How to Find the Right Influencers in New Zealand: A Step-by-Step Guide

Finding the right influencers for your marketing campaign in New Zealand can be challenging, especially if you’re looking for creators who align perfectly with your brand. Based on my 9 years of experience in influencer marketing, I’ve put together a comprehensive guide to help you navigate this process efficiently.

1. Identify Your Niche and Target Audience

Define Your Niche: Before you start searching for influencers, it’s essential to clearly define the niche your brand operates in. This will help you narrow down the pool of potential influencers.
Understand Your Target Audience: Who are you trying to reach? Understanding your target demographic is crucial for selecting influencers who can effectively communicate with them.
Align with Brand Values: Look for influencers whose values and content style align with your brand. This will ensure authenticity and stronger connections with their audience.
Check Audience Engagement: Not all influencers with large followings have high engagement. Use tools like Social Blade to check engagement rates.
Monitor Content Relevance: Ensure that the influencer’s content is relevant to your niche. Irrelevant content may not resonate with your audience, even if the influencer is popular.

2. Utilise Influencer Marketing Platforms

Explore Platforms: Platforms like Influencer.co, Upfluence, and AspireIQ offer databases where you can search for influencers by niche, location, and other criteria.
Compare Platform Features: Different platforms offer varying features such as campaign management, influencer outreach, and performance tracking. Choose one that best suits your needs.
Look for Free Trials: Many platforms offer free trials or limited access, allowing you to test their features before committing.
Evaluate Data Accuracy: Platforms provide different levels of data accuracy. Make sure the platform you choose offers reliable data on influencer reach and engagement.
Consider Budget: These platforms often come with a monthly fee, ranging from $100 to $2,000. Choose a platform that fits your budget while offering the necessary features.

3. Leverage Google Search with Advanced Techniques

Use Specific Keywords: Search for influencers by combining keywords such as your niche, the platform, and New Zealand. For example, “beauty influencers Instagram New Zealand.”
Filter Results by Date: Use Google’s advanced search to filter results by date, ensuring you get the most current information.
Explore Competitor Mentions: Look for influencers mentioned in articles or lists that feature your competitors. This can give you a list of potential influencers to consider.
Check Forums and Blogs: Sometimes, niche forums or blogs discuss popular influencers. This can be a treasure trove for finding less-known but effective influencers.
Use Google Advanced Search: Mastering Google’s advanced search features can help you filter out irrelevant results and focus on what matters most.

4. Search Social Media Platforms Directly

Instagram Hashtags: Use relevant hashtags to discover influencers. For instance, searching #NZFashion or #KiwiBlogger can yield local influencers in fashion and lifestyle niches.
YouTube Filters: On YouTube, use filters to sort videos by views, upload date, or relevance. This can help you find active influencers with fresh content.
Facebook Groups: Join industry-specific Facebook groups where influencers might be active. These groups can also offer recommendations.
Explore Twitter Lists: Twitter allows users to create lists of influencers or industry leaders. Find and follow these lists to discover potential collaborators.
TikTok Content Search: Use TikTok’s search function to find content by keywords. This is particularly useful for discovering emerging influencers.

5. Utilise Algorithm-Recommended Content

Engage with Content: Platforms like Instagram and TikTok recommend content based on what you engage with. Consistently interacting with relevant content can help the algorithm serve you more potential influencers.
Use YouTube’s Recommended Section: YouTube’s recommendation algorithm can help you discover new influencers by showing related content.
Explore Instagram Explore Page: The Explore page on Instagram curates content based on your activity. Use this to find influencers in your niche.
Follow Industry Leaders: By following industry leaders, you can tap into the network of influencers they engage with or follow.
Save and Organise Content: Use features like saved collections on Instagram to organise and track potential influencer partnerships.

6. Investigate Influencer Follower Lists

Check Competitor Followers: Look at who your competitors are following or who follows them. This can help you identify influencers who are already interested in similar products.
Analyze Influencer Networks: Influencers often follow each other. Explore their follower lists to find additional potential collaborators.
Engage with Followers: Sometimes, followers of influencers can be micro-influencers themselves. Engage with them to see if they would be a good fit for your campaign.
Identify High-Quality Followers: Focus on influencers followed by other well-known or high-quality accounts.
Monitor Follower Engagement: Check the engagement levels on the posts of followers to assess their influence and authenticity.

7. Use LinkedIn for Professional Niches

Search by Industry: LinkedIn is particularly effective for finding influencers in professional niches such as finance, tech, and consulting.
Filter by Location: LinkedIn allows you to filter searches by region or city, helping you find influencers specifically in New Zealand.
Look for Thought Leaders: Search for thought leaders in your industry who are active on LinkedIn. They might not be traditional influencers but can have a significant impact in their fields.
Join LinkedIn Groups: Participate in industry-specific groups where influencers might be sharing their content.
Engage with Content: Interact with posts from potential influencers to start building a relationship before reaching out.

8. Leverage AI Tools for Influencer Search

Use ChatGPT for Suggestions: Tools like ChatGPT can help you brainstorm potential influencer search strategies or keywords to use in your searches.
AI-Based Search Engines: Use AI-powered search engines like Gemini, which can offer a more refined search based on your requirements.
Analyze Content Trends: AI tools can help you identify trending content themes, which in turn can lead you to influencers who are at the forefront of these trends.
Automated Data Collection: AI tools can help automate the data collection process, making it easier to keep track of potential influencers.
Combine AI with Manual Search: Use AI tools in conjunction with manual search methods to ensure you’re covering all bases.

9. Ask for Recommendations from Existing Influencers

Tap into Influencer Networks: Many influencers have close-knit networks. Ask influencers you already work with to recommend others in their circle.
Referral Programs: Consider setting up a referral program where influencers can recommend others in exchange for a bonus or other incentives.
Mutual Introductions: Influencers are often happy to introduce you to others if they see potential for collaboration.
Cross-Collaboration: Engage in cross-collaborations where multiple influencers work together on a campaign. This can help you tap into each influencer’s network.
Trust the Community: Recommendations from trusted influencers can often be more reliable than data from marketing platforms.

10. Collaborate with Agencies and Studios

Find Local Agencies: Look for agencies in New Zealand that specialize in influencer marketing, such as InfluenceWorks.
Negotiate Terms: Agencies often work on a commission basis or for a flat fee. Ensure the terms are clear and align with your budget.
Explore Overseas Agencies: For broader campaigns, consider working with agencies that have a global reach but understand the New Zealand market.
Evaluate Agency Success: Look for case studies or testimonials from other brands that have worked with the agency.
Consider Full-Service Solutions: Some agencies offer end-to-end solutions, from influencer selection to campaign management, which can save you time and effort.

Conclusion

Finding the right influencers in New Zealand requires a combination of strategies, from using specialized platforms and advanced search techniques to leveraging AI tools and professional networks. By following these steps, you can ensure that your influencer marketing campaigns are both effective and aligned with your brand’s goals. Whether you’re a small business or a larger enterprise, these tips will help you find the perfect influencers to drive your marketing success.