06-brief-ugc-egc

# 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.

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## 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 |

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## Hop dong quyen su dung noi dung

### Template ngan (cho UGC / KOC)