/06-ugc-egc-brief-global

name: 06-ugc-egc-brief-global
description: "Detailed brief for UGC (customers), EGC (employees), KOC (paid creators) for global markets — shooting guide, do/don't, usage rights, batch management. Trigger: 'creator brief', 'UGC brief', 'EGC brief', 'employee video guide', 'KOC brief'."
metadata:
  version: 1.0.0
  category: content
license: MIT
triggers:
  - "creator brief"
  - "UGC brief"
  - "EGC brief"
  - "employee video guide"
  - "KOC brief"
  - "seeding brief"
  - "creator management"
related:
  - 04-script-video-global
  - 05-ad-copy-global
  - 01-content-calendar-global
  - 03-performance-review-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.

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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 |

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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 / D