Core concepts
Guidelines & disclosure
Guidelines are the rules a video has to follow. Talking points are suggestions it does not. Keeping the two apart is the single most important thing you can do when setting up a campaign.
Guidelines are enforceable
A guideline is a requirement. If a submission breaks one you can flag it, and it earns nothing until the creator fixes it. Because they have teeth, guidelines should be few, specific and checkable.
Good guidelines look like:
- Minimum length, so a two-second clip cannot farm the rate
- Name the game on screen or in the caption
- Mark the post as sponsored
- Use the current build, not an old one
- Do not spoil a specific story beat
- Edit the supplied footage rather than re-uploading it untouched
Talking points are optional
Talking points tell creators what you think is interesting — a mechanic worth showing, a moment that lands well, the feature you are most proud of. A creator is free to ignore all of them.
Do not flag a video for skipping a talking point. If something genuinely must appear in every video, it is a guideline and belongs in that list. Flagging optional suggestions is the fastest way to lose good creators.
Sponsorship disclosure
Paid promotion has to be disclosed, and Chinese platforms provide their own mechanisms for it. Creators are responsible for using them correctly; you can add campaign-specific wording if your legal team requires particular language.
Missing or misleading disclosure is a legitimate reason to flag — it is a compliance problem, not a taste one.
Write them for a creator, not a lawyer
Guidelines are read quickly, on a phone, by someone deciding whether your campaign is worth the effort. A short, plain list gets followed. Three screens of brand-safety clauses get skimmed, and then broken by accident.