If you’ve ever wondered what influencers have to offer to the world, look no further than Simone Anderson’s new recipe book So Delish!, which will revolutionise the way you put things on plates and in freezers. You know what I’m tired of? Professional cooks publishing cookbooks. Boring. If I ever fancy making coconut tamarind prawns, … Read more
Need an antidote to perfectly lit influencers and lockdown sourdough spam? May we suggest this refreshingly real food ‘grammer. She’s often in her dressing gown, may or may not be in possession of a bra, and isn’t always one to brush her hair. In a sea of beautifully shot sourdough imagery and restaurant brands churning … Read more
Alex Casey goes in search of the tooth, the whole tooth, and nothing but the tooth. If you’ve been anywhere near Instagram this year, you are probably familiar with this image. An influencer – perhaps a woman with a messy bun and a no-makeup makeup look, or a bronzed man with a six pack lounging … Read more
Good morning, and welcome to The Bulletin. In today’s edition: In today’s edition: Serious ramifications likely from SkyCity fire, dozens of partnership visas being denied, and yet another police pursuit death. The fire at the SkyCity Convention Centre construction site has continued to burn overnight. Fire crews were forced to abandon the roof, in an attempt to … Read more
Alex Casey talks to Henessey Griffiths, a 22 year-old Dunedin student who just finished her dissertation about one of Youtube’s most controversial stars. Content warning: this article contains mention of suicide, please take care Yesterday afternoon in Dunedin, honours student Henessey Griffiths sent a tweet that was a year (or rather, five days) in the … Read more
The top-selling food magazine in New Zealand is closing its print operation. Niki Bezzant, Healthy Food Guide‘s former editor, reflects on the challenges the title faced. The news that after 14 years and 176 issues Healthy Food Guide magazine is closing its print operation came as a shock to some. It certainly was a shock … Read more
Backed by businessman Eric Watson and launched in a blaze of publicity, online trader Fashbae disappeared almost as quickly as it arrived. Now its founder is traversing the globe in a jeep. Business editor Maria Slade tries to keep up with events. It had it all. A suave multi-millionaire investor and his lookalike son. An … Read more
Alex Casey watches BossBabes, TVNZ OnDemand’s new reality series following Instagram entrepreneurs Iyia Liu and Edna Stewart. Breaking news: eyeliner is over. Ever since eyelash extensions came onto the scene, Iyia Liu declares from her king size bed, eyeliner is just “not a thing” any more. It’s the first key learning of many from BossBabes, … Read more
Good morning, and welcome to The Bulletin. In today’s edition: Fears for cities with loss of trees, competitive battle looms for Dunedin mayoralty, and teacher strike talks to take place amid new secondary strike action. New Zealand’s urban environments are losing worryingly high numbers of irreplaceable mature trees, reports Charlie Mitchell at Stuff. It comes a decade after … Read more
David Farrier dives deep into the Hotel Bed Jumping Community on Instagram and is quickly told: ‘Should you pursue with your article and publish it we will be taking action’. He chose to pursue the article. I’m a big fan of Instagram, and an even bigger fan of what Instagram influencers are getting up to. And recently … Read more
As Instagram comes under increasing scrutiny for contributing to poor mental health and body image, Alex Casey discovers a growing number of local women who are using the platform to empower and educate. The average Instagram user under the age of 25 spends 32 minutes a day on the app. That’s a cool 11392 minutes … Read more
Social media has provided access to more information than ever, but at the same time it’s harder than ever to tell what’s real and what’s fake. InternetNZ policy advisor Nicola Brown looks back at the year Fake News broke the internet. Bad news spreads fast. In 2018 we saw what might be the breaking point of … Read more
Last week, a survey attempted to measure the impact of more than 30 local social media influencers on Instagram. But Lucy Revill, a Wellington-based blogger and social media influencer, argues that the survey should have zero influence over New Zealand’s content creators and brands. On my blog, I’ve worked with many brands both big and … Read more
Erin, Eliza, Taika, or Colin. Which New Zealand social media influencer gives you the best bang for your buck? One recent study reckons it has the answer. According to one well-known specialist agency, $10,000 will buy you anywhere from seven to 20 posts from as many as 14 paid influencers. The variation in posts is … Read more
How does a new meal kit delivery company break into the New Zealand market: they call up a handsome Kiwi fireman who we can all relate to. Jaco Kluts is an astonishingly normal man. He lives in an ordinary house in a steadily gentrifying suburb in Auckland, just near Penny Bright’s old place. Outside on … Read more
Every day in the lead-up to Christmas, open the door to reveal a Spinoff writer’s short, sizzling commentary on a weighty subject. Our arbitrary and strictly enforced word limit: 365. Today: Alex Casey on the only social media influencer worth following. As we drag our heels towards the end of December, it’s the perfect time … Read more
Boutique collars, handmade toys and speciality treats packed with the best ingredients you could ask for. What’s driving the new pet economy? Jihee Junn talks to the small business owners cashing in on the pet care craze. New Zealand is a nation of animal lovers, so much so that there are almost as many pets … Read more
The latest forecast for our most beloved weather presenter? Cloudy with a chance of cheese rolls. It’s been four years since Jim Hickey left our screens, leaving a cavernous cumburger-shaped hole in hearts. Sure, Dan the Weatherman is 100% a living icon and has well and truly run with the catchphrase gauntlet. But it doesn’t … Read more
Alex Casey braves blue alcohol at 10.30am and social media paparazzi to learn female entrepreneurial lessons at the petal cupcake-festooned Girls in Business gathering. The day opened with an emergency announcement: the free fake tan in the goodie bags was leaking. “Make sure you keep them upright ladies,” event organiser Iyia Liu advised the 450-strong crowd. … Read more
Influencers may promote your product for a fee, but loyalty is not included. Madeleine Chapman investigates the dessert box saga of 2018. It all began with a complaint. It wasn’t an exciting complaint. In fact, it was pretty boring as far as rants go. Someone bought a product online and found that the product she … Read more
Business is Boring is a weekly podcast series presented by The Spinoff in association with Callaghan Innovation. Host Simon Pound speaks with innovators and commentators focused on the future of New Zealand, with the interview available as both audio and a transcribed excerpt. This week, he talks to Georgia McGillivray about harnessing the power of social media influencers. Influencer … Read more
Alex Casey counts down the most intriguing Instagrammed breakfasts of Sir The Mad Butcher. I don’t know about your social media diet, but I am sick of scrolling through endless pictures of smoothie bowls, protein oats and mermaid toast wondering when a foodie influencer will finally post something a) actually relatable or b) actually yum. … Read more
Jamie Curry uploaded a video titled “my sexuality” last Sunday, and in doing so let viewers in on a deeply personal side of herself. Sharing one’s personal life online isn’t a new phenomenon, but for YouTube content creators it’s also a part of their job. Audiences expect to be let in to the creator’s world, … Read more
She’s the founder and CEO of beauty-booking app Flossie, controls the agency for social media influencers and sits on the board of Kiwisaver darling Simplicity. So why did Jenene Crossan hit rock bottom? Content warning: this post contains discussion of suicide and suicidal thoughts. I’d been keeping my powder dry on writing this. But today, having … Read more
Almost 20 more people have been in touch with The Spinoff to relay their experiences with Dommy Topia, whose actions were first brought to light via Instagram this week. And it’s clear Topia’s been pulling the same tricks for years. Dozens of people have come forward accusing Dominic (Dommy) Topia of scamming them out of … Read more
A video series featuring interviews with young female bloggers, business owners and creatives has been accused of being an elaborate scam by numerous Instagram users, who say its creator used stories of terminal illness and family death to emotionally manipulate interviewees into handing over cash. Scroll down for updates from former NZ Bachelors Art Green … Read more
Rachel Klaver (nee Goodchild) was one of the pioneers of New Zealand lifestyle blogging, gaining a dedicated following for her witty and insightful writing on topics from internet dating to diets. That meant she got free stuff – a lot of it. But was it all really worth it? These days it feels like everyone … Read more
TVNZ has pulled a story about Kmart from its site after The Spinoff obtained emails showing two online ‘influencers’ received undisclosed payments to appear. The revelations raise fresh questions about the murky and unregulated world of the influencer economy. Alex Casey investigates. Two prominent online “influencers” appeared in a 1News story about Kmart without having … Read more
Would you watch a stranger open PR packages in a YouTube video longer than the average sitcom episode? Millions of people do. Morgan Ashworth explains why. Shannon Harris is sitting on the floor in her filming room, wearing a Gucci-esque t-shirt and Homer Simpson pyjama bottoms. She’s surrounded by packages. It’s like 15 Christmases at … Read more