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	Phong yen tinh, noi ro rang. Mic cai ao neu co
Do dai	[15s / 30s / 45s / 60s] — theo brief
So take	Quay toi thieu 2 take — gui ca 2 de chon
Canh cam	Close-up san pham + medium shot nguoi dung + B-roll

Phan 7 — Format giao nop

Hang muc	Yeu cau
Dinh dang file	.mp4 (khong nen, khong filter nang)
Cach gui	Google Drive / Dropbox — KHONG gui qua Messenger/Zalo (nen chat luong)
Ten file	[TenCreator][GocDo][Take1/2]_[YYYYMMDD].mp4
Deadline	[YYYY-MM-DD] truoc 18:00
Nguoi nhan	[Ten + so dien thoai / email]
Review	Thuong hieu review trong 48h — phan hoi chinh sua (neu co) trong 24h

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Hop dong quyen su dung noi dung

Template ngan (cho UGC / KOC)

THOA THUAN SU DUNG NOI DUNG

Ben A (Thuong hieu): [Ten cong ty]
Ben B (Creator): [Ten creator]
Ngay ky: [YYYY-MM-DD]

1. NOI DUNG: [So luong] video ve [san pham/dich vu], thoi luong [Xs].
2. QUYEN SU DUNG: Ben A duoc quyen su dung noi dung tren:
   - [ ] Kenh thuong hieu (fanpage, TikTok, IG)
   - [ ] Quang cao tra phi (Meta Ads, TikTok Ads)
   - [ ] Website, landing page
   - [ ] Kenh offline (event, POS)
3. THOI HAN: [X thang] ke tu ngay giao noi dung.
4. CHINH SUA: Ben A duoc phep cat, ghep, them text overlay. Khong duoc thay doi noi dung loi noi.
5. THANH TOAN: [So tien] — thanh toan trong [X ngay] sau khi giao noi dung dat yeu cau.
6. DOC QUYEN: Creator khong quay cho doi thu truc tiep trong [X thang].

Chu ky Ben A: _______________
Chu ky Ben B: _______________

Luu y phap ly

• Voi UGC (khach hang): Xin phep bang tin nhan co screenshot — luu lai lam bang chung
• Voi KOC: Hop dong viet — ca 2 ben ky (dien tu hoac giay)
• Voi EGC: Khong can hop dong rieng — noi dung tao trong gio lam viec thuoc cong ty (ghi ro trong hop dong lao dong)
• Quyen hinh anh: Creator dong y cho dung hinh anh ca nhan — ghi ro trong hop dong

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Co cau thanh toan

Bang gia tham khao (thi truong VN 2025–2026)

Hang creator	Follower	Gia/video (VND)	Ghi chu
Nano KOC	1K–10K	500K–2M	Thuong doi san pham + tien
Micro KOC	10K–50K	2M–5M	Co the barter (san pham) neu gia tri tuong duong
Mid KOC	50K–200K	5M–15M	Thuong chi nhan tien mat
UGC (khach hang)	Khong yeu cau	San pham + voucher 200K–500K	Khong tra tien — tra gia tri
EGC (nhan vien)	Khong yeu cau	0 (luong da co) + thuong 200K–500K/video	Thuong theo hieu suat video

Mo hinh thanh toan

Mo hinh	Mo ta	Phu hop
Per video	Tra co dinh/video — don gian, de quan ly	KOC nano/micro, so luong it
Revenue share	Tra % doanh thu tu video — dong luc cao	KOC co anh huong, san pham co tracking
Product exchange	Doi san pham/dich vu — khong tra tien	UGC, nano KOC, san pham gia tri cao
Retainer	Tra thang — cam ket so luong video/thang	Creator dai han, 4+ video/thang

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Theo doi hieu suat creator

Bang theo doi tung creator

Creator	Nen tang	Video	View	Like	Comment	Share	Save	ER	CPV	Lead	Doanh thu
[Ten 1]	TikTok	[Link]
[Ten 2]	Reels	[Link]
[Ten 3]	TikTok	[Link]

Chi so danh gia

Chi so	Kem	Trung binh	Tot	Xuat sac
Engagement rate (ER)	<2%	2–5%	5–10%	>10%
Save rate	<0.5%	0.5–2%	2–5%	>5%
CPV (chi phi/view)	>500d	200–500d	100–200d	<100d
Video completion rate	<20%	20–40%	40–60%	>60%

Quy dinh re-book

• ER > 5% + Save rate > 2% → Re-book ngay cho dot tiep theo
• ER 2–5% + noi dung tot → Re-book voi goc do khac
• ER < 2% → Khong re-book — tim creator moi

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Quan ly batch (10+ creator cung luc)

Bang quan ly tien do

#	Creator	Loai	Trang thai	Ngay gui brief	Ngay giao video	Review	Duyet	Dang	Ghi chu
1	[Ten]	KOC	[Chua gui / Da gui / Dang quay / Da giao / Can chinh sua / Da duyet / Da dang]
2
3

Trang thai video

Chua gui brief → Da gui brief → Dang quay → Da giao video
  → Review (48h) → Can chinh sua → Chinh sua xong → Da duyet → Da dang

Quy trinh quan ly

1. Chuan bi batch: Tao danh sach creator + brief rieng cho tung nguoi (cung template, khac goc do)
2. Gui brief: Gui brief + san pham (neu can) cung luc — ghi nhan ngay gui
3. Follow-up: Nhac nho 3 ngay truoc deadline neu chua giao
4. Review: Xem video trong 48h — phan hoi chinh sua cu the (timestamp + noi dung can sua)
5. Duyet: Confirm final — gui len kenh hoac chay ads
6. Theo doi: Cap nhat hieu suat hang tuan — quyết dinh re-book

Mau tin nhan follow-up

[Follow-up nhac nho]
"Chao [Ten], brief ben [Thuong hieu] gui hom [ngay] — ban quay den dau roi? 
Deadline [ngay] nhe. Neu can ho tro gi cu nhan tin nha!"

[Phan hoi chinh sua]
"Video tot lam! Co 2 cho minh muon chinh:
1. [0:05] — them text overlay ten san pham
2. [0:25] — CTA doi thanh 'Nhan tin fanpage de tu van'
Ban chinh giup trong 24h nha — cam on nhieu!"

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Lien ket skill lien quan

• 04-script-video — Script chi tiet cho creator tham khao khi quay
• 05-copy-quang-cao — Dung video UGC/KOC lam creative cho ads — can copy di kem
• 01-lich-noi-dung — Xep lich dang video creator vao lich noi dung tong
• 03-danh-gia-hieu-suat — Danh gia hieu suat creator de quyet dinh re-book

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Checklist chat luong

Kiem tra truoc khi gui brief:

• Ro loai creator: UGC, EGC, hay KOC
• Co thong tin san pham day du (ten, USP, gia, doi tuong)
• Co bang DO / DON'T cu the
• Co it nhat 3 goc do video de creator chon
• Co cau truc video theo timestamp
• Co huong dan quay ky thuat (khung hinh, anh sang, am thanh)
• Co format giao nop ro rang (dinh dang, cach gui, deadline)
• Co hop dong / thoa thuan quyen su dung noi dung
• Co co cau thanh toan ro rang
• Co bang theo doi hieu suat cho tung creator
• Neu batch 10+ creator — co bang quan ly tien do
• Khong yeu cau creator noi dieu vi pham chinh sach quang cao