Social media influencers are the next group on the South African Revenue Service (SARS) tax hit list. Just last week, SARS clarified that they will not get a ‘free pass’ simply because they’re unaware they had to declare their gratuity/income. Platforms like Modash list more than 80 000 Instagram influencers in South Africa (as of August 2025). However, the actual number is likely much higher when considering all platforms (Instagram, TikTok and YouTube).
Typically, social media influencers earn money in a kind of gray area thought to be beyond the remit of the taxman. Gratuity in the form of cash, gifts, free travel, products, services and other perks from partnerships are exchanged for publicity. However, those days are numbered …
SOCIAL MEDIA INFLUENCERS IN CROSSHAIRS
As such, the South African Revenue Service (SARS) insists that social media influencers must get their tax affairs in order and declare everything. The taxman clarified that all earnings – whether they be cash, products, services and/or perks – are 100% taxable. And it will no longer tolerate non-declaration of earnings.
The news has sparked outrage and panic among social media influencers. Many are young and unaware of their tax obligations. Beyond registering for a tax number with SARS, many say the tax laws around non-pecuniary benefits are confusing. Nevertheless, SARS says it recognises them as a distinct taxpayer segment and is committed to seeing their compliance.
SOMETHING FOR NOTHING
As such, the statement from SARS refers to the following measures for social media influencers: “When managing them, cases are handled on a case-by-case basis. The current income-tax brackets apply, even though some cases fall into the provisional taxpayer category. Full voluntary disclosure is critical. No matter how social media influencers are remunerated (products, services or travel) all are deemed as income and will be taxed accordingly.”
Likewise, SARS also clarified that social media influencers fall into the same bracket as sole proprietors or independent contractors. In this regard, SARS has prepared a series of videos to help social media influencers meet their obligations. And it will also provide seminars and webinars to educate them further and help provide a seamless taxpayer experience.
DO YOU THINK SOCIAL MEDIA INFLUENCERS SHOULD BE EXEMPT FROM TAX?
Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1.
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