China social media management for public figures and brands
MVP (Mega Volume Production, 十方众声) provides China social media management for established creators, celebrities, founders and companies. Its in-house team plans content, schedules posts, looks after fan communities, reviews the numbers and checks every post before it goes live, on Douyin, Xiaohongshu, Weibo, Bilibili and WeChat as well as YouTube, Instagram and TikTok. The accounts stay in your name.
What does MVP do when it runs your accounts, and how is that different from a social media agency?
MVP calls this work channel operations: its team runs your social accounts with you over the long term, so that content, fans and brand deals are all looked after. China’s industry calls it “IP operations” (IP 运营), where “IP” means a person or brand with a public following.
Day to day, the work is split like this:
- What MVP does: sets the content direction and the posting plan, arranges and follows production, checks facts, copyright and sensitive wording before anything is posted, looks after comments and fan groups, and reviews the numbers and reports to you. MVP’s own team does this.
- What is done with outside specialists: filming and other specialist work.
- What you do: approve the direction, make the final call on important posts and public statements, and take part in the shoots and events that need you in person.
- If you already have a team: the work can be split. MVP takes direction, cross-platform coordination, fan communities and pre-publication checks; your team keeps doing the day-to-day work.
The accounts stay in your name. You do not hand over a password or move an account to MVP: you grant access through the platform’s own team-member or collaborator settings, and you can withdraw it at any time. MVP hands back all access when the work ends.
A typical social media agency, including a China social media marketing agency working for brands, usually handles one platform and bills by the month or by the post. Channel operations covers how you appear across all your platforms, and it is judged on audience quality, deal quality and avoiding mistakes, never on post count.
How MVP is paid: a fixed service fee, or a service fee plus a share of commercial revenue; see the FAQ below. How it ends: the term and the exit terms are written into the contract before you sign.
Who needs channel operations?
Channel operations is for people whose accounts have grown but whose team can’t keep up: creators running several platforms at once, celebrity teams that need one consistent voice across social media, and companies that run a founder’s account alongside company accounts. For creators and influencers the bar is 100,000 followers and a steady record of content and brand deals; celebrities, founders, experts and companies are judged on their standing in their field, not on follower count alone. If you are not sure you qualify, get in touch anyway. Celebrity social media is covered on celebrities and artists, and company accounts on companies and brands.
Founders & executives
Personal branding built around limited time, from positioning to privacy protection
Creators & influencers
Brand deals, operations and pivots for established creators
Celebrities & artists
Social media and digital presence, alongside your existing agent or manager
Companies & brands
One plan for the official, founder and employee accounts
What does channel operations include?
MVP’s channel operations include four kinds of work.
Content planning and production
From your positioning, MVP sets a few long-running themes, a topic rhythm and a posting calendar for each platform, and arranges for your own team or outside producers to make the content to plan, so every platform says the same thing. Who owns the copyright is written into the contract item by item: for content made by an outside producer, the law gives it to the producer when the contract does not say.1
Account roles and daily engagement
When you run several accounts, MVP decides what the main account and the others each do, and looks after daily engagement and data. Every account is a real person or company posting real content; MVP never buys followers, fakes engagement or trades accounts.
Fan groups and offline events
MVP keeps fan groups, memberships and offline events orderly, stays in regular contact with core fans, and spots early warning signs in the community.
Reviewing the numbers and checking before posting
MVP regularly reviews who the audience is, how real the engagement is and how brand deals perform. Before anything is posted it checks facts, copyright and sensitive wording, and it labels sponsored content as advertising; the labeling rules by country are in the table below.
Notes
- 《中华人民共和国著作权法》 (Copyright Law of the People’s Republic of China)
Which platforms does MVP’s China social media management cover?
MVP works on Douyin, Xiaohongshu, Weibo, Bilibili, WeChat Channels and Official Accounts in mainland China, and on YouTube, Instagram, TikTok and other platforms abroad, and each one is run differently. Each platform’s official brand-deal platform and agency rules are set out on the platforms page; the ad consoles, boost tools and data tools MVP uses are listed under platforms and tools.
Douyin
ByteDance’s Chinese counterpart to TikTok: short video and livestreaming, distributed mainly by algorithm. The focus is steady output on a few fixed themes, the balance between livestreams and sponsored content, and order in the comments. Its official brand-deal platform is Xingtu (巨量星图); the rules are on the platforms page.
Xiaohongshu (RedNote)
Image and video notes surfaced by both search and recommendation, so posts stay findable long after they are published. The focus is content that can be found and reads as real. Its official brand-deal platform is Pugongying (蒲公英); the rules are on the platforms page.
Weibo and Bilibili
Weibo is where public discussion and fan communities gather, and often where bad news spreads first; Bilibili is mid-length and long video with on-screen comments, and its viewers value depth and sincerity. The focus is official statements, the timing of responses to trending topics, order in fan “super topic” communities, and steady long-form output on Bilibili. The rules are on the platforms page: Weibo and Bilibili.
WeChat Channels and Official Accounts
Content spreads through people’s own contacts, which suits founders and experts who publish in-depth content and keep long relationships. The focus is linking long-form content with WeChat groups and existing contacts. The rules are on the platforms page.
Western platforms
YouTube, Instagram, TikTok and others, for Chinese-speaking creators in North America and clients expanding abroad, reaching overseas Chinese audiences and local viewers. The focus is how to speak in a different culture and each platform’s rules for sponsored content. The rules are on the platforms page: TikTok, YouTube and Instagram.
How does MVP take over channel operations?
After signing, MVP takes over in four steps: handover and stocktake, one platform first, day-to-day operations, and regular reviews. The steps from application to signing are on the approach page.
Handover and stocktake
MVP goes through every account, permission, existing content and past data. You grant access through the platform’s own settings; no password changes hands. The stocktake ends with a list of what to improve first.
Start with one platform
MVP begins on one platform to test the content direction, the way of working together and the pre-publication checks before widening the scope. How your existing team and MVP split the work is agreed at this step.
Day-to-day operations
MVP follows the content and posting plan, keeps platforms, fan groups and sponsored content in step, and checks every post before it goes live.
Regular reviews
MVP regularly reviews who the audience is, how real the engagement is and how brand deals perform, adjusts content and platform plans, and reports to you.
How is channel operations measured?
MVP looks at three things, not at follower growth alone. Which numbers are tracked is written into your plan and checked at every review.
The right audience, real engagement
How much of your following is the audience you most want to reach, how much of the engagement is meaningful comments, saves and shares, and whether these numbers rise or fall over time. Views and follower totals alone do not answer that.
How brand deals perform
How well sponsored content is made, whether brands come back or renew, and the gap in engagement between sponsored and everyday posts: the smaller the gap, the more natural the sponsored content.
Nothing going wrong when posting
The number of posting mistakes, platform penalties and account incidents. It is easy to overlook and expensive when it goes wrong.
How must a sponsored post be labeled in China, the US and Canada?
All three ask for the same thing: viewers must be able to tell at once that a post is an ad. When to disclose, how to word it, how to label video and livestreams and which platform tools apply differ by country, as the table sets out. The terms are explained in the glossary: sponsored-deal registration and material connection.
| Disclosure | China | United States | Canada |
|---|---|---|---|
| When to disclose | Advertising must be identifiable as advertising (Advertising Law, Article 14);2 content that promotes goods or services through tutorials, experience sharing or reviews and carries a shopping link or another way to buy must be prominently labeled 广告, “advertisement” (Measures for the Administration of Internet Advertising, Article 9).3 | Whenever there is a material connection, including money, commission, free products, discounts, trips, tickets, or a personal or family relationship.6 | |
| How to word it | A prominent text label reading 广告, or a clear spoken notice (Enforcement Guidelines on the Identifiability of Internet Advertising).7 | ||
| Video and livestreams | Live marketing that counts as advertising is treated as identifiable when the stream page prominently marks the content as advertising, or when the start and end of each advertising segment are prominently marked or announced.7 | Disclose both on screen and out loud, and repeat the disclosure during a livestream.5 | Disclose any material connection, on every platform where the content appears.6 |
| Platform tools | Each platform’s official brand-deal platform is set out on the platforms page. |
Notes
- 《中华人民共和国广告法》 (Advertising Law of the People’s Republic of China)
- 《互联网广告管理办法》 (Measures for the Administration of Internet Advertising)
- Guides Concerning the Use of Endorsements and Testimonials in Advertising
- Disclosures 101 for Social Media Influencers
- Influencer marketing and the Competition Act
- 《互联网广告可识别性执法指南》 (Enforcement Guidelines on the Identifiability of Internet Advertising)
- Influencer Marketing Disclosure Guidelines
- Branded Content Policy
- Other policies
- Making it Easier for Brands and Creators to Collaborate on Instagram
Frequently asked questions
Who controls the accounts, and who posts?
You control them. The accounts stay in your name, or in the name of a company you choose; MVP never asks for them to be moved into its own name and never asks for your password. MVP posts through the platform’s own team-member or collaborator settings: you grant the access, you can withdraw it at any time, and MVP hands it all back when the work ends. Every post is checked before it goes live. The principles for who owns accounts and content are in the FAQ.
How is China social media management priced?
Channel operations is paid by a fixed service fee, or a service fee plus a share of commercial revenue, never by the number of posts. The fee pays for the work written into the contract; it is not a signing or packaging fee, which MVP does not charge. By type of client: creators in a long-term engagement pay nothing upfront, and MVP takes a share only when a deal has actually earned money; for celebrities, founders and experts, the fee for running their accounts is tied to commercial income; for companies, the price follows what the project needs and delivers. The figures come with your proposal and are itemized before you sign; the full explanation is under how MVP charges.
Can foreign talent open and verify accounts on Weibo, Douyin and Xiaohongshu?
Yes. Foreign athletes, artists and creators do run accounts on Chinese platforms, and MVP helps talent from outside China build a presence on Douyin, Weibo, Xiaohongshu, Bilibili and WeChat. Every account has to pass a real-identity check, which Chinese rules require platforms to carry out,12 and accounts may not be registered under a false identity or traded.13 MVP handles registration and verification with the talent’s team, but only the platform can grant verification, under its own rules.
We already have a social media team. Do we still need MVP?
You can split the work. MVP takes direction, cross-platform coordination, fan communities and pre-publication checks, while your existing team keeps doing the day-to-day work. Celebrities with their own company and creators with an in-house team often work this way. It is also how talent without Chinese-speaking staff can run Chinese platforms.
Notes
- 《互联网用户账号信息管理规定》 (Provisions on the Administration of Internet User Account Information)
- 《网络信息内容生态治理规定》 (Provisions on the Governance of the Online Information Content Ecosystem)
Related capabilities
Channel operations follows the direction set by personal brand strategy and runs alongside partnerships and reputation protection; accounts that are still growing start with talent development.
Brand strategy
Defines your positioning, content direction and commercial limits
Talent development
Turns a growing account into a long-term career
Partnerships & opportunities
Finds brand deals that fit you, and negotiates fees and contracts
Reputation & risk
Monitors risk, responds to crises and repairs reputations
Your accounts have grown. Operations should keep up.
Tell MVP which platforms you run and what you want from them, and it will propose how to take over and how to split the work.