Czech influencer marketing is growing and fast
Fresh data from the first influencer marketing report for the Czech market shows that Czech companies are now investing roughly 6 billion CZK annually in creator collaborations a huge leap from last year’s estimate of 1.5 billion. This change stems mainly from a new measurement methodology: while the previous estimate was based solely on “paid partnership” tags on Meta platforms (Instagram and Facebook), this year’s figure comes directly from brand data. As a result, the report reflects the market reality more accurately, including investments across other platforms such as TikTok, YouTube, Pinterest, and Twitch and even collaborations not explicitly marked as advertising on social media.
Most collaborations now happen with micro-influencers (5–30K followers) and macro-influencers (30–350K followers), who combine reach with audience trust and it’s in this group that brands report the best results. In 88% of cases, brands involve creators directly in campaign development, confirming that authentic content performs better than rigid adherence to briefs. Nearly 60% of marketers also admit that authenticity matters more to them than complete control over content.
Where the battle for attention is fought: platforms and performance
Instagram still holds the top spot for collaborations, with 95% of brands reporting their best campaign results there. Right behind are TikTok and YouTube, which are becoming key channels for younger audiences and for brands looking to tell longer stories. Instagram remains the space for quick impact and visual inspiration, TikTok delivers authenticity, shared humor, and viral moments, while YouTube provides depth and context.
Brands should approach influencer marketing strategically – building long-term relationships instead of one-off collaborations, tracking performance over time, and thinking about how to integrate creators across the communication mix. Success today depends not just on views, but on relevance, content quality, and audience engagement. The ability to connect these elements is what sets apart the brands that truly maximize influencer marketing’s potential.
From one big idea to a system of ideas
According to Dominika Skirlo, creative strategist at Meta, marketing is undergoing a major transformation driven by three key forces: the speed of content creation, the rise of artificial intelligence, and the growing demand for personalization. Audiences behave differently now – attention spans are shrinking, content consumption is accelerating, and expectations for communication are higher than ever. Research shows that human attention has dropped by 69% over the past two decades, and the brain needs just 0.4 seconds to decide whether to stop scrolling. Gen Z processes media up to three times faster than older audiences.
What once worked as a single strong campaign idea is no longer enough. Effective communication today must be flexible, spread across multiple formats that complement each other and fit their context. Dominika calls this approach Compact Branding – a system of smaller, interconnected ideas that together form a cohesive brand story. In an environment where seconds matter, the most effective content is immediate, visually striking, and natural. Short, dynamic triggers capture attention better than long linear storytelling.
Dominika also summarizes this shift in the 3C framework: Culture, Connections, Creators. These three elements define how brands are perceived in the digital space.
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Culture means speaking the same language as your audience. Brands that let creators create authentically perform better than those sticking to rigid briefs.
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Connections highlight that people today don’t just watch content, they share it. Over 4.5 billion Reels are sent daily across Meta platforms, proving that emotion and trust drive engagement.
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Creators are no longer just content carriers but full-fledged brand partners. People follow those they trust and that trust has become the most valuable currency in marketing.
When authenticity isn’t enough: why we also need fairness
The closing topic was one inseparable from influencer marketing – ethics and regulation. In her talk, Denisa Hejlováreminded us that the line between content and advertising is often blurred, posing a real risk – especially for children and teens, who haven’t yet developed the cognitive ability to distinguish ads from genuine content. Her research shows that most children under 13 can’t tell hidden advertising from authentic posts. And in categories where traditional advertising is restricted such as tobacco, alcohol, or supplements influencer marketing often fills the gap.
This gives brands and creators not only legal but also social responsibility. Hejlová also referenced the Code of Fair Influencing, developed to address the lack of clear guidelines. It’s not about bureaucracy but about setting healthy boundaries to ensure marketing is built on trust, not tricks. Collaborations should be visibly and clearly disclosed, hidden advertising avoided, and content always created with the audience’s age and understanding in mind.
The new era starts now
The Czech influencer marketing scene is becoming more professional. Brands are measuring, planning, and building campaigns on real data. Platforms are evolving into ecosystems driven by creativity and speed. And with greater influence comes greater responsibility.
To move forward, we need to connect three pillars: solid data, bold creativity, and fair practice. Only then can we fully unlock the potential that influencer marketing offers.
And if you want to make sure your campaigns are not only effective but also ethical, leave your influencer marketing to the experts and get in touch with us.
