UGC / EGC / KOC Brief (Global)
Information gathering
Ask up to 4 questions before creating the brief:
- What product / service? Short description, USP, price, target customer.
- Which creator type? UGC (real customer), EGC (employee), KOC (paid creator). Default: UGC.
- Content goal? TOFU (awareness), MOFU (persuasion), BOFU (close). Number of videos needed.
- 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
# 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)
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
- Prepare batch: Build creator list + per-creator brief (same template, different angles)
- Send brief: Send brief + product (if needed) at once — log send date
- Follow-up: Reminder 3 days before deadline if no delivery
- Review: View video within 48h — feedback specific (timestamp + content)
- Approve: Confirm final — post to channel or run ads
- 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:
