{"id":431,"date":"2026-01-20T17:37:14","date_gmt":"2026-01-20T16:37:14","guid":{"rendered":"https:\/\/www.profi.cloud\/?p=431"},"modified":"2026-06-01T21:41:32","modified_gmt":"2026-06-01T19:41:32","slug":"ugc-tvurci-verime-lidem-ne-reklamam","status":"publish","type":"post","link":"https:\/\/www.profi.cloud\/en\/ugc-tvurci-verime-lidem-ne-reklamam\/","title":{"rendered":"UGC creators: Do we trust people, not ads?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Marketing v roce 2026 m\u00e1 jednu z\u00e1sadn\u00ed zm\u011bnu: lid\u00e9 u\u017e nev\u011b\u0159\u00ed zna\u010dk\u00e1m, ale lidem. Ne proto, \u017ee by firmy d\u011blaly n\u011bco \u0161patn\u011b, ale proto\u017ee z\u00e1kazn\u00edci maj\u00ed pln\u00e9 zuby uhlazen\u00fdch kampan\u00ed, kter\u00e9 vypadaj\u00ed jako z jin\u00e9ho sv\u011bta. Cht\u011bj\u00ed realitu. Cht\u011bj\u00ed zku\u0161enost. Cht\u011bj\u00ed n\u011bkoho, kdo je jim podobn\u00fd. A p\u0159esn\u011b tady nastupuj\u00ed <strong>UGC tv\u016frci<\/strong>.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\"><div class=\"article-toc\"><strong>Obsah \u010dl\u00e1nku:<\/strong><ul><li><a href=\"#section-0\">Co je UGC a kdo je UGC tv\u016frce<\/a><\/li><li><a href=\"#section-1\">Pro\u010d UGC funguje l\u00e9pe ne\u017e tradi\u010dn\u00ed reklama<\/a><\/li><li><a href=\"#section-2\">UGC tv\u016frce jako extern\u00ed par\u0165\u00e1k firmy<\/a><\/li><li><a href=\"#section-3\">Ekonomika UGC: lep\u0161\u00ed v\u00fdsledky za ni\u017e\u0161\u00ed n\u00e1klady<\/a><\/li><li><a href=\"#section-4\">Pro\u010d rok 2026 pat\u0159\u00ed UGC<\/a><\/li><li><a href=\"#section-5\">Strategy<\/a><\/li><\/ul><\/div><\/pre>\n\n\n\n<h2 id=\"section-0\" class=\"wp-block-heading\">Co je UGC a kdo je UGC tv\u016frce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">UGC je obsah vytvo\u0159en\u00fd b\u011b\u017en\u00fdmi lidmi, nikoli celebritami, ne velk\u00fdmi influencery, ale <strong>\u201e\u010dlov\u011bkem jako vy\u201c<\/strong>, kter\u00fd vezme telefon a nato\u010d\u00ed kr\u00e1tk\u00e9, p\u0159irozen\u00e9 video. \u017d\u00e1dn\u00e9 studio, \u017e\u00e1dn\u00e9 sv\u011btla, \u017e\u00e1dn\u00e9 p\u0159ehr\u00e1v\u00e1n\u00ed. Jen realita.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">UGC tv\u016frce nen\u00ed influencer. Nemus\u00ed m\u00edt sleduj\u00edc\u00ed. Je to extern\u00ed partner firmy, kter\u00fd:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>tvo\u0159\u00ed obsah p\u0159\u00edmo pro zna\u010dku<\/li>\n\n\n\n<li>ukazuje produkt v re\u00e1ln\u00e9m pou\u017eit\u00ed<\/li>\n\n\n\n<li>mluv\u00ed jazykem b\u011b\u017en\u00e9ho z\u00e1kazn\u00edka<\/li>\n\n\n\n<li>vytv\u00e1\u0159\u00ed d\u016fv\u011bryhodn\u00e9 materi\u00e1ly, kter\u00e9 funguj\u00ed v reklam\u00e1ch i na soci\u00e1ln\u00edch s\u00edt\u00edch<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Je to \u010dlov\u011bk, kter\u00fd dok\u00e1\u017ee p\u0159elo\u017eit marketing do lidsk\u00e9 \u0159e\u010di.<\/p>\n\n\n\n<h2 id=\"section-1\" class=\"wp-block-heading\">Pro\u010d UGC funguje l\u00e9pe ne\u017e tradi\u010dn\u00ed reklama<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tradi\u010dn\u00ed reklama tla\u010d\u00ed produkt. UGC ukazuje z\u00e1\u017eitek. A to je z\u00e1sadn\u00ed rozd\u00edl.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Data mluv\u00ed jasn\u011b:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>UGC m\u00e1 o 50 % vy\u0161\u0161\u00ed engagement<\/strong> ne\u017e klasick\u00e9 reklamn\u00ed spoty.<\/li>\n\n\n\n<li><strong>CTR je a\u017e 4\u00d7 vy\u0161\u0161\u00ed<\/strong> ne\u017e u studiov\u00fdch vide\u00ed.<\/li>\n\n\n\n<li>UGC p\u016fsob\u00ed jako doporu\u010den\u00ed, ne jako reklama \u2013 a doporu\u010den\u00ed v\u011b\u0159\u00edme nejv\u00edc.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1kazn\u00edci dnes cht\u011bj\u00ed vid\u011bt:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>jak produkt \u0159e\u0161\u00ed konkr\u00e9tn\u00ed probl\u00e9m<\/li>\n\n\n\n<li>jak ho pou\u017e\u00edvaj\u00ed lid\u00e9 jako oni<\/li>\n\n\n\n<li>jak vypad\u00e1 v b\u011b\u017en\u00e9m \u017eivot\u011b, ne v um\u011bl\u00e9m prost\u0159ed\u00ed<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Reklama \u0159\u00edk\u00e1: \u201eKupte si n\u00e1\u0161 produkt.\u201c UGC \u0159\u00edk\u00e1: \u201eTakhle mi to pomohlo.\u201c A to je p\u0159esn\u011b to, co rozhoduje.<\/p>\n\n\n\n<h2 id=\"section-2\" class=\"wp-block-heading\">UGC tv\u016frce jako extern\u00ed par\u0165\u00e1k firmy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">UGC tv\u016frce nen\u00ed tv\u00e1\u0159 kampan\u011b. Je to <strong>spolupracovn\u00edk<\/strong>, kter\u00fd firm\u011b dod\u00e1v\u00e1 obsah, jen\u017e p\u016fsob\u00ed p\u0159irozen\u011b a d\u016fv\u011bryhodn\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Firmy ho vyu\u017e\u00edvaj\u00ed, proto\u017ee:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>dok\u00e1\u017ee rychle vytvo\u0159it obsah na m\u00edru<\/li>\n\n\n\n<li>um\u00ed nat\u00e1\u010det tak, aby to p\u016fsobilo autenticky<\/li>\n\n\n\n<li>p\u0159in\u00e1\u0161\u00ed pohled z\u00e1kazn\u00edka, ne market\u00e9ra<\/li>\n\n\n\n<li>jeho obsah se d\u00e1 pou\u017e\u00edt v reklam\u00e1ch, na webu, v newsletterech i na soci\u00e1ln\u00edch s\u00edt\u00edch<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Je to modern\u00ed forma spolupr\u00e1ce, kter\u00e1 kombinuje kreativitu, rychlost a realitu.<\/p>\n\n\n\n<h2 id=\"section-3\" class=\"wp-block-heading\">Ekonomika UGC: lep\u0161\u00ed v\u00fdsledky za ni\u017e\u0161\u00ed n\u00e1klady<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Klasick\u00e1 produkce je drah\u00e1, pomal\u00e1 a \u010dasto zastar\u00e1 je\u0161t\u011b d\u0159\u00edv, ne\u017e se dostane do kampan\u011b. UGC je prav\u00fd opak:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>n\u00edzk\u00e9 n\u00e1klady na tvorbu<\/li>\n\n\n\n<li>rychl\u00e1 produkce<\/li>\n\n\n\n<li>mo\u017enost testovat v\u00edce variant<\/li>\n\n\n\n<li>del\u0161\u00ed \u017eivotnost d\u00edky autenticit\u011b<\/li>\n\n\n\n<li>vy\u0161\u0161\u00ed d\u016fv\u011bra z\u00e1kazn\u00edk\u016f<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">UGC je dnes nejefektivn\u011bj\u0161\u00ed forma obsahu, proto\u017ee spojuje to, co z\u00e1kazn\u00edci cht\u011bj\u00ed vid\u011bt, s t\u00edm, co firmy pot\u0159ebuj\u00ed v\u00fdsledky.<\/p>\n\n\n\n<h2 id=\"section-4\" class=\"wp-block-heading\">Pro\u010d rok 2026 pat\u0159\u00ed UGC<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1kazn\u00edci jsou unaven\u00ed z reklam, kter\u00e9 vypadaj\u00ed jako reklamy. Cht\u011bj\u00ed realitu. Cht\u011bj\u00ed sly\u0161et zku\u0161enost, ne slogan. UGC je odpov\u011b\u010f na tuto zm\u011bnu chov\u00e1n\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Firmy, kter\u00e9 UGC vyu\u017e\u00edvaj\u00ed, z\u00edsk\u00e1vaj\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>vy\u0161\u0161\u00ed d\u016fv\u011bru<\/li>\n\n\n\n<li>lep\u0161\u00ed v\u00fdkon kampan\u00ed<\/li>\n\n\n\n<li>v\u00edce konverz\u00ed<\/li>\n\n\n\n<li>obsah, kter\u00fd p\u016fsob\u00ed lidsky<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A to je p\u0159esn\u011b to, co dnes rozhoduje o \u00fasp\u011bchu.<\/p>\n\n\n\n<h2 id=\"section-5\" class=\"wp-block-heading\">Strategy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Chcete komunikovat zp\u016fsobem, kter\u00e9mu lid\u00e9 opravdu v\u011b\u0159\u00ed? Za\u010dn\u011bte pracovat s UGC tv\u016frci a postavte sv\u016fj obsah na re\u00e1ln\u00fdch zku\u0161enostech, ne na reklamn\u00edch fr\u00e1z\u00edch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><code><div class=\"summary-box\"><strong>Rychl\u00e9 shrnut\u00ed \u010dl\u00e1nku:<\/strong><div class=\"summary-content\"><p><\/code><strong>UGC (User Generated Content): Kl\u00ed\u010d k d\u016fv\u011b\u0159e a v\u00fdkonu v marketingu 2026<\/strong><\/p>\n<p class=\"wp-block-paragraph\">V roce 2026 doch\u00e1z\u00ed k z\u00e1sadn\u00edmu posunu: z\u00e1kazn\u00edci u\u017e nev\u011b\u0159\u00ed vyle\u0161t\u011bn\u00fdm reklam\u00e1m, ale autentick\u00e9 zku\u0161enosti \u201eoby\u010dejn\u00fdch lid\u00ed\u201c. <strong>UGC tv\u016frce<\/strong> nen\u00ed influencer s miliony sleduj\u00edc\u00edch, ale extern\u00ed partner, kter\u00fd pro zna\u010dku vytv\u00e1\u0159\u00ed p\u0159irozen\u00fd a lidsk\u00fd obsah.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Pro\u010d je UGC nejefektivn\u011bj\u0161\u00edm form\u00e1tem obsahu?<\/strong><\/h4>\n<ul class=\"wp-block-list\">\n<li><strong>Vysok\u00e1 d\u016fv\u011bryhodnost:<\/strong> UGC p\u016fsob\u00ed jako osobn\u00ed doporu\u010den\u00ed, nikoliv jako prodejn\u00ed tlak. Nam\u00edsto \u201ekupte si\u201c \u0159\u00edk\u00e1 \u201etakhle mi to pomohlo\u201c.<\/li>\n<li><strong>\u0160pi\u010dkov\u00fd v\u00fdkon:<\/strong> Ve srovn\u00e1n\u00ed s tradi\u010dn\u00ed reklamou dosahuje UGC o <strong>50 % vy\u0161\u0161\u00edho engagementu<\/strong> a m\u00e1 a\u017e <strong>4\u00d7 vy\u0161\u0161\u00ed m\u00edru prokliku (CTR)<\/strong>.<\/li>\n<li><strong>Ekonomick\u00e1 efektivita:<\/strong> Nab\u00edz\u00ed ni\u017e\u0161\u00ed n\u00e1klady na produkci, extr\u00e9mn\u00ed rychlost tvorby a mo\u017enost snadno testovat r\u016fzn\u00e9 varianty vide\u00ed.<\/li>\n<li><strong>Multifunk\u010dnost:<\/strong> Autentick\u00e1 videa lze vyu\u017e\u00edt nap\u0159\u00ed\u010d kan\u00e1ly \u2013 od placen\u00fdch soci\u00e1ln\u00edch s\u00edt\u00ed a web\u016f a\u017e po newslettery.<\/li>\n<\/ul>\n<h4 class=\"wp-block-heading\"><strong>Hlavn\u00ed p\u0159\u00ednos pro firmy:<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Spolupr\u00e1ce s UGC tv\u016frci umo\u017e\u0148uje zna\u010dk\u00e1m mluvit jazykem sv\u00fdch z\u00e1kazn\u00edk\u016f. V\u00fdsledkem je <strong>vy\u0161\u0161\u00ed konverzn\u00ed pom\u011br<\/strong>, pos\u00edlen\u00ed loajality a modern\u00ed obsah, kter\u00fd v digit\u00e1ln\u00edm \u0161umu roku 2026 skute\u010dn\u011b rezonuje.<code><\/p>\n<\/div><\/div><\/code><\/p>","protected":false},"excerpt":{"rendered":"<p>Marketing v roce 2026 m\u00e1 jednu z\u00e1sadn\u00ed zm\u011bnu: lid\u00e9 u\u017e nev\u011b\u0159\u00ed zna\u010dk\u00e1m, ale lidem. Ne proto, \u017ee by firmy d\u011blaly n\u011bco \u0161patn\u011b, ale proto\u017ee z\u00e1kazn\u00edci maj\u00ed pln\u00e9 zuby uhlazen\u00fdch kampan\u00ed, kter\u00e9 vypadaj\u00ed jako z jin\u00e9ho sv\u011bta. Cht\u011bj\u00ed realitu. Cht\u011bj\u00ed zku\u0161enost. Cht\u011bj\u00ed n\u011bkoho, kdo je jim podobn\u00fd. A p\u0159esn\u011b tady nastupuj\u00ed UGC tv\u016frci. Co je UGC [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":435,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_ariafse_meta_header_display":false,"_ariafse_meta_footer_display":false,"_ariafse_meta_site_title_display":false,"_ariafse_meta_sticky_header":false,"_ariafse_meta_transparent_header":false,"footnotes":""},"categories":[1,26],"tags":[],"class_list":["post-431","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-podnikani"],"_links":{"self":[{"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/posts\/431","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/comments?post=431"}],"version-history":[{"count":4,"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/posts\/431\/revisions"}],"predecessor-version":[{"id":951,"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/posts\/431\/revisions\/951"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/media\/435"}],"wp:attachment":[{"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/media?parent=431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/categories?post=431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.profi.cloud\/en\/wp-json\/wp\/v2\/tags?post=431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}