{"id":2523,"date":"2022-11-02T11:30:23","date_gmt":"2022-11-02T09:30:23","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&p=2523"},"modified":"2023-02-03T10:49:07","modified_gmt":"2023-02-03T08:49:07","slug":"doba-kazdodenniho-postovani-definitivne-pominula-kdy-to-firmy-pochopi","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/doba-kazdodenniho-postovani-definitivne-pominula-kdy-to-firmy-pochopi\/","title":{"rendered":"Doba ka\u017edodenn\u00edho postov\u00e1n\u00ed definitivn\u011b pominula. Kdy to firmy pochop\u00ed?"},"content":{"rendered":"\r\n

Kdy\u017e si \u010dlov\u011bk vygoogl\u00ed, kolik obsahu m\u00e1 na soci\u00e1ln\u00ed s\u00edt\u011b d\u00e1vat, dozv\u00ed se, \u017ee je ide\u00e1ln\u00ed frekvence jednou nebo a\u017e dvakr\u00e1t denn\u011b. Auto\u0159i t\u011bchto \u010dl\u00e1nk\u016f zv\u011bdav\u00fdm marke\u0165\u00e1k\u016fm slibuj\u00ed, \u017ee d\u00edky t\u00e9to frekvenci z\u00edskaj\u00ed skv\u011bl\u00fd dosah a \u00fa\u017easnou m\u00edru zapojen\u00ed. V\u011bt\u0161inou ale jde o deset let star\u00e9 \u010dl\u00e1nky, kter\u00e9 neberou v \u00favahu dramatick\u00e9 zm\u011bny u\u017eivatelsk\u00e9ho chov\u00e1n\u00ed a algoritm\u016f v posledn\u00edch n\u011bkolika letech. Pod\u00edvejme se na to, pro\u010d ani sto post\u016f m\u011bs\u00ed\u010dn\u011b nespas\u00ed organick\u00fd dosah ani m\u00edru zapojen\u00ed a co s t\u00edm nyn\u00ed ud\u011blat.\u00a0<\/span><\/strong><\/p>\r\n\r\n\r\n\r\n

Prvn\u00ed probl\u00e9m je, \u017ee zat\u00edmco obsahu se tvo\u0159\u00ed \u010d\u00edm d\u00e1l v\u00edce, \u010das u\u017eivatel\u016f na s\u00edt\u00edch u\u017e posledn\u00ed roky neroste. Zat\u00edmco mezi roky 2012 a 2018 nar\u016fstal pr\u016fm\u011brn\u00fd \u010das str\u00e1ven\u00fd na s\u00edt\u00edch rok co rok, posledn\u00ed t\u0159i roky u\u017e toto \u010d\u00edslo v\u00fdznamn\u011b nestoup\u00e1 \u2013 u\u017eivatel\u00e9 tr\u00e1v\u00ed pr\u016fm\u011brn\u011b na s\u00edt\u00edch kolem 2 hodin a 27 minut denn\u011b.<\/p>\r\n\r\n\r\n\r\n

\"\"Zdroj: statista<\/p>\r\n\r\n\r\n\r\n

Problematick\u00fd nen\u00ed ale jen \u010das na s\u00edt\u00edch, ale i m\u00edra zapojen\u00ed neboli engagement rate. Ten ka\u017ed\u00fdm rokem kles\u00e1 o des\u00edtky procent. Vypl\u00fdv\u00e1 to z\u00a0dat Rival IQ, kter\u00fd ka\u017ed\u00fd rok analyzuje stovky tis\u00edc p\u0159\u00edsp\u011bvk\u016f a jejich v\u00fdkon. V\u00a0roce 2021 byl na Instagramu engagement rate 0,67 %, na Facebooku pouh\u00fdch 0,064 %. U str\u00e1nky se\u00a0100\u00a0000 sleduj\u00edc\u00edmi m\u00e1 tedy pr\u016fm\u011brn\u00fd post pouh\u00fdch 64 interakc\u00ed.<\/p>\r\n

\"\"Zdroj: RivalIQ<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

Obrovsk\u00fd dopad na dosah firemn\u00edch post\u016f pak m\u011bla zm\u011bna algoritmu v roce 2018. \u201eM\u016f\u017eete o\u010dek\u00e1vat na sv\u00e9m feedu v\u00edce obsahu od p\u0159\u00e1tel, rodiny a skupin. Uvid\u00edte naopak m\u00e9n\u011b obsahu od zna\u010dek a m\u00e9di\u00ed,\u201c sd\u011blil u\u017eivatel\u016fm na sv\u00e9m profilu<\/span><\/a> Mark Zuckerberg. Od\u016fvodnil to t\u00edm, \u017ee p\u0159\u00edsp\u011bvky zna\u010dek a m\u00e9di\u00ed na Facebooku \u201evyt\u011bs\u0148ovaly\u201c sd\u00edlen\u00e9 st\u0159\u00edpky ze \u017eivot\u016f lid\u00ed, kter\u00e9 n\u00e1m pom\u00e1haj\u00ed z\u016fstat ve spojen\u00ed. Zm\u011bnu poc\u00edtili v\u0161ichni, kte\u0159\u00ed spravuj\u00ed firemn\u00ed profily. Zat\u00edmco d\u0159\u00edve byly tis\u00edce interakc\u00ed u p\u0159\u00edsp\u011bvku standardem, dnes se bav\u00edme o des\u00edtk\u00e1ch nebo ni\u017e\u0161\u00edch stovk\u00e1ch \u2013 p\u0159i stejn\u00e9m medi\u00e1ln\u00edm rozpo\u010dtu a kvalit\u011b obsahu.<\/p>\r\n

\"\"<\/p>\r\n\r\n

Nikoliv n\u00e1st\u011bnka, ale advertorial <\/h2>\r\n\r\n

Se soci\u00e1ln\u00edmi s\u00edt\u011bmi, nebo alespo\u0148 s Facebookem, Instagramem a LinkedInem, je dnes nutn\u00e9 zach\u00e1zet jako s placen\u00fdm m\u00e9diem. Mechanika se nyn\u00ed podob\u00e1 sp\u00ed\u0161 advertorial\u016fm, kdy se pomoc\u00ed pen\u011bz vynalo\u017een\u00fdch na m\u00e9dia dostaneme do prost\u0159ed\u00ed, kde lid\u00e9 dobrovoln\u011b konzumuj\u00ed obsah. Matematika je jednoduch\u00e1 \u2013 \u010d\u00edm v\u00edce zaplat\u00edme, t\u00edm v\u00edc lid\u00ed dan\u00fd obsah uvid\u00ed. Kreativa slou\u017e\u00ed sp\u00ed\u0161e k zapamatovatelnosti obsahu ne\u017e k jeho vy\u0161\u0161\u00edmu organick\u00e9mu dosahu. Pokud vytvo\u0159\u00edme super kreativu, ale p\u0159itom zapomeneme na propagaci, nebude m\u00edt p\u0159\u00edsp\u011bvek o moc lep\u0161\u00ed dosah, ne\u017e kdy\u017e jej vyv\u011bs\u00edte na firemn\u00ed n\u00e1st\u011bnku.<\/p>\r\n\r\n\r\n\r\n

M\u00edsto des\u00edtek p\u0159\u00edsp\u011bvk\u016f m\u011bs\u00ed\u010dn\u011b se pak vyplat\u00ed zapracovat na men\u0161\u00edm po\u010dtu kvalitn\u00edch kreativ, kter\u00e9 podpo\u0159\u00edme odpov\u00eddaj\u00edc\u00edm rozpo\u010dtem. Frekvenci zobrazen\u00ed firemn\u00edho obsahu pak ne\u0159\u00edd\u00edme pomoc\u00ed kvantity p\u0159\u00edsp\u011bvk\u016f, ale medi\u00e1ln\u00edho rozpo\u010dtu a nastaven\u00ed kampan\u011b.<\/p>\r\n\r\n

V\u00fdjimky jsou v\u0161ude <\/h2>\r\n\r\n

Samoz\u0159ejm\u011b existuj\u00ed p\u0159\u00edpady, kdy se firm\u00e1m vyplat\u00ed denn\u011b chrlit nov\u00fd obsah. Je to ale jenom v\u00a0p\u0159\u00edpad\u011b, kdy jsou p\u0159\u00edsp\u011bvky pro sleduj\u00edc\u00ed opravdu u\u017eite\u010dn\u00e9, inspirativn\u00ed nebo z\u00e1bavn\u00e9. Prodej produktu ale mus\u00ed j\u00edt stranou a do pop\u0159ed\u00ed se mus\u00ed dostat kvalitn\u00ed informace, kter\u00e9 u\u017eivateli opravdu pomohou.<\/p>\r\n

\"\"Pro\u010d m\u00e1 Aktin v\u00edce ne\u017e 100 000 follower\u016f? O sv\u00fdch produktech mluv\u00ed minim\u00e1ln\u011b a naprost\u00e1 v\u011bt\u0161ina obsahu je o praktick\u00fdch tipech na cvi\u010den\u00ed a stravov\u00e1n\u00ed.<\/p>\r\n\r\n

Jak\u00e1 je budoucnost? <\/h2>\r\n\r\n

Podle toho, jak se v\u0161echny platformy sna\u017e\u00ed kop\u00edrovat rostouc\u00ed TikTok, existuje \u0161ance, \u017ee obsah firem p\u0159estane b\u00fdt diskriminovan\u00fd na \u00fakor p\u0159\u00e1tel a skupin. Prioritou bude poutavost obsahu<\/b> a potenci\u00e1l k jeho sd\u00edlen\u00ed<\/span><\/a> mezi\u00a0<\/span>kamar\u00e1dy.<\/p>\r\n\r\n\r\n\r\n

Takov\u00fd obsah je ale t\u00e9m\u011b\u0159 nemo\u017en\u00e9 tvo\u0159it denn\u011b<\/b>. I Ryanair, kter\u00fd se TikToku velmi intenzivn\u011b v\u011bnuje, za \u010dervenec stihl vyrobit \u201ejenom\u201c 13 vide\u00ed \u2013 skoro ka\u017ed\u00e9 je ale vir\u00e1ln\u00ed.<\/p>\r\n\r\n\r\n\r\n

V\u00a0praxi ale \u201etiktokizace\u201c platforem znamen\u00e1, \u017ee by se firmy m\u011bly nau\u010dit ob\u010das odhodit profesion\u00e1ln\u00ed kamery a deseti\u010dlenn\u00fd \u0161t\u00e1b a m\u00edsto toho vyrazit do parku nato\u010dit vtipn\u00e1 \u010di poutav\u00e1 videa na mobil.<\/p>\r\n\r\n\r\n\r\n

A pokud cht\u011bj\u00ed pomoc\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed prodat produkt nebo budovat zna\u010dku, je pot\u0159eba adekv\u00e1tn\u011b nav\u00fd\u0161it medi\u00e1ln\u00ed rozpo\u010det. Jak \u0159\u00edk\u00e1 Hamish Priest z Googlu \u2013 obsah bez dosahu je jako stav\u011bt katedr\u00e1lu v pou\u0161ti.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

Kdy\u017e si \u010dlov\u011bk vygoogl\u00ed, kolik obsahu m\u00e1 na soci\u00e1ln\u00ed s\u00edt\u011b d\u00e1vat, dozv\u00ed se, \u017ee je ide\u00e1ln\u00ed frekvence jednou nebo a\u017e dvakr\u00e1t denn\u011b. Auto\u0159i t\u011bchto \u010dl\u00e1nk\u016f zv\u011bdav\u00fdm marke\u0165\u00e1k\u016fm slibuj\u00ed, \u017ee d\u00edky t\u00e9to frekvenci z\u00edskaj\u00ed skv\u011bl\u00fd dosah a \u00fa\u017easnou m\u00edru zapojen\u00ed. V\u011bt\u0161inou ale jde o deset let star\u00e9 \u010dl\u00e1nky, kter\u00e9 neberou v \u00favahu dramatick\u00e9 zm\u011bny u\u017eivatelsk\u00e9ho chov\u00e1n\u00ed a algoritm\u016f v posledn\u00edch n\u011bkolika […]<\/p>\n","protected":false},"featured_media":2527,"menu_order":0,"template":"","serial":[],"class_list":["post-2523","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nDoba ka\u017edodenn\u00edho postov\u00e1n\u00ed definitivn\u011b pominula. 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