06-brief-ugc-egc v2.1.1A

Immutable. This exact content is served forever at /api/v1/blob/3f9f29a36b18850f.

---
name: 06-brief-ugc-egc
description: "Dung khi can brief NGUOI KHAC quay video ho — khach hang lam UGC, nhan vien lam EGC, hoac KOC va creator tra phi: tieu chi chon nguoi, huong dan quay tung canh, viec nen va khong nen lam, quyen su dung hinh anh, bang quan ly batch va cach do hieu qua. Kich hoat khi user nhac 'brief UGC', 'brief EGC', 'brief KOC', 'thue creator quay', 'huong dan nhan vien quay video', 'tim KOC o dau', 'creator quay sai y', 'hop dong quyen su dung video'. Khong dung cho — viet loi thoai kich ban video thi dung skill 04-script-video; huong dan editor dung phim thi dung skill 44-brief-video-editor; rai comment seeding duoi bai dang thi dung skill 38-seeding-plan; thue agency hoac production house lam tron goi thi dung skill 67-agency-vendor-brief."
metadata:
  version: 2.1.1
  category: content
triggers:
  - "brief creator"
  - "brief UGC"
  - "brief EGC"
  - "huong dan quay video nhan vien"
  - "brief KOC"
  - "brief seeding"
  - "quan ly creator"
  - "tim KOC"
  - "tra phi creator"
  - "do luong KOC"
output: file .md gom brief chi tiet theo loai (UGC/EGC/KOC), tieu chi chon creator, huong dan quay, hop dong quyen, bang quan ly batch
related:
  - 04-script-video
  - 05-copy-quang-cao
  - 01-lich-noi-dung
  - 03-danh-gia-hieu-suat
  - 38-seeding-plan
  - 44-brief-video-editor
  - 67-agency-vendor-brief
---

# 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