SARS Targets South Africa's Content Creators: Influencers Urged to Register Earnings

• SARS continues to intensify its efforts to regulate and tax social media influencers in South Africa's growing digital market
• Social media content creators are urged to declare their earnings to boost tax collection efforts
• SARS Commissioner Kieswetter described influencers as modern entrepreneurs navigating evolving tax frameworks

Justin Williams, a journalist at Briefly News since 2024, covers South Africa’s current affairs. Before joining Briefly News, he served as a writer and chief editor at Right for Education Africa’s South African chapter.

The South African Revenue Service (SARS) is continuing its crackdown on social media influencers as the digital sector grows in size and revenue.

Content creators to declare earnings

The move followed warnings in 2025 urging content creators to declare earnings, part of a broader effort to boost tax collection from the rapidly expanding influencer marketing industry. SARS highlighted that brands increasingly rely on influencers to reach targeted audiences, making the sector both visible and commercially significant. Commissioner Edward Kieswetter told reporters ahead of the National Budget Speech in Cape Town that the authority is still refining the definition of a social media influencer. He explained that SARS is profiling influencers to better understand the sector while encouraging voluntary registration.

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Kieswetter said the approach is currently a learning process, with officials yet to finalise precise classifications. Social media personalities are being treated as modern entrepreneurs, capable of operating as sole proprietors or independent contractors who monetise their online presence. In the meantime, SARS will continue handling influencer cases individually, applying existing income tax brackets while building a framework to manage the sector more definitively in future.

Other stories about content creators

A YouTube creator revealed jaw-dropping payouts that left South Africans stunned, showing how digital content can become a serious income source with strategy and dedication. The clip revealed a payout of R141,421.69 for the month, with an additional payment of R221,367.07 already sent. Viewers were shocked at the numbers, questioning how he was able to earn so much. The creator is a YouTube partner, meaning he earns money based on ad revenue, views, and engagement. The video gave followers a behind-the-scenes look at the financial side of being a content creator.

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The Facebook platform is proving to be a goldmine for local creators, and Mpumalanga’s own Makhi Thee Swappa Queen is living proof. The content creator's post featured a payment receipt dated 31 January 2026, showing that the mother of three earned a staggering $5,826 (approximately R92,770) in a single payout for her hilarious content. Makhi has never been shy about her success, frequently sharing with her followers that Facebook is her main source of income.

A South African influencer recently shared just how much money she earned from working with fast-fashion retailer Shein, sparking curiosity and discussion among her followers. The influencer explained that she had asked her Instagram followers how much they had made so far. Responses varied widely, with some reporting earnings of around R1,000, while others said they had made R5,000 or more.

Source: Briefly News