5 insights before you run influencer marketing in the Czech republic | by Kluk z marketingu | Aug, 2023

Are you entering the Czech market in 2023 (or are you already active here) and want to add influencer marketing to your marketing mix? Great. Read what you need to know about local influencer environment.

The most efficient and the most used influencer platform is Instagram (3.9M users*), the most rapidly growing is TikTok (1.4M users*, with uncertain future due to certain safety issues). You can still consider YouTube (5.9M users*, but the numbers of influencer video views and frequency of uploads of influencer videos decreased significantly in recent years). For specific purposes, Twitch might be a reasonable platform (around 3M users). We do have Pinterest (1,4M*) and Twitter (0,8M*) in the Czech republic but these two are not typicaly used influencer marketing platforms. (*Source: MediaGuru/GroupeM)

On Instagram, about 60 to 70 % of Czech influencers’ followers are usually from the Czech republic. If there are less, there must be a special reason. Quite a bit of followers from Slovakia is normal (expect 5 to 10 %). In some cases Slovak followers of Czech influencers may increase up to tens of percent. Why? The countries are connected in many ways (they were one federative state till 1993). Some people are celebrities in both countries, e.g. they perform in both Czech and Slovak TV shows and movies and appear in both Czech and Slovak lifestyle magazines. The languages are very similar and one can understand the other without a special effort. Beside that, the rise of YouTubers in 2013–2016 was a “Czechoslovak thing”. So that influencers with YouTube origins may still score in both Czech republic and Slovakia.

There are tens of agencies capable of influencer marketing. They are basically of two types. Either they are PR agencies with a PR mind-set. Or online/digital agencies. PR agencies can sometimes obtain pro bono influencer outputs as part of a PR project based on my experience. But it happens they cannot correctly set the goals of online communication and correctly evaluate the impact or enlist the outputs for client’s social media.

Your supplier, an agency or a freelancer, should always:

1) Help you set online KPIs up.

2) Suggest a creative or a communication concept based on your business goals.

3) Let you choose particular influencers from a wider selection. You want to know (1 sentence is often enough) why they chose the given influencers — how they will deliver your goals. Before the cooperation with the influencer starts, you may insist learning the demography of shortlisted influencers.

4) Offer a media promotion (branded content ads or different) to maximize effectivity of the project.

5) Show you both organic and overall CPM or similar metrics (as CPC, CPV, CP reach, overall number of impressions…) during and at the end of the campaign + they must be ready to prove the results (e.g. by screenshots from influencers’ profiles and ads manager).

You may encounter this, but most influencers do not have exclusive representation or a manager. It is more common in the case of famous actors and singers, professional athletes and models.

Influencers up to 10,000 followers — better said, influencers with reach in few thousands of users per post (or hundreds of interactions per post) are often willing to cooperate for barter. The price for cooperation with bigger influencers can be estimated according to CPM. CPM of 150 to 400 CZK is considered common in Czech influencer marketing. Influencers with 100,000+ followers (depending on their reputation, profession, uniqueness etc.) often demand long-term exclusive cooperations but are usually willing to cooperate ad hoc too. Nevertheless for higher prices.