Influencer marketing doesn’t have to feel awkward, transactional, or straight-up scammy, but let’s be honest, sometimes it does. If you’ve ever sent a message and instantly regretted it, or handed over product and heard nothing back, this one’s for you.

Here’s how to actually work with influencers in a way that’s authentic, effective, and doesn’t make you want to throw your phone.

You’ve got a killer product. Maybe it’s handmade, eco-friendly, or packed with personality. But let’s be honest. . . on Instagram, none of that matters if no one sees it. The scroll is relentless, the competition is wild, and you’ve got about three seconds to catch someone’s eye before they flick their thumb and move on.

So what actually makes a product stand out on the ‘gram? I’ve featured hundreds of small NZ businesses and seen what stops people mid-scroll . . . and what blends into the background.

Selling online sounds easy, until you start googling platforms and end up 4 tabs deep in Etsy vs Shopify vs some new Kiwi site you’ve never heard of. It’s a lot. So let’s break look at the main players.

This isn’t a deep tech comparison. It’s a real-world look at your options so you can figure out where your product fits (and avoid wasting time or money).