# Brand-deal platforms and agency rules in China and North America

> MVP (Mega Volume Production, 十方众声) has compiled the official brand-deal platforms of the main content platforms in China and North America. Each platform runs its own marketplace, an agency has to qualify on each separately, and fees, settlement and agency requirements all differ. This page states only what the platforms publish, with the date each rule was checked.

- URL: https://www.mvpdata.net/en/platforms
- Updated: 2026-10-15
- 简体中文: https://www.mvpdata.net/platforms

*This page sets out published rules as background to the industry. It is not legal advice. Each entry gives the date it was checked.*

## What are the official brand-deal platforms in China, and what must an agency meet?

Douyin, Xiaohongshu, WeChat, Weibo and Bilibili each run their own official marketplace (Xingtu, Pugongying, Tencent Huxuan, Weirenwu and Huahuo), and an agency qualifies on each platform separately, under different requirements and settlement terms.

### Douyin · xingtu.cn

- **Official platform**: [Xingtu](https://www.xingtu.cn/) (Operated by Ocean Engine)
- **Roles**: Clients, creators, MCNs and service providers, each with its own fees and settlement rules.[^1]
- **MCN requirements**: Join as a Douyin MCN first (shown as "joined" in the Douyin MCN back end); have at least five creators with 100,000 followers bound to the agency in "accepted" status; pay a RMB 100,000 deposit for agency verification, by company transfer from the bank account of the entity being verified.[^2] (As of 2026-09-30)
- **Creator sync**: An agency's creator is synced to Xingtu when all of these are true: 10,000 or more Douyin followers, a binding in the Douyin MCN back end, the creator has signed in to Xingtu and accepted the platform agreement, and no fixed-price order is in progress.[^2] (As of 2026-09-30)
- **Service fees**: Client side: 5% on assigned tasks, 10% on submission tasks, and 5% each on co-creation, recruitment and short-drama sponsorship tasks, charged on the task fee plus any service-provider fee. Creator side: individual creators and PGC creators pay 5% of the task fee; a creator bound to an MCN is settled by that MCN with the platform, company to company; the MCN settles with the creator and pays the platform 3% of the task fee.[^1] (As of 2026-09-30)
- **Settlement**: Payment arrives within 10 working days of a compliant invoice; invoices are accepted only from the company entity that took the task with the platform, never from a third party.[^3] (As of 2026-09-30)
- **Termination**: An agency that ends the cooperation itself must first have unbound all its creators and have every order completed; on a passive termination, the platform undoes the bindings between the agency and its creators.[^4]

### Xiaohongshu (RedNote) · pgy.xiaohongshu.com

- **Official platform**: [Pugongying](https://pgy.xiaohongshu.com/)
- **Official platform**: [Xiaohongshu creator platform](https://creator.xiaohongshu.com/)
- **Brands**: Verify the company on Xiaohongshu's professional-account platform first, then sign in to Pugongying with that account.[^5]
- **Agencies**: Join the Xiaohongshu partner platform first, then sign in to Pugongying.[^5]
- **MCNs**: Complete institutional verification on the Xiaohongshu creator platform first, then sign in to Pugongying.[^5]
- **Creators**: Turn on creator collaboration in the Xiaohongshu app.[^5]

### WeChat Channels and Official Accounts · huxuan.qq.com

- **Official platform**: [Tencent Huxuan](https://huxuan.qq.com/) (Operated by Tencent)
- **Official platform**: [WeChat Channels agency platform](https://channels.weixin.qq.com/mcn/login) (Operated by Tencent)
- **Service fees**: Recruitment tasks created from April 1, 2026: 10% on Channels and 20% on Official Accounts. Fixed-price settlement and settlement by natural plays: 5% of the deal amount (when a creator is settled RMB 500, the client pays RMB 525).[^6] (As of 2026-09-30)
- **Agency onboarding**: An agency is a user of the Channels agency platform; once it has applied for advertising permission, it can ask video creators through that platform to authorize Huxuan collaboration and then manage it for them, including whether to accept an order and what price to quote.[^7]
- **Unified agency settlement**: The applicant provides its business license and meets three conditions: advertising in the business scope, at least one year since the company was registered, and RMB 1 million registered capital.[^7] (As of 2026-09-30)
- **Publishing**: An Official Accounts Huxuan order must be published before midnight on the agreed day, as the account's first post that day.[^8] (As of 2026-09-30)

### Weibo · weirenwu.weibo.com

- **Official platform**: [Weirenwu](https://weirenwu.weibo.com/)
- **Official platform**: [Weibo MCN](https://mcn.weibo.com)
- **Weirenwu**: Advertisers manage their tasks there, see campaign data, statements and invoices, and browse a directory of Weibo creators, livestream creators and others.[^9]
- **MCN requirements**: A company or organization whose main account is blue-V verified; at least 3 accounts signed or run, with 5,000 or more followers in total; at least 3 members in a single field who each posted an original post every week for the past 2 weeks.[^10] (As of 2026-09-30)
- **Application and review**: Apply at mcn.weibo.com, signed in to Weibo on a computer; applications are, as a rule, reviewed within 3–5 working days.[^10] (As of 2026-09-30)

### Bilibili · huahuo.bilibili.com

- **Official platform**: [Huahuo](https://huahuo.bilibili.com/)
- **Official platform**: [Bilibili MCN](https://mcn.bilibili.com/)
- **Service-provider settlement**: Orders are settled by the platform by default; where an order involves a service provider, the uploader can switch it to settlement by the service provider after accepting the order and before it is completed.[^11]

*Platform names belong to their owners and appear here only to describe each platform’s published rules.*

## What are the official brand-deal platforms in North America, and where do agencies fit?

TikTok, YouTube and Instagram each run their own brand-deal platform (TikTok One, YouTube Creator Partnerships and Meta's Creator Marketing Hub), and each gives agencies a different place: TikTok has a business center for agencies based in China, YouTube copies an agent or manager on inquiries through the business contact email, and a channel that joins an MCN is paid through the MCN.

### TikTok · tiktok.com

- **Official platform**: [TikTok One](https://ads.tiktok.com/help/article/how-creators-can-sign-up-for-tiktok-one)
- **Official platform**: [Creator Agency Business Center](https://ads.tiktok.com/help/article/about-creator-agency-business-center)
- **TikTok One**: Creators must be at least 18, in a country or region where TikTok One has launched, and in line with the Community Guidelines and the Branded Content Policy; projects need at least 1,000 followers plus requirements that vary by project; creators can also join through their agency's invitation link.[^12] (As of 2026-09-30)
- **Creator Agency Business Center**: Available only to China-based agencies with an account manager; it can create TikTok One accounts but not ad accounts.[^13] (As of 2026-09-30)
- **Spark Ads**: What a contract should cover when a brand runs a creator's post as an ad: [usage rights for ads](https://www.mvpdata.net/en/services/partnerships#ad-rights).

### YouTube · youtube.com

- **Official platform**: [YouTube Creator Partnerships](https://support.google.com/youtube/answer/9385307)
- **Official platform**: [YouTube MCN](https://support.google.com/youtube/answer/2737059)
- **Creator Partnerships**: Formerly BrandConnect.[^14] Creators must be at least 18, in the YouTube Partner Program, in one of 24 eligible countries or regions, and free of active Community Guidelines strikes.[^15] (As of 2026-09-30)
- **Business contact**: Once a creator sets a business contact email in the Creator Partnerships preferences, the agent or manager receives a copy of every inquiry.[^15]
- **MCN**: After a channel joins an MCN, all its revenue flows through the MCN's AdSense for YouTube account; joining does not change the creator's revenue share with YouTube, and MCNs typically take a percentage from the creator's portion. YouTube tells creators to understand, before joining, the fees, the services, their own obligations, the contract's duration, how to terminate and when payments are made.[^16]

### Instagram · instagram.com

- **Official platform**: [Meta Creator Marketing Hub](https://help.instagram.com/337707278243327) (Operated by Meta)
- **Creator Marketing Hub**: Reached through Meta Business Suite or Ads Manager; brands use it to discover and evaluate creators, send and receive partnership requests, and manage partnership ads permissions across Facebook and Instagram, and Instagram's creator marketplace is reached through it; available only to business and creator accounts on Instagram.[^17] (As of 2026-09-30)
- **Creator marketplace**: On February 21, 2024, Meta said it would invite creators and brands in Canada, Australia, New Zealand, the United Kingdom, Japan, India and Brazil to Instagram's creator marketplace, and Chinese export brands to work with onboarded creators outside China.[^18]
- **Branded content tool**: Meta's Branded Content Policies allow branded content to be posted only with the branded content tool, which creators must use, with prior permission, to tag the brand or business partner featured.[^19] How sponsored posts must be labeled in China, the US and Canada: [disclosure rules](https://www.mvpdata.net/en/services/operations#disclosure).

*Platform names belong to their owners and appear here only to describe each platform’s published rules.*

## Frequently asked questions

### Why does one agency hold different standing on different platforms?

Because each platform grants agency status separately, under its own requirements. Xingtu, for example, requires an agency to join as a Douyin MCN first;[^20] a WeChat Channels agency joins the Channels agency platform and then applies for advertising permission;[^21] and a Weibo MCN needs a blue-V verified main account.[^22]

### How can a Chinese agency take TikTok brand deals on behalf of creators?

TikTok's Creator Agency Business Center is available only to China-based agencies with an account manager; an agency can create TikTok One accounts there but cannot create ad accounts.[^23] Creators can join TikTok One through their agency's invitation link.[^24]

### How often do these platform rules change?

On no fixed schedule, which is why every source on this page gives the date it was checked. Tencent Huxuan changed its fees for recruitment tasks created from April 1, 2026;[^25] the latest revision of Xingtu's settlement rules took effect on January 1, 2026;[^26] and a March 2026 post on YouTube's official blog notes that Creator Partnerships was formerly known as BrandConnect.[^27]

## Working on these platforms? Talk to MVP.

MVP runs accounts and brand deals on these platforms for creators and talent, and runs ads and creator campaigns on Chinese and North American platforms for brands. Set out what you need on the contact page.

[Apply](https://www.mvpdata.net/en/contact)

## Further reading

- [China Social Media Users 2026: Official Numbers by Platform](https://www.mvpdata.net/en/insights/china-social-media-users): As of October 2026, WeChat leads the China social media platforms that report users: Tencent puts combined Weixin and WeChat monthly active users at 1.439 billion as of June 30, 2026. Kuaishou averaged 797.3 million MAU over the quarter, Weibo 561 million, QQ 520 million and Bilibili 371 million, all in Q2 2026 results, while Douyin and Xiaohongshu (RedNote) publish no regular user numbers. China had 1.125 billion internet users at the end of 2025, 1.114 billion of them on social networks, according to CNNIC.
- [How Much Does It Cost to Advertise on Xiaohongshu (RedNote)?](https://www.mvpdata.net/en/insights/xiaohongshu-advertising-cost): As of October 2026, advertising on Xiaohongshu (RedNote) costs money in three places: creator collaborations booked through Pugongying, where the brand pays the creator’s own flat rate plus a 10% platform service fee; Juguang ads in the feed and search, bought by CPC or CPM auction from a prepaid balance; and boosts for single notes, where a Pugongying content boost costs RMB 25 per 1,000 impressions. On top come RMB 600 to verify an enterprise professional account plus RMB 600 a year, and a refundable deposit of RMB 30,000–150,000 in 68 regulated sub-sectors such as health, finance and education.
- [Chinese creators on YouTube: entity, US tax and getting paid](https://www.mvpdata.net/en/insights/chinese-creators-on-youtube): As of October 2026 the YouTube Partner Program is open in Hong Kong, Taiwan, the US and Canada but not in mainland China, so Chinese creators must first decide which entity joins the program and gets paid, and where. With US tax info submitted, YouTube withholds 0% to 30% of earnings from US viewers; for an individual account with no tax info, it withholds 24% of total worldwide earnings. Bringing the money home, an individual in China can convert up to the equivalent of USD 50,000 a year.

[^1]: 《巨量星图结算管理规则》 (Xingtu Settlement Management Rules), Xingtu (Ocean Engine). Effective 2026-01-01. https://www.xingtu.cn/help-center/author/133057 (Checked 2026-09-30, Unofficial translation)
[^2]: 《巨量星图MCN机构入驻必读手册》 (Xingtu: handbook for MCNs joining the platform), Xingtu (Ocean Engine). Page updated 2026-08-23. https://www.xingtu.cn/help-center/mcn/109107 (Checked 2026-09-30, Unofficial translation)
[^3]: 《巨量星图MCN机构结算说明》 (Xingtu: settlement for MCNs), Xingtu (Ocean Engine). Page updated 2026-08-14. https://www.xingtu.cn/help-center/mcn/109206 (Checked 2026-09-30, Unofficial translation)
[^4]: 《巨量星图MCN机构合作规则》 (Xingtu: cooperation rules for MCNs), Xingtu (Ocean Engine). Effective 2025-08-18. https://www.xingtu.cn/help-center/mcn/131803 (Checked 2026-09-30, Unofficial translation)
[^5]: 《欢迎入驻小红书蒲公英》 (Joining Xiaohongshu Pugongying), Xiaohongshu Pugongying. https://pgy.xiaohongshu.com/role-introduce (Checked 2026-09-30, Unofficial translation)
[^6]: 《任务模式-服务费》 (Tencent Huxuan help: service fees by task type), Tencent Huxuan marketplace. https://huxuan.qq.com/trade/free/help_detail?post_ids=13088 (Checked 2026-09-30, Unofficial translation)
[^7]: 《机构入驻互选指引》 (Tencent Huxuan help: how WeChat Channels agencies join), Tencent Huxuan marketplace. https://huxuan.qq.com/trade/free/help_detail?post_ids=9960 (Checked 2026-09-30, Unofficial translation)
[^8]: 《必读手册》 (Tencent Huxuan help: creators’ handbook), Tencent Huxuan marketplace. https://huxuan.qq.com/trade/free/help_detail?post_ids=7851 (Checked 2026-09-30, Unofficial translation)
[^9]: 《广告主功能简介》 (Weirenwu help: features for advertisers), Weibo Weirenwu. https://weirenwu.weibo.com/wrw/?c=index.helpDoc&p=2 (Checked 2026-09-30, Unofficial translation)
[^10]: 《入驻微博MCN的常见问题》 (Weibo Help: questions about joining as a Weibo MCN), Weibo Help. https://kefu.weibo.com/faqdetail?id=20646 (Checked 2026-09-30, Unofficial translation)
[^11]: 《bilibili花火功能详解》 (Bilibili Huahuo: features explained), Bilibili. https://www.bilibili.com/blackboard/activity-xdVoJN-7g.html (Checked 2026-09-30, Unofficial translation)
[^12]: How creators can sign up for TikTok One, TikTok Business Help Center. https://ads.tiktok.com/help/article/how-creators-can-sign-up-for-tiktok-one (Checked 2026-09-30, May be unavailable in mainland China)
[^13]: About Creator Agency Business Center, TikTok Business Help Center. https://ads.tiktok.com/help/article/about-creator-agency-business-center (Checked 2026-09-30, May be unavailable in mainland China)
[^14]: Discover a new era of brand and creator partnerships on YouTube, YouTube Official Blog. Published 2026-03-23. https://blog.youtube/news-and-events/youtube-creator-partnerships-newfronts-2026/ (Checked 2026-09-30, May be unavailable in mainland China)
[^15]: Get started with YouTube Creator Partnerships, YouTube Help. https://support.google.com/youtube/answer/9385307 (Checked 2026-09-30, May be unavailable in mainland China)
[^16]: Multi-Channel Network (MCN) overview for YouTube Creators, YouTube Help. https://support.google.com/youtube/answer/2737059 (Checked 2026-09-30, May be unavailable in mainland China)
[^17]: About Meta Creator Marketing Hub, Instagram Help Center. https://help.instagram.com/337707278243327 (Checked 2026-09-30, May be unavailable in mainland China)
[^18]: Making it Easier for Brands and Creators to Collaborate on Instagram, Meta Newsroom. Published 2024-02-21. https://about.fb.com/news/2024/02/creator-marketplace-for-brands-and-creators-to-collaborate-on-instagram/ (Checked 2026-09-30, May be unavailable in mainland China)
[^19]: Branded Content Policies, Meta Business Help Center. https://www.facebook.com/business/help/221149188908254 (Checked 2026-09-30, May be unavailable in mainland China)
[^20]: 《巨量星图MCN机构入驻必读手册》 (Xingtu: handbook for MCNs joining the platform), Xingtu (Ocean Engine). Page updated 2026-08-23. https://www.xingtu.cn/help-center/mcn/109107 (Checked 2026-09-30, Unofficial translation)
[^21]: 《机构入驻互选指引》 (Tencent Huxuan help: how WeChat Channels agencies join), Tencent Huxuan marketplace. https://huxuan.qq.com/trade/free/help_detail?post_ids=9960 (Checked 2026-09-30, Unofficial translation)
[^22]: 《入驻微博MCN的常见问题》 (Weibo Help: questions about joining as a Weibo MCN), Weibo Help. https://kefu.weibo.com/faqdetail?id=20646 (Checked 2026-09-30, Unofficial translation)
[^23]: About Creator Agency Business Center, TikTok Business Help Center. https://ads.tiktok.com/help/article/about-creator-agency-business-center (Checked 2026-09-30, May be unavailable in mainland China)
[^24]: How creators can sign up for TikTok One, TikTok Business Help Center. https://ads.tiktok.com/help/article/how-creators-can-sign-up-for-tiktok-one (Checked 2026-09-30, May be unavailable in mainland China)
[^25]: 《任务模式-服务费》 (Tencent Huxuan help: service fees by task type), Tencent Huxuan marketplace. https://huxuan.qq.com/trade/free/help_detail?post_ids=13088 (Checked 2026-09-30, Unofficial translation)
[^26]: 《巨量星图结算管理规则》 (Xingtu Settlement Management Rules), Xingtu (Ocean Engine). Effective 2026-01-01. https://www.xingtu.cn/help-center/author/133057 (Checked 2026-09-30, Unofficial translation)
[^27]: Discover a new era of brand and creator partnerships on YouTube, YouTube Official Blog. Published 2026-03-23. https://blog.youtube/news-and-events/youtube-creator-partnerships-newfronts-2026/ (Checked 2026-09-30, May be unavailable in mainland China)