"Category Innovators" Holding the Key to Consumption

Dentsu Inc. Gal Labo (hereafter Gal Labo) focuses on "Genre Innovators." These are individuals possessing deep, almost otaku-like knowledge and information within a specific genre, recognized by themselves and others as experts. They wield influence as communicators, seen as "people with reliable information."

Therefore, to develop products and services that resonate with the times and to pioneer new markets, we believe it is effective to approach these Innovators by genre.

In this second installment, we explain why genre-specific innovators hold the key to consumption, presenting Gal Lab's hypothesis alongside survey results on "PR posts"!

Gyaru Lab's Hypothesis: Genre-Specific Innovators Drive Consumption!?

While influencers' influence is measured by the "number" of followers, genre-specific innovators are measured by the "richness" and "depth" of their information and knowledge. Genre-specific innovators exist in both groups: among influencers with large follower counts and broad reach, and among ordinary people with smaller follower counts.

To drive market consumption more efficiently, leveraging the power of highly influential influencers is effective. The key is not to focus solely on reach metrics like "number of followers" or "blog page views," but to pay attention to what the influencer is knowledgeable about—their role as a "Genre-Specific Innovator."

When categorizing influencers by follower count, using Twitter as a benchmark, the scale varies widely: from "Star Influencers" with over 1 million followers to "Nano Influencers" with 1,000 to 10,000 followers.

"Top influencers and above" are often high-profile talents like artists and actors. "Micro influencers and below" primarily include more relatable reader models, bloggers, charismatic hairstylists, and niche-focused influencers like "makeup accounts" or "golf accounts."

Some influencers gain large followings not through specific information, but through their personality, character, or creative work. Therefore, Gyaru Lab hypothesizes that simply looking at follower count alone cannot reliably predict the number of times a PR post will be seen (impressions) or the likelihood of purchases or sign-ups (conversion rate).

For example, compared to information about golf equipment shared by a celebrity with 1 million followers, a niche innovator in the golf genre—even with only 10,000 followers—who demonstrates a niche innovator mindset and achieves a high engagement rate (the percentage of followers who actively respond) might actually have greater potential to drive sales and influence the market when introducing golf equipment.

We believe that niche innovators, who possess knowledge beyond mere popularity, also have a strong centripetal force to engage like-minded individuals interested in their specific field. Even if they currently have a small follower base, niche innovators who can share valuable information seem to have the potential to grow their follower count while maintaining high engagement rates, thereby expanding their influence. Precisely because the demand for "authentic information" is growing in today's era, I believe category-specific innovators are beginning to gain power.

Users' Real Reactions to "PR Posts" and Their Purchasing Behavior

Next, we'll examine whether influencers' "PR posts" actually drive consumption, based on findings from the "Influencer Marketing Survey."

Consumers recognize that promotional PR activities using influencers are advertisements. According to a September 2018 survey by Mynavi Teens (conducted jointly with Dentsu Inc. Gal Lab as the "Harajuku Kawaii Lab" research team) targeting women aged 13-19 (summary at the end), approximately 70% of respondents stated they notice influencers' advertising or PR posts.