Sincerity, interaction and calls to action: What “Miss Kana” taught me about Instagram content marketing
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Last night, due to a friend’s introduction, I curiously started to follow the Japanese drama “Miss Kanna”. I only watched two episodes and found it very interesting. I checked online and found out that Videoland Japan is also broadcasting this Japanese drama, but the name was changed to “[Professional Women Rush Forward] (http://japan.videoland.com.tw/channel/20171001/default.htm)”.
According to Wikipedia, “[Miss Kanna](https://zh.wikipedia.org/wiki/%E7%A5%9E%E5%A5%88%E 5%B0%8F%E5%A7%90)》(カンナさーん!) is a comic created by Japanese cartoonist Kaoru Fukaya. The original work was serialized in “YOU” from 2001 to 2007. Starting in 2017, the serial sequel “Kana-san!” Chapter 40”.
Adapted into a TV series by the TBS TV network in July 2017, “Miss Kanna” (http://www.tbs.co.jp/kannasaaan/) stars Naomi Watanabe and Jun Kaname. The story describes Suzuki Kanna, a busy fashion designer who encounters setbacks in her career. She worked hard to balance her roles as a wife and mother, and never gave up on her dream. However, one day she unexpectedly discovered that her husband was cheating on her. Coupled with the various situations in work and family life that followed one after another, she, who was always optimistic, encountered many challenges. Simply put, this is a Japanese drama full of positive energy and inspiring.
Regarding the heroine of this drama Naomi Watanabe, although I know that she has a Taiwanese-Japanese background and is a comedian under Yoshimoto Kogyo, my understanding is actually very limited. Through this Japanese drama, I learned more about her extremely rich body language and stage charm. Although I have just watched the first two episodes, I found that the crew is good at using social media. Not only did they set up the official Instagram account of “Miss Kanna”, but they also integrated Instagram into the scenes in the play.
Everyone knows that Instagram is quite popular right now (if you don’t know the history of Instagram’s success, feel free to read the [introduction article] I wrote before)(http://www.naipo.com/Portals/1/web_tw/Knowledge_Center/Editoria l/publish-105.htm)), is especially loved by many young people. The screenwriter set the heroine Kanna-san to like to visit Instagram (https://www.instagram.com/kannasaaan_tbs/?hl=ja) and often express her mood through photos. Therefore, when her colleagues encountered work difficulties, the heroine thought of going to Instagram to call on fans to help!
Looking at the Instagram account of “Miss Kanna” (https://www.instagram.com/kannasaaan_tbs/?hl=ja), there are not only rich stills and private interactions between the actors, but also many messages from fans. At present, the crew has published 153 photos, but it has attracted 74,000 followers, which can be said to have achieved good results.
I also found that the crew cleverly placed scenes on Instagram (https://www.instagram.com/kannasaaan_tbs/?hl=ja), allowing fans to follow the latest updates of the actors through social media while watching. Moreover, judging from the more than 100 photos carefully selected by the crew, every photo is indeed vivid and lively, and the colors are also very colorful and dazzling, which is in line with the original intention of the show to inspire people.
In addition, Naomi Watanabe is also a master of social media management. Her Instagram The account has 825 posts and is followed by 7.33 million people. It is obvious that she usually likes to tell stories through photos and also loves to interact with fans. Looking at her Twitter account, there are also 1.67 million followers. It is not difficult to understand Watanabe Naomi’s high popularity, and it is also conceivable that she is not deliberately online to respond to stories because of work needs.
Although I originally started watching “Miss Kana” because I wanted to change my mood, I didn’t expect that this Japanese drama would teach me a lot about content marketing on Instagram:
- Selected photos, close to the plot development and actors’ lives.
- Tell a good story and integrate it into the scene and narrative axis.
- Interact with fans sincerely instead of just perfunctory.
- Make good use of emoticons and hashtags to enhance communication effects.
- Combined with actors’ calls to action, convert fan power into ratings.
A post shared by Naomi Watanabe (@watanabenaomi703) Posted on July 25, 2017 at 1:42am PDT
Saw Naomi Watanabe at My instagram account called on viewers to watch the second episode of “Miss Kana” and received more than 200,000 likes in one fell swoop! Isn’t this method of converting popularity into high ratings what we often call Call to Action?
I recommend that you read “Miss Kanna” when you have time. In addition to bringing you immense positive energy, you can also learn from the crew and even Naomi Watanabe herself how to use social media for content marketing! Well, it can be said that it kills two birds with one stone!
★ Featured image source: “Miss Kanna” official Instagram account
Further reading
- Playing with Instagram’s content strategy: A brief discussion on the charm of “limited time updates”
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