Hotlink Officially Releases "ULSSAS AD", a New Method to "Retain" Ad Spend as UGC and Branded Search
Hotlink launches "ULSSAS AD," a new SNS advertising method that converts ad spend into lasting UGC and branded search, addressing low follower display rates and information saturation on platforms like X.
📋 Article Processing Timeline
- 📰 Published: April 9, 2026 at 20:30
- 🔍 Collected: April 9, 2026 at 12:00
- 🤖 AI Analyzed: April 20, 2026 at 08:49 (260h 49m after Collected)
Hotlink Inc. (Headquarters: Chiyoda-ku, Tokyo; Stock Code: 3680; Representative Director: Yasuhiro Hino; hereinafter "Hotlink"), a provider of SNS marketing support services, officially released the new SNS advertising method "ULSSAS AD" on April 9th. Unlike traditional SNS advertisements where effectiveness returns to zero upon discontinuation, ULSSAS AD is designed so that investments in SNS are accumulated as UGC (word-of-mouth) and branded search.
Furthermore, a proprietary survey targeting 11 official X accounts of domestic companies confirmed that the average assumed display rate to followers for posts was only 7.94%.
1. Background: The structure where investments in SNS initiatives are "difficult to accumulate as cognitive assets"
In the past, SNS naturally functioned as a cycle where continuous posting to followers accumulated into awareness, UGC, and branded search. However, currently, three structural changes are overlapping, making it difficult for companies to accumulate cognitive assets even with continuous investment in SNS.
(1) SNS becoming recommendation media and declining follower display rates
Major SNS platforms have transformed into "recommendation media" where information diffusion is driven by AI recommendation algorithms, making information transmission through follower relationships less effective. It is difficult to maintain continuous contact with users solely through organic posts.
Hotlink utilized Meltwater's social listening tool "Explora" to conduct a proprietary survey targeting 11 official X accounts of domestic companies. Analysis of impression counts for the most recent 30 posts (excluding campaign posts) revealed that the average assumed follower display rate was 7.94%.
Even for accounts with over 1 million followers, cases where the assumed follower display rate remained between 4% and 13% were confirmed, indicating a widening situation where the premise of "posts reaching followers" is difficult to establish, regardless of follower count.
* Target Accounts: 11 official X accounts of domestic companies
* Analysis Target: Most recent 30 posts as of February 9, 2026 (excluding campaign posts)
* Calculation Method: As X cannot separately measure views to followers and views to non-followers, impression counts were used as a proxy for views to followers. Assumed follower display rate = Impressions / Follower count.
(2) Information Saturation on SNS
Hotlink's measurement using the same tool indicated that over 40 million posts containing Japanese characters are sent daily on X, leading to a constant saturation of user timelines.
Furthermore, a proprietary survey targeting 11 official X accounts of domestic companies confirmed that the average assumed display rate to followers for posts was only 7.94%.
1. Background: The structure where investments in SNS initiatives are "difficult to accumulate as cognitive assets"
In the past, SNS naturally functioned as a cycle where continuous posting to followers accumulated into awareness, UGC, and branded search. However, currently, three structural changes are overlapping, making it difficult for companies to accumulate cognitive assets even with continuous investment in SNS.
(1) SNS becoming recommendation media and declining follower display rates
Major SNS platforms have transformed into "recommendation media" where information diffusion is driven by AI recommendation algorithms, making information transmission through follower relationships less effective. It is difficult to maintain continuous contact with users solely through organic posts.
Hotlink utilized Meltwater's social listening tool "Explora" to conduct a proprietary survey targeting 11 official X accounts of domestic companies. Analysis of impression counts for the most recent 30 posts (excluding campaign posts) revealed that the average assumed follower display rate was 7.94%.
Even for accounts with over 1 million followers, cases where the assumed follower display rate remained between 4% and 13% were confirmed, indicating a widening situation where the premise of "posts reaching followers" is difficult to establish, regardless of follower count.
* Target Accounts: 11 official X accounts of domestic companies
* Analysis Target: Most recent 30 posts as of February 9, 2026 (excluding campaign posts)
* Calculation Method: As X cannot separately measure views to followers and views to non-followers, impression counts were used as a proxy for views to followers. Assumed follower display rate = Impressions / Follower count.
(2) Information Saturation on SNS
Hotlink's measurement using the same tool indicated that over 40 million posts containing Japanese characters are sent daily on X, leading to a constant saturation of user timelines.