This review and article was submitted by Surf for Brands customer Samer Brax.
Please note that this blog post is unsolicited, we are not paying or compensating Samer in any way for providing us with this blog post. We love it when customers share how they are using Surf for Brands and when Samer offered his blog to us to use on our website we happily accepted!
The digital marketplace is always changing but one thing will always stay the same: fans will always trust their influencer. And if their influencer promotes a product that they’re passionate about, their followers will follow suit.
But as an ecommerce seller, where do you get started with influencer marketing?
I went over this in my last blog post and YouTube video called “5 Steps To Find Influencers for your Amazon FBA & Shopify Brand”
To give you the quick and dirty, influencer marketing is summed up in 5 steps:
And if you've done some influencer marketing yourself, you know that these steps can get tedious.
You could spend hours digging for influencers only to find out that they just aren’t relevant to your brand.
But what if I told you there’s a tool that automated steps 1-3 and did all of the legwork for you?
A tool that dialed in on the right influencers for your Amazon and Shopify brand.
A tool that has helped me generate over $10,000 in sales through influencer marketing.
Have your attention?
Introducing Surf Analytics by Surf for Brands.
It has over 1 billion profiles that you can sort and filter through in just a few clicks.
**DISCLAIMER: This blog post is NOT sponsored or affiliated with Surf for Brands. Surf for Brands has not contacted me nor will I be receiving any financial benefit from reviewing this tool. I’m simply sharing this info because it is an efficient and affordable way of finding high quality influencers.
So with that in mind, I use Surf Analytics 2 ways:
1. Instagram Cerebro
2. Analyzing Competitor Followers
Method 1: Instagram Cerebro
For my savvy Amazon sellers, Instagram Cerebro is very similar to Helium 10’s Cerebro.
You can search Surf Analytics' database through the following filters:
Instagram Cerebro’s Search Filters:
That’s a lot of filters… and you can easily get lost so let’s take it step by step.
Let’s start by searching for yoga influencers. First I’d click the bio keyword drop down and type in “yoga”.
If I were to run these results without any other filters, Surf Analytics will search all profiles across Instagram for the word “yoga” in their bio. Depending on the keyword, this will either show a lot of profiles or too little.
In this example, it showed us a lot. 440,000+ profiles in fact.
No surprise there, over 300 million people practice yoga all over the world according to the International Yoga Foundation.
To refine my search results, I will add an additional keyword like “instructor” then toggle “search for all words” under the search options.
This will search Instagram profiles with “yoga” AND “instructor”. You could toggle “search any of these words” (an or function) but since there are instructors for 1000s of different disciplines and subjects, we’ll want to toggle all words.
After running the report you can see that just adding an additional word and toggling 1 search option, it drastically decreased our profiles from 440,000+ to 21,000+.
You can play around with these filters to find your sweet spot.
Now that you have a feel for what Instagram Cerebro can do, I’d like to go through all of the other filters, describe their function, and give actionable use cases.
Function: Search for keywords in bio
Use Case: Search for profiles by niche
Example: Your main product keyword is electrolyte but your target audience is the ketogenic diet. Most likely, keto influencers won’t have electrolyte in their bio so it’d be helpful to use a broader keyword that identifies your niche.
Words, Hashtags, Emojis:
Function: Search for words, hashtags, and emojis in profile posts.
Use Case: Search for profiles by main product keyword.
Example: Your main product keyword is electrolyte. You can search every Instagram profile on the platform for any mention of electrolyte.
Function: Search profiles by location
Use Case: Dial in on specific parts of the world if you ship internationally. If you only sell in Amazon US, I recommend filtering by the United States.
Function: Filter profiles by private or public accounts
Use case: ALWAYS select public accounts. If their profile is private, Surf Analytics cannot pull any information about them.
Function: Filter by posting frequency
Use case: Filter out any inactive profiles. You can even set a custom date range.
Number of Followers:
Function: Set a follower minimum and maximum range
Use case: Set your influencer criteria. Mine is 2k-100k followers
Number of Following:
Function: Set a following minimum and maximum range
Use case: I don’t typically use this one but one could set a low max following to filter out spam accounts.
Followers / Following Ratio:
Function: Set a minimum and maximum range for Follow/Following ratio
Use case: I haven’t found a use case for this one so if anyone uses this please leave a comment below and share your reasoning.
Function: Search profiles who use profanity or those who don’t
Use case: Personally I don’t have a use case for this in my niche but I suppose if you sold religious products or children’s toys you could filter for family friendly profiles.
Function: Search for profiles in specific languages
Use case: I always leave this blank since I sell in the US and many people speak different languages.
Function: Search for profiles with or without a default avatar
Use case: I can’t think of one so I never use this. If anyone finds an awesome influencer that 10x’s their amazon sales through a default avatar then I’ll buy you a drink.
Once you define and choose your filters, click apply filters and Surf Analytics will run the report.
Viewing Your Report:
Now there are 2 ways to view the results. The first way is to view profiles one-by-one in the current interface by clicking each profile.
On the right, they have highlighted our bio keyword and gave a breakdown of their engagement rate.
The second way is called grid view. You can toggle it here:
This is a much faster way of viewing their profile metrics.
After you find profiles that meet your criteria, click on their profile from Surf Analytics and validate it on Instagram. Sometimes Surf Analytics’ data isn’t 100% up to date so it’s important to not skip out on this step.
If they don’t measure up for any reason, then it might be worth your time going through the manual methods to see if there’s any active profiles that are algorithmically similar.
I talk about all of these methods in depth in my first blog post:
If they do measure up, then you can add the influencer to a custom list. I usually name them by whatever search query I used. In this case, I’ll save this influencer to my “Bio Keyword: Yoga Demo” list.
Method 2: Analyzing Competitor Followers
The other way I use Surf Analytics to find influencers is through competitor followers.
To get started, search your competitor in the search bar at the top.
In this example, I’ll type in the Instagram handle of Onnit then click run report.
Note: to generate new reports, you’ll need a paid account. Luckily the tool is very affordable. I’ll cover pricing in a moment but if you’d like to hold off on paying, I recommend searching for a well known Instagram page in your niche because odds are, someone has generated a report before.
After running the report, you can see a list of all of their followers and view their stats individually.
Then you can filter their followers by the same exact criteria we used before in method 1 in Instagram Cerebro.
Surf for Brands Pricing:
As for the pricing of the tool the lowest paid plan clocks in at $9.99 a month. I’m not sure how Surf for Brands has made it so cheap but it’s awesome and affordable to almost anyone.
In fact, it’s so affordable that other audience segmentation tools can’t compete.
Surf Analytics by Surf for Brands is perhaps the most affordable and robust audience segmentation tool. It’s the easiest way to identify, organize, and manage your audience on social media. You can plug in your own data, generate your own influencer reports, or run prior reports.
I highly recommend this tool and if you guys have any other tools you use to find influencers leave a comment below and share your experience.