New Zealand’s creator community may be small, but its impact is mighty. Connecting with the right creators provides your influencer marketing campaigns with a major boost. But finding, vetting and collaborating with New Zealand influencers is often challenging, especially since generic influencer lists rarely offer a strategic approach.
Understanding the local landscape and learning how to work with creators effectively will open valuable doors. The right strategy allows you to partner with influencers who authentically resonate with your audience and deliver measurable results.
A snapshot of the market: How New Zealand influencers land for locals
Before you start searching for New Zealand influencers to support your brand and goals, it’s worth examining the country’s influencer marketing landscape to understand its nuances.
New Zealanders’ influencer marketing preferences
As more people spend time on social media, influencer marketing and ad spend in New Zealand are steadily increasing. While the pool of Kiwi influencers is expanding, not all will connect with your target audience.
Here are a few key details you should know about New Zealanders and their social media behaviors:
Preference for micro-influencers
Kiwi consumers appreciate authenticity, meaning micro-influencers often resonate more because they offer a connection that feels genuinely personal. Locals follow creators they can relate to and whose content feels relevant, trustworthy and honest.
Diversity and inclusion at heart
Influencers in New Zealand are expected to reflect the country’s strong focus on diversity and inclusivity. Kiwis are a whānau-first culture, which means they deeply value whānau (family), equality and representation. Inclusive storytelling is a must, but beware of tokenism, as much of the local audience will see right through it.
Sustainability and ethics at the core
Alongside diversity and inclusivity, New Zealanders prioritise sustainability and ethical practices. They’re passionate about the environment and their communities and expect the same from the brands and influencers.
In fact, New Zealand’s Sustainable Business Network found that 49% of Kiwis stopped buying a product because of its negative environmental or social impact, and a majority (89%) believe businesses need to take responsibility for their environmental and social impact.
Choosing creators who reflect these values ensures your content lands with Kiwis.
What makes New Zealand influencers unique
Authenticity, diversity and sustainability define the New Zealand landscape, shaping audiences and influencers in distinctive ways.
Here are a few ways Kiwi creators are truly special:
Tight-knit, engaged communities
In a small country like New Zealand, followers often feel part of a creator’s journey, rather than just spectators. Social media influencers foster close connections with their audiences, producing highly authentic engagement that aligns with Kiwis’ preference for relatable voices.
Growing Māori and Pasifika voices
Culture and belonging matter to New Zealanders, and the growing presence of Māori and Pasifika creators reflects this. By incorporating rich cultural perspectives and storytelling into their content, these creators help brands engage diverse audiences respectfully and meaningfully.
In tune with local culture and way of life
New Zealand influencers are in tune with local slang, humour, lifestyle and inside jokes. This familiarity allows them to relate to audiences in ways that are difficult to replicate in larger countries or with an outsider perspective.
Social platforms where New Zealand influencers are most active
According to DataReportal’s 2025 digital report, New Zealand has about 4.1 million social media users. With a population of just 5.3 million, this means the majority of Kiwis are online.
DataReportal also noted that Facebook has the largest number of users, at 3.4 million. But networks like Instagram, TikTok and YouTube are driving influencer impact thanks to fast-scrolling reels and video content.
Here’s what DataReportal reveals about the social networks Kiwis use most:
Instagram reaches 2.5 million New Zealanders and is particularly popular among female users, who make up 55.2% of the country’s Instagram audience. Between Reels, Stories and shopping tools, creators can move audiences seamlessly from inspiration to action. For brands, this is where aspirational content converts curiosity into consideration.
TikTok
TikTok’s influence in New Zealand is undeniable—and still growing. With 1.89 million local users and a slightly higher male audience (55.4%), the platform offers excellent opportunities for brands that can master its fast-paced, culturally tuned style.
YouTube
Long-form storytelling lets creators unpack product experiences and share reviews that build trust—while Shorts keep them part of real-time conversations. For marketers, it’s the channel to deepen brand credibility and nurture loyal audiences beyond the scroll.
New Zealand fashion influencers and lifestyle content creators
New Zealand’s fashion and beauty creators are redefining everyday style, turning local trends into global inspiration. These influencers don’t just showcase outfits, they shape conversions about identity, sustainability and creativity. Here are a few leading and emerging voices in the space:
1. Simone Anderson (@simone_anderson)
- Instagram: 430k followers
- TikTok: 57.1k followers
- Facebook: 9.8k followers
Simone Anderson is one of New Zealand’s most recognisable lifestyle creators, celebrated for authentic, family-focused content. From everyday moments to fashion, beauty and travel, she shares snippets of life that feel both relatable and aspirational.
As one of the top New Zealand Instagram influencers, Simone has built a loyal following and has a proven record of brand collaborations. Her content drives connection and engagement, making her a strong partner for campaigns that value authenticity and influence.
Here’s a recent Instagram post where Simone promotes the Cordis hotel in Auckland:
(Source: Instagram)
2. Natua (@na_teatua)
- Instagram: 23.5k followers
- TikTok: 3.6k followers
Natua is making her mark on Aotearoa’s fashion scene as a rising micro-influencer. Proudly showcasing her Māori heritage through personal styling, she blends cultural fashion with distinctive taste.
With a strong following on Instagram and a growing presence on TikTok, Natua connects with her audience through authenticity and creativity. She’s an ideal partner for fashion brands seeking meaningful engagement with local New Zealanders in Christchurch, Wellington, Queenstown and beyond.
In this recent Instagram post, Natua styles a necklace from Zoe and Morgan jewellery:
(Source: Instagram)
3. Romika (@glamwithromika)
- TikTok: 46k followers
Romika is a Kiwi micro-influencer who shares her passion for makeup, skincare and lifestyle content. Using authentic tutorials, product recommendations and beauty tips, Romika builds trust and inspires followers within New Zealand’s growing beauty and cosmetics scene.
This TikTok post shows Romika reviewing outfits in an Auckland design studio:
(Source: TikTok)
New Zealand yoga, health and wellness influencers
From mindful movement to holistic health, New Zealand’s yoga, health and wellness influencers are inspiring audiences to prioritise strength, balance and overall wellbeing. Featuring both established macro voices and emerging micro-creators, the following top influencers share guidance, motivation and authentic insight for healthier living:
4. Sara (@s.z.movement)
- Instagram: 406k followers
- TikTok: 378.4k followers
- YouTube: 8.43k subscribers
Sara is a yoga and pilates influencer based in New Zealand who’s known for helping her audience build strength, flexibility and mindfulness. Her approachable, down-to-earth style helped her create an engaged community and positioned her as a growing voice in the local wellness scene.
In this recent TikTok post, Sara shares a yoga flow routine designed for strength and flexibility:
(Source: TikTok)
5. Jess Quinn (@jessicaemilyquinn)
- TikTok: 949.2k followers
- Instagram: 262k followers
- Facebook: 31k followers
- YouTube: 2.18k subscribers
Jess Quinn is a health and wellness influencer and advocate who empowers others with her approach to body positivity and inclusivity. She shares her journey as an amputee, mother and co-founder of Cadence Wellbeing, a platform that supports women’s health. She also co-founded The Cyclist, which helps break stigmas around reproductive health.
As one of New Zealand’s leading wellness voices, Jess uses her honesty and energy to motivate audiences nationwide.
Here’s a recent TikTok post where Jess shares a promoted gut health product with her audience:
(Source: TikTok)
6. Kyla Matenga (@kylamatenga)
- Instagram: 28.7k followers
- TikTok: 3.7k followers
Kyla Matenga is a doctor, orthopaedic trainee and athlete recognised for her inspiring impact in the health and wellness space. As a proud Māori and Pasifika wāhine from Porirua, she shares her journey in medicine, fitness and wellbeing with authenticity and purpose.
Kyla champions better health outcomes for Māori and Pasifika communities, challenging barriers in a traditionally male-dominated field. Her content offers motivation, representation and a relatable perspective for her engaged Kiwi audience.
In this recent Instagram post, Kyla shares her daily exercise and work routine:
(Source: Instagram)
New Zealand influencers in the gaming and streaming space
New Zealand’s gaming and streaming influencers bring creativity, skill and personality to online audiences. From leading macro-influencers to relatable micro creators, these influencers are making waves across the gaming scene:
7. Quin (@Quin69)
- Twitch: 942k followers
- YouTube: 181k subscribers
- X (formerly Twitter): 91k followers
Quin is a well-known influencer in New Zealand’s gaming and streaming community. His bold, unfiltered approach resonates with Kiwis and their preference for relatable, authentic content. This distinctive style has earned him a large following across Twitch, YouTube and X.
Here’s a recent Twitch post where Quin plays the game Lords of Ravage:
(Source: Twitch)
8. Ally (@meowsparky)
- Instagram: 93.2k followers
- TikTok: 26.4k followers
- Twitch: 14.5k followers
- X (formerly Twitter): 3.5k followers
Ally is a rising star in the online gaming and streaming world. With a passion for sim racing and real-world motorsport, she shares her journey from riding virtual tracks to managing a fleet of project cars. Her content blends gaming, automotive enthusiasm and personal growth to connect with audiences interested in both digital and real-world racing.
Ally’s engaging streams and approachable tone have built a dedicated community in New Zealand’s gaming scene. As a female creator, she continues to inspire others in a space that remains largely male-dominated.
In the following Instagram post, Ally promotes a Logitech gaming product as a part of one of her paid partnerships:
(Source: Instagram)
New Zealand travel influencers
New Zealand’s travel influencers showcase the stunning landscapes of Aotearoa alongside destinations around the world. The following top Kiwi creators share inspiring adventures and authentic perspectives that connect with audiences at home and abroad:
9. Hamish Boyt (@travelphotoskiwi)
- Instagram: 111k followers
- Facebook: 13k followers
- TikTok: 9.5k followers
Hamish Boyt is taking Instagram by storm as a New Zealand travel photographer. Sharing world-renowned destinations and hidden gems across the country and abroad with stunning photography, his following continues to grow.
Hamish’s work resonates with audiences who seek authentic travel experiences, as it effectively balances well-known landmarks with lesser-known spots that spark curiosity.
In this Instagram post, Hamish promotes R.M. Williams boots while hiking at New Zealand’s Whangārei Falls:
(Source: Instagram)
10. Radha Engling (@globaladmirer)
- Instagram: 26.9k followers
Radha Engling is a rising micro New Zealand Instagram influencer who brings beauty to the scroll for her audiences. She shares adventures from around the world with a personal and relatable perspective while highlighting the places she visits, the experiences she has and the stories behind her journeys. With her engaging approach and growing following, Radha is carving out a unique space in the Kiwi travel influencer scene.
Here’s a recent Instagram post where Radha shares a “guess the region” travel post:
(Source: Instagram)
Foodies and chefs in the New Zealand influencer scene
New Zealand’s foodie and chef influencers celebrate local flavours, from traditional Māori kai to must-visit eateries. These top Kiwi creators share recipes, restaurant insights and authentic food experiences that highlight Aotearoa’s vibrant culinary culture
11. Albert Cho (@eatlitfood)
- TikTok: 303.2k followers
- Instagram: 161k followers
- YouTube: 2.6k subscribers
Albert Cho is a popular foodie with a candid and often irreverent approach to restaurant reviews. What began in 2018 as his personal project to reconnect with food after a challenging period has since evolved into a significant presence in the New Zealand culinary scene. Albert’s content is unapologetically authentic, humorous and unfiltered, which resonates with a diverse audience of Kiwis.
Beyond social media, Albert authored I Love My Stupid Life, a memoir chronicling his experiences and relationship with food.
In this recent TikTok post, Albert shares a post eating at a New Zealand restaurant:
(Source: TikTok)
12. Raukura Huata (@raukurahuata)
- TikTok: 96.2k followers
- Instagram: 24.8k followers
Raukura Huata is a Māori culinary storyteller and vibrant content creator with a strong TikTok presence. She shares traditional Māori recipes, such as her signature tōroi, and encourages others to explore Māori kai. Her content goes beyond cooking by celebrating whakapapa, culture and connection.
Raukura also advocates for Te Reo Māori and cultural expression, inspiring others to embrace and celebrate their heritage.
Here’s a TikTok post where Raukura shares her recipe for an authentic Māori dish using lamb tails:
(Source: TikTok)
How to find the right New Zealand influencers for your brand
Understanding who your audience trusts is only half the story. The next step is to connect that insight with creators who can authentically represent your brand.
With thousands of Kiwi influencers out there, it’s essential to do your research and leverage intuitive influencer marketing tools to find the best match. Let’s take a deeper dive into how to find the right influencer for your brand:
Discover creators who align with your unique audience
Although New Zealand has many talented influencers, not every creator will be the right fit for your brand—and that’s the point. The strongest influencer partnerships start with alignment around audience, value and purpose. To find creators who’ll move the needle for your brand, focus on:
- Analyse follower demographics to confirm they match your target audience.
- Look for influencers whose values and outlook align with your brand identity.
- Prioritise meaningful engagement over follower count.
- Choose creators whose interests closely match your brand or influencer campaign goals.
Searching for the right influencer can feel overwhelming, but intuitive tools simplify the process. For example, Sprout Social’s Influencer Marketing platform lets you filter by audience, location and interests to surface a range of talented New Zealand creators who fit specific categories.
Vet New Zealand influencers with confidence
Before committing to a partnership, take time to evaluate the top options and weigh their pros and cons. Use the following checklist to vet potential collaborators:
- Review engagement rate metrics to understand how audiences interact with their content.
- Analyse audience breakdowns to match influencer followers with your target demographics.
- Consider the types of paid partnerships they’ve worked on previously to check that they align.
- Pay attention to the tone and regularity of influencers’ posts to gauge audience response to sponsored content.
A structured approach builds confidence in influencer selection. When vetting influencers, assessing performance, credibility and audience fit ensures your partnerships deliver real results.
Streamline your workflow from influencer discovery to reporting
Once you’ve chosen the influencers you want to team up with, staying organised is key to turning collaboration into measurable impact. Here are some best practices for efficient influencer management:
- Save influencer shortlists in a shared, central location.
- Collaborate with your team on approvals and decisions to maintain alignment.
- Track campaign performance from start to finish to uncover actionable insights.
- Centralise communications, briefs and results to avoid confusion.
Tools like Sprout’s Smart Inbox bring all of this together in one place, making it easier to track progress and keep campaigns running efficiently.
Collaborating with New Zealand influencers: Best practices
Influencer partnerships look different in every market—and New Zealand’s is no exception. Success starts with understanding how Kiwi creators work and what they value most: authenticity, collaboration and creativity. Use the following best practices to craft a standout brand pitch and build partnerships that last:
Respect cultural and community nuance with a whānau-first approach
New Zealand’s whānau-first culture places strong emphasis on community values. When pitching to and collaborating with Kiwi influencers, it’s vital to honour cultural and community nuances.
In practice, this means focusing on diversity, inclusivity, local humour and values, while recognising the many inspiring Māori and Pasifika voices shaping New Zealand content. Avoid tokenism and aim for genuine representation instead.
Embrace their voice by balancing brand control with creator freedom
Striking a balance between guidance and creative freedom involves creating clear briefs that outline your brand message but allow creators to express it in their own voice. This works exceptionally well in New Zealand, where audiences are smaller and more tight-knit.
Remember to trust influencers’ expertise. They understand local slang, humour, lifestyle and preferences, which allows them to communicate your message in a way that resonates with local audiences.
Join their community by building long-term partnerships
Try to move beyond one-off campaigns by genuinely engaging with the community. Partner with influencers over the long term to build trust and create authentic content. Get involved in initiatives that matter to local communities, show genuine support and foster connections that go beyond a single post.
New Zealanders value authentic involvement that feels like a true collaboration rather than a corporate campaign.
How to measure the impact of New Zealand influencer partnerships
Once your collaboration is in motion, the focus shifts to performance. True measurement goes beyond surface metrics to reveal how influencer partnerships shape audience sentiment and business results.
Define success beyond vanity metrics
To maximize the benefits of your collaboration, including your overall influencer marketing ROI, look beyond vanity metrics to consider actual engagement. To do this:
- Prioritise a smaller, more active audience over a larger, more passive one. Engagement indicates how likely followers are to take meaningful action, drive conversions and influence others.
- Measure sentiment and brand lift to determine whether the campaign is resonating with the target audience. Track positive, neutral and negative responses to understand audience perception more deeply.
- Monitor how audiences respond to messaging and content style. Look at shares, saves and story interactions to see which approaches feel authentic and connect best with followers.
After defining your success metrics, track them consistently across campaigns. Centralising your data makes it easier to spot trends, understand which content resonates and evaluate each influencer’s contribution. Tools like Sprout’s Premium Analytics provide a consolidated view of performance over time, enabling strategic adjustments to maximise impact.
Build a reporting workflow
To stay on top of ongoing campaigns, set up a simple, consistent process to track and evaluate them:
- Create a regular reporting cadence to monitor trends in engagement, reach and audience perception. Regular updates help you identify patterns and respond quickly.
- Consolidate metrics in dashboards or social media analytics platforms to streamline analysis and make insights actionable. Centralised reporting reduces manual work and ensures all team members have access to the same information.
- Combine metrics with social listening to capture shifts in audience sentiment and conversations about your brand. This adds context to numbers and reveals reactions that metrics alone might miss.
Sprout’s custom reporting capability lets you centralise insights and track influencer impact in one place. Integrating reporting with workflows gives your teams a clear understanding of how each influencer collaboration contributes to brand objectives and overall campaign success.
Make New Zealand influencers a part of your growth strategy
In New Zealand, influencer marketing isn’t just about reach—it’s about connection, culture and community. The right partnerships spark conversation, build trust and make your brand part of everyday Kiwi life.
With the right mix of insight, storytelling and strategy, you can amplify voices that matter and create content that withstands the test of time. Sprout’s Influencer Marketing platform helps you discover local creators, manage collaborations and measure impact so every partnership feels authentic and drives results.
Ready to start collaborating? Book a demo today.
The post 12 New Zealand influencers to watch: What resonates and how to collaborate appeared first on Sprout Social.
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