06 Ugc Egc Brief Global
Use when someone outside the marketing team has to film, a customer for UGC, an...
Install
npx skills add minhnv0807/ai-business-skills --skill 06-ugc-egc-brief-global -g -a claude-code -y- Repository
- minhnv0807/ai-business-skills641
- Category
- Marketing
- Updated
- 3d ago
- License
- MIT
- Context cost
- Mediumabout 2,804 tokens
- Runs scripts
- No, instructions only
What it does
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`.
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 |
