"Pratfall Effect" a jeho dopad na rozvoj osobní značky

More and more people are actively trying to build a personal brand on social media nowadays to diversify their income – also many athletes. In this oversaturated market every creator is fighting for attention from the users, which is especially hard in the beginning after creating a new account. This research investigates whether the Pratfall Effect, i.e. the implementation of strategic imperfections, can accelerate the organic growth of new personal brands. Utilizing a controlled A/B experimental design, 120 short-form videos were posted across Instagram Reels and YouTube Shorts featuring an amateur athlete in "flawless" versus "strategically flawed" conditions. Results reveal that each platform has to be considered individually: while the flawless condition achieved significantly higher reach on YouTube, the Pratfall condition drove statistically significant follower growth on Instagram (p < 0.001). The study concludes that while imperfection may be penalized by algorithms focused on retention. However, it also acts as a humanizing catalyst for audience conversion. Ultimately, the thesis suggests that as AI commoditizes perfection, human fallibility becomes a premium differentiator for building loyal digital communities