Brief UGC / EGC / KOC

Thu thap thong tin

Hoi toi da 4 cau truoc khi tao brief:

1. San pham / dich vu gi? Mo ta ngan, USP, gia, doi tuong khach hang.
2. Loai creator nao? UGC (khach hang that), EGC (nhan vien), KOC (creator tra phi). Neu khong chon — mac dinh UGC.
3. Muc tieu noi dung? TOFU (nhan biet), MOFU (thuyet phuc), BOFU (chot don). So luong video can.
4. Ngan sach va thoi gian? Ngan sach/video, deadline giao video, thoi gian chien dich.

Nguyen tac cot loi

Phan biet 3 loai creator

| Tieu chi | UGC (User) | EGC (Employee) | KOC (Key Opinion Consumer) | |----------|-----------|----------------|--------------------------| | Nguoi quay | Khach hang that | Nhan vien cong ty | Creator tra phi / doi san pham | | Do tin cay | Cao nhat — khach that | Cao — nguoi trong cuoc | Trung binh — nhan dien la quang cao | | Chi phi | Thap (san pham + voucher) | Luong nhan vien (da co) | 500K–10M/video tuy follower | | Kiem soat noi dung | Thap | Cao | Trung binh — co brief nhung creator tu sang tao | | Quyen su dung | Can xin phep | Mac dinh thuoc cong ty | Theo hop dong | | Phu hop cho | Social proof, MOFU | Behind-the-scenes, employer branding | Reach, awareness, TOFU |

Tieu chi chon creator

UGC — Khach hang

| Tieu chi | Yeu cau | |----------|---------| | Da su dung san pham | Bat buoc — co bang chung (don hang, check-in, review cu) | | Chat luong camera | iPhone 11+ hoac tuong duong — video khong be, khong mo | | Phong cach noi | Tu nhien, khong doc script cung — co cam xuc | | Ngoai hinh | Phu hop doi tuong muc tieu (cung demographic) | | Do san long | Dong y quay + cho phep su dung tren kenh thuong hieu |

EGC — Nhan vien

| Tieu chi | Yeu cau | |----------|---------| | Phong ban | Uu tien: sale, ky thuat, cham soc khach hang — nguoi tiep xuc khach truc tiep | | Phong cach | Tu nhien, khong qua "corporate" — nhu ke chuyen cho ban nghe | | Thiet bi | Dien thoai ca nhan (khong can may quay chuyen nghiep) | | Tan suat | 2–4 video/thang/nguoi | | Dong luc | Thuong theo view/engagement, ngay phep, qua tang |

KOC — Creator tra phi

| Tieu chi | Muc chap nhan | |----------|--------------| | Follower | Nano: 1K–10K / Micro: 10K–50K / Mid: 50K–200K | | Engagement rate | >3% (nano), >2% (micro), >1.5% (mid) | | Niche | Phu hop nganh hang (beauty, F&B, lifestyle, tech) | | Content style | Tu nhien, khong "ads qua ro" — storytelling, review, daily vlog | | Demographics keo | 70%+ follower la doi tuong muc tieu (do tuoi, gioi tinh, dia ly) | | Lich su brand deal | Kiem tra — tranh creator da lam voi doi thu truc tiep trong 3 thang |

Cau truc brief chi tiet

Phan 1 — Tong quan

markdown
# Brief [UGC/EGC/KOC]: [Ten san pham/chien dich]
Ngay tao: [YYYY-MM-DD]
Deadline giao video: [YYYY-MM-DD]
Loai creator: [UGC / EGC / KOC]
So luong video can: [X video]
Nen tang dang: [TikTok / Reels / YouTube Shorts / Tat ca]

Phan 2 — Thong tin san pham

| Hang muc | Chi tiet | |----------|---------| | Ten san pham / dich vu | Ten] | | Mo ta 1 cau | Mo ta ngan] | | USP chinh (1–2 diem) | Diem khac biet] | | Gia | Gia ban / Gia khuyen mai] | | Doi tuong khach hang | Gioi tinh, do tuoi, noi dau] | | Link san pham | URL hoac thong tin dat hang] | | Hashtag bat buoc | #TenThuongHieu, #TenChienDich] |

Phan 3 — Do / Don't

| DO — Nen lam | DON'T — Khong lam | |-------------|------------------| | Noi tu nhien, nhu ke chuyen cho ban nghe | Khong doc script cung nhac | | Nhac ten san pham / dich vu ro rang | Khong nhac ten doi thu | | Show ket qua / trai nghiem that | Khong cam ket ket qua "100%", "dam bao" | | Quay doc 9:16, anh sang tot | Khong quay ngang, khong quay toi | | Nhac CTA cuoi video | Khong quen CTA | | Dung am thanh ro, khong on | Khong quay o noi on ao | | Them theo san pham cu the] | Khong su dung nhac co ban quyen |

Phan 4 — 3 goc do video (chon 1 hoac quay ca 3)

| Goc do | Mo ta | Hook goi y | Phu hop | |--------|-------|-----------|---------| | Goc do 1: VD: Review that] | Ke lai trai nghiem su dung — truoc/sau | "Minh dung cai nay X] tuan — ket qua day" | MOFU | | Goc do 2: VD: Day in my life] | Long ghep san pham vao sinh hoat hang ngay | "1 ngay cua minh — co thu nay khong the thieu" | TOFU | | Goc do 3: VD: So sanh] | So sanh voi phuong phap cu / san pham khac (khong nhac ten doi thu) | "Truoc minh dung cach nay — gio doi sang cai nay" | MOFU |

Phan 5 — Cau truc video

| Timestamp | Noi dung | Ghi chu | |-----------|---------|--------| | 0–3s] | Hook — gay to mo, giu nguoi xem | Khong gioi thieu ban than | | 3–10s] | Context — van de hoac tinh huong | Lien ket voi noi dau cua doi tuong | | 10–25s] | San pham — show/demo/trai nghiem | Nhac ten san pham, show bao bi/dich vu | | 25–35s] | Ket qua — truoc/sau, cam nhan | Thanh that, khong qua hoa my | | 35–45s] | CTA — khuyen nghi hanh dong | Cu the: "Nhan tin fanpage de tu van" |

_(Dieu chinh timestamp theo thoi luong: 15s, 30s, 45s, 60s — tham khao 04-script-video.md)_

Phan 6 — Huong dan quay ky thuat

| Hang muc | Yeu cau | |----------|---------| | Ti le khung hinh | 9:16 (doc) — bat buoc | | Do phan giai | Toi thieu 1080p | | Anh sang | Anh sang tu nhien hoac ring light — khong nguoc sang | | Am thanh | Phong yen tinh, noi ro rang. Mic cai ao neu co | | Do dai | 15s / 30s / 45s / 60s] — theo brief | | So take | Quay toi thieu 2 take — gui ca 2 de chon | | Canh cam | Close-up san pham + medium shot nguoi dung + B-roll |

Phan 7 — Format giao nop

| Hang muc | Yeu cau | |----------|---------| | Dinh dang file | .mp4 (khong nen, khong filter nang) | | Cach gui | Google Drive / Dropbox — KHONG gui qua Messenger/Zalo (nen chat luong) | | Ten file | TenCreator]_GocDo]_Take1/2]_YYYYMMDD].mp4 | | Deadline | YYYY-MM-DD] truoc 18:00 | | Nguoi nhan | Ten + so dien thoai / email] | | Review | Thuong hieu review trong 48h — phan hoi chinh sua (neu co) trong 24h |

Hop dong quyen su dung noi dung

Template ngan (cho UGC / KOC)

markdown
THOA THUAN SU DUNG NOI DUNG

Ben A (Thuong hieu): [Ten cong ty]
Ben B (Creator): [Ten creator]
Ngay ky: [YYYY-MM-DD]

1. NOI DUNG: [So luong] video ve [san pham/dich vu], thoi luong [Xs].
2. QUYEN SU DUNG: Ben A duoc quyen su dung noi dung tren:
   - [ ] Kenh thuong hieu (fanpage, TikTok, IG)
   - [ ] Quang cao tra phi (Meta Ads, TikTok Ads)
   - [ ] Website, landing page
   - [ ] Kenh offline (event, POS)
3. THOI HAN: [X thang] ke tu ngay giao noi dung.
4. CHINH SUA: Ben A duoc phep cat, ghep, them text overlay. Khong duoc thay doi noi dung loi noi.
5. THANH TOAN: [So tien] — thanh toan trong [X ngay] sau khi giao noi dung dat yeu cau.
6. DOC QUYEN: Creator khong quay cho doi thu truc tiep trong [X thang].

Chu ky Ben A: _______________
Chu ky Ben B: _______________

Luu y phap ly

• Voi UGC (khach hang): Xin phep bang tin nhan co screenshot — luu lai lam bang chung
• Voi KOC: Hop dong viet — ca 2 ben ky (dien tu hoac giay)
• Voi EGC: Khong can hop dong rieng — noi dung tao trong gio lam viec thuoc cong ty (ghi ro trong hop dong lao dong)
• Quyen hinh anh: Creator dong y cho dung hinh anh ca nhan — ghi ro trong hop dong

Co cau thanh toan

Bang gia tham khao (thi truong VN 2025–2026)

| Hang creator | Follower | Gia/video (VND) | Ghi chu | |-------------|---------|----------------|--------| | Nano KOC | 1K–10K | 500K–2M | Thuong doi san pham + tien | | Micro KOC | 10K–50K | 2M–5M | Co the barter (san pham) neu gia tri tuong duong | | Mid KOC | 50K–200K | 5M–15M | Thuong chi nhan tien mat | | UGC (khach hang) | Khong yeu cau | San pham + voucher 200K–500K | Khong tra tien — tra gia tri | | EGC (nhan vien) | Khong yeu cau | 0 (luong da co) + thuong 200K–500K/video | Thuong theo hieu suat video |

Mo hinh thanh toan

| Mo hinh | Mo ta | Phu hop | |---------|-------|---------| | Per video | Tra co dinh/video — don gian, de quan ly | KOC nano/micro, so luong it | | Revenue share | Tra % doanh thu tu video — dong luc cao | KOC co anh huong, san pham co tracking | | Product exchange | Doi san pham/dich vu — khong tra tien | UGC, nano KOC, san pham gia tri cao | | Retainer | Tra thang — cam ket so luong video/thang | Creator dai han, 4+ video/thang |

Theo doi hieu suat creator

Bang theo doi tung creator

| Creator | Nen tang | Video | View | Like | Comment | Share | Save | ER | CPV | Lead | Doanh thu | |---------|---------|-------|------|------|---------|-------|------|----|-----|------|-----------| | Ten 1] | TikTok | Link] | | | | | | | | | | | Ten 2] | Reels | Link] | | | | | | | | | | | Ten 3] | TikTok | Link] | | | | | | | | | |

Chi so danh gia

| Chi so | Kem | Trung binh | Tot | Xuat sac | |--------|-----|------------|-----|----------| | Engagement rate (ER) | <2% | 2–5% | 5–10% | >10% | | Save rate | <0.5% | 0.5–2% | 2–5% | >5% | | CPV (chi phi/view) | >500d | 200–500d | 100–200d | <100d | | Video completion rate | <20% | 20–40% | 40–60% | >60% |

Quy dinh re-book

• ER > 5% + Save rate > 2% → Re-book ngay cho dot tiep theo
• ER 2–5% + noi dung tot → Re-book voi goc do khac
• ER < 2% → Khong re-book — tim creator moi

Quan ly batch (10+ creator cung luc)

Bang quan ly tien do

| # | Creator | Loai | Trang thai | Ngay gui brief | Ngay giao video | Review | Duyet | Dang | Ghi chu | |---|---------|------|-----------|---------------|----------------|--------|-------|------|--------| | 1 | Ten] | KOC | Chua gui / Da gui / Dang quay / Da giao / Can chinh sua / Da duyet / Da dang] | | | | | | | | 2 | | | | | | | | | | | 3 | | | | | | | | | |

Trang thai video

Chua gui brief → Da gui brief → Dang quay → Da giao video
  → Review (48h) → Can chinh sua → Chinh sua xong → Da duyet → Da dang

Quy trinh quan ly

1. Chuan bi batch: Tao danh sach creator + brief rieng cho tung nguoi (cung template, khac goc do)
2. Gui brief: Gui brief + san pham (neu can) cung luc — ghi nhan ngay gui
3. Follow-up: Nhac nho 3 ngay truoc deadline neu chua giao
4. Review: Xem video trong 48h — phan hoi chinh sua cu the (timestamp + noi dung can sua)
5. Duyet: Confirm final — gui len kenh hoac chay ads
6. Theo doi: Cap nhat hieu suat hang tuan — quyết dinh re-book

Mau tin nhan follow-up

[Follow-up nhac nho]
"Chao [Ten], brief ben [Thuong hieu] gui hom [ngay] — ban quay den dau roi? 
Deadline [ngay] nhe. Neu can ho tro gi cu nhan tin nha!"

[Phan hoi chinh sua]
"Video tot lam! Co 2 cho minh muon chinh:
1. [0:05] — them text overlay ten san pham
2. [0:25] — CTA doi thanh 'Nhan tin fanpage de tu van'
Ban chinh giup trong 24h nha — cam on nhieu!"

He thong UGC / Creator — 5 khau

Brief chi la 1 trong 5 khau. Thieu khau nao he thong cung dut: tim duoc creator ma khong duyet duoc, duyet duoc ma khong do duoc hieu qua thi lan sau khong biet re-book ai.

1 TIM  →  2 BRIEF  →  3 DUYET  →  4 TRA PHI  →  5 DO LUONG  →  (re-book hoac dung)

Khau 1 — TIM creator

| Loai | Nguon tim | Tieu chi loc | |------|----------|-------------| | UGC (khach that) | Danh sach khach da mua, review 4-5 sao, khach hay comment/inbox | Da dung san pham that, co ket qua ke duoc, san long quay mat hoac chi quay tay | | FGC (founder) | Chinh founder / nguoi dung dau | Co cau chuyen that, xuat hien deu duoc | | KOC (creator nho, tra phi) | TikTok/Instagram theo hashtag nganh, group nganh, danh sach KOC cua agency | ER >= 3% · tep follower khop ICP · phong cach content hop brand · da tung review nganh tuong tu | | KOL (creator lon) | Agency, nen tang trung gian | Reach rong nhung chi phi cao va ROI kho do — chi dung khi muc tieu la do phu |

3 so phai kiem truoc khi chot 1 KOC: ER thuc te (khong tin so follower), ty le comment that / comment chung chung, va do trung tep voi khach hien co (trung qua nhieu = tra tien de tiep can nguoi da biet minh).

Khau 2 — BRIEF

Dung template brief chi tiet o tren. Rieng voi UGC la khach hang that, dung gui brief 5 trang — gui tin nhan ngan:

Chao [Ten],
Cam on ban da tin tuong [Thuong hieu]. Khong can hoan hao — chi can that la du.

Ban co the chia se ve:
- Van de ban gap TRUOC khi dung [san pham]?
- Trai nghiem thuc te khi dung?
- Ket qua sau khi dung?

Format: video 30-60s quay doc 9:16, hoac 2-3 tam anh + caption 3-5 cau tu nhien
Khi dang: tag @[thuong hieu] + hashtag #[...]
Cam on ban: [voucher / duoc len trang chinh / tang san pham]

Nguyen tac brief: du chi tiet de creator khong phai hoi lai, nhung khong viet script cung. Creator hieu tep cua ho hon minh — minh chi dat hang rao (key message, dieu khong duoc noi, tone), khong doc tung cau.

Khau 3 — DUYET

| Buoc | Viec | Thoi han chuan | |------|------|---------------| | 3.1 | Creator nop ban tho (chua edit hoac edit so) | Theo deadline trong brief | | 3.2 | Brand phan hoi | Trong 2 ngay lam viec — cham hon la mat da creator | | 3.3 | Creator sua | Toi da 2 lan sua — ghi ro trong brief tu dau | | 3.4 | Duyet ban cuoi | 1 ngay | | 3.5 | Creator dang | Trong 3 ngay ke tu khi duyet |

Dieu khoan bat buoc ghi trong brief truoc khi quay:

• Preview cho brand truoc khi dang it nhat 2 ngay
• Khong xoa bai trong toi thieu 3-6] thang
• Co disclosure (#ad / #quangcao / danh dau noi dung tai tro) theo quy dinh nen tang va phap luat
• Ghi ro brand duoc dung lai video de chay ads hay khong, trong bao lau

Phan hoi sua the nao: ghi theo timestamp va noi ro can gi, khong ghi cam tinh. Vi du: [0:05] them text overlay ten san pham — khong phai "video chua hay lam".

Khau 4 — TRA PHI

| Mo hinh | Cach lam | Phu hop | |--------|---------|---------| | Tang san pham / dich vu | Doi lay noi dung, khong tra tien mat | UGC, KOC rat nho | | Phi co dinh | Tra tron goi theo so video | KOC, KOL — de kiem soat ngan sach | | Co dinh + thuong theo hieu suat | Phi nen + thuong theo view/click/don | KOC da hop tac >= 2 lan | | Hoa hong (affiliate) | Tra theo don ban duoc | Khi da co he thong tracking ma giam gia rieng |

Ky luat thanh toan: thanh toan dung han la yeu to giu creator tot quan trong hon gia. Chot ro moc thanh toan trong brief (VD: 50% khi duyet ban cuoi, 50% trong 7 ngay sau khi dang).

Khau 5 — DO LUONG

| Chi so | Cach do | Dung de | |--------|--------|---------| | View / Reach that | Screenshot analytics tu creator (khong lay so tren giao dien cong khai) | Doi chieu voi cam ket | | ER tren bai tai tro | (Like + comment + share) / reach | So voi ER thuong ngay cua creator — giam manh = tep khong quan tam noi dung tai tro | | Traffic ve | Link UTM rieng cho tung creator | Do dong gop that | | Lead / don | Ma giam gia rieng tung creator + cau hoi "biet den qua dau" trong form | Tinh chi phi tren 1 lead theo creator | | Chi phi / ket qua | Tong chi phi / so lead (hoac view) | So sanh creator voi nhau va voi ads | | Do dung lai duoc | Video co dung lam creative cho ads duoc khong | KOC cho ra video chay ads tot co gia tri gap doi |

Quyet dinh sau do luong:

| Ket qua | Hanh dong | |---------|----------| | Chi phi/lead thap hon ads dang chay | Re-book, tang so luong video, dam phan goi dai han | | Ngang ads | Re-book 1 lan nua de xac nhan, chua tang ngan sach | | Cao hon ads dang chay | Dung hop tac, tru khi muc tieu la do phu thuong hieu chu khong phai lead | | Video hay nhung it view | Xin quyen dung lai lam creative ads — noi dung tot, van de o kenh phan phoi |

Ghi lai tat ca vao bang theo doi creator (o tren) de quy sau khong phai tim lai tu dau.

Lien ket skill lien quan

• 04-script-video — Script chi tiet cho creator tham khao khi quay
• 05-copy-quang-cao — Dung video UGC/KOC lam creative cho ads — can copy di kem
• 01-lich-noi-dung — Xep lich dang video creator vao lich noi dung tong
• 03-danh-gia-hieu-suat — Danh gia hieu suat creator de quyet dinh re-book
• 38-seeding-plan — Khi noi dung creator duoc dung de seeding vao group/cong dong
• 44-brief-video-editor — Khi video creator can dung lai truoc khi dang hoac chay ads
• 67-agency-vendor-brief — Khi thue agency/nen tang trung gian quan ly nhieu KOC

Checklist chat luong

Kiem tra truoc khi gui brief:

• ] Ro loai creator: UGC, EGC, hay KOC
• ] Co thong tin san pham day du (ten, USP, gia, doi tuong)
• ] Co bang DO / DON'T cu the
• ] Co it nhat 3 goc do video de creator chon
• ] Co cau truc video theo timestamp
• ] Co huong dan quay ky thuat (khung hinh, anh sang, am thanh)
• ] Co format giao nop ro rang (dinh dang, cach gui, deadline)
• ] Co hop dong / thoa thuan quyen su dung noi dung
• ] Co co cau thanh toan ro rang
• ] Co bang theo doi hieu suat cho tung creator
• ] Neu batch 10+ creator — co bang quan ly tien do
• ] Khong yeu cau creator noi dieu vi pham chinh sach quang cao