UGC / EGC / KOC Brief (Global)

Information gathering

Ask up to 4 questions before creating the brief:

1. What product / service? Short description, USP, price, target customer.
2. Which creator type? UGC (real customer), EGC (employee), KOC (paid creator). Default: UGC.
3. Content goal? TOFU (awareness), MOFU (persuasion), BOFU (close). Number of videos needed.
4. Budget and timeline? Budget per video, video delivery deadline, campaign duration.

Core principles

Distinguishing 3 creator types

| Criterion | UGC (User) | EGC (Employee) | KOC (Key Opinion Consumer) | |-----------|------------|----------------|----------------------------| | Who films | Real customer | Company employee | Paid / product-trade creator | | Trust level | Highest — real user | High — insider voice | Medium — recognized as ad | | Cost | Low (product + voucher) | Salary (existing) | $20-$400/video by follower count | | Content control | Low | High | Medium — brief but creator owns creativity | | Usage rights | Need permission | Default belongs to company | Per contract | | Best for | Social proof, MOFU | Behind-the-scenes, employer branding | Reach, awareness, TOFU |

Creator selection criteria

UGC — Customers

| Criterion | Requirement | |-----------|-------------| | Used product | Required — proof needed (order, check-in, past review) | | Camera quality | iPhone 11+ or equivalent — clean video, no shake | | Speaking style | Natural, no rigid script, has emotion | | Appearance | Matches target demographic | | Willingness | Agrees to filming + brand channel usage |

EGC — Employees

| Criterion | Requirement | |-----------|-------------| | Department | Priority: sales, tech, customer service — frontline contact | | Style | Natural, not "corporate" — like sharing with friend | | Equipment | Personal phone (no pro camera needed) | | Frequency | 2-4 videos/month/person | | Motivation | Bonus by view/engagement, PTO, gifts |

KOC — Paid creators

| Criterion | Acceptable level | |-----------|------------------| | Followers | Nano: 1K-10K / Micro: 10K-50K / Mid: 50K-200K | | Engagement rate | >3% (nano), >2% (micro), >1.5% (mid) | | Niche | Industry-fit (beauty, F&B, lifestyle, tech) | | Content style | Natural, not "ad-heavy" — storytelling, review, daily vlog | | Audience match | 70%+ followers match target demographic | | Brand deal history | Check — avoid creators with direct competitor in last 3 months |

Detailed brief structure

Part 1 — Overview

markdown
# Brief [UGC/EGC/KOC]: [Product/Campaign Name]
Date: [YYYY-MM-DD]
Video deadline: [YYYY-MM-DD]
Creator type: [UGC / EGC / KOC]
Number of videos: [X videos]
Posting platforms: [TikTok / Reels / YouTube Shorts / All]

Part 2 — Product info

| Item | Detail | |------|--------| | Product / service name | Name] | | 1-sentence description | Short description] | | Main USP (1-2 points) | Differentiation] | | Price | Sale price / Promo price] | | Target customer | Gender, age, pain point] | | Product link | URL or order info] | | Required hashtags | #BrandName, #CampaignName] |

Part 3 — Do / Don't

| DO — Should do | DON'T — Avoid | |----------------|----------------| | Speak naturally, like to a friend | No rigid script reading | | Mention product/service clearly | Don't name competitors | | Show real result/experience | Don't promise "100%" or "guaranteed" results | | Vertical 9:16, good lighting | No horizontal, no dark footage | | Mention CTA at end | Don't skip CTA | | Clear audio, no noise | Don't film in noisy place | | Add product-specific] | Don't use copyrighted music |

Part 4 — 3 video angles (pick 1 or shoot all 3)

| Angle | Description | Hook idea | Best for | |-------|-------------|-----------|----------| | Angle 1: e.g., "Real review"] | Re-tell experience — before/after | "I used this for X] weeks — here's the result" | MOFU | | Angle 2: e.g., "Day in my life"] | Embed product in daily routine | "A day in my life — I can't live without this" | TOFU | | Angle 3: e.g., "Comparison"] | Compare with old method (no competitor name) | "I used to do this — now I switched to this" | MOFU |

Part 5 — Video structure

| Timestamp | Content | Note | |-----------|---------|------| | 0-3s] | Hook — spark curiosity, hold attention | Don't introduce yourself | | 3-10s] | Context — problem or situation | Connect to audience pain | | 10-25s] | Product — show/demo/experience | Mention name, show packaging | | 25-35s] | Result — before/after, feeling | Honest, not over-glamorized | | 35-45s] | CTA — recommend action | Specific: "DM page for consultation" |

_(Adjust timestamps for length: 15s, 30s, 45s, 60s — see 04-script-video-global)_

Part 6 — Technical filming guide

| Item | Requirement | |------|-------------| | Aspect ratio | 9:16 (vertical) — required | | Resolution | Minimum 1080p | | Lighting | Natural light or ring light — no backlit | | Audio | Quiet room, clear speaking. Lavalier mic if available | | Length | 15s / 30s / 45s / 60s] — per brief | | Number of takes | At least 2 takes — send both for selection | | Shots | Close-up product + medium shot person + B-roll |

Part 7 — Delivery format

| Item | Requirement | |------|-------------| | File format | .mp4 (no compression, no heavy filter) | | Send via | Google Drive / Dropbox / WeTransfer — NOT Messenger/WhatsApp (quality loss) | | File name | CreatorName]_Angle]_Take1/2]_YYYYMMDD].mp4 | | Deadline | YYYY-MM-DD] before 6 PM | | Recipient | Name + phone / email] | | Review | Brand reviews in 48h — feedback (if any) within 24h |

Content usage agreement

Short template (for UGC / KOC)

markdown
CONTENT USAGE AGREEMENT

Party A (Brand): [Company name]
Party B (Creator): [Creator name]
Date signed: [YYYY-MM-DD]

1. CONTENT: [Number] videos about [product/service], [Xs] duration.
2. USAGE RIGHTS: Party A may use content on:
   - [ ] Brand channels (page, TikTok, IG)
   - [ ] Paid ads (Meta Ads, TikTok Ads)
   - [ ] Website, landing page
   - [ ] Offline channels (event, POS)
3. DURATION: [X months] from delivery date.
4. EDITING: Party A may cut, splice, add text overlay. Cannot change spoken content.
5. PAYMENT: [Amount] — paid within [X days] after acceptable delivery.
6. EXCLUSIVITY: Creator won't film for direct competitor for [X months].

Signature Party A: _______________
Signature Party B: _______________

Legal notes

• For UGC (customers): Get permission via written message with screenshot — keep as proof
• For KOC: Written contract — both parties sign (electronic or paper)
• For EGC: No separate contract — content created during work hours belongs to company (state in employment agreement)
• Image rights: Creator agrees to personal image usage — state in contract

Payment structure

Reference price ranges (Global 2025-2026)

| Creator tier | Followers | Price/video (USD) | Note | |--------------|-----------|-------------------|------| | Nano KOC | 1K-10K | $20-$80 | Often product trade + cash | | Micro KOC | 10K-50K | $80-$200 | Can barter (product) if value matches | | Mid KOC | 50K-200K | $200-$600 | Cash only typically | | UGC (customers) | N/A | Product + voucher $10-$30 | No cash — value exchange | | EGC (employees) | N/A | $0 (existing salary) + bonus $10-$30/video | Performance-based bonus |

Payment models

| Model | Description | Best for | |-------|-------------|----------| | Per video | Fixed/video — simple, easy to manage | Nano/micro KOC, low volume | | Revenue share | % of revenue from video — high motivation | Influential KOC, trackable products | | Product exchange | Trade product/service — no cash | UGC, nano KOC, high-value products | | Retainer | Monthly — committed video count/month | Long-term creator, 4+ videos/month |

Creator performance tracking

Per-creator tracking table

| Creator | Platform | Video | Views | Likes | Comments | Shares | Saves | ER | CPV | Lead | Revenue | |---------|----------|-------|-------|-------|----------|--------|-------|----|----|------|---------| | Name 1] | TikTok | Link] | | | | | | | | | | | Name 2] | Reels | Link] | | | | | | | | | | | Name 3] | TikTok | Link] | | | | | | | | | |

Performance indicators

| Metric | Poor | Average | Good | Excellent | |--------|------|---------|------|-----------| | Engagement rate (ER) | <2% | 2-5% | 5-10% | >10% | | Save rate | <0.5% | 0.5-2% | 2-5% | >5% | | CPV (cost per view) | >$0.02 | $0.01-$0.02 | $0.005-$0.01 | <$0.005 | | Video completion rate | <20% | 20-40% | 40-60% | >60% |

Re-book rules

• ER > 5% + Save rate > 2% -> Re-book immediately for next batch
• ER 2-5% + good content -> Re-book with different angle
• ER < 2% -> No re-book — find new creator

Batch management (10+ creators simultaneously)

Progress tracking table

| # | Creator | Type | Status | Brief sent | Video delivered | Review | Approved | Posted | Note | |---|---------|------|--------|------------|-----------------|--------|----------|--------|------| | 1 | Name] | KOC | Not sent / Sent / Filming / Delivered / Revising / Approved / Posted] | | | | | | | | 2 | | | | | | | | | | | 3 | | | | | | | | | |

Video status flow

Not sent -> Brief sent -> Filming -> Delivered
  -> Review (48h) -> Revising -> Revised -> Approved -> Posted

Management workflow

1. Prepare batch: Build creator list + per-creator brief (same template, different angles)
2. Send brief: Send brief + product (if needed) at once — log send date
3. Follow-up: Reminder 3 days before deadline if no delivery
4. Review: View video within 48h — feedback specific (timestamp + content)
5. Approve: Confirm final — post to channel or run ads
6. Track: Update performance weekly — decide re-book

Follow-up message templates

[Reminder follow-up]
"Hi [Name], the brief from [Brand] sent on [date] — how's filming going?
Deadline [date]. Let me know if you need help!"

[Revision feedback]
"Video is great! 2 things I'd like to adjust:
1. [0:05] — add product name text overlay
2. [0:25] — change CTA to 'DM page for consultation'
Please revise within 24h — thanks so much!"

Related skills

• 04-script-video-global — Detailed script creators reference when filming
• 05-ad-copy-global — Use UGC/KOC video as ad creative — needs ad copy
• 01-content-calendar-global — Schedule creator video into content plan
• 03-performance-review-global — Evaluate creator performance for re-book

Quality checklist

Check before sending brief:

• ] Clear creator type: UGC, EGC, or KOC
• ] Has full product info (name, USP, price, audience)
• ] Specific DO / DON'T table
• ] At least 3 video angles for creator to pick
• ] Has video structure with timestamps
• ] Has technical filming guide (aspect, lighting, audio)
• ] Has clear delivery format (file type, send method, deadline)
• ] Has contract/agreement on usage rights
• ] Has clear payment structure
• ] Has performance tracking table per creator
• ] If batch 10+ creators — has progress tracking table
• ] Doesn't ask creator to say anything violating ad policies