{"id":1945,"date":"2021-06-15T07:07:00","date_gmt":"2021-06-15T05:07:00","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=1945"},"modified":"2024-04-22T16:03:00","modified_gmt":"2024-04-22T14:03:00","slug":"influencer-marketing-navod","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/influencer-marketing-navod\/","title":{"rendered":"Influencer marketing od A do Z v roce 2024: jak funguje a kdy ho vyu\u017e\u00edt?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">S v\u00fdrazem <strong>influencer marketing<\/strong> se v posledn\u00ed dob\u011b setk\u00e1te st\u00e1le \u010dast\u011bji. Spolupr\u00e1ce s influencery <strong>je zkr\u00e1tka trendem<\/strong> a skv\u011ble funguje mnoha \u010desk\u00fdm i zahrani\u010dn\u00edm firm\u00e1m nap\u0159\u00ed\u010d obory. Pomoci m\u016f\u017ee i va\u0161\u00ed firm\u011b, a to r\u016fzn\u00fdmi zp\u016fsoby. Abyste se ale mohli influencer marketingu \u00fasp\u011b\u0161n\u011b v\u011bnovat, je nejprve pot\u0159eba zn\u00e1t v\u0161echna jeho <strong>specifika, v\u00fdhody i mo\u017en\u00e1 \u00faskal\u00ed<\/strong>. P\u0159ipravil jsem pro v\u00e1s tedy <strong>z\u00e1kladn\u00ed p\u0159ehled<\/strong>, kter\u00fd by v\u00e1m m\u011bl za\u010d\u00e1tky v tomto oboru co nejv\u00edce usnadnit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je influencer marketing a jak vznikl?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jde o <strong>novou formu online marketingu<\/strong>, kter\u00e1 vyu\u017e\u00edv\u00e1 vlivu osobnost\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch. Do \u010cesk\u00e9 republiky se dostal v roce 2013 a jeho <strong>nejv\u011bt\u0161\u00ed boom prob\u00edh\u00e1 od roku 2016<\/strong>, kdy u n\u00e1s za\u010dal b\u00fdt velmi popul\u00e1rn\u00ed <strong>Instagram<\/strong>. V sou\u010dasnosti vyu\u017e\u00edv\u00e1 influencer marketing v\u00edce ne\u017e 85 % zna\u010dek po cel\u00e9m sv\u011bt\u011b, alespo\u0148 to tvrd\u00ed <a class=\"rank-math-link\" href=\"https:\/\/influencermarketinghub.com\/\" target=\"_blank\" rel=\"noopener\">The Influencer Marketing Hub<\/a>, kter\u00fd nav\u00edc zjistil, \u017ee jeden investovan\u00fd dolar do t\u00e9to formy propagace p\u0159inese firm\u011b pr\u016fm\u011brn\u011b v\u00edce ne\u017e 5 dolar\u016f.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1, jak vyprodat sklady d\u00edky Facebook, Instagram a Google Ads reklam\u011b s PNO pod 15 % (jako se to povedlo u na\u0161eho klienta), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\">p\u0159\u00edpadovou studii najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_influencer_marketing_rozmach_instagramu.jpeg\" alt=\"Ve sv\u011bt\u011b existuj\u00ed firmy, kter\u00e9 jsou \u00fasp\u011b\u0161n\u00e9 a meziro\u010dn\u011b v\u00fdrazn\u011b rostou a to v\u0161e d\u00edky influencer marketingu, jeliko\u017e \u017e\u00e1dn\u00fd jin\u00fd marketing ned\u011blaj\u00ed. Pokud je influencer marketing vhodn\u011b pou\u017eit, pak je to siln\u00fd n\u00e1stroj v r\u00e1mci marketingov\u00e9ho mixu.\" class=\"wp-image-1947\"\/><figcaption class=\"wp-element-caption\">Influencer marketing se stal siln\u00fdm n\u00e1strojem, kter\u00fd u\u017e m\u00e1 mnoho z\u00e1sad (do\u010dtete se n\u00ed\u017ee)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kdo je influencer?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dnes za influencera pova\u017eujeme <strong>osobu s vlivem na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>. D\u0159\u00edve to byli nap\u0159\u00edklad politici, novin\u00e1\u0159i, herci nebo muzikanti, kte\u0159\u00ed n\u00e1s samoz\u0159ejm\u011b ovliv\u0148uj\u00ed dodnes, jen se k nim p\u0159idali je\u0161t\u011b <strong>online tv\u016frci<\/strong>. M\u016f\u017ee j\u00edt o celebrity i o lidi, kte\u0159\u00ed se stali zn\u00e1m\u00fdmi a\u017e d\u00edky soci\u00e1ln\u00edm s\u00edt\u00edm. <strong>Pro svoji komunitu p\u0159edstavuj\u00ed autoritu a jejich sleduj\u00edc\u00ed jim v\u011b\u0159\u00ed.<\/strong> Pro firmy je tedy mnohdy v\u00fdhodn\u011bj\u0161\u00ed zaplatit influencerovi, kter\u00fd se ztoto\u017e\u0148uje s jejich produkty, ne\u017e vynakl\u00e1dat nemal\u00e9 \u010d\u00e1stky na klasick\u00e9 online kampan\u011b, nebo dokonce reklamu v televizi a r\u00e1diu, v outdooru atd.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hlavn\u00ed c\u00edle influencer marketingu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Existuje <strong>5 z\u00e1kladn\u00edch c\u00edl\u016f influencer marketingu<\/strong>, mezi kter\u00e9 pat\u0159\u00ed<strong> image<\/strong> nebo tak\u00e9 zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce, <strong>dosah, obsah, akvizice a hardsell<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Image kampan\u011b<\/strong> se poj\u00ed s tv\u00e1\u0159\u00ed influencera nebo ambassadora, kter\u00e1 se hod\u00ed k vizu\u00e1ln\u00ed identit\u011b zna\u010dky. U\u017eivatel\u00e9 si s n\u00edm tak zna\u010dku spoj\u00ed a ur\u010dit\u011b nebudou m\u00edt probl\u00e9m s t\u00edm, kdy\u017e se objev\u00ed i na jejich vlastn\u00edch kan\u00e1lech. Image kampan\u011b poskytuj\u00ed<strong> obrovsk\u00fd prostor pro kreativitu<\/strong> a m\u016f\u017eou p\u0159in\u00e9st velk\u00e9 zv\u00fd\u0161en\u00ed dosahu i n\u00e1r\u016fst followers, jen se u nich <strong>\u0161patn\u011b m\u011b\u0159\u00ed v\u00fdsledky<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.cernovsky.cz\/marketing\/klesajici-organicky-dosah-na-facebooku\/\"><strong>U dosahu<\/strong><\/a><strong> je m\u011b\u0159en\u00ed v\u00fdrazn\u011b jednodu\u0161\u0161\u00ed<\/strong>, sta\u010d\u00ed, aby v\u00e1m influencer poslal printscreen statistik p\u0159\u00edsp\u011bvk\u016f a z\u00e1kladn\u00ed data m\u00e1te. Obvykle <strong>jedn\u00edm postem zas\u00e1hne 20 a\u017e 25 % sv\u00e9ho publika<\/strong>, ale \u00fasp\u011b\u0161nost z\u00e1le\u017e\u00ed na mnoha faktorech, pokud je z\u00e1sah ni\u017e\u0161\u00ed, nemus\u00ed j\u00edt jen o chybu influencera.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro <strong>akvizi\u010dn\u00ed kampan\u011b <\/strong>firmy nej\u010dast\u011bji vyu\u017e\u00edvaj\u00ed<strong> sout\u011b\u017ee<\/strong>, proto\u017ee pr\u00e1v\u011b jejich prost\u0159ednictv\u00edm st\u00e1le z\u00edsk\u00e1te nov\u00e9 followery nejrychleji a nejjednodu\u0161eji. I v tomto p\u0159\u00edpad\u011b by ale m\u011bl m\u00edt influencer k va\u0161\u00ed zna\u010dce vztah. Mega sout\u011b\u017ee s des\u00edtkami zapojen\u00fdmi influencery i firmami v\u011bt\u0161in\u011b z nich nic nep\u0159inesou. Mo\u017en\u00e1 d\u00e1vaj\u00ed smysl u spot\u0159ebn\u00ed elektroniky nebo FMCG, ale pro specifick\u00e9 produkty a men\u0161\u00ed zna\u010dky jsou <strong>mnohem vhodn\u011bj\u0161\u00ed sout\u011b\u017ee s jedn\u00edm influencerem o jeden konkr\u00e9tn\u00ed v\u00fdrobek nebo slu\u017ebu<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A pokud jde o <strong>hardsell<\/strong>, u bloger\u016f zde funguj\u00ed <strong>tzv. <\/strong><a href=\"https:\/\/www.domena.cz\/blog\/co-je-to-affiliate-marketing-a-jak-zacit\/\" target=\"_blank\" rel=\"noopener\"><strong>affiliate programy<\/strong><\/a>, u instagrammer\u016f zase <strong>slevov\u00e9 k\u00f3dy<\/strong>, v\u011bt\u0161inou ve v\u00fd\u0161i 10 a\u017e 40 %. Pom\u011brn\u011b m\u00e1lo influencer\u016f v\u00e1m ale jen na tento typ odm\u011bny p\u0159istoup\u00ed. V\u011bt\u0161ina z nich bude po\u017eadovat p\u0159edem stanovenou odm\u011bnu a k tomu provizi z prodej\u016f jako p\u0159\u00edjemn\u00fd bonus.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_influencer_marketing_online_tvorba-1160x773-1.jpeg\" alt=\"V r\u00e1mci psan\u00ed s influencery je t\u0159eba b\u00fdt lidsk\u00fd a nep\u016fsobit arogantn\u011b, jeliko\u017e pot\u00e9 v\u00e1m cenu za spolupr\u00e1ci influencer nap\u00e1l\u00ed vysoko. Je to jenom \u010dlov\u011bk a proto je t\u0159eba s n\u00edm jednat jako s \u010dlov\u011bkem. Tak\u00e9, kdy\u017e uvid\u00ed velkou firmu, \u0159ekne si v\u00edce ne\u017e kdy\u017e uvid\u00ed men\u0161\u00ed firmu. Zkuste p\u016fsobit lidsky, jako rodinn\u00fd podnik, pokud to je mo\u017en\u00e9.\" class=\"wp-image-1948\"\/><figcaption class=\"wp-element-caption\">Rozptyly v odm\u011bn\u00e1ch pro influencery jsou obrovsk\u00e9, rad\u011bji tedy obepi\u0161te v\u00edce influencer\u016f<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Influence\u0159i v \u010cR a v zahrani\u010d\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>V \u010desk\u00e9m prost\u0159ed\u00ed si nejl\u00e9pe placen\u00ed influence\u0159i vyd\u011bl\u00e1vaj\u00ed okolo 200 tis\u00edc korun m\u011bs\u00ed\u010dn\u011b<\/strong>, v zahrani\u010d\u00ed si hv\u011bzdy Instagramu takov\u00e9 \u010d\u00e1stky \u00fa\u010dtuj\u00ed za jeden post. A s odm\u011bnami souvis\u00ed i spr\u00e1vn\u00e9 <strong>ozna\u010dov\u00e1n\u00ed placen\u00e9 spolupr\u00e1ce<\/strong>, kter\u00e9 u n\u00e1s zat\u00edm nen\u00ed pr\u00e1vn\u011b zakotven\u00e9. Naproti tomu v cizin\u011b u\u017e padlo n\u011bkolik trest\u016f za poru\u0161en\u00ed takov\u00fdch z\u00e1kon\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00fdhody a nev\u00fdhody influencer marketingu<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00fdhody influencer marketingu<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se nerozhodnete pro nejv\u011bt\u0161\u00ed a nejdra\u017e\u0161\u00ed influencery, kter\u00fdmi jsou v \u010cesk\u00e9 republice Leo\u0161 Mare\u0161, Dara Rolins nebo Nikol \u0160t\u00edbrov\u00e1, bude jednou z nejv\u011bt\u0161\u00edch v\u00fdhod <strong>cena<\/strong> cel\u00e9 kampan\u011b. Vedle toho z\u00edsk\u00e1te<strong> okam\u017eit\u00fd p\u0159\u00edstup k c\u00edlov\u00e9 skupin\u011b a t\u0159eba i kvalitn\u00ed obsah<\/strong>, po dohod\u011b s influencerem vyu\u017eiteln\u00fd i na va\u0161ich vlastn\u00edch kan\u00e1lech. Nav\u00edc bez probl\u00e9mu oslov\u00edte i z\u00e1stupce generace Z, tedy mlad\u00e9 lidi ve v\u011bku od 18 do 25 let.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nev\u00fdhody influencer marketingu<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Doned\u00e1vna nebylo jednoduch\u00e9 m\u011b\u0159it \u00fasp\u011b\u0161nost kampan\u00ed.<\/strong> Ani dnes to nen\u00ed tak pr\u016fkazn\u00e9 jako nap\u0159\u00edklad u <a class=\"rank-math-link\" href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">Facebookov\u00e9<\/a> nebo <a class=\"rank-math-link\" href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">PPC reklamy<\/a>, ale samotn\u00fd Instagram i n\u00e1stroje t\u0159et\u00edch stran se v tomto ohledu neust\u00e1le zlep\u0161uj\u00ed. Z\u00e1le\u017e\u00ed na konkr\u00e9tn\u00edm charakteru kampan\u011b \u2013 akvizice nebo dosah se m\u011bn\u00ed pom\u011brn\u011b jednodu\u0161e, naopak u brandov\u00fdch a image kampan\u00ed m\u016f\u017eeme v\u00fdsledky jen odhadovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-center is-image-fill has-black-color has-text-color has-background has-medium-font-size\" style=\"background-color:#dbfbdb\"><div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em\">\n<p class=\"has-large-font-size wp-block-paragraph\"><em><strong>PRO TIP<\/strong><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chcete, aby v\u00e1m <strong>profesion\u00e1lov\u00e9 pom\u00e1hali<\/strong> s tvorbou video obsahu na soci\u00e1ln\u00ed s\u00edt\u011b?<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size wp-block-paragraph\" style=\"line-height:1.2\">TikTok videa, Instagram a Facebook Reels, YouTube Shorts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00edskejte <strong>10 tis\u00edc<\/strong> nebo <strong>100 tis\u00edc zhl\u00e9dnut\u00ed<\/strong> u va\u0161ich vide\u00ed a prod\u00e1vejte jednodu\u0161e!<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size wp-block-paragraph\" style=\"line-height:1.2\">A cena?&nbsp;Nebojte, majlant to nen\u00ed. V\u00edce se o t\u00e9to <a href=\"https:\/\/www.cernovsky.cz\/strihani-videi-podnikatel\/\">slu\u017eb\u011b st\u0159\u00edh\u00e1n\u00ed kr\u00e1tk\u00fdch vide\u00ed na TikTok a dal\u0161\u00ed soci\u00e1ln\u00ed s\u00edt\u011b dozv\u00edte zde<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak takov\u00e1 videa vypadaj\u00ed? Mrkn\u011bte nap\u0159. ke <a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" data-type=\"URL\" data-id=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">mn\u011b na TikTok<\/a>.<\/p>\n<\/div>\n<\/div><figure class=\"wp-block-media-text__media\" style=\"background-image:url(https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png);background-position:50% 51%\"><a href=\"https:\/\/www.cernovsky.cz\/strihani-videi-podnikatel\/\"><img fetchpriority=\"high\" decoding=\"async\" width=\"612\" height=\"408\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png\" alt=\"\" class=\"wp-image-8499 size-full\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png 612w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg-300x200.png 300w\" sizes=\"(max-width: 612px) 100vw, 612px\" \/><\/a><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed probl\u00e9m p\u0159edstavuje <strong>v\u00fdb\u011br nevhodn\u00e9ho influencera<\/strong>, kter\u00fd v lep\u0161\u00edm p\u0159\u00edpad\u011b zna\u010dce nic nep\u0159inese a v tom hor\u0161\u00edm ji m\u016f\u017ee i po\u0161kodit. Pr\u00e1v\u011b na tuto f\u00e1zi kampan\u011b byste tedy m\u011bli kl\u00e1st velk\u00fd d\u016fraz. Ur\u010dit\u011b nic neusp\u011bchejte a rad\u011bji <strong>volbu vhodn\u00fdch online tv\u016frc\u016f konzultujte s odborn\u00edky<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Influence\u0159i podle soci\u00e1ln\u00edch s\u00edt\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bloge\u0159i a blogerky<\/strong> v\u011bt\u0161inou za\u010d\u00ednali d\u0159\u00edve ne\u017e p\u0159ed p\u011bti lety s vlastn\u00edm blogem. Nej\u010dast\u011bji tam recenzovali kosmetiku, fotili a komentovali outfity nebo popisovali svoje zahrani\u010dn\u00ed cesty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Instagrame\u0159i<\/strong> vyrostli a\u017e v posledn\u00edch p\u011bti letech p\u0159\u00edmo na Instagramu, a to d\u00edky vizu\u00e1ln\u011b zaj\u00edmav\u00e9mu obsahu s p\u0159esahem.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1 jak dos\u00e1hnout PNO (pod\u00edl n\u00e1klad\u016f na obratu) pod 20 % d\u00edky v\u00fdkonnostn\u00ed TikTok reklam\u011b (5x n\u00e1vratnost investice do reklamy), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\">p\u0159\u00edpadovou studii TikTok najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Youtube\u0159i <\/strong>krom\u011b tvorby na Instagramu je\u0161t\u011b to\u010d\u00ed r\u016fzn\u00e9 typy vide\u00ed. N\u011bkte\u0159\u00ed se zam\u011b\u0159uj\u00ed na r\u016fzn\u00e9 n\u00e1vody nebo tutori\u00e1ly, jin\u00ed se v\u011bnuj\u00ed rozhovor\u016fm. Ti v\u011bt\u0161\u00ed a zn\u00e1m\u011bj\u0161\u00ed \u010dasto maj\u00ed i sv\u016fj podcast.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_influencer_marketing_blogerky-1160x653-1.jpg\" alt=\"Ud\u011blejte si pr\u016fzkum trhu influencer\u016f, oslovte je jak\u00e9 jsou jejich podm\u00ednky spolupr\u00e1ce, projd\u011bte si jejich historii, zeptejte se, zdali nespolupracuj\u00ed s n\u011bjakou zna\u010dkou ve stejn\u00e9m oboru. Kvalitn\u00ed p\u0159\u00edprava je d\u016fle\u017eitou sou\u010d\u00e1st\u00ed \u00fasp\u011bchu.\" class=\"wp-image-1949\"\/><figcaption class=\"wp-element-caption\">Bloge\u0159i, youtube\u0159i, instagrame\u0159i, tiktoke\u0159i &#8211; v\u0161e jsou to influence\u0159i, kter\u00e9 je mo\u017eno vyu\u017e\u00edt v influencer marketingu<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Komu se influencer marketing vyplat\u00ed?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Je\u0161t\u011b <strong>p\u0159ed p\u00e1r lety se o influencer marketingu mluvilo v\u00fdhradn\u011b v souvislosti s mlad\u00fdm publikem<\/strong>, ale v sou\u010dasnosti u\u017e to nemus\u00ed platit stoprocentn\u011b. Instagramov\u00e9 <strong>kampan\u011b s influencery firmy u\u017e b\u011b\u017en\u011b c\u00edl\u00ed na v\u011bkovou kategorii 30 &#8211; 40<\/strong> <strong>let<\/strong>, n\u011bkdy i na star\u0161\u00ed publikum. Z\u00e1le\u017e\u00ed na konkr\u00e9tn\u00edm produktu. Naproti tomu propagace produkt\u016f pro mlad\u00e9 od 18 do 25 u\u017e dnes prob\u00edhaj\u00ed i&nbsp;na <a href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-vyhody-tipy\/\" class=\"rank-math-link\">TikToku<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vy\u010dlenit \u010d\u00e1st rozpo\u010dtu na influencer marketing m\u016f\u017eu doporu\u010dit <strong>v\u011bt\u0161in\u011b firem<\/strong>. <strong>Vizu\u00e1ln\u011b zaj\u00edmav\u00fdm produkt\u016fm<\/strong>, nov\u00fdm technologi\u00edm nebo modern\u00edm slu\u017eb\u00e1m se bude nejv\u00edc da\u0159it <strong>na Instagramu<\/strong>. Pokud pot\u0159ebujete, aby na v\u00e1s influencer <strong>odkazoval<\/strong>, p\u0159\u00edpadn\u011b popsal funkce va\u0161eho produktu v\u00edc do hloubky, m\u016f\u017eete zase vyu\u017e\u00edt n\u011bkoho <strong>s vlastn\u00edm blogem<\/strong>. Na n\u00e1vodn\u00e1 videa, tutori\u00e1ly a mluven\u00e9 rozhovory jsou ide\u00e1ln\u00ed <strong>youtube\u0159i <\/strong>a s vtipn\u00fdmi videy si porad\u00ed <strong>tiktoke\u0159i<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kolik influencerovi zaplatit a na co si d\u00e1t pozor?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Rozpo\u010det na kampa\u0148 je pot\u0159eba m\u00edt stanoven\u00fd p\u0159edem.<\/strong> Vytipovan\u00fdch influencer\u016f se pak samoz\u0159ejm\u011b na ceny zept\u00e1te a d\u00edky tomu alespo\u0148 ihned zjist\u00edte, jestli si je m\u016f\u017eete dovolit zaplatit. Pokud ne, je mo\u017en\u00e9 \u010d\u00e1ste\u010dn\u011b upravit podobu spolupr\u00e1ce nebo zkr\u00e1tka vybrat jin\u00e9 influencery.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Nace\u0148ov\u00e1n\u00ed se ned\u00e1 p\u0159\u00edli\u0161 zobecnit. <\/strong>Z\u00e1vis\u00ed toti\u017e nejen na velikosti influencera, ale i na d\u00e9lce spolupr\u00e1ce nebo po\u010dtu a typech v\u00fdstup\u016f. Samoz\u0159ejm\u011b, \u017ee mikroinfluencer bude po\u017eadovat sp\u00ed\u0161e ni\u017e\u0161\u00ed tis\u00edce korun, zat\u00edmco celebrit\u00e1m m\u016f\u017eete zaplatit i statis\u00edce, ale <strong>konkr\u00e9tn\u00ed \u010d\u00edsla se hodn\u011b li\u0161\u00ed<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak influencery vyb\u00edrat?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pro za\u010d\u00e1tek se m\u016f\u017eete \u0159\u00eddit <strong>7 z\u00e1kladn\u00edmi krit\u00e9rii<\/strong>, a to<strong> z\u00e1sahem publika, vztahem se sleduj\u00edc\u00edmi, loajalitou k brandu, kvalitou p\u0159\u00edsp\u011bvk\u016f, aktivitou a profesionalitou komunikace<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro dokonal\u00fd p\u0159ehled o z\u00e1sahu je pot\u0159eba si vy\u017e\u00e1dat <strong>statistiky<\/strong>, pokud tedy s influencery nespolupracujete p\u0159es platformu, kde jeho \u010d\u00edsla rovnou vid\u00edte. M\u016f\u017ee se toti\u017e st\u00e1t, \u017ee <strong>z ve\u0159ejn\u00fdch \u010d\u00edsel nepozn\u00e1te, odkud poch\u00e1z\u00ed v\u011bt\u0161ina publika<\/strong> nebo zda nejsou sleduj\u00edc\u00ed koupen\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00edm d\u016fle\u017eit\u00fdm krit\u00e9riem je <strong>afinita a loajalita ke zna\u010dce<\/strong>. Mus\u00ed v\u00e1m to spolu jednodu\u0161e fungovat, a tak i vy byste si m\u011bli zjistit, kdo vlastn\u011b za profilem stoj\u00ed, jak\u00fd je <strong>p\u0159\u00edb\u011bh va\u0161eho potenci\u00e1ln\u00edho influencera<\/strong>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9758\" class=\"elementor elementor-9758\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">ZDARMA p\u0159\u00edstup k NEVE\u0158EJN\u00c9 p\u0159\u00edpadovce Facebook a Instagram reklamy, kter\u00e1 za ka\u017edou investovanou 1 K\u010d do reklamy p\u0159inesla 10 K\u010d a v\u00edce (ROAS 10+, PNO pod 10 %) - 10x N\u00c1VRATNOST za posledn\u00ed rok<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_case_study\" name=\"blog form venda case study\" aria-label=\"blog form venda case study\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9758\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kvalita v\u00fdstup\u016f i celkov\u00fd obsah influencera<\/strong> m\u016f\u017ee va\u0161\u00ed zna\u010dce pomoci nebo ji naopak po\u0161kodit. V\u017edy se pe\u010dliv\u011b pod\u00edvejte na profil kandid\u00e1ta, proto\u017ee podobn\u00e9 p\u0159\u00edsp\u011bvky pravd\u011bpodobn\u011b vytvo\u0159\u00ed i pro v\u00e1s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud je influencer v posledn\u00edch m\u011bs\u00edc\u00edch aktivn\u00ed jen jednou t\u00fddn\u011b nebo je\u0161t\u011b m\u00e9n\u011b, rad\u011bji vyberte jin\u00e9ho. Stejn\u011b tak p\u0159\u00edli\u0161 velk\u00e1 aktivita m\u016f\u017ee sp\u00ed\u0161e u\u0161kodit. T\u0159i posty a 20 stories za den si budou navz\u00e1jem konkurovat a v\u00fdstupy s va\u0161\u00edm produktem nebo slu\u017ebou nezas\u00e1hnou tolik lid\u00ed jako <strong>u profil\u016f s doporu\u010dovanou aktivitou <a href=\"https:\/\/www.cernovsky.cz\/marketing\/klesajici-organicky-dosah-na-facebooku\/\" class=\"rank-math-link\">okolo 3-4 post\u016f t\u00fddn\u011b<\/a> a n\u011bkolika stories denn\u011b<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Osloven\u00ed a domluven\u00ed spolupr\u00e1ce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0158ekn\u011bme, \u017ee volbu influencera u\u017e m\u00e1te \u00fasp\u011b\u0161n\u011b za sebou, Nyn\u00ed se tedy m\u016f\u017eete p\u0159esunout k samotn\u00e9mu kontaktov\u00e1n\u00ed kandid\u00e1ta. Pokud m\u00e1 na Instagramu nebo blogu i email, m\u016f\u017eete mu napsat tam, jinak bude pravd\u011bpodobn\u011b reagovat p\u0159\u00edmo ve zpr\u00e1v\u00e1ch na Instagramu. V obou p\u0159\u00edpadech ale dbejte na <strong>osobn\u00ed p\u0159\u00edstup<\/strong> a v\u017edy <strong>oslovujte jm\u00e9nem<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud komunikace nefunguje, alespo\u0148 si ov\u011b\u0159\u00edte, \u017ee s t\u00edmto tv\u016frcem spolupracovat nechcete. V opa\u010dn\u00e9m p\u0159\u00edpad\u011b se m\u016f\u017eete pustit do seps\u00e1n\u00ed <strong>smlouvy s konkr\u00e9tn\u00edmi podm\u00ednkami spolupr\u00e1ce<\/strong> v\u010detn\u011b term\u00edn\u016f, po\u010dtu v\u00fdstup\u016f, odm\u011bny atd. Jist\u011bj\u0161\u00ed je smlouva i u barterov\u00e9 spolupr\u00e1ce, u placen\u00fdch kampan\u00ed je ale <strong>naprostou nutnost\u00ed<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mohu v\u0159ele doporu\u010dit sledovat <a href=\"https:\/\/www.instagram.com\/svetinfluenceru\/?hl=en\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">tento profil<\/a> na Instagramu, kter\u00fd upozor\u0148uje na \u0161patn\u00e9, ale i poveden\u00e9 spolupr\u00e1ce. Z\u00e1rove\u0148 by bylo dobr\u00e9 respektovat z\u00e1sady <a href=\"https:\/\/ferovyinfluencer.cz\/\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">F\u00e9rov\u00e9ho influencera<\/a>, co\u017e je sdru\u017een\u00ed pro v\u011bt\u0161\u00ed transparentnost a dodr\u017eov\u00e1n\u00ed reklamn\u00edch z\u00e1sad v influencer marketingu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.instagram.com\/svetinfluenceru\/?hl=en\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_influencer_marketing_svet_influenceru-1160x1690-1.jpg\" alt=\"Rozhodn\u011b doporu\u010duji sledovat tento profil na Instagramu. Najdete jich ur\u010dit\u011b v\u00edce, ale tento je ov\u011b\u0159en\u00fd a staraj\u00ed se o n\u011bj spr\u00e1vn\u00ed lid\u00e9, kte\u0159\u00ed upozor\u0148uj\u00ed na poveden\u00e9 a nepoveden\u00e9 spolupr\u00e1ce s influencery.\" class=\"wp-image-1954\"\/><\/a><figcaption class=\"wp-element-caption\">Sv\u011bt influencer\u016f je takov\u00fd n\u00e1vod na to, jak d\u011blat a ned\u011blat influencer marketing<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d spolupracovat s mikroinfluencery?&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V roce <strong>2019<\/strong> se ust\u00e1lil dal\u0161\u00ed pojem, a to <strong>mikroinfluencer<\/strong>. U n\u00e1s je za n\u011bj pova\u017eov\u00e1n ten, kdo m\u00e1 zhruba <strong>1000 a\u017e 10 000 sleduj\u00edc\u00edch<\/strong>. Ve sv\u011btov\u00e9m m\u011b\u0159\u00edtku m\u016f\u017eou m\u00edt ale mikroinfluence\u0159i \u010d\u00edsla mnohon\u00e1sobn\u011b vy\u0161\u0161\u00ed, \u010dasto jde o online tv\u016frce do 20 000 followers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Obecn\u011b maj\u00ed tito lid\u00e9 <strong>u\u017e\u0161\u00ed zam\u011b\u0159en\u00ed ne\u017e velc\u00ed influence\u0159i <\/strong>a jejich publikum je \u010dasto pova\u017euje za odborn\u00edka na danou problematiku. D\u00edky tomu se v\u016f\u010di nim projevuje velmi loaj\u00e1ln\u011b a d\u00e1 na jejich doporu\u010den\u00ed. Za v\u00fdhodu mikroinfluencer\u016f pova\u017euje v\u011bt\u0161ina market\u00e9r\u016f tak\u00e9 <strong>autenti\u010dt\u011bj\u0161\u00ed obsah<\/strong>, ale toto pravidlo dnes u\u017e neplat\u00ed tak jako p\u0159ed 5 lety. Doporu\u010duji tedy <strong>vybran\u00e9 mikroinfluencery prov\u011b\u0159ovat<\/strong> podobn\u011b jako ty velk\u00e9. Existuj\u00ed na to r\u016fzn\u00e9 specializovan\u00e9 n\u00e1stroje, p\u0159\u00edpadn\u011b se t\u00edm zab\u00fdvaj\u00ed agentury nebo specializovan\u00ed freelance\u0159i.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jednor\u00e1zov\u00e9 versus dlouhodob\u00e9 spolupr\u00e1ce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u011bt\u0161ina zku\u0161en\u00fdch market\u00e9r\u016f, influencer\u016f i majitel\u016f firem se shodn\u011b na tom, \u017ee <strong>v\u0161em stran\u00e1m se v\u00edc vyplat\u00ed dlouhodob\u00e9 spolupr\u00e1ce<\/strong>, kter\u00e9 v\u011bt\u0161inou ocen\u00ed i samotn\u00e9 publikum. Mohou trvat t\u0159i m\u011bs\u00edce, ale i rok, nebo dokonce n\u011bkolik let. V takov\u00e9m p\u0159\u00edpad\u011b u\u017e ale v\u011bt\u0161inou mluv\u00edme sp\u00ed\u0161e o <a class=\"rank-math-link\" href=\"https:\/\/www.e15.cz\/byznys\/ostatni\/proc-firmy-potrebuji-brand-ambasadory-692258\" target=\"_blank\" rel=\"noopener\"><strong>ambassadorech zna\u010dky<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9794\" class=\"elementor elementor-9794\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">TIP na ebook ZDARMA: Bu\u010fte \u00daSP\u011a\u0160N\u00cd na soci\u00e1ln\u00edch s\u00edt\u00edch s 21 nejv\u00edc TRENDY t\u00e9maty pro TVORBU vide\u00ed a p\u0159\u00edsp\u011bvk\u016f na Instagram, TikTok, YouTube, Threads, LinkedIn, X a Facebook\n(PDF)<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_21_video_ideas\" name=\"blog form 21 temat na videa a prispevky\" aria-label=\"blog form 21 temat na videa a prispevky\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9794\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Influencer nebo ambassador?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u011bt\u0161\u00ed spole\u010dnosti maj\u00ed \u010dasto svoje <strong>ambasadory<\/strong>, se kter\u00fdmi spolupracuj\u00ed intenzivn\u011b a dlouhodob\u011b. A v r\u00e1mci kampan\u00ed je\u0161t\u011b jednor\u00e1zov\u011b oslovuj\u00ed <strong>dal\u0161\u00ed influencery<\/strong>. Existuj\u00ed ale i men\u0161\u00ed <strong>firmy, kter\u00e9 preferuj\u00ed pouze ambasadorstv\u00ed,<\/strong> proto\u017ee je pro n\u011b zkr\u00e1tka p\u0159irozen\u011bj\u0161\u00ed. Na soci\u00e1ln\u00edch s\u00edt\u00edch se spojuj\u00ed&nbsp;s lidmi, kte\u0159\u00ed se z\u00e1rove\u0148 st\u00e1vaj\u00ed tv\u00e1\u0159emi jejich produkt\u016f nebo slu\u017eeb, reprezentuj\u00ed je na akc\u00edch atd. B\u011b\u017en\u00e9 je to nap\u0159\u00edklad v segmentu luxusn\u00ed nebo salonn\u00ed kosmetiky, ale tak\u00e9 v oblasti lok\u00e1ln\u00ed nebo zna\u010dkov\u00e9 m\u00f3dy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_influencer_marketing_ambassador-1160x773-1.jpeg\" alt=\"Je vlastn\u011b jedno jestli sv\u00fdm influencer\u016fm budete \u0159\u00edkat ambasado\u0159i nebo influence\u0159i, d\u016fle\u017eit\u00e9 je, aby jejich hodnoty a jejich ch\u00e1p\u00e1n\u00ed sv\u011bta bylo obdobn\u00e9 jako to va\u0161e a mohli se tak va\u0161e vize spojit. V tu chv\u00edli vznik\u00e1 super kombinace a partnerstv\u00ed m\u016f\u017ee fungovat dlouhodob\u011b.\" class=\"wp-image-1950\"\/><figcaption class=\"wp-element-caption\">Ambasador je vlastn\u011b takov\u00fd dlouhodob\u00fd influencer<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00dasp\u011b\u0161n\u00e9 \u010desk\u00e9 a zahrani\u010dn\u00ed spolupr\u00e1ce s influencery<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Co se t\u00fd\u010de <strong>m\u00f3dy<\/strong>, m\u00e1 velk\u00fd \u00fasp\u011bch kampa\u0148 zna\u010dky \u0161perk\u016f <strong><a href=\"https:\/\/www.danielwellington.com\/cz\/\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">Daniel Wellington<\/a><\/strong>. A co v\u00edc, tato firma <strong>propaguje svoje produkty v\u00fdhradn\u011b prost\u0159ednictv\u00edm influencer\u016f<\/strong>, kter\u00e9 velmi pe\u010dliv\u011b vyb\u00edr\u00e1. Pak u\u017e sta\u010d\u00ed jen chyt\u0159e zvolen\u00e9 hashtagy a da\u0159\u00ed se j\u00ed p\u016fsobit autenticky a z\u00edsk\u00e1vat si v\u011brn\u00e9 fanou\u0161ky.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u011bkdy se z b\u011b\u017en\u00e9 spolupr\u00e1ce s influencerem stane i dlouhodob\u00e9 partnerstv\u00ed. P\u0159\u00edkladem je <strong>kosmetick\u00e1 zna\u010dka <a href=\"https:\/\/eu.morphe.com\/\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">Morphe<\/a><\/strong>, kter\u00e1 se spojila <strong>s ambassadorkou <a href=\"https:\/\/www.instagram.com\/jaclynhill\/?hl=en\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">Jacklyn Hill<\/a><\/strong>, aby spole\u010dn\u011b vytvo\u0159ili ikonickou paletku o\u010dn\u00edch st\u00edn\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V \u010cesk\u00e9 republice se v t\u00e9to oblasti velmi da\u0159\u00ed nap\u0159\u00edklad <strong>Coca Cole, kter\u00e1 dok\u00e1\u017ee spojit kreativitu, skv\u011ble vybran\u00e9 influencery a <\/strong><a href=\"https:\/\/www.focus-age.cz\/m-journal\/internet\/velky-pruvodce-formaty-pro-rok-2020--zjistete--jak-se-spravne-vejit-na-socialni-site__s281x14941.html\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\"><strong>obl\u00edben\u00e9 form\u00e1ty<\/strong><\/a>. Nap\u0159\u00edklad v roce 2018 se do kampan\u011b zapojil <strong><a href=\"https:\/\/www.instagram.com\/johnymachette\/?hl=en\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">Johny Machette<\/a><\/strong>, o kter\u00e9m je zn\u00e1mo, \u017ee Colu miluje. Spolu s dal\u0161\u00edmi online tv\u016frci pak v r\u00e1mci <strong>#CocaColaRoadTrip<\/strong> obj\u00ed\u017ed\u011bl \u010cesko ve fotogenick\u00e9m retro <a href=\"https:\/\/www.instagram.com\/p\/B1EuNJCohEN\/\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">Volkswagenu<\/a>. Za\u010d\u00e1tek roku 2021 zase pat\u0159il va\u0159en\u00ed prost\u0159ednictv\u00edm \u017eiv\u00e9ho vys\u00edl\u00e1n\u00ed na Instagramu, tentokr\u00e1t pod hashtagem #spoluchutnanejlepe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_Influencer_marketing_Johny_Machette_Coca_Cola-1160x752-1.jpg\" alt=\"Influencer marketing m\u00e1 mnoho \u00faskal\u00ed, ale pokud je proveden spr\u00e1vn\u011b, dle tohoto n\u00e1vodu, pak minimalizujete riziko toho, \u017ee se jako firma sp\u00e1l\u00edte. Bohu\u017eel je t\u0159eba dodat to, \u017ee se pravd\u011bpodobn\u011b sp\u00e1len\u00ed nevyhnete a budete muset testovat.\" class=\"wp-image-1951\"\/><figcaption class=\"wp-element-caption\">Influencer marketing v pod\u00e1n\u00ed Johnyho Machette <\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Budoucnost influencer marketingu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u011bhem p\u0159\u00ed\u0161t\u00edch let se samoz\u0159ejm\u011b m\u016f\u017ee st\u00e1t, \u017ee lid\u00e9 p\u0159estanou reklamu na soci\u00e1ln\u00edch s\u00edt\u00edch vn\u00edmat a influencer marketingu se p\u0159estane da\u0159it. Odborn\u00edci ale p\u0159edpokl\u00e1daj\u00ed sp\u00ed\u0161e <strong>p\u0159esun influencer\u016f na jin\u00e9 platformy<\/strong> nebo zm\u011bny v monetizaci kampan\u00ed ve prosp\u011bch vlastn\u00edk\u016f soci\u00e1ln\u00edch s\u00edt\u00ed. <strong>Zat\u00edm je ale influencer marketing na sv\u00e9m vrcholu, a to i v \u010cesk\u00e9 republice.<\/strong> Proto ur\u010dit\u011b zva\u017ete, jestli ho p\u0159ece jen do marketingov\u00e9ho mixu nezahrnout.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud m\u00e1te n\u011bjakou zaj\u00edmavou zku\u0161enost, o kterou se chcete pod\u011blit, nebo chcete s influencer marketingem poradit, pak sena m\u011b nev\u00e1hejte obr\u00e1tit na mailu:&nbsp;<a href=\"mailto:tomas@cernovsky.cz\">tomas@cernovsky.cz<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj&nbsp;<a rel=\"noreferrer noopener\" class=\"rank-math-link\" href=\"https:\/\/www.linkedin.com\/in\/cernovsky\" target=\"_blank\">LinkedIn<\/a>&nbsp;profil. Na&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovskycz\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"rank-math-link\">Instagramu<\/a>&nbsp;najdete st\u0159\u00edpky z m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte se influencerov\u011b! Nebo f\u00e9rov\u011b?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce&nbsp;<a class=\"rank-math-link\" href=\"https:\/\/www.cernovsky.cz\/muj-pribeh\/\">M\u016fj p\u0159\u00edb\u011bh<\/a>, m\u00e9 hodnoty naleznete na str\u00e1nce&nbsp;<a class=\"rank-math-link\" href=\"https:\/\/www.cernovsky.cz\/me-hodnoty\/\">M\u00e9 hodnoty<\/a>&nbsp;a m\u00e9 slu\u017eby najdete&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/#sluzby\">zde<\/a>. Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zdroje:&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/amazon-affiliate.eu\/cs\/9-prikladu-skvelych-modnich-marketingovych-kampani-s-influencery\/\" target=\"_blank\" rel=\"noopener\">https:\/\/amazon-affiliate.eu\/cs\/9-prikladu-skvelych-modnich-marketingovych-kampani-s-influencery\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/americanoize.com\/courses\/diy-how-to-run-your-influencer-campaign\/?tab=tab-overview\" target=\"_blank\" rel=\"noopener\">https:\/\/americanoize.com\/courses\/diy-how-to-run-your-influencer-campaign\/?tab=tab-overview<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.comerto.com\/poradenstvi-skoleni\/odborne-clanky\/influencer-marketing-vse-co-jste-chteli-vedet-o-influencer-marketingu-a-bali-jste-se-zeptat\" target=\"_blank\" rel=\"noopener\">https:\/\/www.comerto.com\/poradenstvi-skoleni\/odborne-clanky\/influencer-marketing-vse-co-jste-chteli-vedet-o-influencer-marketingu-a-bali-jste-se-zeptat<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evisions.cz\/influencer-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.evisions.cz\/influencer-marketing\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/influencermarketinghub.com\/influencer-marketing-benchmark-report-2021\/\" target=\"_blank\" rel=\"noopener\">https:\/\/influencermarketinghub.com\/influencer-marketing-benchmark-report-2021\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/pulse\/1-m%C3%A1-influencer-marketing-v-roce-2019-%C4%8Dr-je%C5%A1t%C4%9B-smysl-%C4%8Dernick%C3%A1\/?originalSubdomain=cz\" target=\"_blank\" rel=\"noopener\">https:\/\/www.linkedin.com\/pulse\/1-m%C3%A1-influencer-marketing-v-roce-2019-%C4%8Dr-je%C5%A1t%C4%9B-smysl-%C4%8Dernick%C3%A1\/?originalSubdomain=cz<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.pruvodcepodnikanim.cz\/clanek\/influencer-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.pruvodcepodnikanim.cz\/clanek\/influencer-marketing\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/scoutandthecity.com\/6-kriterii-pro-vyber-spravneho-influencera\/\" target=\"_blank\" rel=\"noopener\">https:\/\/scoutandthecity.com\/6-kriterii-pro-vyber-spravneho-influencera\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/scoutandthecity.com\/5-cilu-influencer-marketingu\/\" target=\"_blank\" rel=\"noopener\">https:\/\/scoutandthecity.com\/5-cilu-influencer-marketingu\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/scoutandthecity.com\/7-typu-influenceru-na-instagramu-a-jinde\/\" target=\"_blank\" rel=\"noopener\">https:\/\/scoutandthecity.com\/7-typu-influenceru-na-instagramu-a-jinde\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.seznamzpravy.cz\/clanek\/cesti-influenceri-vydelavaji-100-az-300-tisic-mesicne-zahranicni-to-maji-za-jednu-fotku-74155\" target=\"_blank\" rel=\"noopener\">https:\/\/www.seznamzpravy.cz\/clanek\/cesti-influenceri-vydelavaji-100-az-300-tisic-mesicne-zahranicni-to-maji-za-jednu-fotku-74155<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/shanebarker.com\/blog\/pros-and-cons-of-influencer-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/shanebarker.com\/blog\/pros-and-cons-of-influencer-marketing\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>S v\u00fdrazem influencer marketing se v posledn\u00ed dob\u011b setk\u00e1te st\u00e1le \u010dast\u011bji. Spolupr\u00e1ce s influencery je zkr\u00e1tka trendem a skv\u011ble funguje mnoha \u010desk\u00fdm i zahrani\u010dn\u00edm firm\u00e1m nap\u0159\u00ed\u010d obory. Pomoci m\u016f\u017ee i va\u0161\u00ed firm\u011b, a to r\u016fzn\u00fdmi zp\u016fsoby. Abyste se ale mohli influencer marketingu \u00fasp\u011b\u0161n\u011b v\u011bnovat, je nejprve pot\u0159eba zn\u00e1t v\u0161echna jeho specifika, v\u00fdhody i mo\u017en\u00e1 \u00faskal\u00ed. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5651,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"influencer marketing","footnotes":""},"categories":[9],"tags":[41,37],"class_list":["post-1945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-influencer","tag-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/1945","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=1945"}],"version-history":[{"count":3,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/1945\/revisions"}],"predecessor-version":[{"id":9859,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/1945\/revisions\/9859"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/5651"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=1945"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=1945"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=1945"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}