Learning from Popular Creators: How to Generate Empathy

Bloggers, Instagrammers, YouTubers, TikTokers. With the rise of various social media platforms, anyone can freely share their voice with the world, and more people are thriving by making social media their livelihood.

Even unknown individuals can become powerful media outlets by building a following through social media posts. This era has solidified social media influencers as aspirational "careers," with YouTubers even ranking in children's "dream job" lists.

So how do influencers thriving and succeeding in this social media world gain the empathy of so many people and establish their position?

The book we'd like to introduce this time is Empathetic SNS: Creating Work Through Well-Rounded Yet Sharp Communication (Gentosha) by "Yukos," who operates primarily on SNS under the title "Mote Creator."

This book generously shares the experiences of Yuko, a former idol who started with zero name recognition, as she relaunched her career in the SNS world and grew into a figure who resonates deeply with many women as a "Popularity Creator." It also reveals the know-how and strategies she gained along the way.

Who is "Popular Creator Yukos"?

Did you know about Yukos?

I first noticed Yuko when I stumbled upon her YouTube channel, "Yuko Motecchan Channel." While my initial impression was "Cute!", what really struck me was the bold YouTube thumbnails prominently featuring the "popularity" theme and the refreshing honesty of her profile declaration: "I live to be popular!"

And the content she shares there is packed with How To guides that perfectly capture girls' insights, all under the consistent theme of "popularity." Even if many girls don't openly admit it, deep down, they all have at least some desire to be popular or to be thought of as cute by the person they like. Of course, you'd want to watch!

Later, I had the chance to hear Yuko speak at a seminar. What struck me was that her branding and content weren't created on a whim. Everything—how she presents herself, her target audience, and even how she communicates and presents her information—is meticulously analyzed and crafted.

I remember being truly impressed, thinking, "She's not just an influencer who became popular simply because of her cute looks," and "Yukos is the marketer who understands the feelings and approaches of today's youth best!"

This book details Yuko's mindset and approach, revealing what resonates with today's youth through social media and how they become fans.

Key points for gaining resonance on SNS, learned from Yukos

① Set a theme that excites you!

First, define the theme of who you want to be on social media. The most crucial thing is to choose a theme you're genuinely passionate about pursuing. Passion is key to resonating. If you lack passion for what you share, it will show to your followers, and more importantly, you'll struggle to keep it up yourself.

For Yukos, the theme of "popularity" was something she genuinely loved and could keep sharing passionately. That's why it became her "strength" and allowed her account to grow into one with real influence.

② Define your target audience!

Define who you want to reach. Instead of vaguely targeting "all women" or men just because it's about "popularity," Yukos narrowed her focus to "girls who, like me, want to be popular and act cute."

By consistently sharing information that resonates with this specific audience, she has successfully built a loyal fanbase that genuinely connects with her content.

In an era where followers can be bought, increasing follower numbers for the sake of numbers holds no real meaning. By valuing fans who genuinely connect with her and her content, engaging with them sincerely, she creates a flow where fans attract more fans.

③ Create a unique title that no one else has!

The term "influencer" has become commonplace, and countless influencers exist today. More companies are also leveraging these influencers for marketing and promotions.

Amidst this, Yukos gave herself the unique title "Popularity Creator," a designation that precisely communicates her strengths. This allowed her to establish a position as the Only One, rather than just being One of Them within the broad category of "influencers." She has successfully connected this to her business as a professional "Popularity Creator."

④ Understand your position and communicate consistently!

Take "fashion coordination," a staple of SNS posts. Even here, Yukos doesn't just post outfits.

First, she took a step back to understand her strengths and positioning. She then decided to focus her posts not on "aspirational" looks, but on "easy-to-copy" ones. Furthermore, she always incorporates one "attraction point," creating content that is original and resonates with her followers.

Rather than forcing her position upward, she focuses on doing "what she can do" to the fullest. By aligning her perspective with her followers, she continues to post content that resonates with them without straining herself.

Tiered Approach and Choosing the Right SNS

We've introduced several points for gaining empathy on SNS, but what's even more impressive about Yukos is that she doesn't lump all SNS platforms together.

Currently, Yuko uses YouTube, Twitter, Instagram, her blog, and live streaming (LINE LIVE and Showroom) for her content. She first categorizes the people who receive her information into the following five tiers. She then identifies which social media platform each tier uses to access her content and tailors her messaging accordingly.

1. New Layer - People who don't know me at all
2. New Layer - People who have heard her name
3. Light Fans – People who follow her and occasionally see her posts
4. Core Fans – Those who actively like, retweet, and comment. They also watch other content like live streams.
5. Maniac Layer – Fans who invest time and money, both online and offline

For example, on YouTube, where you can discover videos from various creators through "Related Videos," many new viewers arrive by chance. Therefore, create videos that anyone can easily watch.

Conversely, for content requiring dedicated time, like live streams, we focus on creating material for our passionate core fans. We share behind-the-scenes stories and secrets unknown to most, using these moments to strengthen our connection with fans.

Similarly, for Instagram and Twitter, we accurately grasp each platform's characteristics, how information spreads, the enthusiasm of its users, and what they seek, then tailor the information we share accordingly.

By tailoring our messaging for each SNS platform, we increase satisfaction for all followers and enhance the potential to steadily transform them into core fans.

Many people understand that "empathy" is a crucial keyword in social media branding. However, many also likely realize that actually making the brand or product they manage resonate and become beloved through social media is far from easy.

This book, packed with insights gained through trial and error by Yukos, a woman in her twenties, who observes with a straightforward perspective what today's youth seek and how to earn their empathy, will serve as a textbook-like resource not only for those involved in social media but also for anyone engaged in branding or communication targeting young people.

Learn how to spark young people's empathy from Yukosu!

【Dentsu Inc. Modern Communication Lab】