06-ugc-egc-brief-global

# 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)