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] |
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| [Name 2] |
Reels |
[Link] |
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| [Name 3] |
TikTok |
[Link] |
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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] |
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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:
- Clear creator type: UGC, EGC, or KOC
- Has full product info (name, USP, price, audience)
- Specific DO / DON'T table
- At least 3 video angles for creator to pick
- Has video structure with timestamps
- Has technical filming guide (aspect, lighting, audio)
- Has clear delivery format (file type, send method, deadline)
- Has contract/agreement on usage rights
- Has clear payment structure
- Has performance tracking table per creator
- If batch 10+ creators — has progress tracking table
- Doesn't ask creator to say anything violating ad policies
