Brief UGC / EGC / KOC
Thu thap thong tin
Hoi toi da 4 cau truoc khi tao brief:
- San pham / dich vu gi? Mo ta ngan, USP, gia, doi tuong khach hang.
- Loai creator nao? UGC (khach hang that), EGC (nhan vien), KOC (creator tra phi). Neu khong chon — mac dinh UGC.
- Muc tieu noi dung? TOFU (nhan biet), MOFU (thuyet phuc), BOFU (chot don). So luong video can.
- 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
# 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)
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] |
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| [Ten 2] |
Reels |
[Link] |
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| [Ten 3] |
TikTok |
[Link] |
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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] |
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| 2 |
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| 3 |
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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
- Chuan bi batch: Tao danh sach creator + brief rieng cho tung nguoi (cung template, khac goc do)
- Gui brief: Gui brief + san pham (neu can) cung luc — ghi nhan ngay gui
- Follow-up: Nhac nho 3 ngay truoc deadline neu chua giao
- Review: Xem video trong 48h — phan hoi chinh sua cu the (timestamp + noi dung can sua)
- Duyet: Confirm final — gui len kenh hoac chay ads
- 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
