Brief UGC / EGC / KOC
Thu thap thong tin
Hoi toi da 4 cau truoc khi tao brief:
- San pham / dich vu gi? Mo ta ngan, USP, gia, doi tuong khach hang.
- Loai creator nao? UGC (khach hang that), EGC (nhan vien), KOC (creator tra phi). Neu khong chon — mac dinh UGC.
- Muc tieu noi dung? TOFU (nhan biet), MOFU (thuyet phuc), BOFU (chot don). So luong video can.
- Ngan sach va thoi gian? Ngan sach/video, deadline giao video, thoi gian chien dich.
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 |
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 |
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
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 |
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] |
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| [Ten 2] |
Reels |
[Link] |
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| [Ten 3] |
TikTok |
[Link] |
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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
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] |
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| 2 |
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| 3 |
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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
- Chuan bi batch: Tao danh sach creator + brief rieng cho tung nguoi (cung template, khac goc do)
- Gui brief: Gui brief + san pham (neu can) cung luc — ghi nhan ngay gui
- Follow-up: Nhac nho 3 ngay truoc deadline neu chua giao
- Review: Xem video trong 48h — phan hoi chinh sua cu the (timestamp + noi dung can sua)
- Duyet: Confirm final — gui len kenh hoac chay ads
- 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!"
He thong UGC / Creator — 5 khau
Brief chi la 1 trong 5 khau. Thieu khau nao he thong cung dut: tim duoc creator ma khong duyet duoc, duyet duoc ma khong do duoc hieu qua thi lan sau khong biet re-book ai.
1 TIM → 2 BRIEF → 3 DUYET → 4 TRA PHI → 5 DO LUONG → (re-book hoac dung)
Khau 1 — TIM creator
| Loai |
Nguon tim |
Tieu chi loc |
| UGC (khach that) |
Danh sach khach da mua, review 4-5 sao, khach hay comment/inbox |
Da dung san pham that, co ket qua ke duoc, san long quay mat hoac chi quay tay |
| FGC (founder) |
Chinh founder / nguoi dung dau |
Co cau chuyen that, xuat hien deu duoc |
| KOC (creator nho, tra phi) |
TikTok/Instagram theo hashtag nganh, group nganh, danh sach KOC cua agency |
ER >= 3% · tep follower khop ICP · phong cach content hop brand · da tung review nganh tuong tu |
| KOL (creator lon) |
Agency, nen tang trung gian |
Reach rong nhung chi phi cao va ROI kho do — chi dung khi muc tieu la do phu |
3 so phai kiem truoc khi chot 1 KOC: ER thuc te (khong tin so follower), ty le comment that / comment chung chung, va do trung tep voi khach hien co (trung qua nhieu = tra tien de tiep can nguoi da biet minh).
Khau 2 — BRIEF
Dung template brief chi tiet o tren. Rieng voi UGC la khach hang that, dung gui brief 5 trang — gui tin nhan ngan:
Chao [Ten],
Cam on ban da tin tuong [Thuong hieu]. Khong can hoan hao — chi can that la du.
Ban co the chia se ve:
- Van de ban gap TRUOC khi dung [san pham]?
- Trai nghiem thuc te khi dung?
- Ket qua sau khi dung?
Format: video 30-60s quay doc 9:16, hoac 2-3 tam anh + caption 3-5 cau tu nhien
Khi dang: tag @[thuong hieu] + hashtag #[...]
Cam on ban: [voucher / duoc len trang chinh / tang san pham]
Nguyen tac brief: du chi tiet de creator khong phai hoi lai, nhung khong viet script cung. Creator hieu tep cua ho hon minh — minh chi dat hang rao (key message, dieu khong duoc noi, tone), khong doc tung cau.
Khau 3 — DUYET
| Buoc |
Viec |
Thoi han chuan |
| 3.1 |
Creator nop ban tho (chua edit hoac edit so) |
Theo deadline trong brief |
| 3.2 |
Brand phan hoi |
Trong 2 ngay lam viec — cham hon la mat da creator |
| 3.3 |
Creator sua |
Toi da 2 lan sua — ghi ro trong brief tu dau |
| 3.4 |
Duyet ban cuoi |
1 ngay |
| 3.5 |
Creator dang |
Trong 3 ngay ke tu khi duyet |
Dieu khoan bat buoc ghi trong brief truoc khi quay:
- Preview cho brand truoc khi dang it nhat 2 ngay
- Khong xoa bai trong toi thieu [3-6] thang
- Co disclosure (#ad / #quangcao / danh dau noi dung tai tro) theo quy dinh nen tang va phap luat
- Ghi ro brand duoc dung lai video de chay ads hay khong, trong bao lau
Phan hoi sua the nao: ghi theo timestamp va noi ro can gi, khong ghi cam tinh. Vi du: [0:05] them text overlay ten san pham — khong phai "video chua hay lam".
Khau 4 — TRA PHI
| Mo hinh |
Cach lam |
Phu hop |
| Tang san pham / dich vu |
Doi lay noi dung, khong tra tien mat |
UGC, KOC rat nho |
| Phi co dinh |
Tra tron goi theo so video |
KOC, KOL — de kiem soat ngan sach |
| Co dinh + thuong theo hieu suat |
Phi nen + thuong theo view/click/don |
KOC da hop tac >= 2 lan |
| Hoa hong (affiliate) |
Tra theo don ban duoc |
Khi da co he thong tracking ma giam gia rieng |
Ky luat thanh toan: thanh toan dung han la yeu to giu creator tot quan trong hon gia. Chot ro moc thanh toan trong brief (VD: 50% khi duyet ban cuoi, 50% trong 7 ngay sau khi dang).
Khau 5 — DO LUONG
| Chi so |
Cach do |
Dung de |
| View / Reach that |
Screenshot analytics tu creator (khong lay so tren giao dien cong khai) |
Doi chieu voi cam ket |
| ER tren bai tai tro |
(Like + comment + share) / reach |
So voi ER thuong ngay cua creator — giam manh = tep khong quan tam noi dung tai tro |
| Traffic ve |
Link UTM rieng cho tung creator |
Do dong gop that |
| Lead / don |
Ma giam gia rieng tung creator + cau hoi "biet den qua dau" trong form |
Tinh chi phi tren 1 lead theo creator |
| Chi phi / ket qua |
Tong chi phi / so lead (hoac view) |
So sanh creator voi nhau va voi ads |
| Do dung lai duoc |
Video co dung lam creative cho ads duoc khong |
KOC cho ra video chay ads tot co gia tri gap doi |
Quyet dinh sau do luong:
| Ket qua |
Hanh dong |
| Chi phi/lead thap hon ads dang chay |
Re-book, tang so luong video, dam phan goi dai han |
| Ngang ads |
Re-book 1 lan nua de xac nhan, chua tang ngan sach |
| Cao hon ads dang chay |
Dung hop tac, tru khi muc tieu la do phu thuong hieu chu khong phai lead |
| Video hay nhung it view |
Xin quyen dung lai lam creative ads — noi dung tot, van de o kenh phan phoi |
Ghi lai tat ca vao bang theo doi creator (o tren) de quy sau khong phai tim lai tu dau.
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
- 38-seeding-plan — Khi noi dung creator duoc dung de seeding vao group/cong dong
- 44-brief-video-editor — Khi video creator can dung lai truoc khi dang hoac chay ads
- 67-agency-vendor-brief — Khi thue agency/nen tang trung gian quan ly nhieu KOC
Checklist chat luong
Kiem tra truoc khi gui brief:
1---2name: 06-brief-ugc-egc3description: 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.4---5
6# Brief UGC / EGC / KOC
7
8## Thu thap thong tin
9
10Hoi toi da 4 cau truoc khi tao brief:
11
121. **San pham / dich vu gi?** Mo ta ngan, USP, gia, doi tuong khach hang.
132. **Loai creator nao?** UGC (khach hang that), EGC (nhan vien), KOC (creator tra phi). Neu khong chon — mac dinh UGC.
143. **Muc tieu noi dung?** TOFU (nhan biet), MOFU (thuyet phuc), BOFU (chot don). So luong video can.
154. **Ngan sach va thoi gian?** Ngan sach/video, deadline giao video, thoi gian chien dich.
16
17---
18
19## Nguyen tac cot loi
20
21### Phan biet 3 loai creator
22
23| Tieu chi | UGC (User) | EGC (Employee) | KOC (Key Opinion Consumer) |
24|----------|-----------|----------------|--------------------------|
25| Nguoi quay | Khach hang that | Nhan vien cong ty | Creator tra phi / doi san pham |
26| Do tin cay | Cao nhat — khach that | Cao — nguoi trong cuoc | Trung binh — nhan dien la quang cao |
27| Chi phi | Thap (san pham + voucher) | Luong nhan vien (da co) | 500K–10M/video tuy follower |
28| Kiem soat noi dung | Thap | Cao | Trung binh — co brief nhung creator tu sang tao |
29| Quyen su dung | Can xin phep | Mac dinh thuoc cong ty | Theo hop dong |
30| Phu hop cho | Social proof, MOFU | Behind-the-scenes, employer branding | Reach, awareness, TOFU |
31
32### Tieu chi chon creator
33
34#### UGC — Khach hang
35
36| Tieu chi | Yeu cau |
37|----------|---------|
38| Da su dung san pham | Bat buoc — co bang chung (don hang, check-in, review cu) |
39| Chat luong camera | iPhone 11+ hoac tuong duong — video khong be, khong mo |
40| Phong cach noi | Tu nhien, khong doc script cung — co cam xuc |
41| Ngoai hinh | Phu hop doi tuong muc tieu (cung demographic) |
42| Do san long | Dong y quay + cho phep su dung tren kenh thuong hieu |
43
44#### EGC — Nhan vien
45
46| Tieu chi | Yeu cau |
47|----------|---------|
48| Phong ban | Uu tien: sale, ky thuat, cham soc khach hang — nguoi tiep xuc khach truc tiep |
49| Phong cach | Tu nhien, khong qua "corporate" — nhu ke chuyen cho ban nghe |
50| Thiet bi | Dien thoai ca nhan (khong can may quay chuyen nghiep) |
51| Tan suat | 2–4 video/thang/nguoi |
52| Dong luc | Thuong theo view/engagement, ngay phep, qua tang |
53
54#### KOC — Creator tra phi
55
56| Tieu chi | Muc chap nhan |
57|----------|--------------|
58| Follower | Nano: 1K–10K / Micro: 10K–50K / Mid: 50K–200K |
59| Engagement rate | >3% (nano), >2% (micro), >1.5% (mid) |
60| Niche | Phu hop nganh hang (beauty, F&B, lifestyle, tech) |
61| Content style | Tu nhien, khong "ads qua ro" — storytelling, review, daily vlog |
62| Demographics keo | 70%+ follower la doi tuong muc tieu (do tuoi, gioi tinh, dia ly) |
63| Lich su brand deal | Kiem tra — tranh creator da lam voi doi thu truc tiep trong 3 thang |
64
65---
66
67## Cau truc brief chi tiet
68
69### Phan 1 — Tong quan
70
71```markdown
72# Brief [UGC/EGC/KOC]: [Ten san pham/chien dich]
73Ngay tao: [YYYY-MM-DD]
74Deadline giao video: [YYYY-MM-DD]
75Loai creator: [UGC / EGC / KOC]
76So luong video can: [X video]
77Nen tang dang: [TikTok / Reels / YouTube Shorts / Tat ca]
78```
79
80### Phan 2 — Thong tin san pham
81
82| Hang muc | Chi tiet |
83|----------|---------|
84| Ten san pham / dich vu | [Ten] |
85| Mo ta 1 cau | [Mo ta ngan] |
86| USP chinh (1–2 diem) | [Diem khac biet] |
87| Gia | [Gia ban / Gia khuyen mai] |
88| Doi tuong khach hang | [Gioi tinh, do tuoi, noi dau] |
89| Link san pham | [URL hoac thong tin dat hang] |
90| Hashtag bat buoc | [#TenThuongHieu, #TenChienDich] |
91
92### Phan 3 — Do / Don't
93
94| DO — Nen lam | DON'T — Khong lam |
95|-------------|------------------|
96| Noi tu nhien, nhu ke chuyen cho ban nghe | Khong doc script cung nhac |
97| Nhac ten san pham / dich vu ro rang | Khong nhac ten doi thu |
98| Show ket qua / trai nghiem that | Khong cam ket ket qua "100%", "dam bao" |
99| Quay doc 9:16, anh sang tot | Khong quay ngang, khong quay toi |
100| Nhac CTA cuoi video | Khong quen CTA |
101| Dung am thanh ro, khong on | Khong quay o noi on ao |
102| [Them theo san pham cu the] | Khong su dung nhac co ban quyen |
103
104### Phan 4 — 3 goc do video (chon 1 hoac quay ca 3)
105
106| Goc do | Mo ta | Hook goi y | Phu hop |
107|--------|-------|-----------|---------|
108| Goc do 1: [VD: Review that] | Ke lai trai nghiem su dung — truoc/sau | "Minh dung cai nay [X] tuan — ket qua day" | MOFU |
109| 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 |
110| 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 |
111
112### Phan 5 — Cau truc video
113
114| Timestamp | Noi dung | Ghi chu |
115|-----------|---------|--------|
116| [0–3s] | Hook — gay to mo, giu nguoi xem | Khong gioi thieu ban than |
117| [3–10s] | Context — van de hoac tinh huong | Lien ket voi noi dau cua doi tuong |
118| [10–25s] | San pham — show/demo/trai nghiem | Nhac ten san pham, show bao bi/dich vu |
119| [25–35s] | Ket qua — truoc/sau, cam nhan | Thanh that, khong qua hoa my |
120| [35–45s] | CTA — khuyen nghi hanh dong | Cu the: "Nhan tin fanpage de tu van" |
121
122_(Dieu chinh timestamp theo thoi luong: 15s, 30s, 45s, 60s — tham khao 04-script-video.md)_
123
124### Phan 6 — Huong dan quay ky thuat
125
126| Hang muc | Yeu cau |
127|----------|---------|
128| Ti le khung hinh | 9:16 (doc) — bat buoc |
129| Do phan giai | Toi thieu 1080p |
130| Anh sang | Anh sang tu nhien hoac ring light — khong nguoc sang |
131| Am thanh | Phong yen tinh, noi ro rang. Mic cai ao neu co |
132| Do dai | [15s / 30s / 45s / 60s] — theo brief |
133| So take | Quay toi thieu 2 take — gui ca 2 de chon |
134| Canh cam | Close-up san pham + medium shot nguoi dung + B-roll |
135
136### Phan 7 — Format giao nop
137
138| Hang muc | Yeu cau |
139|----------|---------|
140| Dinh dang file | .mp4 (khong nen, khong filter nang) |
141| Cach gui | Google Drive / Dropbox — KHONG gui qua Messenger/Zalo (nen chat luong) |
142| Ten file | [TenCreator]_[GocDo]_[Take1/2]_[YYYYMMDD].mp4 |
143| Deadline | [YYYY-MM-DD] truoc 18:00 |
144| Nguoi nhan | [Ten + so dien thoai / email] |
145| Review | Thuong hieu review trong 48h — phan hoi chinh sua (neu co) trong 24h |
146
147---
148
149## Hop dong quyen su dung noi dung
150
151### Template ngan (cho UGC / KOC)
152
153```markdown
154THOA THUAN SU DUNG NOI DUNG
155
156Ben A (Thuong hieu): [Ten cong ty]
157Ben B (Creator): [Ten creator]
158Ngay ky: [YYYY-MM-DD]
159
1601. NOI DUNG: [So luong] video ve [san pham/dich vu], thoi luong [Xs].
1612. QUYEN SU DUNG: Ben A duoc quyen su dung noi dung tren:
162 - [ ] Kenh thuong hieu (fanpage, TikTok, IG)
163 - [ ] Quang cao tra phi (Meta Ads, TikTok Ads)
164 - [ ] Website, landing page
165 - [ ] Kenh offline (event, POS)
1663. THOI HAN: [X thang] ke tu ngay giao noi dung.
1674. CHINH SUA: Ben A duoc phep cat, ghep, them text overlay. Khong duoc thay doi noi dung loi noi.
1685. THANH TOAN: [So tien] — thanh toan trong [X ngay] sau khi giao noi dung dat yeu cau.
1696. DOC QUYEN: Creator khong quay cho doi thu truc tiep trong [X thang].
170
171Chu ky Ben A: _______________
172Chu ky Ben B: _______________
173```
174
175### Luu y phap ly
176
177- Voi UGC (khach hang): Xin phep bang tin nhan co screenshot — luu lai lam bang chung
178- Voi KOC: Hop dong viet — ca 2 ben ky (dien tu hoac giay)
179- Voi EGC: Khong can hop dong rieng — noi dung tao trong gio lam viec thuoc cong ty (ghi ro trong hop dong lao dong)
180- Quyen hinh anh: Creator dong y cho dung hinh anh ca nhan — ghi ro trong hop dong
181
182---
183
184## Co cau thanh toan
185
186### Bang gia tham khao (thi truong VN 2025–2026)
187
188| Hang creator | Follower | Gia/video (VND) | Ghi chu |
189|-------------|---------|----------------|--------|
190| Nano KOC | 1K–10K | 500K–2M | Thuong doi san pham + tien |
191| Micro KOC | 10K–50K | 2M–5M | Co the barter (san pham) neu gia tri tuong duong |
192| Mid KOC | 50K–200K | 5M–15M | Thuong chi nhan tien mat |
193| UGC (khach hang) | Khong yeu cau | San pham + voucher 200K–500K | Khong tra tien — tra gia tri |
194| EGC (nhan vien) | Khong yeu cau | 0 (luong da co) + thuong 200K–500K/video | Thuong theo hieu suat video |
195
196### Mo hinh thanh toan
197
198| Mo hinh | Mo ta | Phu hop |
199|---------|-------|---------|
200| Per video | Tra co dinh/video — don gian, de quan ly | KOC nano/micro, so luong it |
201| Revenue share | Tra % doanh thu tu video — dong luc cao | KOC co anh huong, san pham co tracking |
202| Product exchange | Doi san pham/dich vu — khong tra tien | UGC, nano KOC, san pham gia tri cao |
203| Retainer | Tra thang — cam ket so luong video/thang | Creator dai han, 4+ video/thang |
204
205---
206
207## Theo doi hieu suat creator
208
209### Bang theo doi tung creator
210
211| Creator | Nen tang | Video | View | Like | Comment | Share | Save | ER | CPV | Lead | Doanh thu |
212|---------|---------|-------|------|------|---------|-------|------|----|-----|------|-----------|
213| [Ten 1] | TikTok | [Link] | | | | | | | | | |
214| [Ten 2] | Reels | [Link] | | | | | | | | | |
215| [Ten 3] | TikTok | [Link] | | | | | | | | | |
216
217### Chi so danh gia
218
219| Chi so | Kem | Trung binh | Tot | Xuat sac |
220|--------|-----|------------|-----|----------|
221| Engagement rate (ER) | <2% | 2–5% | 5–10% | >10% |
222| Save rate | <0.5% | 0.5–2% | 2–5% | >5% |
223| CPV (chi phi/view) | >500d | 200–500d | 100–200d | <100d |
224| Video completion rate | <20% | 20–40% | 40–60% | >60% |
225
226### Quy dinh re-book
227
228- ER > 5% + Save rate > 2% → Re-book ngay cho dot tiep theo
229- ER 2–5% + noi dung tot → Re-book voi goc do khac
230- ER < 2% → Khong re-book — tim creator moi
231
232---
233
234## Quan ly batch (10+ creator cung luc)
235
236### Bang quan ly tien do
237
238| # | Creator | Loai | Trang thai | Ngay gui brief | Ngay giao video | Review | Duyet | Dang | Ghi chu |
239|---|---------|------|-----------|---------------|----------------|--------|-------|------|--------|
240| 1 | [Ten] | KOC | [Chua gui / Da gui / Dang quay / Da giao / Can chinh sua / Da duyet / Da dang] | | | | | | |
241| 2 | | | | | | | | | |
242| 3 | | | | | | | | | |
243
244### Trang thai video
245
246```
247Chua gui brief → Da gui brief → Dang quay → Da giao video
248 → Review (48h) → Can chinh sua → Chinh sua xong → Da duyet → Da dang
249```
250
251### Quy trinh quan ly
252
2531. **Chuan bi batch:** Tao danh sach creator + brief rieng cho tung nguoi (cung template, khac goc do)
2542. **Gui brief:** Gui brief + san pham (neu can) cung luc — ghi nhan ngay gui
2553. **Follow-up:** Nhac nho 3 ngay truoc deadline neu chua giao
2564. **Review:** Xem video trong 48h — phan hoi chinh sua cu the (timestamp + noi dung can sua)
2575. **Duyet:** Confirm final — gui len kenh hoac chay ads
2586. **Theo doi:** Cap nhat hieu suat hang tuan — quyết dinh re-book
259
260### Mau tin nhan follow-up
261
262```
263[Follow-up nhac nho]
264"Chao [Ten], brief ben [Thuong hieu] gui hom [ngay] — ban quay den dau roi?
265Deadline [ngay] nhe. Neu can ho tro gi cu nhan tin nha!"
266
267[Phan hoi chinh sua]
268"Video tot lam! Co 2 cho minh muon chinh:
2691. [0:05] — them text overlay ten san pham
2702. [0:25] — CTA doi thanh 'Nhan tin fanpage de tu van'
271Ban chinh giup trong 24h nha — cam on nhieu!"
272```
273
274---
275
276## He thong UGC / Creator — 5 khau
277
278Brief chi la 1 trong 5 khau. Thieu khau nao he thong cung dut: tim duoc creator ma khong duyet duoc, duyet duoc ma khong do duoc hieu qua thi lan sau khong biet re-book ai.
279
280```
2811 TIM → 2 BRIEF → 3 DUYET → 4 TRA PHI → 5 DO LUONG → (re-book hoac dung)
282```
283
284### Khau 1 — TIM creator
285
286| Loai | Nguon tim | Tieu chi loc |
287|------|----------|-------------|
288| UGC (khach that) | Danh sach khach da mua, review 4-5 sao, khach hay comment/inbox | Da dung san pham that, co ket qua ke duoc, san long quay mat hoac chi quay tay |
289| FGC (founder) | Chinh founder / nguoi dung dau | Co cau chuyen that, xuat hien deu duoc |
290| KOC (creator nho, tra phi) | TikTok/Instagram theo hashtag nganh, group nganh, danh sach KOC cua agency | **ER >= 3%** · tep follower khop ICP · phong cach content hop brand · da tung review nganh tuong tu |
291| KOL (creator lon) | Agency, nen tang trung gian | Reach rong nhung chi phi cao va ROI kho do — chi dung khi muc tieu la do phu |
292
293**3 so phai kiem truoc khi chot 1 KOC:** ER thuc te (khong tin so follower), ty le comment that / comment chung chung, va do trung tep voi khach hien co (trung qua nhieu = tra tien de tiep can nguoi da biet minh).
294
295### Khau 2 — BRIEF
296
297Dung template brief chi tiet o tren. Rieng voi **UGC la khach hang that**, dung gui brief 5 trang — gui tin nhan ngan:
298
299```
300Chao [Ten],
301Cam on ban da tin tuong [Thuong hieu]. Khong can hoan hao — chi can that la du.
302
303Ban co the chia se ve:
304- Van de ban gap TRUOC khi dung [san pham]?
305- Trai nghiem thuc te khi dung?
306- Ket qua sau khi dung?
307
308Format: video 30-60s quay doc 9:16, hoac 2-3 tam anh + caption 3-5 cau tu nhien
309Khi dang: tag @[thuong hieu] + hashtag #[...]
310Cam on ban: [voucher / duoc len trang chinh / tang san pham]
311```
312
313**Nguyen tac brief:** du chi tiet de creator khong phai hoi lai, nhung **khong viet script cung**. Creator hieu tep cua ho hon minh — minh chi dat hang rao (key message, dieu khong duoc noi, tone), khong doc tung cau.
314
315### Khau 3 — DUYET
316
317| Buoc | Viec | Thoi han chuan |
318|------|------|---------------|
319| 3.1 | Creator nop ban tho (chua edit hoac edit so) | Theo deadline trong brief |
320| 3.2 | Brand phan hoi | Trong 2 ngay lam viec — cham hon la mat da creator |
321| 3.3 | Creator sua | Toi da **2 lan sua** — ghi ro trong brief tu dau |
322| 3.4 | Duyet ban cuoi | 1 ngay |
323| 3.5 | Creator dang | Trong 3 ngay ke tu khi duyet |
324
325**Dieu khoan bat buoc ghi trong brief truoc khi quay:**
326- Preview cho brand truoc khi dang **it nhat 2 ngay**
327- **Khong xoa bai** trong toi thieu [3-6] thang
328- Co **disclosure** (#ad / #quangcao / danh dau noi dung tai tro) theo quy dinh nen tang va phap luat
329- Ghi ro brand duoc dung lai video de chay ads hay khong, trong bao lau
330
331**Phan hoi sua the nao:** ghi theo timestamp va noi ro can gi, khong ghi cam tinh. Vi du: `[0:05] them text overlay ten san pham` — khong phai "video chua hay lam".
332
333### Khau 4 — TRA PHI
334
335| Mo hinh | Cach lam | Phu hop |
336|--------|---------|---------|
337| Tang san pham / dich vu | Doi lay noi dung, khong tra tien mat | UGC, KOC rat nho |
338| Phi co dinh | Tra tron goi theo so video | KOC, KOL — de kiem soat ngan sach |
339| Co dinh + thuong theo hieu suat | Phi nen + thuong theo view/click/don | KOC da hop tac >= 2 lan |
340| Hoa hong (affiliate) | Tra theo don ban duoc | Khi da co he thong tracking ma giam gia rieng |
341
342**Ky luat thanh toan:** thanh toan dung han la yeu to giu creator tot quan trong hon gia. Chot ro moc thanh toan trong brief (VD: 50% khi duyet ban cuoi, 50% trong 7 ngay sau khi dang).
343
344### Khau 5 — DO LUONG
345
346| Chi so | Cach do | Dung de |
347|--------|--------|---------|
348| View / Reach that | Screenshot analytics tu creator (khong lay so tren giao dien cong khai) | Doi chieu voi cam ket |
349| ER tren bai tai tro | (Like + comment + share) / reach | So voi ER thuong ngay cua creator — giam manh = tep khong quan tam noi dung tai tro |
350| Traffic ve | Link UTM rieng cho tung creator | Do dong gop that |
351| Lead / don | Ma giam gia rieng tung creator + cau hoi "biet den qua dau" trong form | Tinh chi phi tren 1 lead theo creator |
352| Chi phi / ket qua | Tong chi phi / so lead (hoac view) | So sanh creator voi nhau va voi ads |
353| Do dung lai duoc | Video co dung lam creative cho ads duoc khong | KOC cho ra video chay ads tot co gia tri gap doi |
354
355**Quyet dinh sau do luong:**
356
357| Ket qua | Hanh dong |
358|---------|----------|
359| Chi phi/lead thap hon ads dang chay | Re-book, tang so luong video, dam phan goi dai han |
360| Ngang ads | Re-book 1 lan nua de xac nhan, chua tang ngan sach |
361| Cao hon ads dang chay | Dung hop tac, tru khi muc tieu la do phu thuong hieu chu khong phai lead |
362| Video hay nhung it view | Xin quyen dung lai lam creative ads — noi dung tot, van de o kenh phan phoi |
363
364**Ghi lai tat ca vao bang theo doi creator** (o tren) de quy sau khong phai tim lai tu dau.
365
366---
367
368## Lien ket skill lien quan
369
370- **04-script-video** — Script chi tiet cho creator tham khao khi quay
371- **05-copy-quang-cao** — Dung video UGC/KOC lam creative cho ads — can copy di kem
372- **01-lich-noi-dung** — Xep lich dang video creator vao lich noi dung tong
373- **03-danh-gia-hieu-suat** — Danh gia hieu suat creator de quyet dinh re-book
374- **38-seeding-plan** — Khi noi dung creator duoc dung de seeding vao group/cong dong
375- **44-brief-video-editor** — Khi video creator can dung lai truoc khi dang hoac chay ads
376- **67-agency-vendor-brief** — Khi thue agency/nen tang trung gian quan ly nhieu KOC
377
378---
379
380## Checklist chat luong
381
382Kiem tra truoc khi gui brief:
383
384- [ ] Ro loai creator: UGC, EGC, hay KOC
385- [ ] Co thong tin san pham day du (ten, USP, gia, doi tuong)
386- [ ] Co bang DO / DON'T cu the
387- [ ] Co it nhat 3 goc do video de creator chon
388- [ ] Co cau truc video theo timestamp
389- [ ] Co huong dan quay ky thuat (khung hinh, anh sang, am thanh)
390- [ ] Co format giao nop ro rang (dinh dang, cach gui, deadline)
391- [ ] Co hop dong / thoa thuan quyen su dung noi dung
392- [ ] Co co cau thanh toan ro rang
393- [ ] Co bang theo doi hieu suat cho tung creator
394- [ ] Neu batch 10+ creator — co bang quan ly tien do
395- [ ] Khong yeu cau creator noi dieu vi pham chinh sach quang cao
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