{"id":3884,"date":"2026-08-04T13:25:41","date_gmt":"2026-08-04T11:25:41","guid":{"rendered":"https:\/\/www.socialsharks.cz\/blog\/?p=3884"},"modified":"2026-08-04T13:25:41","modified_gmt":"2026-08-04T11:25:41","slug":"shark-zone-tomas-zastera-co-znacky-po-influencerech-opravdu-chteji","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2026\/08\/04\/shark-zone-tomas-zastera-co-znacky-po-influencerech-opravdu-chteji\/","title":{"rendered":"SHARK ZONE | Tom\u00e1\u0161 Z\u00e1st\u011bra: Co zna\u010dky po influencerech opravdu cht\u011bj\u00ed?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Influencer marketing je dnes jedn\u00edm z nejsiln\u011bj\u0161\u00edch komunika\u010dn\u00edch kan\u00e1l\u016f zna\u010dek. Na prvn\u00ed pohled se m\u016f\u017ee zd\u00e1t, \u017ee sta\u010d\u00ed zapnout kameru, nato\u010dit video a publikovat. Realita je ale mnohem slo\u017eit\u011bj\u0161\u00ed. V podcastu <a href=\"https:\/\/www.youtube.com\/watch?v=9EzcqkKWlL8\">SHARK ZONE <\/a>se moder\u00e1tor Evropy 2 a tv\u016frce obsahu Tom\u00e1\u0161 Z\u00e1st\u011bra otev\u0159en\u011b rozpov\u00eddal o tom, jak dnes funguj\u00ed spolupr\u00e1ce se zna\u010dkami, pro\u010d u\u017e nesta\u010d\u00ed jen sb\u00edrat sleduj\u00edc\u00ed a jak se b\u011bhem let zm\u011bnil cel\u00fd sv\u011bt soci\u00e1ln\u00edch s\u00edt\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Influencer u\u017e d\u00e1vno nen\u00ed jen \u201e\u010dlov\u011bk s telefonem\u201c<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podle Tom\u00e1\u0161e se profese influencera za posledn\u00edch n\u011bkolik let v\u00fdrazn\u011b p\u0159em\u011bnila. D\u0159\u00edve \u0161lo p\u0159edev\u0161\u00edm o doporu\u010den\u00ed produktu, dnes se od tv\u016frc\u016f o\u010dek\u00e1v\u00e1 kreativita, sc\u00e9n\u00e1\u0159, produkce i schopnost doru\u010dit v\u00fdsledky.<br><\/p>\n\n\n\n<blockquote class=\"blockquote\" class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>\u201eZ t\u011bch lid\u00ed, kte\u0159\u00ed maj\u00ed Instagram a d\u011blaj\u00ed tam reklamn\u00ed v\u011bci a spolupr\u00e1ce, tak se stali v\u00edcem\u00e9n\u011b reklamn\u00ed tv\u016frci.\u201c<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e1v\u011b to je podle n\u011bj jeden z nejv\u011bt\u0161\u00edch rozd\u00edl\u016f oproti minulosti. Obsah u\u017e nen\u00ed jen spont\u00e1nn\u00ed sd\u00edlen\u00ed ka\u017edodenn\u00edho \u017eivota, ale \u010dasto p\u0159ipom\u00edn\u00e1 profesion\u00e1ln\u00ed reklamn\u00ed produkci.<br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-4-1-1024x683.jpg\" alt=\"\" class=\"wp-image-3893\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-4-1-1024x683.jpg 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-4-1-300x200.jpg 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-4-1-768x512.jpg 768w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-4-1-1536x1024.jpg 1536w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-4-1-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Algoritmy se m\u011bn\u00ed. Nesta\u010d\u00ed jen tvo\u0159it dobr\u00fd obsah<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Velk\u00fdm t\u00e9matem rozhovoru byly tak\u00e9 dosahy na soci\u00e1ln\u00edch s\u00edt\u00edch. Tom\u00e1\u0161 popisuje, \u017ee ani kvalitn\u00ed obsah dnes nen\u00ed z\u00e1rukou \u00fasp\u011bchu.<br><\/p>\n\n\n\n<blockquote class=\"blockquote\" class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>\u201eJe pro m\u011b nesm\u00edrn\u011b t\u011b\u017ek\u00fd zaujmout ty lidi \u201cn\u011b\u010d\u00edm\u201d.\u201c<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e1m p\u0159izn\u00e1v\u00e1, \u017ee i po letech hled\u00e1 form\u00e1ty vide\u00ed i p\u0159\u00edsp\u011bvk\u016f, kter\u00e9 budou fungovat dlouhodob\u011b. Z\u00e1rove\u0148 upozor\u0148uje, \u017ee zm\u011bny algoritm\u016f ovliv\u0148uj\u00ed prakticky v\u0161echny tv\u016frce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podle n\u011bj u\u017e nesta\u010d\u00ed publikovat pravideln\u011b. D\u016fle\u017eit\u00e9 je p\u0159ich\u00e1zet s p\u0159idanou hodnotou, emocemi nebo p\u0159\u00edb\u011bhem, kter\u00fd publikum skute\u010dn\u011b zaujme.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-1-1024x683.jpg\" alt=\"\" class=\"wp-image-3892\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-1-1024x683.jpg 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-1-300x200.jpg 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-1-768x512.jpg 768w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-1-1536x1024.jpg 1536w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-1-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Dlouh\u00e9 briefy m\u00edsto tv\u016fr\u010d\u00ed svobody<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jednou z nejzaj\u00edmav\u011bj\u0161\u00edch \u010d\u00e1st\u00ed rozhovoru bylo pov\u00edd\u00e1n\u00ed o spoluprac\u00edch se zna\u010dkami. Zat\u00edmco ve\u0159ejnost \u010dasto vid\u00ed jen fin\u00e1ln\u00ed video, samotn\u00e9 p\u0159\u00edpravy jsou mnohem slo\u017eit\u011bj\u0161\u00ed.<br><\/p>\n\n\n\n<blockquote class=\"blockquote\" class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>\u201eBriefy se staly mal\u00fdmi bro\u017eurami.\u201c<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">\u010casto jde podle n\u011bj o n\u011bkolik stran po\u017eadavk\u016f, kter\u00e9 mus\u00ed tv\u016frce splnit, a p\u0159itom st\u00e1le vytvo\u0159it obsah, kter\u00fd bude p\u016fsobit p\u0159irozen\u011b.<br><\/p>\n\n\n\n<blockquote class=\"blockquote\" class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>\u201eUd\u011blej z toho video\u2026 ale nebude v\u00e1m do toho zasahovat, ud\u011blejte si to podle sv\u00e9ho.\u201c<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e1v\u011b hled\u00e1n\u00ed rovnov\u00e1hy mezi p\u0159edstavou klienta, o\u010dek\u00e1v\u00e1n\u00edm publika a vlastn\u00ed kreativitou ozna\u010duje za jednu z nejt\u011b\u017e\u0161\u00edch \u010d\u00e1st\u00ed sv\u00e9 pr\u00e1ce.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-1-1-1024x683.jpg\" alt=\"\" class=\"wp-image-3891\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-1-1-1024x683.jpg 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-1-1-300x200.jpg 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-1-1-768x512.jpg 768w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-1-1-1536x1024.jpg 1536w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-1-1-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Dlouhodob\u00e9 spolupr\u00e1ce nejsou v\u017edy v\u00fdhra<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mnoho lid\u00ed p\u0159edpokl\u00e1d\u00e1, \u017ee dlouhodob\u00e9 partnerstv\u00ed se zna\u010dkou je pro influencera ide\u00e1ln\u00ed. Tom\u00e1\u0161 ale upozor\u0148uje, \u017ee i to m\u00e1 sv\u00e9 nev\u00fdhody.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Po n\u011bkolika kampan\u00edch toti\u017e p\u0159ich\u00e1z\u00ed ot\u00e1zka, jak stejn\u00fd produkt p\u0159edstavit znovu origin\u00e1ln\u011b, aby obsah nep\u016fsobil opakovan\u011b a div\u00e1ky st\u00e1le bavil.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e1v\u011b proto n\u011bkdy paradoxn\u011b d\u00e1vaj\u00ed v\u011bt\u0161\u00ed prostor kreativit\u011b jednor\u00e1zov\u00e9 kampan\u011b.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-3-1-1024x683.jpg\" alt=\"\" class=\"wp-image-3890\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-3-1-1024x683.jpg 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-3-1-300x200.jpg 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-3-1-768x512.jpg 768w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-3-1-1536x1024.jpg 1536w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2026\/08\/SHARK-ZONE-_-1-_-Tomas-Zastera-_-thumbnailNavrhova-plocha-1-kopie-3-1-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Autenticita je st\u00e1le nejv\u011bt\u0161\u00ed hodnotou<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Navzdory profesionalizaci influencer marketingu Tom\u00e1\u0161 v\u011b\u0159\u00ed, \u017ee lid\u00e9 st\u00e1le nejv\u00edce oce\u0148uj\u00ed up\u0159\u00edmnost.<\/p>\n\n\n\n<blockquote class=\"blockquote\" class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>\u201eAsi je cesta b\u00fdt up\u0159\u00edmn\u00fd a s\u00e1m sebou.\u201c<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Podle n\u011bj pr\u00e1v\u011b autenticita rozhoduje o tom, jestli si tv\u016frce dok\u00e1\u017ee publikum udr\u017eet i ve chv\u00edli, kdy se algoritmy m\u011bn\u00ed a konkurence neust\u00e1le roste.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Tom\u00e1\u0161 Z\u00e1st\u011bra: Co zna\u010dky po influencerech opravdu cht\u011bj\u00ed? | SHARK ZONE\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/9EzcqkKWlL8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Co si z rozhovoru odn\u00e9st?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Rozhovor s Tom\u00e1\u0161em Z\u00e1st\u011brou ukazuje, \u017ee influencer marketing u\u017e d\u00e1vno nen\u00ed jen o po\u010dtu sleduj\u00edc\u00edch. \u00dasp\u011bch dnes stoj\u00ed na kreativit\u011b, strategii, schopnosti spolupracovat se zna\u010dkami a hlavn\u011b na dlouhodob\u00e9m budov\u00e1n\u00ed d\u016fv\u011bry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za ka\u017edou spoluprac\u00ed se skr\u00fdvaj\u00ed hodiny p\u0159\u00edprav, des\u00edtky rozhodnut\u00ed a hled\u00e1n\u00ed rovnov\u00e1hy mezi obchodn\u00edmi c\u00edli a autentick\u00fdm obsahem. A pr\u00e1v\u011b proto je dne\u0161n\u00ed pr\u00e1ce tv\u016frce obsahu mnohem komplexn\u011bj\u0161\u00ed, ne\u017e se m\u016f\u017ee na prvn\u00ed pohled zd\u00e1t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Influencer marketing je dnes jedn\u00edm z nejsiln\u011bj\u0161\u00edch komunika\u010dn\u00edch kan\u00e1l\u016f zna\u010dek. Na prvn\u00ed pohled se m\u016f\u017ee zd\u00e1t, \u017ee sta\u010d\u00ed zapnout kameru, nato\u010dit video a publikovat. Realita je ale mnohem slo\u017eit\u011bj\u0161\u00ed. V podcastu SHARK ZONE se moder\u00e1tor Evropy 2 a tv\u016frce obsahu Tom\u00e1\u0161 Z\u00e1st\u011bra otev\u0159en\u011b rozpov\u00eddal o tom, jak dnes funguj\u00ed spolupr\u00e1ce se zna\u010dkami, pro\u010d u\u017e nesta\u010d\u00ed [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":3894,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3884","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=3884"}],"version-history":[{"count":1,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3884\/revisions"}],"predecessor-version":[{"id":3895,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3884\/revisions\/3895"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3894"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=3884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=3884"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=3884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}