Do Not Turn KOCs into "Reading Machines"! The Art of Briefing That Inspires Creativity

Have you ever watched a review video that made you cringe because it felt so artificial? The KOC's eyes keep darting around as if reading a model essay, while the wording is as clichéd as a textbook. That is the result of the biggest mistake in booking: Scripting.

When a brand sends a 5-page brief and requires a KOC to repeat every word exactly, it kills their naturalness – the only weapon that helps KOCs sell products.

The solution: A "Soft Framework"

Instead of controlling every word, use Height Entertainment's briefing approach:

1. Provide the "Ingredients", not the "Finished Dish" Give the KOC:

• Key Message: Example: This serum absorbs quickly in 30s.

• USP (Unique Selling Point): Example: Exclusive technology from Germany. Then let the KOC turn those ingredients into a dish that suits their fans' tastes.

2. Respect their Tone of Voice Each KOC has a distinct personality. Some are funny, some outspoken and some gentle. Do not make a KOC known for comedy sit down and review a product as seriously as a pharmacist. Their audience will immediately recognize it as advertising and skip it.

Conclusion

Hire KOCs for their creative minds, not merely as loudspeakers. A smart brief inspires rather than gives orders.