06 ugc egc brief global skill

Use when someone outside the marketing team has to film — a customer for UGC, an employee for EGC, or a paid creator or KOC — and needs a brief: talking points, shooting guide, do and do-not list, usage rights, deliverables, and batch management.

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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
[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
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!"

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

1	---
2	name: 06-ugc-egc-brief-global
3	description: "Use when someone outside the marketing team has to film — a customer for UGC, an employee for EGC, or a paid creator or KOC — and needs a brief: talking points, shooting guide, do and do-not list, usage rights, deliverables, and batch management. Trigger on 'UGC brief', 'creator brief', 'KOC brief', 'brief for employee videos', 'what do I tell the influencer', 'we hired a creator to film'. Also use when the user asks how to get customers to make videos for the brand. Not for — a script the team writes and shoots itself, see `04-script-video-global`; edit direction for footage already shot, see `44-video-editor-brief-global`; posting inside communities, see `38-community-seeding-global`."
4	metadata:
5	version: 1.0.1
6	category: content
7	license: MIT
8	triggers:
9	- "creator brief"
10	- "UGC brief"
11	- "EGC brief"
12	- "employee video guide"
13	- "KOC brief"
14	- "seeding brief"
15	- "creator management"
16	related:
17	- 04-script-video-global
18	- 05-ad-copy-global
19	- 01-content-calendar-global
20	- 03-performance-review-global
21	---
22
23	# UGC / EGC / KOC Brief (Global)
24
25	## Information gathering
26
27	Ask up to 4 questions before creating the brief:
28
29	1. What product / service? Short description, USP, price, target customer.
30	2. Which creator type? UGC (real customer), EGC (employee), KOC (paid creator). Default: UGC.
31	3. Content goal? TOFU (awareness), MOFU (persuasion), BOFU (close). Number of videos needed.
32	4. Budget and timeline? Budget per video, video delivery deadline, campaign duration.
33
34	---
35
36	## Core principles
37
38	### Distinguishing 3 creator types
39
40	\| Criterion \| UGC (User) \| EGC (Employee) \| KOC (Key Opinion Consumer) \|
41	\|-----------\|------------\|----------------\|----------------------------\|
42	\| Who films \| Real customer \| Company employee \| Paid / product-trade creator \|
43	\| Trust level \| Highest — real user \| High — insider voice \| Medium — recognized as ad \|
44	\| Cost \| Low (product + voucher) \| Salary (existing) \| $20-$400/video by follower count \|
45	\| Content control \| Low \| High \| Medium — brief but creator owns creativity \|
46	\| Usage rights \| Need permission \| Default belongs to company \| Per contract \|
47	\| Best for \| Social proof, MOFU \| Behind-the-scenes, employer branding \| Reach, awareness, TOFU \|
48
49	### Creator selection criteria
50
51	#### UGC — Customers
52
53	\| Criterion \| Requirement \|
54	\|-----------\|-------------\|
55	\| Used product \| Required — proof needed (order, check-in, past review) \|
56	\| Camera quality \| iPhone 11+ or equivalent — clean video, no shake \|
57	\| Speaking style \| Natural, no rigid script, has emotion \|
58	\| Appearance \| Matches target demographic \|
59	\| Willingness \| Agrees to filming + brand channel usage \|
60
61	#### EGC — Employees
62
63	\| Criterion \| Requirement \|
64	\|-----------\|-------------\|
65	\| Department \| Priority: sales, tech, customer service — frontline contact \|
66	\| Style \| Natural, not "corporate" — like sharing with friend \|
67	\| Equipment \| Personal phone (no pro camera needed) \|
68	\| Frequency \| 2-4 videos/month/person \|
69	\| Motivation \| Bonus by view/engagement, PTO, gifts \|
70
71	#### KOC — Paid creators
72
73	\| Criterion \| Acceptable level \|
74	\|-----------\|------------------\|
75	\| Followers \| Nano: 1K-10K / Micro: 10K-50K / Mid: 50K-200K \|
76	\| Engagement rate \| >3% (nano), >2% (micro), >1.5% (mid) \|
77	\| Niche \| Industry-fit (beauty, F&B, lifestyle, tech) \|
78	\| Content style \| Natural, not "ad-heavy" — storytelling, review, daily vlog \|
79	\| Audience match \| 70%+ followers match target demographic \|
80	\| Brand deal history \| Check — avoid creators with direct competitor in last 3 months \|
81
82	---
83
84	## Detailed brief structure
85
86	### Part 1 — Overview
87
88	```markdown
89	# Brief [UGC/EGC/KOC]: [Product/Campaign Name]
90	Date: [YYYY-MM-DD]
91	Video deadline: [YYYY-MM-DD]
92	Creator type: [UGC / EGC / KOC]
93	Number of videos: [X videos]
94	Posting platforms: [TikTok / Reels / YouTube Shorts / All]
95	```
96
97	### Part 2 — Product info
98
99	\| Item \| Detail \|
100	\|------\|--------\|
101	\| Product / service name \| [Name] \|
102	\| 1-sentence description \| [Short description] \|
103	\| Main USP (1-2 points) \| [Differentiation] \|
104	\| Price \| [Sale price / Promo price] \|
105	\| Target customer \| [Gender, age, pain point] \|
106	\| Product link \| [URL or order info] \|
107	\| Required hashtags \| [#BrandName, #CampaignName] \|
108
109	### Part 3 — Do / Don't
110
111	\| DO — Should do \| DON'T — Avoid \|
112	\|----------------\|----------------\|
113	\| Speak naturally, like to a friend \| No rigid script reading \|
114	\| Mention product/service clearly \| Don't name competitors \|
115	\| Show real result/experience \| Don't promise "100%" or "guaranteed" results \|
116	\| Vertical 9:16, good lighting \| No horizontal, no dark footage \|
117	\| Mention CTA at end \| Don't skip CTA \|
118	\| Clear audio, no noise \| Don't film in noisy place \|
119	\| [Add product-specific] \| Don't use copyrighted music \|
120
121	### Part 4 — 3 video angles (pick 1 or shoot all 3)
122
123	\| Angle \| Description \| Hook idea \| Best for \|
124	\|-------\|-------------\|-----------\|----------\|
125	\| Angle 1: [e.g., "Real review"] \| Re-tell experience — before/after \| "I used this for [X] weeks — here's the result" \| MOFU \|
126	\| 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 \|
127	\| Angle 3: [e.g., "Comparison"] \| Compare with old method (no competitor name) \| "I used to do this — now I switched to this" \| MOFU \|
128
129	### Part 5 — Video structure
130
131	\| Timestamp \| Content \| Note \|
132	\|-----------\|---------\|------\|
133	\| [0-3s] \| Hook — spark curiosity, hold attention \| Don't introduce yourself \|
134	\| [3-10s] \| Context — problem or situation \| Connect to audience pain \|
135	\| [10-25s] \| Product — show/demo/experience \| Mention name, show packaging \|
136	\| [25-35s] \| Result — before/after, feeling \| Honest, not over-glamorized \|
137	\| [35-45s] \| CTA — recommend action \| Specific: "DM page for consultation" \|
138
139	_(Adjust timestamps for length: 15s, 30s, 45s, 60s — see 04-script-video-global)_
140
141	### Part 6 — Technical filming guide
142
143	\| Item \| Requirement \|
144	\|------\|-------------\|
145	\| Aspect ratio \| 9:16 (vertical) — required \|
146	\| Resolution \| Minimum 1080p \|
147	\| Lighting \| Natural light or ring light — no backlit \|
148	\| Audio \| Quiet room, clear speaking. Lavalier mic if available \|
149	\| Length \| [15s / 30s / 45s / 60s] — per brief \|
150	\| Number of takes \| At least 2 takes — send both for selection \|
151	\| Shots \| Close-up product + medium shot person + B-roll \|
152
153	### Part 7 — Delivery format
154
155	\| Item \| Requirement \|
156	\|------\|-------------\|
157	\| File format \| .mp4 (no compression, no heavy filter) \|
158	\| Send via \| Google Drive / Dropbox / WeTransfer — NOT Messenger/WhatsApp (quality loss) \|
159	\| File name \| [CreatorName]_[Angle]_[Take1/2]_[YYYYMMDD].mp4 \|
160	\| Deadline \| [YYYY-MM-DD] before 6 PM \|
161	\| Recipient \| [Name + phone / email] \|
162	\| Review \| Brand reviews in 48h — feedback (if any) within 24h \|
163
164	---
165
166	## Content usage agreement
167
168	### Short template (for UGC / KOC)
169
170	```markdown
171	CONTENT USAGE AGREEMENT
172
173	Party A (Brand): [Company name]
174	Party B (Creator): [Creator name]
175	Date signed: [YYYY-MM-DD]
176
177	1. CONTENT: [Number] videos about [product/service], [Xs] duration.
178	2. USAGE RIGHTS: Party A may use content on:
179	- [ ] Brand channels (page, TikTok, IG)
180	- [ ] Paid ads (Meta Ads, TikTok Ads)
181	- [ ] Website, landing page
182	- [ ] Offline channels (event, POS)
183	3. DURATION: [X months] from delivery date.
184	4. EDITING: Party A may cut, splice, add text overlay. Cannot change spoken content.
185	5. PAYMENT: [Amount] — paid within [X days] after acceptable delivery.
186	6. EXCLUSIVITY: Creator won't film for direct competitor for [X months].
187
188	Signature Party A: _______________
189	Signature Party B: _______________
190	```
191
192	### Legal notes
193
194	- For UGC (customers): Get permission via written message with screenshot — keep as proof
195	- For KOC: Written contract — both parties sign (electronic or paper)
196	- For EGC: No separate contract — content created during work hours belongs to company (state in employment agreement)
197	- Image rights: Creator agrees to personal image usage — state in contract
198
199	---
200
201	## Payment structure
202
203	### Reference price ranges (Global 2025-2026)
204
205	\| Creator tier \| Followers \| Price/video (USD) \| Note \|
206	\|--------------\|-----------\|-------------------\|------\|
207	\| Nano KOC \| 1K-10K \| $20-$80 \| Often product trade + cash \|
208	\| Micro KOC \| 10K-50K \| $80-$200 \| Can barter (product) if value matches \|
209	\| Mid KOC \| 50K-200K \| $200-$600 \| Cash only typically \|
210	\| UGC (customers) \| N/A \| Product + voucher $10-$30 \| No cash — value exchange \|
211	\| EGC (employees) \| N/A \| $0 (existing salary) + bonus $10-$30/video \| Performance-based bonus \|
212
213	### Payment models
214
215	\| Model \| Description \| Best for \|
216	\|-------\|-------------\|----------\|
217	\| Per video \| Fixed/video — simple, easy to manage \| Nano/micro KOC, low volume \|
218	\| Revenue share \| % of revenue from video — high motivation \| Influential KOC, trackable products \|
219	\| Product exchange \| Trade product/service — no cash \| UGC, nano KOC, high-value products \|
220	\| Retainer \| Monthly — committed video count/month \| Long-term creator, 4+ videos/month \|
221
222	---
223
224	## Creator performance tracking
225
226	### Per-creator tracking table
227
228	\| Creator \| Platform \| Video \| Views \| Likes \| Comments \| Shares \| Saves \| ER \| CPV \| Lead \| Revenue \|
229	\|---------\|----------\|-------\|-------\|-------\|----------\|--------\|-------\|----\|----\|------\|---------\|
230	\| [Name 1] \| TikTok \| [Link] \| \| \| \| \| \| \| \| \| \|
231	\| [Name 2] \| Reels \| [Link] \| \| \| \| \| \| \| \| \| \|
232	\| [Name 3] \| TikTok \| [Link] \| \| \| \| \| \| \| \| \| \|
233
234	### Performance indicators
235
236	\| Metric \| Poor \| Average \| Good \| Excellent \|
237	\|--------\|------\|---------\|------\|-----------\|
238	\| Engagement rate (ER) \| <2% \| 2-5% \| 5-10% \| >10% \|
239	\| Save rate \| <0.5% \| 0.5-2% \| 2-5% \| >5% \|
240	\| CPV (cost per view) \| >$0.02 \| $0.01-$0.02 \| $0.005-$0.01 \| <$0.005 \|
241	\| Video completion rate \| <20% \| 20-40% \| 40-60% \| >60% \|
242
243	### Re-book rules
244
245	- ER > 5% + Save rate > 2% -> Re-book immediately for next batch
246	- ER 2-5% + good content -> Re-book with different angle
247	- ER < 2% -> No re-book — find new creator
248
249	---
250
251	## Batch management (10+ creators simultaneously)
252
253	### Progress tracking table
254
255	\| # \| Creator \| Type \| Status \| Brief sent \| Video delivered \| Review \| Approved \| Posted \| Note \|
256	\|---\|---------\|------\|--------\|------------\|-----------------\|--------\|----------\|--------\|------\|
257	\| 1 \| [Name] \| KOC \| [Not sent / Sent / Filming / Delivered / Revising / Approved / Posted] \| \| \| \| \| \| \|
258	\| 2 \| \| \| \| \| \| \| \| \| \|
259	\| 3 \| \| \| \| \| \| \| \| \| \|
260
261	### Video status flow
262
263	```
264	Not sent -> Brief sent -> Filming -> Delivered
265	-> Review (48h) -> Revising -> Revised -> Approved -> Posted
266	```
267
268	### Management workflow
269
270	1. Prepare batch: Build creator list + per-creator brief (same template, different angles)
271	2. Send brief: Send brief + product (if needed) at once — log send date
272	3. Follow-up: Reminder 3 days before deadline if no delivery
273	4. Review: View video within 48h — feedback specific (timestamp + content)
274	5. Approve: Confirm final — post to channel or run ads
275	6. Track: Update performance weekly — decide re-book
276
277	### Follow-up message templates
278
279	```
280	[Reminder follow-up]
281	"Hi [Name], the brief from [Brand] sent on [date] — how's filming going?
282	Deadline [date]. Let me know if you need help!"
283
284	[Revision feedback]
285	"Video is great! 2 things I'd like to adjust:
286	1. [0:05] — add product name text overlay
287	2. [0:25] — change CTA to 'DM page for consultation'
288	Please revise within 24h — thanks so much!"
289	```
290
291	---
292
293	## Related skills
294
295	- 04-script-video-global — Detailed script creators reference when filming
296	- 05-ad-copy-global — Use UGC/KOC video as ad creative — needs ad copy
297	- 01-content-calendar-global — Schedule creator video into content plan
298	- 03-performance-review-global — Evaluate creator performance for re-book
299
300	---
301
302	## Quality checklist
303
304	Check before sending brief:
305
306	- [ ] Clear creator type: UGC, EGC, or KOC
307	- [ ] Has full product info (name, USP, price, audience)
308	- [ ] Specific DO / DON'T table
309	- [ ] At least 3 video angles for creator to pick
310	- [ ] Has video structure with timestamps
311	- [ ] Has technical filming guide (aspect, lighting, audio)
312	- [ ] Has clear delivery format (file type, send method, deadline)
313	- [ ] Has contract/agreement on usage rights
314	- [ ] Has clear payment structure
315	- [ ] Has performance tracking table per creator
316	- [ ] If batch 10+ creators — has progress tracking table
317	- [ ] Doesn't ask creator to say anything violating ad policies
318

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