{"id":10318,"date":"2021-06-08T12:51:54","date_gmt":"2021-06-08T10:51:54","guid":{"rendered":"https:\/\/relevance.digital\/?p=10318"},"modified":"2021-08-17T09:43:14","modified_gmt":"2021-08-17T07:43:14","slug":"kteri-jsou-skutecnymi-influencery","status":"publish","type":"post","link":"https:\/\/relevance.digital\/cs\/who-are-genuinfluencers\/","title":{"rendered":"Genuinfluencers: Kdo jsou a co znamenaj\u00ed pro va\u0161i zna\u010dku HNW a UHNW?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Vlivn\u00e9 osoby bezesporu vl\u00e1dnou sv\u011btu masov\u00fdch soci\u00e1ln\u00edch m\u00e9di\u00ed. Podle <a href=\"https:\/\/mediakix.com\/blog\/how-many-influencers-are-there\/\">Studie MediaKix<\/a>, odhadovan\u00e9 po\u010dty celosv\u011btov\u00fdch influencer\u016f na TikToku, Instagramu a YouTube dohromady se pohybuj\u00ed mezi 3,2 a 37,8 milionu, p\u0159i\u010dem\u017e velk\u00e9 rozp\u011bt\u00ed zohled\u0148uje fale\u0161n\u00e9 \u00fa\u010dty a dal\u0161\u00ed nesrovnalosti. Zat\u00edmco v\u0161ak influence\u0159i \u00fasp\u011b\u0161n\u011b dominuj\u00ed ve sv\u011bt\u011b rychloobr\u00e1tkov\u00e9ho zbo\u017e\u00ed a dal\u0161\u00edch produkt\u016f masov\u00e9 spot\u0159eby, ve sv\u011bt\u011b zna\u010dek HNW a UHNW, kter\u00e9 vy\u017eaduj\u00ed skute\u010dn\u011b autentick\u00e9 ambasadory, aby si z\u00edskaly d\u016fv\u011bru sv\u00e9ho elitn\u00edho publika, jsou tradi\u010dn\u011b problemati\u010dt\u011bj\u0161\u00ed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nyn\u00ed, na pokraji <a href=\"https:\/\/www.hitc.com\/en-gb\/2021\/03\/03\/instagram-hiding-likes\/\">Mizen\u00ed \"like\" na Instagramu<\/a>a s rostouc\u00ed pot\u0159ebou zna\u010dek prok\u00e1zat sv\u00e9 soci\u00e1ln\u00ed c\u00edt\u011bn\u00ed se rovnov\u00e1ha mezi influencery je\u0161t\u011b v\u00edce vychyluje sm\u011brem k autenticit\u011b a pozici (kvalit\u011b) ne\u017e ke sl\u00e1v\u011b a obl\u00edbenosti (kvantit\u011b).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Vzestupy a p\u00e1dy tradi\u010dn\u00edho influencer marketingu<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Rok 2010 byl pravd\u011bpodobn\u011b zlat\u00fdm obdob\u00edm influencer\u016f a influencer marketingu, kdy\u017e byl v \u0159\u00edjnu 2010 spu\u0161t\u011bn Instagram zalo\u017een\u00fd na obr\u00e1zc\u00edch. V\u00edce ne\u017e kter\u00e1koli jin\u00e1 platforma soci\u00e1ln\u00edch m\u00e9di\u00ed umo\u017e\u0148oval Instagram lidem vytv\u00e1\u0159et a prom\u00edtat sv\u016fj vytou\u017een\u00fd \u017eivotn\u00ed styl komukoli, kdo by o to mohl m\u00edt z\u00e1jem, a ti, kdo vytv\u00e1\u0159eli poutav\u00e9 kan\u00e1ly, rychle z\u00edsk\u00e1vali sleduj\u00edc\u00ed a vliv. Pro v\u011bt\u0161inu zna\u010dek - v\u010detn\u011b t\u011bch s velmi rozd\u00edln\u00fdm publikem, sahaj\u00edc\u00edm od masov\u00e9ho trhu a\u017e po UHNW - byla p\u0159\u00edle\u017eitost propagovat sv\u00e9 jm\u00e9no nebo produkty nejobl\u00edben\u011bj\u0161\u00edmi osobnostmi Instagramu neuv\u011b\u0159iteln\u00e1.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S postupem \u010dasu a n\u00e1r\u016fstem po\u010dtu influencer\u016f se v\u0161ak n\u011bkte\u0159\u00ed spot\u0159ebitel\u00e9 tradi\u010dn\u00edho modelu influencer\u016f naba\u017eili. Pro\u010d? Jedn\u00edm z kl\u00ed\u010dov\u00fdch probl\u00e9m\u016f je, \u017ee s rostouc\u00ed popularitou influencer\u016f se jejich obsah, kter\u00fd mo\u017en\u00e1 za\u010dal s c\u00edlem nav\u00e1zat kontakt s lidmi, \u010dasto st\u00e1v\u00e1 v\u00edce neosobn\u00edm. To vedlo k tomu, \u017ee n\u011bkte\u0159\u00ed influence\u0159i zve\u0159ej\u0148uj\u00ed leskl\u00fd, ale pom\u011brn\u011b homogenn\u00ed obsah, kter\u00fd u\u017e lidi nezaujme ani nezaujme.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zejm\u00e9na pro luxusn\u00ed zna\u010dky je tento n\u00e1r\u016fst popularity influencer\u016f probl\u00e9mem tak\u00e9 proto, \u017ee nen\u00ed zaru\u010deno, \u017ee jejich c\u00edlov\u00e1 skupina bude tvo\u0159it v\u011bt\u0161inu sleduj\u00edc\u00edch. \u010casto se st\u00e1v\u00e1, \u017ee \u0161irok\u00e1 \u0161k\u00e1la lid\u00ed sleduje luxusn\u00ed influencery, aby mohla pozorovat kr\u00e1sn\u00e9 sn\u00edmky, p\u0159i\u010dem\u017e mnoz\u00ed z nich nikdy nemaj\u00ed prost\u0159edky na to, aby si koupili to, co propaguj\u00ed. To je sice st\u00e1le dobr\u00fd zp\u016fsob budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce, ale m\u016f\u017ee to znamenat, \u017ee n\u00e1vratnost investic z kampan\u00ed influencer\u016f je m\u00e1lo znateln\u00e1. Samoz\u0159ejm\u011b to neplat\u00ed v\u017edy - zna\u010dky, kter\u00e9 si daj\u00ed z\u00e1le\u017eet na spolupr\u00e1ci s influencery, jejich\u017e z\u00e1kladna sleduj\u00edc\u00edch dob\u0159e odpov\u00edd\u00e1 jejich publiku, budou st\u00e1le odm\u011bn\u011bny \u00fasp\u011b\u0161n\u00fdmi v\u00fdsledky kampan\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00edm d\u016fvodem je, \u017ee se jako spole\u010dnost st\u00e1le v\u00edce zam\u011b\u0159ujeme na politick\u00e9 a soci\u00e1ln\u00ed ot\u00e1zky a spolehliv\u00e9 informace. Tento posun prob\u00edhal ji\u017e p\u0159ed vypuknut\u00edm COVID-19, i kdy\u017e pandemie jej jist\u011b urychlila; influence\u0159i, kte\u0159\u00ed zve\u0159ej\u0148ovali netradi\u010dn\u00ed z\u00e1b\u011bry v dob\u011b, kdy byl sv\u011bt uzav\u0159en, p\u016fsobili jako neinformovan\u00ed o tom, jak n\u011bkte\u0159\u00ed lid\u00e9 pandemii pro\u017e\u00edvaj\u00ed, i kdy\u017e \u0161lo o sn\u00edmky po\u0159\u00edzen\u00e9 p\u0159ed zdravotn\u00ed kriz\u00ed. \u00dasp\u011b\u0161n\u00ed byli ti influence\u0159i, kte\u0159\u00ed m\u011bnili sv\u016fj obsah tak, aby odpov\u00eddal aktu\u00e1ln\u00edm pot\u0159eb\u00e1m a n\u00e1lad\u011b jejich sleduj\u00edc\u00edch, p\u0159i\u010dem\u017e mnohem l\u00e9pe rezonovaly postupy p\u00e9\u010de o ple\u0165 a videa s dom\u00e1c\u00ed volno\u010dasovou m\u00f3dou ne\u017e sn\u00edmky z oblasti vysok\u00e9 m\u00f3dy a #TBT v okouzluj\u00edc\u00edch destinac\u00edch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Co jsou skute\u010dn\u00ed ovliv\u0148ovatel\u00e9?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vstupte do skupiny genuinfluencers. Vytvo\u0159ila ho spole\u010dnost zab\u00fdvaj\u00edc\u00ed se p\u0159edpov\u00edd\u00e1n\u00edm trend\u016f <a href=\"https:\/\/www.wgsn.com\/insight\/p\/article\/89834?lang=en&amp;_fsi=vtUEdEdW\">WGSN<\/a> v prosinci lo\u0148sk\u00e9ho roku, ozna\u010duje influencery, kte\u0159\u00ed se v\u00edce zaj\u00edmaj\u00ed o \u0161\u00ed\u0159en\u00ed pravdiv\u00fdch informac\u00ed a poskytov\u00e1n\u00ed rad ne\u017e o prodej produkt\u016f a propagaci zna\u010dek. Skute\u010dn\u00ed influence\u0159i, kte\u0159\u00ed jsou tipov\u00e1ni jako jeden z p\u011bti kl\u00ed\u010dov\u00fdch trend\u016f WGSN pro rok 2021 a dal\u0161\u00ed roky, si obvykle na soci\u00e1ln\u00edch s\u00edt\u00edch vytv\u00e1\u0159ej\u00ed mezeru zalo\u017eenou na vlastn\u00edch odborn\u00fdch znalostech a sd\u00edlej\u00ed sv\u00e9 cenn\u00e9 znalosti a n\u00e1zory s d\u016fv\u011b\u0159iv\u00fdm publikem. Mohou to v\u0161ak b\u00fdt tak\u00e9 velmi popul\u00e1rn\u00ed influence\u0159i, kte\u0159\u00ed se rozhodnou spolupracovat s n\u011bjakou organizac\u00ed a vyu\u017e\u00edt sv\u00e9 moci k dobru - nap\u0159\u00edklad senzace TikToku Charli D'Amelio <a href=\"https:\/\/www.tiktok.com\/foryou?referer_url=https%3A%2F%2Fwww.prweek.com%2F&amp;referer_video_id=6807971434959310085&amp;is_copy_url=1&amp;is_from_webapp=v3&amp;item_id=6807971434959310085#\/@charlidamelio\/video\/6807971434959310085\">#DistanceDance<\/a> na podporu soci\u00e1ln\u00edho odstupu, nebo po\u0159ad ITV <a href=\"https:\/\/www.insider.com\/love-island-stars-paid-to-advertise-uk-test-and-trace-2020-9\">Hv\u011bzdy ostrova l\u00e1sky<\/a> propagace programu NHS Test and Trace ve Spojen\u00e9m kr\u00e1lovstv\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pro\u010d vyu\u017e\u00edvat skute\u010dn\u00e9 influencery k prodeji hodnotn\u00fdch produkt\u016f a slu\u017eeb?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tento typ skute\u010dn\u011b autentick\u00e9ho obsahu, kter\u00fd div\u00e1k\u016fm poskytuje u\u017eite\u010dn\u00e9 informace a nen\u00ed p\u0159\u00edli\u0161 leskl\u00fd, upozad\u011bn\u00fd a propaga\u010dn\u00ed, je p\u0159esn\u011b to, po \u010dem dne\u0161n\u00ed publikum tou\u017e\u00ed. Mo\u017en\u00e1 si \u0159\u00edk\u00e1te, \u017ee zat\u00edmco pro vl\u00e1dn\u00ed org\u00e1ny nebo n\u011bkter\u00e9 organizace funguj\u00ed genuinfluencers dob\u0159e, v kontextu luxusu d\u00e1vaj\u00ed men\u0161\u00ed smysl - mo\u017en\u00e1 se domn\u00edv\u00e1te, \u017ee zna\u010dky nepot\u0159ebuj\u00ed propagovat svou etiku, aby byly \u00fasp\u011b\u0161n\u00e9. V dne\u0161n\u00ed dob\u011b to v\u0161ak jednodu\u0161e nen\u00ed pravda.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V roce 2021 mus\u00ed zna\u010dky s vysokou hodnotou prok\u00e1zat svou soci\u00e1ln\u00ed p\u0159ijatelnost jako kl\u00ed\u010dovou sou\u010d\u00e1st n\u00e1kupn\u00ed cesty. Nap\u0159\u00edklad mnoho UHNWI si uv\u011bdomuje, \u017ee jejich v\u00fddaje a chov\u00e1n\u00ed maj\u00ed dopad na \u017eivotn\u00ed prost\u0159ed\u00ed a \u017ee maj\u00ed moc zm\u011bnit masov\u00e9 chov\u00e1n\u00ed sv\u00fdmi rozhodnut\u00edmi jako prvn\u00ed u\u017eivatel\u00e9. Aktivn\u011b se proto sna\u017e\u00ed nakupovat u zna\u010dek, kter\u00e9 jsou v \u010dele ekologick\u00fdch politik. A <a href=\"https:\/\/luxe.digital\/business\/digital-luxury-trends\/millennials-buy-sustainable-luxury\/\">Zpr\u00e1va Luxe Digital<\/a> uv\u00e1d\u00ed, \u017ee mileni\u00e1lov\u00e9 a spot\u0159ebitel\u00e9 generace Z se pod\u00edlej\u00ed na celosv\u011btov\u00e9m r\u016fstu prodeje luxusn\u00edho zbo\u017e\u00ed 85%, zat\u00edmco studie spole\u010dnosti Nielsen zjistila, \u017ee 73% respondent\u016f z \u0159ad mileni\u00e1l\u016f je ochotno utratit za v\u00fdrobek v\u00edce, pokud poch\u00e1z\u00ed od udr\u017eiteln\u00e9 nebo soci\u00e1ln\u011b uv\u011bdom\u011bl\u00e9 zna\u010dky. Na druhou stranu podniky, kter\u00e9 svou udr\u017eitelnost neprojevuj\u00ed, pravd\u011bpodobn\u011b z\u016fstanou pozadu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Propagace etick\u00fdch hodnot je nezbytnou sou\u010d\u00e1st\u00ed va\u0161eho \u00fasp\u011bchu. A p\u0159esto\u017ee va\u0161e zna\u010dka mus\u00ed o sv\u00fdch soci\u00e1ln\u00edch hodnot\u00e1ch mluvit sama, skute\u010dn\u00ed influence\u0159i v\u00e1m pomohou p\u0159edat toto poselstv\u00ed mnohem autenti\u010dt\u011bj\u0161\u00edm a nezaujat\u011bj\u0161\u00edm zp\u016fsobem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Spolupr\u00e1ce se skute\u010dn\u00fdmi influencery pro va\u0161i zna\u010dku HNW a UHNW: Rady na\u0161ich odborn\u00edk\u016f<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">1. Projd\u011bte si svou zna\u010dku a komunika\u010dn\u00ed probl\u00e9my, kter\u00e9 mus\u00edte p\u0159ekonat z hlediska spole\u010densk\u00e9 odpov\u011bdnosti firem. Nap\u0159\u00edklad zna\u010dka pron\u00e1jmu soukrom\u00fdch jachet m\u016f\u017ee pot\u0159ebovat uk\u00e1zat sv\u016fj z\u00e1vazek k recyklaci materi\u00e1l\u016f; zna\u010dka luxusn\u00edch automobil\u016f m\u016f\u017ee pot\u0159ebovat uk\u00e1zat sv\u016fj z\u00e1vazek k eliminaci emis\u00ed a \u0161rotu; spole\u010dnost zab\u00fdvaj\u00edc\u00ed se pron\u00e1jmem tryskov\u00fdch letadel m\u016f\u017ee pot\u0159ebovat uk\u00e1zat sv\u016fj z\u00e1vazek k dvoj\u00ed kompenzaci uhl\u00edkov\u00e9 stopy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdb\u011br skute\u010dn\u00e9ho influencera bude p\u0159irozen\u011b vypl\u00fdvat z p\u0159ehledu va\u0161ich komunika\u010dn\u00edch probl\u00e9m\u016f. Nejedn\u00e1 se o sd\u011blen\u00ed typu \"kupte si to hned\", ale o hlub\u0161\u00ed ot\u00e1zky spole\u010densk\u00e9 p\u0159ijatelnosti a odpov\u011bdnosti.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. V\u011bnujte \u010das zkoum\u00e1n\u00ed a konzumaci obsahu, abyste pochopili r\u016fzn\u00e9 styly kampan\u00ed pro skute\u010dn\u00e9 influencery. Nap\u0159\u00edklad zna\u010dky, kter\u00fdm jsou bl\u00edzk\u00e9 dobr\u00e9 \u017eivotn\u00ed podm\u00ednky zv\u00ed\u0159at, by se mohly pod\u00edvat na Instagrammera. <a href=\"https:\/\/www.instagram.com\/chelseakauai\/\">Chelsea Kauai<\/a>kter\u00fd krom\u011b toho, \u017ee zve\u0159ej\u0148uje spoustu skute\u010dn\u00e9ho, nesponzorovan\u00e9ho obsahu, spolupracuje s udr\u017eiteln\u00fdmi podniky, v\u010detn\u011b luxusn\u00edch cestovn\u00edch resort\u016f, <a href=\"https:\/\/www.instagram.com\/p\/CNeReDiBlHx\/\">ned\u00e1vno spolupracoval s p\u011btihv\u011bzdi\u010dkov\u00fdm hotelem Royal Malewane.<\/a> &amp; Spa lodge, aby vyj\u00e1d\u0159ila sv\u016fj n\u00e1zor na jejich etick\u00e9 safari.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zva\u017ete, jak\u00fd typ kampan\u011b by mohl pro va\u0161i zna\u010dku dob\u0159e fungovat, a to na z\u00e1klad\u011b znalosti va\u0161eho publika a jeho preferovan\u00fdch platforem a styl\u016f obsahu. Kdy\u017e najdete genuinfluencera, o kter\u00e9m si mysl\u00edte, \u017ee by mohl dob\u0159e fungovat pro va\u0161i kampa\u0148, v\u011bnujte velkou pozornost vyhodnocen\u00ed jeho z\u00e1kladny sleduj\u00edc\u00edch, abyste se ujistili, \u017ee odpov\u00edd\u00e1 c\u00edlov\u00e9mu publiku va\u0161\u00ed zna\u010dky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. Nezapome\u0148te, \u017ee je\u0161t\u011b v\u00edce ne\u017e u tradi\u010dn\u00edch influencer\u016f je hodnota skute\u010dn\u00fdch influencer\u016f d\u00e1na jejich jedine\u010dn\u00fdmi metodami vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f a up\u0159\u00edmn\u00fdmi n\u00e1zory, tak\u017ee pravd\u011bpodobn\u011b budou m\u00edt hlavn\u00ed slovo v tom, jak obsah vypad\u00e1 a zn\u00ed. T\u011bm, kte\u0159\u00ed tento styl marketingu neznaj\u00ed, to m\u016f\u017ee p\u0159ipadat zvl\u00e1\u0161tn\u00ed, ale genuinfluence\u0159i v\u011bd\u00ed, co jejich publikum chce, co\u017e znamen\u00e1, \u017ee d\u016fv\u011bra v n\u011b pravd\u011bpodobn\u011b p\u0159inese mnohem vy\u0161\u0161\u00ed zapojen\u00ed a lep\u0161\u00ed v\u00fdsledky.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud byste cht\u011bli pomoci s vytvo\u0159en\u00edm kampan\u011b pro skute\u010dn\u00e9 influencery, nev\u00e1hejte se obr\u00e1tit na. <a href=\"https:\/\/relevance.digital\/cs\/kontakt\/\">kontaktujte t\u00fdm odborn\u00edk\u016f spole\u010dnosti Relevance<\/a>. Pom\u016f\u017eeme v\u00e1m zajistit a podpo\u0159it p\u0159ijatelnost va\u0161\u00ed zna\u010dky na soci\u00e1ln\u00edch s\u00edt\u00edch a z\u00edskat nov\u00e9 oddan\u00e9 p\u0159\u00edznivce a potenci\u00e1ln\u00ed klienty.&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Vlivn\u00e9 osoby bezesporu vl\u00e1dnou sv\u011btu masov\u00fdch soci\u00e1ln\u00edch m\u00e9di\u00ed. Podle studie MediaKix se odhaduje, \u017ee celosv\u011btov\u00fd po\u010det influencer\u016f na TikToku, Instagramu a YouTube dohromady...<\/p>","protected":false},"author":38,"featured_media":10319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-10318","post","type-post","status-publish","format-standard","has-post-thumbnail","category-luxury-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Who Are Genuinfluencers | Advice For HNW &amp; UHNW Brands | Relevance<\/title>\n<meta name=\"description\" content=\"Genuinfluencers focus on sharing facts and honest advice, rather than glossy promotional content. 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