Masayoshi Son, no one seemed to be too important to dash off the occasional tweet, either formal or friendly. It became a way for them to keep in touch with the masses directly. Hundreds of people who didn’t tweet themselves, whether because they were too busy or not interested (or long dead), had automated Twitter “bots” tapping out pre-coded versions of their famous quotes and catch-phrases.
More tweeters, more discounts
As the number of people on Twitter grew, so did their collective buying power. People swarmed to flash-marketing sites that offer huge price cuts on specific items or services for limited time periods. Homegrown Groupon clones like Q:Pod and Pom Parade made a strong showing with deeply discounted deals on everything from fancy dinners to spa packages.
Let’s play a game
Marketers got innovative with games and “Twitter toys” that explored new social opportunities for interactive marketing. Espresso Blux’s Twitter samurai drama took a storyline that started on TV commercials and subway posters and was continued with a complex and tongue-in-cheek Twitter campaign online. Uniqlo rolled out one interactive Twitter multimedia mash-up after another, and even convinced thousands of people to queue in a virtual “Lucky Line.”
Year of the rabbit, year of the bluebird?
As all signs for 2011 point to the smartphone market continuing to grow in Japan, it remains to be seen what new directions mobile social media will take. Why not keep the Twitter trend going into the new year by tweeting this story nau?