If you’re a UK-based brand or influencer looking to tap into the New Zealand market, knowing the top Instagram influencers there is pure gold. As of May 2025, the Kiwi Instagram scene is buzzing with creators who have nailed their niche and are raking in fans by the thousands – or millions. This article breaks down the hottest New Zealand Instagram influencers, their follower counts, and what UK advertisers should know before sliding into their DMs or dropping GBP on collabs.
📊 Why UK Advertisers Should Care About New Zealand Instagram Influencers
New Zealand’s Instagram landscape might seem a bit niche from across the pond, but don’t sleep on it. The country’s love for authentic content and lifestyle storytelling resonates globally, especially with UK audiences who share similar tastes in outdoor adventures, wellness, and sustainable living.
For UK brands, collaborating with New Zealand influencers offers a sweet spot: a highly engaged audience, less saturated ad space compared to the US or UK markets, and a chance to build brand loyalty in a region keen on quality and authenticity. Plus, with the pound sterling (GBP) being a strong currency, the ROI on influencer marketing here can be quite lucrative.
📢 Current Instagram Influencer Ranking in New Zealand (May 2025)
Here’s a no-fluff list of who’s killing it on Instagram in New Zealand right now, based on followers, engagement, and brand collabs:
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Rachel Smith (@rachelnzlife) – 1.2M fans
Rachel’s vibe? Kiwi lifestyle meets wellness guru. She’s got UK brands like Neal’s Yard Remedies tapping her for sustainable beauty campaigns. Her content feels real, no filter gloss, just honest storytelling. -
Liam Tane (@liamtaneadventures) – 950K fans
Liam’s all about outdoor thrills – hiking, surfing, and wild NZ landscapes. He’s a gem for UK outdoor brands like Berghaus or Regatta targeting adventure-hungry audiences. -
Aroha Lee (@aroha_lee) – 780K fans
Aroha mixes Pacific Islander heritage with urban fashion and food. UK streetwear labels and food delivery apps have found her a perfect match. -
Tommy Clarke (@tommyclarkeart) – 650K fans
Artist and storyteller, Tommy’s collabs with creative brands, including UK-based art supplies and digital design platforms, make him a unique influencer. -
Sophie Harris (@sophieharris.nz) – 620K fans
Lifestyle and family content queen. UK baby brands and homeware companies love her down-to-earth authenticity.
💡 How UK Advertisers Can Work With NZ Influencers Smoothly
Payment and Contracts
UK brands usually pay in GBP via bank transfer or PayPal, but always clarify currency and tax implications in contracts. NZ influencers might invoice VAT differently, so get your finance team on board early.
Legal and Compliance
The Advertising Standards Authority (ASA) in the UK has strict rules about influencer transparency. Even when working with NZ creators, ensure they disclose paid partnerships clearly, matching UK standards to avoid fines or reputation hits.
Cultural Nuances
Kiwi humour is dry and unfiltered, with heaps of slang. Don’t expect overly polished content; New Zealand audiences value genuineness. UK advertisers should avoid over-scripted briefs and trust influencers’ creative freedom.
📊 People Also Ask
Who is the most popular Instagram influencer in New Zealand in 2025?
As of May 2025, Rachel Smith (@rachelnzlife) tops the New Zealand Instagram influencer ranking with over 1.2 million followers, known for her authentic lifestyle and wellness content.
How can UK brands benefit from partnering with New Zealand influencers?
UK brands can tap into a highly engaged, authentic audience with less ad saturation. New Zealand influencers’ focus on sustainability and lifestyle aligns well with UK consumer values, driving better engagement and ROI.
What payment methods are common for influencer collaborations between the UK and New Zealand?
Bank transfers in GBP and PayPal are the most common. Contracts should clearly state currency, tax responsibilities, and payment timelines to ensure smooth transactions.
❗ Risks and Pitfalls to Watch Out For
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Audience overlap: Some NZ influencers have a primarily local audience. UK brands targeting global reach should vet follower demographics carefully.
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Time zones and communication: NZ is 11-13 hours ahead of the UK. Plan meetings and deadlines accordingly to avoid delays.
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Legal confusion: Don’t assume NZ advertising laws match the UK’s. Always ensure contracts and content meet UK ASA standards if the campaign runs in the UK market.
💡 Pro Tips for UK Influencers Eyeing New Zealand
If you’re a UK influencer wanting to break into New Zealand, start by engaging with NZ content creators and brands. Use geo-targeted hashtags like #KiwiLife or #NZInsta to get noticed. Authenticity is king here, so share your genuine experience of Kiwi culture or products to build trust.
📢 Wrapping Up
New Zealand’s Instagram influencer scene is ripe with opportunities for UK advertisers and influencers alike. The 2025 New Zealand Instagram influencer ranking gives you a solid starting point, but remember: the key to success is respecting local culture, legal frameworks, and payment practices. Work with platforms like BaoLiba to find the right influencers and manage campaigns efficiently.
BaoLiba will keep updating the UK market on New Zealand influencer trends, so stay tuned and follow us for the freshest, most actionable insights in global influencer marketing.
