/06-brief-ugc-egc

name: 06-brief-ugc-egc
description: "Dung khi can brief NGUOI KHAC quay video ho — khach hang lam UGC, nhan vien lam EGC, hoac KOC va creator tra phi: tieu chi chon nguoi, huong dan quay tung canh, viec nen va khong nen lam, quyen su dung hinh anh, bang quan ly batch va cach do hieu qua. Kich hoat khi user nhac 'brief UGC', 'brief EGC', 'brief KOC', 'thue creator quay', 'huong dan nhan vien quay video', 'tim KOC o dau', 'creator quay sai y', 'hop dong quyen su dung video'. Khong dung cho — viet loi thoai kich ban video thi dung skill 04-script-video; huong dan editor dung phim thi dung skill 44-brief-video-editor; rai comment seeding duoi bai dang thi dung skill 38-seeding-plan; thue agency hoac production house lam tron goi thi dung skill 67-agency-vendor-brief."
metadata:
  version: 2.1.1
  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 cu