Mr&Mrs Xu
Media kit · October 2026
Brand partnerships
One American home, two rulebooks.
A Chinese husband, a Ukrainian wife, and the small daily collisions of running a household in Montana together. Short comedy, two people on camera, almost every day — and from April 2027, a baby.
- 1.7MViews / monthInstagram + YouTube
- 28KFollowers15.5K Instagram · 12.9K YouTube
- 510KUS views / month34% of YouTube views are American
- 72%Women25–44 is the biggest group
Who we are
No actors, no extras. Just the two of us in our own kitchen.
He left China for the United States in 2006. She left Ukraine in 2023. They met, married and built a home in Montana — an American household run by two people who grew up with completely different rules about how one works.
So every ordinary decision turns into a negotiation: how loud you talk at dinner, who pays, what counts as clean. That negotiation is the show.
- 440+videos published
- 27uploads in the last 28 days
- 2people on camera, always
Reach
Two platforms, one cast.
Instagram @mrmrsxu · our largest
1.35M views in the last 30 days- People reached886,537
- Interactions128,812
- Accounts engaged76,196
- Followers15,546
98.6% of views come from people who don't follow us.
YouTube @MrMrsXu
384K views in the last 28 days- Watch hours911
- Likes per 1,000 views16.7
- Subscribers12,900
- Lifetime views33M+
93.8% of views arrive through the Shorts feed.
Pulled 25 October 2026 from each platform's own analytics · Instagram 30 days to 25 Oct, YouTube 28 days to 23 Oct.
Audience
Women 25–44 in the United States — the people buying these products now, not remembering them.
| YouTube | ||
|---|---|---|
| Women | 64% | 72% |
| Aged 25–44 | 48% | 54% |
| United States | 28% | 34% |
| Next markets | — | Germany, UK, Canada, Australia |
Instagram: follower base · YouTube: viewers over the 28 days to 23 Oct 2026, covering 97.9% of views.
Engagement
Almost nobody who sees us was already following us.
On Instagram, 98.6% of our views come from people who do not follow the account. On YouTube, 93.8% arrive through the Shorts feed. Both numbers say the same thing: the algorithm is doing the distribution, so a sponsored video is not shown to the same audience twice — it keeps reaching new people for weeks after it goes up.
- 887Kpeople reached on InstagramUnique viewers in 30 days, not impressions. Fifty-seven times the follower count.
- 76Kaccounts engaged128,812 interactions in 30 days, 70.6% of them from non-followers.
- 16.7likes per 1,000 views on YouTubeAbove the 15-per-1,000 mark that separates a format that works from one that does not.
Recent work
What the last month looked like.
| Top YouTube videos, last 28 days | Views |
|---|---|
| Our life is never going to be the same. The little one is on the way. | 65,699 |
| What part do they not understand? | 34,633 |
| Did he really have a choice? | 29,156 |
| Nailed it! Pretty sure he's even more into me now | 28,903 |
| he thinks I don't know. | 28,372 |
What a new video does
Measured over the first 14 days, across our last 97 uploads:
- Average views12,755
- Median views7,326
- Middle half of the range2,108 – 23,793
We quote the average, and we show the spread — a brand buying one video is buying the expected value, not the best case.
What's coming
Our first baby is due 18 April 2027.
The audience we already have is women aged 25 to 44. From now until the birth, the channel follows one continuous story they are living themselves — the arguments about names, the nursery that will not fit, the registry, the hospital bag packed three times.
The announcement went up on 10 October. It did 23,000 views in its first 24 hours and 65,000 in two weeks on YouTube — five times what a normal upload does.
- Nov – Dec 2026Showing, name arguments, the first round of buying. Maternity and apparel.
- Jan – Mar 2027Nursery, registry, hospital bag. The highest purchase intent of the whole arc.
- Apr 2027 onwardNewborn life, still told as two adults reacting to each other. Feeding, sleep, gear.
Brands working to a Q1 2027 calendar should book before the end of December 2026.
How we work together
Five ways in.
- Instagram ReelOne Reel, where our reach is largest. We write the joke around the product so it reads as our episode, not your ad.
- YouTube ShortThe same build on YouTube, where videos keep earning views for months rather than days.
- Cross-platformOne concept, cut both ways for Instagram and YouTube. One shoot, two audiences, two sets of comments.
- SeriesThree videos over three weeks, on both platforms. The product joins a running story instead of a one-off mention.
- Affiliate & shopOngoing, commission only, through our storefront. No fee and no fixed schedule — we post it when it fits a story, which is also when it sells.
- Whatever the formatBoth of us are on camera, the script stays in our voice, and we will tell you if we think a product will not land with our audience before we take the booking.
Rates
Priced on views, not followers.
| Package | USD |
|---|---|
| Instagram Reel | from $400 |
| YouTube Short | from $250 |
| Both platforms, two cuts | from $600 |
| Three-part series, both platforms | from $1,500 |
| Affiliate / shop | 10–20% commission |
| Paid usage & whitelisting | quoted separately |
Based on roughly 45,000 views per Reel and 13,000 per Short · reviewed quarterly.
What is included
- Concept approval before we shoot
- One round of revisions on the cut
- 30 days category exclusivity
- The video stays up permanently
- A performance report at 14 and 30 days
- Three weeks' lead time from signed brief to publish
Let's talk.
Tell us the product and the window you are working to. If we think it fits, you will get a concept back within three days.
hello@mrandmrsxu.com