Step aside, social media influencers with massive followings and picture perfect content. Today, advertisers are collaborating with “nano-influencers,” which includes anyone with a social media presence, regardless of their follower count.
“Influencers absolutely have their place but advertisers are increasingly recognising that the everyday Kiwi posting and sharing content with their circle of family and friends brings credibility and recognition,” says Shayne Moore, New Zealand Co-Director of theSalt, a marketing platform that’s launched in New Zealand this month.
TheSalt encourages New Zealanders to register with their database so they can get paid for their social posts – no matter how many followers they have. On registration, users answer over 70 questions about their family and lifestyle, including what vehicle they drive, what takeaways they eat, what bank they use, and so on. This allows theSalt to connect an advertiser with authentic users of their product or service.
“This isn’t about having perfect content, a beautiful aesthetic, or a massive number of followers; this is about KFC lovers sharing their favourite lunch, Netflix watchers posting what show they’re binging, Toyota drivers posting a snap of their pride and joy,” Moore says. “Advertisers see the value in aligning with people who already use and love their product, so they’re ready to pay them for that service.”
TheSalt’s launch into New Zealand comes after success abroad. TheSalt paid out NZD$1.2m to nano-influencers in the past twelve months and have paid out over NZD$10m since its launch in South Africa in 2010.
TheSalt has offices in South Africa, Brazil, Argentina, Chile and, now, New Zealand.
“We’re excited about bringing theSalt to New Zealand, particularly with the cost of living being what it is – so many Kiwis could do with a side hustle or another revenue stream to help pay their bills. Getting paid a minimum of $50 to post something on your Facebook or Instagram account will mean a lot to some households,” Moore says.
Internationally, theSalt has worked with many big-name advertisers, including Audi, Captain Morgan, Dell, Durex, Mentos, Powerade, Uber Eats, Xbox and more. Moore says he expects the same demand here.
“The advertisers we’ve talked to are excited about the power of nano-influencing – and so are Kiwis wanting to get paid to post. Before we even launched we had almost 1000 social media users registered on our database after just one LinkedIn and one Instagram post. We’re thrilled to be able to help New Zealanders make extra money on the side for doing what they already do.”
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