Akira Amano's "New Generation Business Emerges from Smartphones: SNS Marketing in the Short Movie Era" Now Available
Akira Amano, a member of Dentsu Media Innovation Lab—a specialized organization within Dentsu Inc. researching media and societal trends—has published his book " Next-Generation Business Emerges from Smartphones: SNS Marketing in the Short-Video Era " (Sekai Bunka Publishing). It was released on April 8.
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【Book Content】
Short videos—ranging from a few seconds to tens of seconds—are currently one of the most prominent topics in the social media sphere. Platforms like TikTok, YouTube, and Instagram are increasingly providing short videos, enhancing their presence in consumers' lives.
This book is a comprehensive 220,000-word treatise covering social media fundamentals to cutting-edge trends. It explains the latest developments, particularly on the following noteworthy themes, using original research findings and expert interviews.
◎ Why is TikTok exploding in popularity, especially among young people?
◎ How we encounter information is shifting from "Googling" to "tagging" – and what comes next?
◎ What does the evolution from AIDMA in the mass advertising era, to AISAS in the internet era, to "ALSAS" in the AI recommendation era signify?
◎Why did Eito's "Perfume," released before his major debut, become an unprecedented smash hit?
◎What impact does TikTok have on corporate marketing and the entertainment business?
◎What is the "TikTok-driven sales" phenomenon gaining attention now, and what is its underlying mechanism?
◎How to create viral videos? Tips for mastering short-form content
...etc.
This content not only provides immediately applicable hints for corporate marketing activities but also helps build "SNS literacy" grounded in media theory and consumer behavior studies for medium-to-long-term development.
【Table of Contents】
Chapter 1: How Communication Environments Have Dramatically Changed Since the Smartphone Era
Chapter 2: Our Purchasing Psychology: An Approach from Evolutionary Psychology
Chapter 3: How SNS Changes Information Dissemination—Its Evolution and Current State
Chapter 4: What the Rise of Influencers Brings
Chapter 5: The Copernican Revolution in Marketing via SNS
Chapter 6: The Main Battlefield of Communication Shifts to Video (Movies)
Chapter 7: The TikTok Impact
Chapter 8: The Three Values That Make Users Obsessed with TikTok
Chapter 9: How TikTok is Revolutionizing Entertainment
Chapter 10: TikTok Creators' Secret Tips for Viral Videos
Chapter 11: Brand Communication Using TikTok—Or, Unraveling the "TikTok Sales" Phenomenon
Chapter 12: Roadmap and Compass for the Short-Form Video Era—And Toward the Next Phase of Social Media
【About the Authors】
Dentsu Inc. Media Innovation Lab
Akira Amano
Born in 1986. From Tokyo. Completed Master's program (M.A.) at the Interdisciplinary Graduate School of Information Studies, University of Tokyo. After joining Dentsu Inc., worked in marketing and new business development before assuming current position. Specializes in research, writing, and consulting on media/consumer behavior among younger demographics and SNS trends. Extensive experience includes authored books on research fields, commentary on economic programs, and speaking engagements. Nikkei Think! Expert Commentator, Forbes Official Columnist.
Major publications include:
The Psychology of Sharing: 7 Perspectives for Understanding the SNS Information Environment (2017, Sendenkaigi)
The History of SNS: The Future of a Society Connected by "Likes!" (2019, East Shinsho)
Information Media White Paper (co-authored, 2016–2022, Diamond Inc.)
Media Literacy : Cultivating Critical Thinking (co-authored, 2021, Jiji Press)
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