/06-brief-ugc-egc

name: 06-brief-ugc-egc
description: Tao brief chi tiet cho UGC (khach hang), EGC (nhan vien), KOC (creator tra phi) — gom huong dan quay, do/don't, quyen su dung, quan ly batch
metadata:
  version: 2.1.0
  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.

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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 |

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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