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On October 1, we stood behind the largest influencer marketing conference in Central and Eastern Europe, Influcon. It brought together people who don’t just do marketing but shape it – analysts, brand strategists, creatives, and ethics experts. Our goal was to create a space where data, strategy, and responsibility come together. We want brands, agencies, and creators to fully unlock the potential of this field – something possible only when we rely on facts, understand shifts in content creation, and stay true to fair principles.

In the world of marketing, we plan years ahead. We prepare campaign launches, craft thoughtful strategies, build compelling stories. But then, a moment comes along that no one saw coming: a viral video, a TikTok trend, or… a Coldplay concert.

You spend weeks planning an influencer campaign, refining the brief, approving research, posts, copy. Signed off. Published. Done. Everything’s in place. But for the audience, that’s only the beginning. Sometimes, instead of a wave of likes and support, you get a wave of criticism. Dozens of negative comments appear under the post. Not always fair. And what happens? Nothing. No response. Maybe a few comments get deleted. Maybe someone notices days later. Maybe not at all. Sometimes it’s not even a wave, just one unpleasant comment is enough. This is really the most critical moment.

Pricing in influencer marketing still evokes emotions and yet is one of the key factors in every campaign. A recent discussion on LinkedIn showed how different ideas there are about how much an influencer can ask for and how much a brand should pay. It was kicked off by our CEO Petr Srna’s post about MONETA Money Bank’s campaign with Alice Bendova, where he compared the real cost of an output with what the data shows. The difference? Over CZK 110,000.

Influencer marketing is booming in the Czech Republic, but the legislation meant to regulate it is several steps behind. While the European Union is making efforts to keep up with the times, the result is a set of directives that each country interprets in its own way and the Czech Republic, it seems, isn’t exactly leading the charge. At a panel discussion on marketing legislation hosted by the weekly Marketing & Media featuring, among others, lawyer Petra Dolejšová and our Opportunity Manager Martin Fryč, a number of important, and at times even absurd, points were raised. So what should influencers, agencies, and brands definitely be aware of?

Authenticity used to be what influencer marketing was all about – now it’s a word you hear all the time, but it often gets lost along the way. Why is that, and how can we prevent it? At WOO, we believe the key to successful partnerships is trust and giving influencers the space to be creative. Without that, they risk turning into walking billboards – and followers can tell.

Engagement rate (ER) is one of the key metrics in influencer marketing. Our data shows that the number of followers has an impact on ER – but not always in the way you might expect. We analysed the top 20 influencers in the micro, macro and mega influencer categories for the Czech Republic, Slovakia, Poland and Hungary and here are the findings.

Every year, thousands of new influencers are created around the world through reality shows. Many of them were unknown before the competition, but it is thanks to the competition that they have come into the public eye. How suitable are reality show influencers to work with your brand?

Whether we realise it or not, psychology plays a key role in marketing, and it’s the same in influencer marketing. Here are the top 4 reasons, from a psychology perspective, why influencer marketing is so effective.

Trends 2025 is marked by change, technological innovation and ways to reach audiences even more effectively. Brands and influencer marketing agencies that want to stay on the cutting edge will need to keep up. What phenomena will shape the industry and how best to harness them?

Does an influencer work better than a TV spot? For Leoš Mareš’s fans, it certainly does. This was revealed in a neuromarketing research by Confess Agency. This summer, it conducted a total of four neurotests, measuring 18 ads on 215 respondents. The goal? To compare a TV image spot with an influencer outlet promoting the same product.

At WOO, we have participated in 89 tenders over the last 7 years, winning 26 of them, and of those 89, 12 have been cancelled and 16 have changed conditions in the process.Tenders are a separate discipline, the biggest agencies have dedicated teams of people for them. We don’t have that. But we participate in the ones where we’re up against them. Then we get slightly frustrated when the approach to tendering is not professional, the terms of reference and conditions of selection change during the process or evaluation deadlines are constantly moved. Sometimes the evaluation doesn’t happen at all. That is why we are happy to be part of Fair Tender.