Business04
SNSMARKETING& BRANDINGSNS Marketing & Branding
The people who understand the culture and the people who can actually ship are never the same people.
WE RUN OURS. AND WE RUN THEIRS.
Re:AUTH runs its own pro team and its own channels, and also holds the official accounts of companies, individuals and products from the outside — from building the world the account lives in, through operating support, to consulting that starts at KPIs and goals. The in-house operation and the network around it both go into that social media marketing.
01
Where it stalls is fairly predictable
A company, a person, a product — whichever moves into this culture, it tends to stall in the same places. The wording lands half a step off and reads as an advertisement. The idea gets approved, and then nothing follows it. The numbers arrive and nobody can say what the brand actually gained. Almost every conversation starts at one of those three points.
Issue
Language
Half a step off in how it is said
There is a way of saying things that lands here, and it is specific. The moment a post steps outside it, it stops being read as content and starts being processed as an ad. Research does not settle that — it is a question of where you spend your time.
What it usually looks like
- The replies are all from outside the audience you wanted
- Your posts are the ones that stand out in the timeline
- It goes down well internally and nobody quotes it outside
Continuity
It stops in the third month
The launch works and the follow-through does not. When planning, production, media and community sit with different suppliers, the decisions needed to keep going stop being anybody's job. What stalls a programme is rarely enthusiasm; it is usually the structure.
What it usually looks like
- Month three publishes less than half of what month one did
- The meeting that decided what to post next has stopped happening
- Every piece of work starts by getting a quote for it
Evidence
Nothing you can report internally
The views and the replies came in, and still nobody can explain what the brand accumulated. If the measures are not agreed up front, they cannot be assembled afterwards.
What it usually looks like
- The report ends at this month against last month
- Nobody can explain the month that went well
- Whether it continues is decided purely on budget
What the diagnosis looks at
The existing accounts, posts and replies
Competitors, and the accounts next to them
The context on the culture's side
How the decisions get made internally
If none of this sounds familiar, we will not force the fit. Where somebody else would get you there faster, we will say so.
02
The standard gets settled before anything is published
Accounts drift because there is no standard to drift from. Who it is for, how it speaks, and what it will not touch. Settle that first and the brand still reads as one thing after the team changes and after a hundred more posts.
Position
Where it stands
Where this brand stands inside the culture. Too close reads as trying, too far reads as an outsider. We decide where in the existing context it sits.
Voice
How it speaks
Register, how much of the visual shorthand, how warm the jokes run, how it talks to other accounts. Written down as far as it can be written down, rather than left to instinct.
Boundaries
What it will not touch
The subjects it stays out of and the trends it does not join. This is the only thing that actually prevents an incident — they happen because nobody decided.
What is handed over
Brand guidance and a tone definition, written so that another team inside your company, or another agency, can work from it. Not written so that only we can run it.
Measures agreed up front
The measures are set per objective, but these are usually the ones. They cannot be assembled afterwards, so they are agreed here.
- Saves and returning viewers
- Branded search and the traffic from it
- What the mentions actually say
- Whether it reached the people it was for
03
The same three things every month
Running an account is not production work, it is a repeated judgement. Publish, read, decide — turned once a month, each time pulling the account back toward the standard that was set. We can hold the whole of it, or come in alongside a team already running it.
01
Publish
Made and posted to the calendar. Production is in-house, so a week that needs something swapped out is not a week that stops.
02
Read
Read against the measures agreed at the start. Not counting the posts that did well — identifying why they did.
03
Decide
What gets more of next month and what gets dropped. The reasoning is recorded alongside the decision.
And back round to the next month
Handed over every month
Next month's content calendar and this month's report. The report is not a list of figures; it goes as far as what to do next.
04
The team that does this is the team that runs our own
Re:AUTH runs its own pro team and runs that team's channels and social accounts itself. The division our streamers and video creators belong to, and the video and graphics production line, are both in-house. What is not in-house is added from the network we hold across the industry.
Capability
Practice
Not research done for a pitch
The judgement calls we make every day on accounts we are running ourselves are the ones we bring. This is not analysis from the outside.
Production
The making sits in the same building
Video and graphics are made by our own production line. Nothing has to be relayed between strategy and production, so the tone that was agreed is the tone that ships.
Casting
Casting reaches inside and out
We have a division our talent belongs to, and a network beyond it. Casting through to delivering a tie-up is handled by the team that already produces their work.
Plenty of companies have two of the three. Almost none have all three.
05
There are three ways to work with us
You can come in before anything is fixed. How much you hand over decides the setup and the length of it. Handing over all of it is not the assumption.
Spot
The diagnosis only
We read the accounts as they stand and set out why the work has stalled and what the real questions are. Suited to the point where you need something to decide on internally.
Design
Through to the standard
Position and voice settled, with the guidance and tone definition handed over. Where the KPIs and the goals sit is decided here too. Operations stay with your own team.
Partner
Through to running it
Turning the three every month, including production and talent casting. We can hold the whole of it, or come in as support alongside your team.
- What comes out of the first meeting
- What we noticed looking at the accounts, a proposed position worth aiming at, and how it would proceed from there. That much comes out of the conversation itself.
- On cost
- It moves with the setup and the length of the engagement, so we quote after hearing what the work is for. Telling us the budget range first and building inside it is equally fine.
- What the work assumes
- A monthly review and one person inside your company who can decide is enough to keep it running. Where approvals take time, that gets built into the plan.
The other four businesses
Re:AUTH has five businesses. SNS marketing and branding support is one of them.
Pro Team Operations
Operating top-tier pro teams across major titles, maximizing competitive value at home and abroad.
Talent Management
A talent network across esports and streaming — our own signed talent and beyond it — with casting through to production briefs held in one line.
Content Production
Video and graphic production for YouTube and X — built on esports-native creative craft.
Web & App Development
Digital service design and development — from product planning to operations, built on our esports-native creative capability.
Start withthe idea.
Enquiries before the requirements are fixed are welcome. The form opens in a new tab and is in Japanese. We reply within two business days, and the person who reads it runs the business.