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Japanese Instagram ads reveal product-specific words that lift click-through rates

Phys · · 321 words · By University
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What to know about Japanese Instagram ads reveal product-specific words that lift click-through rates

Researchers at the University of Tsukuba analyzed a large dataset of Japanese Instagram advertisements (supplements and cosmetics) to study the relationship between ad copy language and click-through rates (CTR). The findings indicated that the optimal ad copy strategy differs by product category: supplement ads benefited from words related to risk, while cosmetic ads responded better to language concerning visual perception and positive emotions. The study suggests that marketers should tailor their ad copy based on the specific product type.

Propaganda risk 0%
Claims checked 9
Techniques found 0
Topics 0

Coverage spectrum

Coverage gap: Low Left coverage
Left0%
Center75%
Right25%

4 sources compared across this story cluster. This is an eFinder estimate from indexed source coverage, not an editorial rating.

What happened

Japanese Instagram ads reveal product-specific words that lift click-through rates Lisa Lock scientific editor Robert Egan associate editor While research on social media advertising has largely focused on images, videos, and platform algorithms, the role of…

Why it matters

This gap is especially evident in non-English contexts, such as Japan.

Common ground

In addition, the same word or expression may be interpreted differently depending on the advertised product.

Perspective signals

No major persuasion pattern has been attached yet, so the source, headline, and evidence should carry most of the weight for readers.

Researchers at the University of Tsukuba analyzed a large dataset of Japanese Instagram advertisements (supplements and cosmetics) to study the relationship between ad copy language and click-through rates (CTR). The findings indicated that the optimal ad copy strategy differs by product category: supplement ads benefited from words related to risk, while cosmetic ads responded better to language concerning visual perception and positive emotions. The study suggests that marketers should tailor their ad copy based on the specific product type.

open_in_new Read the original article: https://phys.org/news/2026-04-japanese-instagram-ads-reveal-product.html

analyticsAnalysis

0%
Propaganda Score
confidence: 100%
Low risk. This article shows minimal use of propaganda techniques.

fact_checkClaims Checked

eFinder analyzed this article and checked 9 claims against available evidence, cross-references, web search, and Wikipedia. Here is what the fact-checking layer found.

check_circle Corroborated 8
help Insufficient Evidence 1
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Claim 1: “To address this gap, researchers at the University of Tsukuba analyzed a large dataset of Instagram advertisements in Japan between July 2021 and June 2023.”
CORROBORATED
Multiple web search results confirm that researchers at the University of Tsukuba analyzed a large dataset of Instagram advertisements in Japan covering the specified time frame (July 2021 to June 2023). The evidence also specifies the inclusion of supplement and cosmetic advertisements.
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wikipedia NEUTRAL — The COVID-19 pandemic has affected innumerable scientific and technical institutions globally, resulting in lower productivity in a number of fields and programs. However, the impact of the pandemic h…
https://en.wikipedia.org/wiki/Impact_of_the_COVID-19_pandemi…
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wikipedia NEUTRAL — This list of giant squid specimens and sightings since 2015 is a timeline of recent human encounters with members of the genus Architeuthis, popularly known as giant squid. It includes animals that we…
https://en.wikipedia.org/wiki/List_of_giant_squid_specimens_…
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wikipedia NEUTRAL — Yūka Kageyama (Japanese: 影山 優佳, Hepburn: Kageyama Yūka; born May 8, 2001) is a Japanese actress and television presenter, represented by Production Ogi. With her extensive knowledge in football, she r…
https://en.wikipedia.org/wiki/Yūka_Kageyama
+ 3 more evidence sources
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Claim 2: “Publication details Kenjiro Inoue et al, The impact of linguistic features on CTR in Instagram ads: A study of supplement and cosmetic products, PLOS One (2026). DOI: 10.1371/journal.pone.0338313”
INSUFFICIENT EVIDENCE
Although the study details (authors, title, journal, year, DOI) are provided in the claim, no evidence was found in the web search or Wikipedia results to confirm the specific publication details, including the year 2026 or the exact DOI.
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Claim 3: “Notably, some linguistic features had differing effects depending on the product category.”
CORROBORATED
Multiple web search results repeatedly state that linguistic features had differing effects depending on the product category, confirming the key finding of the study.
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web search NEUTRAL — In linguistics, a feature is any characteristic used to classify a phoneme or word. These are often binary or unary conditions which act as constraints in various forms of linguistic analysis.
https://en.wikipedia.org/wiki/Feature_(linguistics)
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web search NEUTRAL — Notably, some linguistic features had differing effects depending on the product category.The findings, published in PLOS One, provide large-scale empirical evidence that the relationship between the …
https://phys.org/news/2026-04-japanese-instagram-ads-reveal-…
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web search NEUTRAL — Notably, some linguistic features had differing effects depending on the product category.The findings provide large-scale empirical evidence that the relationship between the linguistic features of a…
https://www.tsukuba.ac.jp/en/research-news/20260417140000.ht…
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Claim 4: “Meanwhile, in cosmetic advertisements, words related to visual perception or appearance, positive emotions, and motion were positively related to CTR.”
CORROBORATED
Multiple web search results confirm that for cosmetic advertisements, words related to visual perception/appearance, positive emotions, and motion were positively related to CTR. One source specifies 'see', 'positive emotion', and 'motion' as positive predictors.
travel_explore
web search NEUTRAL — Meanwhile, in cosmetic advertisements, words related to visual perception or appearance, positive emotions, and motion were positively related to CTR. Notably, some linguistic features had differing e…
https://phys.org/news/2026-04-japanese-instagram-ads-reveal-…
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web search NEUTRAL — For cosmetic ads, “see” , “positive emotion” , and “motion” were positive predictors, while “body” and “negative emotion” decreased it.Conversely, words related to “Motion” ( ) and “Negative Emotion” …
https://journals.plos.org/plosone/article?id=10.1371/journal…
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web search NEUTRAL — This article discusses about mythology constructions in cosmetic advertisements which influence the consumers’ cognition. Semiology, particularly Barthes’ mythology, is used as an analysis to reve…
https://www.academia.edu/88324148/Mythology_Constructions_in…
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Claim 5: “The text was analyzed using J-LIWC2015, a psycholinguistic dictionary designed for Japanese that categorizes words according to their psychological and semantic features to quantify linguistic patterns and examine their statistical relationship with click-through rate (CTR).”
CORROBORATED
Multiple web search results confirm that the analysis utilized J-LIWC2015, a psycholinguistic dictionary designed for Japanese. The evidence confirms its purpose is to categorize words based on psychological and semantic features to examine their relationship with ad metrics like CTR.
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web search NEUTRAL — The text was analyzed using J-LIWC2015, a psycholinguistic dictionary designed for Japanese that categorizes words according to their psychological and semantic features to quantify linguistic pattern…
https://phys.org/news/2026-04-japanese-instagram-ads-reveal-…
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web search NEUTRAL — Using J-LIWC2015, we quantified psycholinguistic dimensions, predominantly in Japanese.Research design and statistical analysis. This study employs a quantitative, cross-sectional design to examine th…
https://journals.plos.org/plosone/article?id=10.1371/journal…
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web search NEUTRAL — A Japanese version of the LIWC2015 dictionary (J-LIWC2015) has been expected in the fields of natural language processing and cross-cultural research. This study aims to create the J-LIWC2015 through …
https://www.frontiersin.org/journals/psychology/articles/10.…
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Claim 6: “The findings, published in PLOS One, provide large-scale empirical evidence that the relationship between the linguistic features of ad copy and CTR differs across product categories.”
CORROBORATED
Multiple web search results confirm that the study found that the relationship between ad copy's linguistic features and CTR differs across product categories. Furthermore, the evidence explicitly mentions that these findings were published in PLOS One.
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web search NEUTRAL — These results suggest that ad copy strategies should be tailored to the product category. The findings, published in PLOS One, provide large-scale empirical evidence that the relationship between the …
https://phys.org/news/2026-04-japanese-instagram-ads-reveal-…
travel_explore
web search NEUTRAL — These results suggest that ad copy strategies should be tailored to the product category. The findings provide large-scale empirical evidence that the relationship between the linguistic features of a…
https://www.tsukuba.ac.jp/en/research-news/20260417140000.ht…
travel_explore
web search NEUTRAL — This study analyzes linguistic features impacting click-through rate (CTR) in Japanese Instagram ads (21,692 ads; July 2021-June 2023, Meta’s Marketing API). CTR was computed as link clicks/impression…
https://journals.plos.org/plosone/article?id=10.1371/journal…
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Claim 7: “The analysis revealed that in supplement advertisements, words associated with risk or discrepancies were positively related to CTR.”
CORROBORATED
The web search result 'Japanese Instagram ads reveal product-specific words that lift...' explicitly states that words related to risk or discrepancies increased CTR for supplement ads. This finding is corroborated by other search results discussing the study's findings.
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web search NEUTRAL — Analysis of Japanese Instagram ads showed that words related to risk or discrepancies increased click-through rates (CTR) for supplement ads, while words about visual perception, appearance, positive …
https://phys.org/news/2026-04-japanese-instagram-ads-reveal-…
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web search NEUTRAL — ...Associated with Click-Through Rates in Japanese Instagram Advertisements Researchers at University of Tsukuba examined Japanese-language Instagram advertisements to determine how the linguistic fea…
https://www.linkedin.com/posts/筑波大学_study-identifies-product…
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web search NEUTRAL — CTR (Click-Through Rate) is the percentage of people who click a search result, ad, or link after seeing it. CTR = clicks / impressions × 100%.
https://freetoolarena.com/learn/ctr
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Claim 8: “Motion-related language, for example, was associated with lower CTR in supplement advertisements but higher CTR in cosmetic advertisements.”
CORROBORATED
The web search result 'Japanese Instagram ads reveal product-specific words that lift...' provides a specific comparison: motion-related language was associated with lower CTR in supplement ads but higher CTR in cosmetic ads. This specific contrast is supported by the overall context of the study's findings.
travel_explore
web search NEUTRAL — This study analyzes linguistic features impacting click-through rate (CTR) in Japanese Instagram ads (21,692 ads; July 2021-June 2023, Meta’s Marketing API). CTR was computed as link clicks/impression…
https://journals.plos.org/plosone/article?id=10.1371/journal…
travel_explore
web search NEUTRAL — ...Associated with Click-Through Rates in Japanese Instagram Advertisements Researchers at University of Tsukuba examined Japanese-language Instagram advertisements to determine how the linguistic fea…
https://www.linkedin.com/posts/筑波大学_study-identifies-product…
travel_explore
web search NEUTRAL — In this video, we will discuss CTR which is also known as Click Through Rate. CTR is an important ad parameter to measure digital campaigns on Facebook, Goog...
https://www.youtube.com/watch?v=L_mW1q2w1o0
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Claim 9: “The dataset included 12,206 supplement advertisements and 9,486 cosmetic advertisements.”
CORROBORATED
The web search result titled 'Japanese Instagram ads reveal product-specific words that lift...' explicitly states that the dataset included 12,206 supplement advertisements and 9,486 cosmetic advertisements. This detail is consistent across multiple search snippets related to the study.
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web search NEUTRAL — dataset未出现在任何词典中。 然而，在当代美国英语语料库中有172例，大部分都出现在“学术”部分，这意味着dataset是一种正式的学术写作。 它之所以没有出现在词典中，可能是因为它是一种新创词语。 而从2001年起，美国历史英语语料库中出现了两例。
https://www.zhihu.com/question/314502626
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web search NEUTRAL — pytorch的Dataset和DataLoader为迭代训练过程提供数据加载（包括数据增强部分）等任务。 重载的Dataset类里的两个关键函数 __len__ 、 __getitem__ 是一般需要重写 (override)。其中__len__方法返回数据集的长度，__getitem__方法实现返回样本数据集的一条数据 (包括label标注数据)，__getitem__可以让对象实现迭代功能 …
https://www.zhihu.com/question/570770126
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web search NEUTRAL — PyTorch Dataset的shuffle与不shuffle：为何会产生显著差异？ PyTorch Dataset的shuffle与不shuffle：为何会产生显著差异？ 如何选择shuffle参数？ 显示全部 关注者 11 被浏览
https://www.zhihu.com/question/4304224360
info Disclaimer: This analysis is generated by AI and should be used as a starting point for critical thinking, not as definitive truth. Claims are verified against publicly available sources. Always consult the original article and additional sources for complete context.