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.

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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

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Detailed brief structure

Part 1 — Overview

# 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

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Content usage agreement

Short template (for UGC / KOC)

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

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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

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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

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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!"

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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

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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