06 Ugc Egc Brief Global Agent Skill

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] | | | | | | | | | |

| [Name 2] | Reels | [Link] | | | | | | | | | |

| [Name 3] | TikTok | [Link] | | | | | | | | | |

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] | | | | | | |

| 2 | | | | | | | | | |

| 3 | | | | | | | | | |

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