Influencer Marketing in New Zealand: Building Successful Partnerships for AU Businesses

Influencer marketing has become a powerful tool for brands to reach and engage with their target audiences. For Australian businesses looking to expand their presence in New Zealand, partnering with local influencers can provide valuable insights and authentic connections with Kiwi consumers. This section explores strategies for identifying relevant influencers, building successful partnerships, and measuring the impact of influencer campaigns in New Zealand.

Identifying Relevant Influencers

The first step in any influencer marketing strategy is identifying influencers who align with your brand values and appeal to your target audience. Influencers come in various forms, including bloggers, social media personalities, industry experts, and celebrities. Here are some tips for finding the right influencers in New Zealand:

Understand Your Audience

Start by understanding your target audience’s interests, behaviours, and preferences. This will help you identify influencers who resonate with them. Look for influencers whose followers match your audience demographics in terms of age, gender, location, and interests.

Use Influencer Platforms

Several platforms and tools can help you find and evaluate influencers. Websites like Influence.co, AspireIQ, and Socialbakers offer databases of influencers along with metrics such as follower count, engagement rate, and audience demographics. These tools can save you time and provide valuable insights.

Monitor Social Media

Pay attention to social media trends and conversations within your industry. Identify influencers who are actively engaging with relevant topics and have a significant following. Platforms like Instagram, Facebook, and LinkedIn are great places to start your search.

Check Authenticity and Engagement

Follower count is important, but engagement rate is a more reliable indicator of an influencer’s effectiveness. Look for influencers who have a high level of interaction with their followers through likes, comments, and shares. Authenticity is also crucial; genuine influencers who align with your brand’s values are more likely to build trust and credibility with their audience.

Building Successful Partnerships

Once you’ve identified potential influencers, the next step is to build strong partnerships that benefit both parties. Here are some strategies for fostering successful collaborations:

Reach Out Personally

Personalise your outreach to each influencer. Demonstrate that you’ve taken the time to understand their content and explain why you believe they would be a good fit for your brand. Highlight the mutual benefits of the partnership and be clear about your expectations.

Offer Value

Influencers receive numerous collaboration requests, so it’s important to stand out by offering value. This could include monetary compensation, free products, exclusive experiences, or access to your brand’s events. Ensure that the value you offer aligns with the influencer’s interests and audience.

Define Clear Objectives

Set clear objectives for your influencer campaigns. These could include increasing brand awareness, driving website traffic, generating leads, or boosting sales. Defining your goals upfront will help you measure the success of the campaign and make necessary adjustments.

Collaborate on Content

Work closely with influencers to create authentic and engaging content. Provide them with guidelines and key messages, but allow them the creative freedom to present your brand in a way that resonates with their audience. Collaborative content is more likely to feel genuine and relatable.

Maintain Communication

Maintain open and regular communication with your influencer partners. Keep them informed about your campaign’s progress and provide them with feedback and support. Building a strong relationship with influencers can lead to long-term collaborations that benefit both parties.

Measuring the Impact of Influencer Campaigns

Measuring the effectiveness of your influencer campaigns is essential for understanding their impact and making data-driven decisions. Here are some key metrics to track:

Reach and Impressions

Measure the total number of people who see your content and the number of times it is displayed. High reach and impressions indicate that your content is widely viewed, which can increase brand awareness.

Engagement Rate

Track the level of interaction with your content, including likes, comments, shares, and saves. A high engagement rate suggests that your content resonates with the audience and encourages them to take action.

Website Traffic

Use tools like Google Analytics to track the amount of traffic driven to your website from influencer posts. Monitor the behaviour of these visitors, such as the pages they visit and the time they spend on your site, to assess the quality of the traffic.

Conversion Rate

Measure the number of desired actions taken by users as a result of the influencer campaign, such as making a purchase, signing up for a newsletter, or downloading a resource. A high conversion rate indicates that the campaign effectively drives meaningful actions.

Return on Investment (ROI)

Calculate the ROI of your influencer campaigns by comparing the total cost of the campaign to the revenue generated as a result. This will help you determine the financial effectiveness of your influencer marketing efforts.

Navigating Legal and Ethical Considerations

When engaging in influencer marketing, it’s important to adhere to legal and ethical guidelines to maintain transparency and trust. Here are some key considerations:


Ensure that influencers clearly disclose their partnerships with your brand. This can be done through hashtags like #ad, #sponsored, or #partner. Transparency is crucial for maintaining trust with the audience and complying with advertising regulations.


Avoid pressuring influencers to create content that feels inauthentic or forced. Authenticity is key to effective influencer marketing, and audiences can quickly detect insincerity. Allow influencers to express their genuine opinions and experiences with your brand.


Establish clear contracts with influencers outlining the terms of the partnership, including deliverables, compensation, and usage rights. This helps protect both parties and ensures that expectations are clearly defined.


Stay informed about advertising regulations in New Zealand to ensure your campaigns comply with legal requirements. This includes guidelines set by the Advertising Standards Authority (ASA) regarding influencer marketing and sponsored content.