What Is KOC Booking? A Glossary for Beginners
Author: Height Media Team | Topic: Introductory Marketing Knowledge
Are you a new shop owner entering TikTok Shop? Do you want to hire someone to review products but find yourself lost in terminology such as: “Request a Rate Card”, “Send the Brief”, “Is this job barter or paid?”...
Do not worry! This is common among 90% of beginners. To help you avoid overpaying in negotiations and understand what an agency does for you, Height Entertainment has compiled a comprehensive, easy-to-understand KOC booking glossary for 2025.
1. What Is KOC Booking?
Simply put, Booking KOC is the act of hiring or commissioning influential consumers (KOCs — Key Opinion Consumers) to create videos, posts or livestreams about your products or services.
The ultimate goal is not just to look good, but to increase trust and drive sales particularly on e-commerce marketplaces such as Shopee and TikTok.
2. Essential KOC Booking Terminology
Below, Height Media explains specialist terms in everyday language:
Payment & Contract Terminology
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Rate Card: The KOC's published price list. For example: 1 TikTok video for 5 million VND, or 1 livestream lasting 60 minutes for 10 million VND.
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Official Quotation: The final total price the agency or KOC sends after quantities and specific requirements are agreed, potentially including discounts.
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NET / Gross:
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NET: The amount the KOC actually receives; you must cover any additional taxes and fees.
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Gross: All-in price, including personal income tax, management fees and related charges. Advice: ask clearly about the gross price to make budgeting easier.
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Deposit: The amount you must pay upfront, usually 50%, for the KOC to begin work.
Collaboration Format Terminology
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Paid Booking: Pay the KOC a clear cash fee for the review. This is the most common and effective arrangement for brands to retain control over content.
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Barter: No cash payment: give the KOC a product to use in exchange for a review video. Applicable to Nano KOCs or high-value products.
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Affiliate Marketing: KOCs review products and attach product links. They receive commission on each sale instead of a fixed booking fee, or a combination of both.
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Seeding: Creating artificial comments and discussions beneath a KOC's post to steer public opinion and generate a crowd effect.
Content Production Terminology (Important)
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Brief: The document a brand sends to a KOC specifying the product, its unique selling points, prohibited wording and mandatory hashtags. The more detailed the brief, the closer the video will match your expectations.
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Script: A detailed script covering dialogue and visuals that the KOC submits to the brand for approval before filming.
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Demo / Draft: The draft video the KOC sends you after filming. You can provide feedback and request revisions at this stage.
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Feedback/Revisions: Revision requests from the brand. Note: KOCs usually permit no more than 2-3 revision rounds.
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On-air: The moment the video or post is officially published.
Performance and KPI Terminology
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Reach: The number of people who see a post or video.
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Views: The number of times a video is played.
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Engagement: Total likes + comments + shares.
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Conversion Rate: The proportion of video viewers who buy or click a link.
3. The Standard KOC Booking Process at Height Entertainment
To make this easier to understand, a typical booking campaign follows these 5 steps:
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Send the Brief: Tell us what you want to sell and your budget.
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Prepare a KOC List: Height Media proposes suitable KOCs along with their rate cards.
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Sign the Contract & Pay: Finalise the plan and pay the deposit.
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Production: The KOC writes the script -> Films and edits -> Demo approval -> Publication.
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Report: Summarise views, clicks and orders after the campaign.
4. Why Should Beginners Book Through an Agency Rather Than Independently?
Many store owners believe contacting KOCs themselves will be cheaper. In practice, however, a Newbie commonly encounters risks such as:
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Being quoted inflated KOC prices through an unrealistic rate card.
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Without a binding contract, KOCs may take payment and then cancel or deliver late.
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A lack of briefing skills leads to off-target video content that does not sell.
At Height Entertainment, we act as both a filter and an intermediary. We already have preferential rate cards (offering better rates than individual bookings) and rigorous legal processes to ensure your money delivers practical results.
5. Conclusion
Mastering these terms is the first step towards becoming an informed advertiser. Do not let terminology prevent you from increasing sales in 2025.
Still finding these terms too complicated? Do not worry—let Height Media's experts handle everything from A-Z. You focus on closing sales; leave the rest to us!
Do you need an introduction to KOC booking?
Contact Height Entertainment now for a free consultation and a list of this month's most popular KOCs!
Hotline/Zalo: 0792 818 883
Website: www.heightentertainment.vn
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