{"id":46946,"date":"2026-01-03T13:41:40","date_gmt":"2026-01-03T12:41:40","guid":{"rendered":"https:\/\/www.mzone.cz\/?p=46946"},"modified":"2026-01-03T13:41:41","modified_gmt":"2026-01-03T12:41:41","slug":"influenceri-vyplati-se-znackam-jen-kdyz-firmy-vedi-co-delaji","status":"publish","type":"post","link":"https:\/\/www.mzone.cz\/en\/influenceri-vyplati-se-znackam-jen-kdyz-firmy-vedi-co-delaji\/","title":{"rendered":"Vyplat\u00ed se zna\u010dk\u00e1m influence\u0159i? Jen kdy\u017e firmy v\u011bd\u00ed, co d\u011blaj\u00ed"},"content":{"rendered":"

Influence\u0159i um\u00ed zna\u010dk\u00e1m p\u0159in\u00e9st v\u00fdkonnost i d\u016fv\u011bru z\u00e1kazn\u00edk\u016f, ale tak\u00e9 snadno prop\u00e1lit rozpo\u010det. Odborn\u00edci se ale shoduj\u00ed, \u017ee spolupr\u00e1ce funguje jen tehdy, kdy\u017e ji firmy dr\u017e\u00ed pevn\u011b v rukou a nespol\u00e9haj\u00ed jen na \u201evelk\u00e1 \u010d\u00edsla\u201c. Co rozhoduje o \u00fasp\u011bchu?<\/strong><\/p>
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Spolupr\u00e1ce s influencery se za posledn\u00ed roky stala pevnou sou\u010d\u00e1st\u00ed komunika\u010dn\u00edho mixu \u0159ady zna\u010dek. \u201eS influencery se pracuje jako se samostatn\u00fdm m\u00e9diem, ti nejv\u011bt\u0161\u00ed z nich ostatn\u011b skute\u010dn\u011b maj\u00ed z\u00e1sah a vliv srovnateln\u00fd s tradi\u010dn\u00edmi masm\u00e9dii,\u201c \u0159\u00edk\u00e1 Ond\u0159ej Tyle\u010dek, \u0159editel kreativn\u00ed agentury Fairy Tailors. Podle n\u011bj v\u0161ak firmy \u010dasto chybuj\u00ed v tom, jak influencery vyb\u00edraj\u00ed a jak hodnot\u00ed jejich p\u0159\u00ednos.<\/p>
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Firmy mus\u00ed m\u00edt p\u0159edem jasno v tom, \u010deho cht\u011bj\u00ed dos\u00e1hnout. \u201ePo\u010det sleduj\u00edc\u00edch rozhodn\u011b nesm\u00ed b\u00fdt ani jedin\u00e9, ani hlavn\u00ed krit\u00e9rium, proto\u017ee toto \u010d\u00edslo je snadn\u00e9 um\u011ble nav\u00fd\u0161it a ne\u0159\u00edk\u00e1 n\u00e1m nic o kvalit\u011b sleduj\u00edc\u00edch a jejich relevanci pro zna\u010dku,\u201c vysv\u011btluje Tyle\u010dek. \u00dasp\u011b\u0161n\u00e1 spolupr\u00e1ce podle n\u011bj stoj\u00ed na kvalitn\u00ed anal\u00fdze, definovan\u00fdch c\u00edlech a n\u00e1sledn\u00e9m vyhodnocen\u00ed, a\u0165 u\u017e jde o prodeje, zasa\u017een\u00ed nov\u00e9 c\u00edlov\u00e9 skupiny, nebo dopad na vn\u00edm\u00e1n\u00ed zna\u010dky.<\/p>
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Velc\u00ed influence\u0159i p\u0159in\u00e1\u0161ej\u00ed v\u00fdkon, ale pozor na slep\u00fd v\u00fdb\u011br <\/h2>\n\n\n\n

Pokud je influencer marketing vyu\u017eit spr\u00e1vn\u011b, zna\u010dk\u00e1m se vyplat\u00ed. \u201eInfluence\u0159i se firm\u00e1m ur\u010dit\u011b vyplat\u00ed. M\u00e1 to ale n\u011bkolik ale. Jak relevantn\u00ed je publikum influencera s t\u00edm co nab\u00edz\u00edm?\u201c \u0159\u00edk\u00e1 Jan Skovajsa, zakladatel spole\u010dnosti MyTimi, a dod\u00e1v\u00e1, \u017ee u m\u00e9n\u011b zn\u00e1m\u00fdch tv\u016frc\u016f s n\u00edzk\u00fdm po\u010dtem sleduj\u00edc\u00edch je n\u00e1vratnost nejist\u00e1.<\/p>\n\n\n\n

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\u201eObecn\u011b se n\u00e1m vypl\u00e1c\u00ed sp\u00ed\u0161e dra\u017e\u0161\u00ed a velc\u00ed influence\u0159i, ne\u017e mal\u00e9 hv\u011bzdi\u010dky\u2026 men\u0161\u00ed influence\u0159i s m\u00e9n\u011b ne\u017e 100k followers b\u00fdv\u00e1 sp\u00ed\u0161e zaj\u00edc v pytli,\u201c \u0159\u00edk\u00e1 Skovajsa.\u00a0<\/p>\n<\/blockquote>\n\n\n\n

Z\u00e1sadn\u00ed je podle n\u011bj nejen cena spolupr\u00e1ce, ale tak\u00e9 jej\u00ed forma. D\u00e1v\u00e1 smysl budovat dlouhodob\u00e9 partnerstv\u00ed, nikoli jednor\u00e1zov\u00e9 v\u00fdst\u0159ely do tmy. Publiku nav\u00edc influence\u0159i p\u016fsob\u00ed d\u016fv\u011bryhodn\u011b: \u201ePublikum influencery i \u010dasto vn\u00edm\u00e1 jako jak\u00e9si kamar\u00e1dy, kter\u00e9 nikdy nevid\u011blo \u2013 tzn. jejich tip\u016fm \u010dasto v\u011b\u0159\u00ed.\u201c<\/p>
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\"Influencerka\"<\/figure>
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Firm\u00e1m nevad\u00ed v\u00edce spoluprac\u00ed, pokud nejde o konkurenci <\/h2>\n\n\n\n

Firmy obecn\u011b nemaj\u00ed probl\u00e9m s t\u00edm, \u017ee influencer spolupracuje s v\u00edce zna\u010dkami, pokud nejde o p\u0159\u00edmou konkurenci. Podstatn\u00e9 je, aby spolupr\u00e1ce p\u016fsobila p\u0159irozen\u011b a nevyzn\u011bla p\u0159\u00edli\u0161 komer\u010dn\u011b. \u201eInfluence\u0159i jsou dnes vn\u00edman\u00ed jako medi\u00e1ln\u00ed kan\u00e1ly \u2013 stejn\u011b jako v televizi b\u011b\u017e\u00ed r\u016fzn\u00e9 reklamy, i influence\u0159i mohou pracovat s v\u00edce zna\u010dkami,\u201c vysv\u011btluje Magdal\u00e9na Vackov\u00e1, Social Media Manager reklamn\u00ed a marketingov\u00e9 agentury Contexto. <\/p>\n\n\n\n

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D\u016fle\u017eit\u00e1 je p\u0159itom autenticita a soulad s hodnotami zna\u010dky. Pokud influencer b\u011bhem kampan\u011b nepropaguje konkuren\u010dn\u00ed produkty a zachov\u00e1v\u00e1 ur\u010dit\u00fd prostor exkluzivity, dok\u00e1\u017ee jeho \u00fa\u010dast pos\u00edlit pov\u011bdom\u00ed o zna\u010dce, ani\u017e by byla ohro\u017eena jej\u00ed d\u016fv\u011bryhodnost.<\/p>\n<\/blockquote>\n\n\n\n

V praxi tak zna\u010dky mohou vyu\u017e\u00edvat v\u00edce spoluprac\u00ed, pokud jsou promy\u0161len\u00e9 a c\u00edlen\u00e9, a p\u0159itom si zachov\u00e1vaj\u00ed kontrolu nad t\u00edm, jak je jejich produkt prezentov\u00e1n.<\/p>
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\"Influencerka\"<\/figure>
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V\u00fdb\u011br influencera nen\u00ed jednoduch\u00fd. Pro profesion\u00e1ly jde ale o rutinu <\/h2>\n\n\n\n

V\u00fdb\u011br spr\u00e1vn\u00e9ho influencera nen\u00ed v\u017edy jednoduch\u00fd, zejm\u00e9na pro firmy, kter\u00e9 s touto formou marketingu teprve za\u010d\u00ednaj\u00ed. Pro profesion\u00e1ly v oboru je v\u0161ak tento proces standardn\u00ed sou\u010d\u00e1st\u00ed pr\u00e1ce. \u201ePokud chceme ty spr\u00e1vn\u00e9 influencery, kte\u0159\u00ed n\u00e1m doru\u010d\u00ed po\u017eadovan\u00e9 v\u00fdstupy a v\u00fdsledky, pak mus\u00edme po\u010d\u00edtat s t\u00edm, \u017ee v\u00fdb\u011brem n\u011bjak\u00fd \u010das str\u00e1v\u00edme,\u201c upozor\u0148uje Magdal\u00e9na Vackov\u00e1. <\/p>\n\n\n\n

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Nejde jen o to pod\u00edvat se na biografie nebo po\u010det sleduj\u00edc\u00edch. D\u016fle\u017eit\u00fd je podrobn\u00fd audit: zjistit slo\u017een\u00ed publika, jeho demografii, z\u00e1jmy i dosahy jednotliv\u00fdch p\u0159\u00edsp\u011bvk\u016f a m\u00edru zapojen\u00ed sleduj\u00edc\u00edch.<\/p>\n<\/blockquote>\n\n\n\n

Teprve tak lze posoudit, zda je influencer pro konkr\u00e9tn\u00ed zna\u010dku skute\u010dn\u011b vhodn\u00fd a zda spolupr\u00e1ce m\u016f\u017ee p\u0159in\u00e9st o\u010dek\u00e1van\u00e9 v\u00fdsledky. Pro zku\u0161en\u00e9 market\u00e9ry se tak st\u00e1v\u00e1 v\u00fdb\u011br influencera rutinn\u00ed, i kdy\u017e st\u00e1le vy\u017eaduje pe\u010dlivou p\u0159\u00edpravu a strategick\u00e9 rozhodov\u00e1n\u00ed.<\/p>
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\"Soci\u00e1ln\u00ed<\/figure>
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Je influencer marketing nejlep\u0161\u00ed n\u00e1stroj? Jednoduch\u00e1 odpov\u011b\u010f neexistuje <\/h2>\n\n\n\n

Influencer marketing se nejl\u00e9pe hod\u00ed tam, kde hraje roli d\u016fv\u011bra, emoce a autenticita \u2013 nap\u0159\u00edklad p\u0159i budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce, zvy\u0161ov\u00e1n\u00ed jej\u00ed d\u016fv\u011bryhodnosti a ovliv\u0148ov\u00e1n\u00ed rozhodov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Pokud v\u0161ak firma pot\u0159ebuje okam\u017eit\u00e9 v\u00fdkonnostn\u00ed v\u00fdsledky, tvrd\u00e9 konverze nebo c\u00edl\u00ed na B2B segment, samotn\u00fd influencer marketing nesta\u010d\u00ed a m\u011bl by b\u00fdt sou\u010d\u00e1st\u00ed \u0161ir\u0161\u00ed marketingov\u00e9 strategie.<\/p>
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Tyle\u010dek p\u0159ipom\u00edn\u00e1, \u017ee influence\u0159i jsou dnes vn\u00edm\u00e1ni t\u00e9m\u011b\u0159 jako samostatn\u00e1 m\u00e9dia. \u201eBrand mana\u017ee\u0159i a marketingov\u00ed specialist\u00e9 obecn\u011b v\u00ed, \u017ee je vhodn\u00e9 influencery vyu\u017e\u00edvat, ne v\u0161ichni v\u0161ak um\u00ed spolupr\u00e1ci spr\u00e1vn\u011b nastavit a vyhodnotit.” Podle n\u011bj je z\u00e1sadn\u00ed nejen po\u010det sleduj\u00edc\u00edch, ale hlavn\u011b relevance a kvalita publika, a spolupr\u00e1ci je pot\u0159eba dop\u0159edu jasn\u011b napl\u00e1novat a m\u011b\u0159it jej\u00ed dopad.<\/p>
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\"Influencer<\/figure>
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Magdal\u00e9na Vackov\u00e1 upozor\u0148uje, \u017ee efekt influencer marketingu se li\u0161\u00ed podle c\u00edle kampan\u011b. \u201eVelmi z\u00e1le\u017e\u00ed na produktu, c\u00edlov\u00e9 skupin\u011b a stanoven\u00fdch c\u00edlech. Obecn\u011b se hod\u00ed tam, kde hraje roli d\u016fv\u011bra, emoce a autenticita,\u201c vysv\u011btluje. \u201eNaopak pokud firma pot\u0159ebuje okam\u017eit\u00e9 konverze nebo c\u00edl\u00ed na B2B segment, influencer marketing s\u00e1m o sob\u011b nesta\u010d\u00ed.\u201c<\/p>
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D\u016fle\u017eitou sou\u010d\u00e1st\u00ed \u00fasp\u011bchu je tak\u00e9 spr\u00e1vn\u00fd v\u00fdb\u011br influencera. Contexto doporu\u010duje podrobn\u011b zkoumat jeho publikum, z\u00e1sahy, m\u00edru zapojen\u00ed a dal\u0161\u00ed relevantn\u00ed data. Podobn\u00fd n\u00e1zor m\u00e1 i agentura myTimi, podle n\u00ed\u017e je kl\u00ed\u010dov\u00e9 posoudit relevanci publika, velikost a aktivitu followers a tak\u00e9 kvalitu produktu \u010di zna\u010dky.<\/p>
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\"Virtu\u00e1ln\u00ed<\/a><\/figure>
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Virtu\u00e1ln\u00ed influence\u0159i: Bez skand\u00e1l\u016f, bez hranic, ale s obrovsk\u00fdm vlivem<\/a><\/h4>
\n<\/div><\/div>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Influence\u0159i um\u00ed zna\u010dk\u00e1m p\u0159in\u00e9st v\u00fdkonnost i d\u016fv\u011bru z\u00e1kazn\u00edk\u016f, ale tak\u00e9 snadno prop\u00e1lit rozpo\u010det. Odborn\u00edci se ale shoduj\u00ed, \u017ee spolupr\u00e1ce funguje jen tehdy, kdy\u017e ji firmy dr\u017e\u00ed pevn\u011b v rukou a nespol\u00e9haj\u00ed jen na \u201evelk\u00e1 \u010d\u00edsla\u201c. Co rozhoduje o \u00fasp\u011bchu? Spolupr\u00e1ce s influencery se za posledn\u00ed roky stala pevnou sou\u010d\u00e1st\u00ed komunika\u010dn\u00edho mixu \u0159ady zna\u010dek. \u201eS influencery […]<\/p>\n","protected":false},"author":4,"featured_media":46948,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"kk_blocks_editor_width":"","_kiokenblocks_attr":"","_kiokenblocks_dimensions":"","footnotes":""},"categories":[25,64],"tags":[2159,6510,4010,4011,3678,1475,2415,490,148,424,1431],"class_list":["post-46946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-style","category-trendy","tag-byznys","tag-dosah","tag-influencer","tag-influenceri","tag-marketing","tag-reklama","tag-spoluprace","tag-style","tag-trendy","tag-uspech","tag-vliv"],"yoast_head":"\nVyplat\u00ed se zna\u010dk\u00e1m influence\u0159i? Jen kdy\u017e firmy v\u011bd\u00ed, co d\u011blaj\u00ed - Mzone<\/title>\n<meta name=\"description\" content=\"Influence\u0159i um\u00ed zna\u010dk\u00e1m p\u0159in\u00e9st v\u00fdkonnost i d\u016fv\u011bru z\u00e1kazn\u00edk\u016f, ale tak\u00e9 snadno prop\u00e1lit rozpo\u010det. Odborn\u00edci se ale shoduj\u00ed, \u017ee spolupr\u00e1ce funguje jen tehdy, kdy\u017e ji firmy dr\u017e\u00ed pevn\u011b v rukou a nespol\u00e9haj\u00ed jen na \u201evelk\u00e1 \u010d\u00edsla\u201c. Co rozhoduje o \u00fasp\u011bchu?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mzone.cz\/en\/influenceri-vyplati-se-znackam-jen-kdyz-firmy-vedi-co-delaji\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vyplat\u00ed se zna\u010dk\u00e1m influence\u0159i? 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