If you thought earning money through Instagram, TikTok, or YouTube came with zero strings attached, think again. South African influencers are officially on the radar of the South African Revenue Service (SARS).
The tax authority made it clear last week: ignorance is no longer an excuse when it comes to declaring income or perks.
Influencers Aren’t Untouchable
Platforms like Modash list over 80,000 Instagram influencers in South Africa alone as of August 2025—but when you include TikTok and YouTube, the number is likely much higher.
Many of these influencers earn in what’s often considered a “gray area”: cash, gifts, free trips, products, and services in exchange for publicity.
But SARS isn’t buying that argument anymore.
The taxman insists that all earnings, in any form, are taxable, whether they’re money, products, services, or travel perks.
Non-declaration of income will no longer be tolerated.
Young Influencers Scramble
The announcement has sparked panic among some of South Africa’s younger influencers, many of whom were unaware of their tax obligations.
Beyond simply registering for a tax number, they now face the challenge of navigating complex rules around non-monetary benefits.
Despite the confusion, SARS is treating social media influencers as a distinct taxpayer group and is determined to see compliance.
SARS Makes Its Stance Clear
Commissioner Edward Kieswetter has taken a firm approach to anyone trying to dodge tax.
SARS explained that all influencer cases will be handled individually.
Standard income-tax brackets apply, and many influencers 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 income and will be taxed accordingly,” SARS stated.
Influencers Treated Like Sole Proprietors
SARS clarified that social media influencers are considered similar to sole proprietors or independent contractors.
To make compliance easier, the tax authority has prepared educational videos, as well as seminars and webinars, to guide influencers on meeting their obligations.
The message is clear: if you’re building a brand online and earning perks or cash, it’s time to get your tax affairs in order.
Stay Informed
For more guidance, influencers can participate in SARS’ educational resources or follow updates on platforms like WhatsApp, Facebook, X, and Bluesky to keep up with the latest news.