Japanese SNS 'am' sees 2.5x increase in continuous posting with AI character

Operated by Tecrest (Headquarters: Shibuya-ku, Tokyo; CEO: Yutaro Nagata), the Japanese SNS 'am', which limits free posts to once per day, has seen the rate of users posting continuously for two or more days increase approximately 2.5 times—from 19.3% to 48.4%—since the release of the AI character 'Echo' feature. Amid the growing use of 'am' as a personal 'digital diary' rather than a platform for 'glamour' or 'buzz,' the company is sharing these findings on habit formation and seeking collaboration partners among service providers who prioritize the user's continuity experience.

## Background: Why do young people continue 'every day' in an era of social media fatigue?

While terms like 'social media fatigue' and 'obligation to post' are discussed socially, a phenomenon is occurring on 'am' where users, mainly in their teens and 20s, continue to record their daily lives without being forced by anyone.

'am' was released on December 25, 2025, and is a Japanese SNS where teens and 20s account for about two out of every three users (65.2%). By implementing a unique design where 'free posts are limited to once per day' and 'in-app coins are required for reactions,' the platform structurally suppresses frivolous communication and harassment. Under this design, users have spontaneously started using the app for:

- Sharing one AI-generated illustration daily.
- Posting study progress, reading records, and training logs.
- Recording meals and health conditions daily.

The timeline piles up as 'today's page,' functioning as a digital diary for users.

## The key is the 'companionship' experience provided by the AI character 'Echo'

Supporting this habit formation is the existence of the AI character 'Echo,' which can be switched ON/OFF for each post. When turned ON, Echo understands the user's post content and returns a supportive comment.

In conventional social media, the loneliness of 'there are days when I get no response even if I post every day' is seen as a barrier to continuity. Echo monitors and encourages the user's day, responding even on days when no human response is obtained. This is not a simple auto-reply, but a new experience as an 'AI partner that accompanies daily records.'

Since the release of the Echo feature, about one in three active users (36.5%) utilize Echo, and it is set to ON in 37.5% of all posts. Furthermore, Echo-using users continue posting 2.2 times more frequently compared to non-users, and over half of Echo-experienced users turn Echo ON for all their posts. A trend has been confirmed where users continue to utilize it once they start.

## Three designs supporting a 'social media that you can continue'

- The limit of 'once a day' improves the quality of records: Unlike social media where you can post indefinitely, a process of selecting 'today's one image/one word' occurs daily. This accumulation of small choices creates attachment to the timeline.
- AI character 'Echo' accompanies continuity: A stable companionship experience via AI that does not depend on human reactions. It provides a mechanism that allows users to continue without loneliness by returning comments when switched ON. The top 10% of Echo users have achieved continuous posting of 6 days or more, confirming that AI supports habit formation.
- The 'coin system' brings weight to reactions: Because finite in-app coins are required for likes or comments, the reactions received contain the message that 'the other party truly thought so.' This high-quality experience of validation leads to motivation for continuity.

## Future outlook: Seeking collaboration partners focused on 'habit formation'

The system realized by 'am' of 'once-a-day posting x AI companionship x habit formation' presents a new relationship within social media as a new choice originating from Japan. We hope to explore new habit-forming experiences together with companies that are serious about supporting user continuity.