UNIQLO's SNS Strategy and Social Media Marketing

 This week, we learned about social media and online marketing (Chapter 20). At the same time, news broke that Uniqlo announced it would stop updating its official Facebook page in Japan starting in March 2025.
According to the article, Facebook has extremely low reach among younger generations (especially Gen Z), with only 300 or fewer likes per post despite having 1.18 million followers, reflecting extremely low engagement. At the same time, data showed that YouTube (86%), Instagram (74%), X (70.8%), and TikTok (54.8%) are popular platforms among Generation Z, indicating a clear shift away from Facebook.

This case study aligns with the following points learned from the textbook:

ーSocial media requires platform-specific selection (Chapter 20)  
The decision to shift resources from Facebook to Instagram and TikTok, which can reach younger audiences, is a good example of aligning platform-specific media characteristics with target audiences.

ーThe relationship between user behavior and platform selection
Generation Z prefers “interactivity” and “video-centric” content, so relying solely on Facebook results in limited brand engagement. Instead, more immersive and shareable social media platforms are more suitable, which aligns with the content of Chapter 20.

ーThe importance of media selection based on metrics
 The article “low engagement rates” and “Gen Z usage data” as grounds for decision-making, highlighting the importance of data-driven decision-making in marketing campaigns.

Through this case study, we reaffirmed that aligning platform characteristics with target demographics and strategically selecting channels based on data are key to achieving success in social media marketing. Going forward, we recognize that selecting the appropriate social media platform for the target customer base is essential in campaign design.

link:
https://www.linkedin.com/pulse/uniqlos-facebook-exit-what-means-gen-z-marketing-ip2launchpad-3djae/