{"id":3819,"date":"2026-03-31T11:15:23","date_gmt":"2026-03-31T09:15:23","guid":{"rendered":"https:\/\/www.socialsharks.cz\/blog\/?p=3819"},"modified":"2026-03-31T14:52:45","modified_gmt":"2026-03-31T12:52:45","slug":"4-zakladni-pravidla-moderniho-influencer-marketingu-na-ktere-by-si-znacky-mely-dat-pozor-v-roce-2026","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2026\/03\/31\/4-zakladni-pravidla-moderniho-influencer-marketingu-na-ktere-by-si-znacky-mely-dat-pozor-v-roce-2026\/","title":{"rendered":"4 z\u00e1kladn\u00ed pravidla modern\u00edho Influencer marketingu, na kter\u00e9 by si zna\u010dky m\u011bly d\u00e1t pozor v roce 2026."},"content":{"rendered":"\n

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1. Strategie v influencer marketingu je naprosto kl\u00ed\u010dov\u00e1.<\/strong><\/p>\n\n\n\n

Jednou z nejv\u011bt\u0161\u00edch chyb sou\u010dasn\u00e9ho influencer marketingu je absence komunika\u010dn\u00ed strategie. A ne – nen\u00ed to o tom, zda influencer bude d\u00e1vat n\u011bjak\u00fd promo k\u00f3d na produkt anebo t\u0159ikr\u00e1t ve videu zopakuje n\u00e1zev produktu. Bez jasn\u00e9 strategie se i spolupr\u00e1ce s kvalitn\u00edmi influencery snadno rozpadne do nesourod\u00fdch jednor\u00e1zov\u00fdch p\u0159\u00edsp\u011bvk\u016f, kter\u00e9 sice n\u011bco komunikuj\u00ed, ale spole\u010dn\u011b netvo\u0159\u00ed \u017e\u00e1dn\u00fd siln\u011bj\u0161\u00ed p\u0159\u00edb\u011bh, kter\u00fd by korespondoval se strategi\u00ed dan\u00e9 zna\u010dky. <\/p>\n\n\n\n

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\u201eInfluencer marketing je dnes plnohodnotn\u00fd komunika\u010dn\u00ed kan\u00e1l, a tak by m\u011bl m\u00edt stejn\u00fd strategick\u00fd r\u00e1mec jako jak\u00e1koliv jin\u00e1 kampa\u0148. Od definovan\u00e9 role jednotliv\u00fdch influencer\u016f, velikosti jejich profil\u016f, kter\u00e9 m\u00e1j\u00ed doru\u010dit rozd\u00edln\u00e9 v\u00fdsledky, p\u0159es hlavn\u00ed sd\u011blen\u00ed a tone of voice. Jen pomoc\u00ed komunika\u010dn\u00ed strategie lze dos\u00e1hnout ucelen\u00e9ho p\u0159\u00edb\u011bhu, sd\u011blen\u00ed se posiluje a zna\u010dka z\u00edsk\u00e1 v\u00fdrazn\u011b v\u011bt\u0161\u00ed efekt. Bez strategie j e influencer marketing jen sada v\u00fdstup\u016f, se strategi\u00ed se z n\u011bj st\u00e1v\u00e1 skute\u010dn\u00e1 kampa\u0148.\u201d<\/em> \u0159\u00edk\u00e1 Nikol Stole CEO Socialsharks.<\/p>\n<\/blockquote>\n\n\n\n

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2. Briefovat \u010di nebriefovat? Aneb kam a\u017e sah\u00e1 „autenticita“ obsahu.<\/strong><\/p>\n\n\n\n

Zna\u010dky se v posledn\u00ed dob\u011b natolik pono\u0159ily do buzzwordu „autenticita“, \u017ee \u010dasto zapom\u00ednaj\u00ed na budov\u00e1n\u00ed vlastn\u00edho brandu. A to je jedna ze strategick\u00fdch vrstev influencer marketingu, kter\u00e1 \u010dasto z\u016fst\u00e1v\u00e1 opom\u00edjen\u00e1. V dne\u0161n\u00ed dob\u011b jen vybrat influencery, dodat bal\u00ed\u010dek s produkty a nechat je tvo\u0159it, je \u017ealostn\u011b m\u00e1lo. Z\u00e1rove\u0148 je to minimum toho, co m\u016f\u017eete v r\u00e1mci influencer marketingu jako zna\u010dka d\u011blat. Pokud chcete kampan\u011b. Pokud od spolupr\u00e1ce \u010dek\u00e1te v\u00edce, ne\u017e jen traffic na v\u00e1\u0161 e-shop, je pot\u0159eba abyste i skrze spolupr\u00e1ce s tv\u016frci st\u00e1le budovali brand v\u00e1\u0161, aby u\u017eivatel\u00e9 vn\u00edmali hlavn\u011b v\u00e1s a va\u0161i zna\u010dku. Autentick\u00fd obsah m\u016f\u017ee b\u00fdt st\u00e1le dosti uv\u011b\u0159iteln\u00fd a p\u0159in\u00e9st k\u00fd\u017een\u00e9 ovoce, i kdy\u017e jasn\u011b komunikuje, \u017ee se jedn\u00e1 o reklamu na v\u00e1\u0161 produkt \u010di slu\u017ebu. <\/p>\n\n\n\n

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\u201eM\u011bli byste pro influencery m\u00edt v\u017edy velmi jasn\u011b dan\u00fd brief, kter\u00fd m\u00e1 podobu „go“, „stop“, „basic“. P\u0159i\u010dem\u017e pod „go“ si p\u0159edstavme v\u00fdstup, kter\u00fd by za v\u00e1s byl rovnou publikovateln\u00fd, „stop“ n\u00e1le\u017eitosti, kter\u00e9 by se ve v\u00fdstupu nikdy nem\u011bly objevit a „basic“ jako jasn\u00e9 stru\u010dn\u00e9 n\u00e1le\u017eitosti, kter\u00e9 ve v\u00fdstupu mus\u00ed b\u00fdt v\u017edy, a\u0165 je jeho forma jak\u00e1koliv. Tv\u016frc\u016fm nijak neup\u00edr\u00e1te jejich kreativitu a autenticitu, ale ka\u017ed\u00fd v\u00fdstup je v podstat\u011b reklamn\u00ed obsah a mus\u00ed spl\u0148ovat ur\u010dit\u00e1 pravidla, kter\u00e1 vy\u017eadujete i na jin\u00fdch kan\u00e1lech komunikace.\u201e<\/em> dod\u00e1v\u00e1 Nikol Stolle CEO Socialsharks <\/p>\n<\/blockquote>\n\n\n\n

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3. Placen\u00e9 partnerstv\u00ed nen\u00ed nep\u0159\u00edtel.<\/strong><\/p>\n\n\n\n

\u017dhav\u00e9 t\u00e9ma, kter\u00e9 d\u011bl\u00ed sv\u011bt influencer marketingu na dva t\u00e1bory. Jedni tvrd\u00ed, \u017ee jeho pou\u017e\u00edv\u00e1n\u00ed sni\u017euje dosahy a d\u00edvaj\u00ed se na n\u011bj skrze prsty. Druz\u00ed jsou jeho zast\u00e1nci a vid\u00ed v n\u011bm ur\u010dit\u00e1 pozitiva. <\/p>\n\n\n\n

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\u201eV roce 2026 je ur\u010dit\u011b lep\u0161\u00ed pat\u0159it do t\u00e9 skupiny druh\u00e9, a to hned z n\u011bkolika d\u016fvod\u016f. Krom\u011b toho, \u017ee sni\u017eov\u00e1n\u00ed dosah\u016f nen\u00ed ur\u010dit\u011b opodstatn\u011bn\u00fdm argument, pro\u010d placen\u00e9 partnerstv\u00ed nepou\u017e\u00edvat, tak se jedn\u00e1 i o ur\u010ditou kultivaci trhu. Placen\u00e9 partnerstv\u00ed se \u0159\u00edd\u00ed jasn\u00fdmi pr\u00e1vn\u00edmi a etick\u00fdmi pravidly, zejm\u00e9na povinnost\u00ed transparentn\u00edho ozna\u010dov\u00e1n\u00ed, kde je konzumentovi obsahu hned jasn\u00e9, \u017ee se jedn\u00e1 o reklamu.\u201d <\/em>vysv\u011btluje Nikol Stolle CEO Socialsharks. <\/p>\n<\/blockquote>\n\n\n\n

Skryt\u00e1 reklama je v \u010cesku i v EU neleg\u00e1ln\u00ed – a je to spr\u00e1vn\u011b. Pro\u010d? Za prv\u00e9 ji\u017e z p\u0159ede\u0161l\u00e9ho bodu \u010d\u00edslo dva je jasn\u00e9, \u017ee jedn\u00edm z c\u00edl\u016f influencer marketingu je budovat i pov\u011bdom\u00ed o zna\u010dce, tud\u00ed\u017e je dobr\u00e9 b\u00fdt vid\u011bt, kde to jen jde a jasn\u011b \u0159\u00edci, \u017ee se jedn\u00e1 o va\u0161i reklamu. Za dal\u0161\u00ed jako zna\u010dka napom\u016f\u017eete kultivaci trhu t\u00edm, \u017ee se postav\u00edte po boku firem, kter\u00e9 jsou transparentn\u00ed a spolupr\u00e1ci s influencerem p\u0159izn\u00e1vaj\u00ed a nepot\u0159ebuj\u00ed tzv. balamutit sv\u00e9 z\u00e1kazn\u00edky. A co se t\u00fd\u010de sni\u017eov\u00e1n\u00ed organick\u00e9ho dosahu? Zde z\u00e1le\u017e\u00ed na umu dan\u00e9ho tv\u016frce, pokud je dan\u00fd obsah st\u00e1le dostate\u010dn\u011b nativn\u00ed dan\u00e9 soci\u00e1ln\u00ed s\u00edti a obsahu dan\u00e9ho influencera, pak ni\u017e\u0161\u00ed v\u00fdsledky p\u0159\u00edli\u0161 nepoc\u00edt\u00edte. Krom\u011b jin\u00e9ho se tak jedn\u00e1 i o hezk\u00fd zp\u016fsob, jak si spolupr\u00e1ci s tv\u016frcem otestovat. <\/p>\n\n\n\n

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4. Kvalita vs. kvantita v influencer marketingu<\/strong> <\/p>\n\n\n\n

V influencer marketingu na Instagramu pat\u0159\u00ed mezi nej\u010dast\u011bj\u0161\u00ed chyby p\u0159ehnan\u00e9 soust\u0159ed\u011bn\u00ed se na po\u010det sleduj\u00edc\u00edch.<\/p>\n\n\n\n

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\u201eSt\u00e1le se setk\u00e1v\u00e1me s p\u0159\u00edstupem, kdy se followe\u0159i jednotliv\u00fdch soci\u00e1ln\u00edch s\u00edt\u00ed influencer\u016f se\u010dtou a na z\u00e1klad\u011b tohoto \u010d\u00edsla se odhaduje dosah kampan\u011b. Takov\u00fd postup je ale velmi zav\u00e1d\u011bj\u00edc\u00ed a \u010dasto neodpov\u00edd\u00e1 re\u00e1ln\u00e9mu v\u00fdkonu ani skute\u010dn\u00e9mu z\u00e1sahu c\u00edlov\u00e9 skupiny.\u201d<\/em> komentuje Barbora R\u016f\u017eek Influencer Manager Socialsharks.<\/p>\n<\/blockquote>\n\n\n\n

Statis\u00edcov\u00e9 profily makro influencer\u016f na prvn\u00ed pohled p\u016fsob\u00ed jako z\u00e1ruka vysok\u00e9ho z\u00e1sahu, realita je v\u0161ak \u010dasto jin\u00e1. \u010c\u00e1st t\u011bchto profil\u016f m\u00e1 publikum, kter\u00e9 je m\u00e1lo aktivn\u00ed, p\u0159\u00edpadn\u011b v\u016fbec nereaguje, nebo se nach\u00e1z\u00ed mimo c\u00edlovou skupinu zna\u010dky. Proto doporu\u010dujeme d\u00edvat se na jednotliv\u00e9 profily v\u00edce do hloubky. Rozhoduj\u00edc\u00ed nen\u00ed velikost publika, ale jeho kvalita a m\u00edra zapojen\u00ed. Pr\u00e1ce s engagement ratem a p\u0159edem nastaven\u00fdmi benchmarky pom\u00e1h\u00e1 l\u00e9pe odhadnout, jak\u00fd v\u00fdsledek lze od spolupr\u00e1ce o\u010dek\u00e1vat.<\/p>\n\n\n\n

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\u201eV praxi \u010dasto funguje l\u00e9pe spolupr\u00e1ce s mikro influencerem, jeho\u017e komunita mu d\u016fv\u011b\u0159uje a aktivn\u011b reaguje, ne\u017e kampa\u0148 s makro influencerem, u kter\u00e9ho v\u011bt\u0161inu follower\u016f tvo\u0159\u00ed pasivn\u00ed publikum nebo fanou\u0161ky mimo c\u00edlovku. D\u016fkladn\u00e1 anal\u00fdza profilu nav\u00edc umo\u017e\u0148uje posoudit, zda m\u00e1 influencer skute\u010dn\u00fd vliv na sv\u00e9 publikum a zda bude spolupr\u00e1ce v jeho feedu p\u016fsobit p\u0159irozen\u011b a d\u016fv\u011bryhodn\u011b.\u201d<\/em> uv\u00e1d\u00ed Barbora R\u016f\u017eek Influencer Manager Socialsharks.<\/p>\n<\/blockquote>\n\n\n\n

Suma sum\u00e1rum, mnohem efektivn\u011bj\u0161\u00ed je pracovat s men\u0161\u00edm portfoliem pe\u010dliv\u011b vybran\u00fdch influencer\u016f s predikc\u00ed k\u00fd\u017een\u00fdch v\u00fdsledk\u016f, ne\u017e zaplavit feedy velk\u00fdm mno\u017estv\u00edm influencer\u016f, jejich\u017e v\u00fdstupy nedopadnou na \u00farodnou p\u016fdu a jsou bez v\u00fdsledk\u016f.<\/p>\n\n\n\n

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

1. Strategie v influencer marketingu je naprosto kl\u00ed\u010dov\u00e1. Jednou z nejv\u011bt\u0161\u00edch chyb sou\u010dasn\u00e9ho influencer marketingu je absence komunika\u010dn\u00ed strategie. A ne – nen\u00ed to o tom, zda influencer bude d\u00e1vat n\u011bjak\u00fd promo k\u00f3d na produkt anebo t\u0159ikr\u00e1t ve videu zopakuje n\u00e1zev produktu. Bez jasn\u00e9 strategie se i spolupr\u00e1ce s kvalitn\u00edmi influencery snadno rozpadne do nesourod\u00fdch […]<\/p>\n","protected":false},"author":19,"featured_media":3820,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-3819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3819","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=3819"}],"version-history":[{"count":7,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3819\/revisions"}],"predecessor-version":[{"id":3846,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3819\/revisions\/3846"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3820"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=3819"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=3819"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=3819"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}