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Last updated 22 Apr 2024 · 51,460 views
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Do you make money through social media platforms like Instagram, YouTube, OnlyFans, Twitch, or Patreon?

Online content creation has ballooned in popularity. That’s why it’s become so important for influencers to be aware of what you need to do when it comes to tax. Keep reading!

Is creating content online a business?

It might be! Working out if you’re in business depends on a few factors:

  • deciding to ‘be in business’

  • repeated and continuous activities that are planned, organised and carried out in a business-like manner

  • the intention to make a profit.

If you’re in business, then you’ll need to work out how much tax to pay, and if you need an Australian business number (ABN).

If you’re not in business, we have information for you over on our website.

Do I have to declare my income in my tax return as an influencer?

Any income you make needs to be reported to us when you file your tax return. This also means, if you’ve got expenses, you may be able to claim deductions.

As an online creator, your income may be foreign sourced. No matter where your income comes from it needs to be declared. Income is more than just money and may come in different forms, including:

  • cash

  • tips and gratuities (sometimes described as gifts)

  • collaborations with other content creators

  • payments from platforms like YouTube or Twitch

  • products you’ve been given to promote like clothing or make-up

  • fees for appearing at events

  • fees or payments from others licensing your content.

Did you know, you need to declare non-cash benefits such as products or services as income on your tax return?

Remember that whether you are carrying on a business or just earning additional income you need to keep accurate records of your income and deductions.

Concerned about ending up with a tax bill at the end of the financial year? You may want to think about pay as you go (PAYG) instalments. As the name implies, these allow you to pay your tax throughout the year in smaller, more manageable amounts.

You can enter into PAYG instalments voluntarily, but we may also enter you into the system if your income reaches the threshold.

How do I declare my income?

If you have started a business as a content creator, and you’re a sole trader you can declare all your income on your individual tax return. When you lodge online with myTax select ‘you were a sole trader.’

Not a sole trader? Different rules apply.

Remember, even if you’re not in business you may need to declare this income on your individual tax return.

What deductions can I claim as an influencer?

What you can claim depends on what your business is. For example, you create makeup tutorial videos for YouTube. Any makeup featured and used only in those tutorials would be deductible.

If you use the makeup in both the tutorials and your personal life, you could still claim a deduction for some of the cost of the product.

Our business deductions page has more great examples.

Is content creation your second job/side hustle?

If creating content online is your side hustle, you’ll want to check out our article Tax tips for managing your side hustle. It’s got everything you need to know about applying for an ABN and GST.

Still a little fuzzy on some things? Drop a comment below and we’ll do our best to help you out.

Liked by annettezp
sav1234(Newbie)Newbie
15 July 2026

Hi. I need more clarification regarding declaring income. Let's say I am a beauty influencer, and a brand reaches out to pay me $xxxx to promote their product. As such, the form of payment for the promotion of their product is monetary.


However, it is also necessary that they send me the product, as it is obviously needed to actually review and thus provide the service. As such, is it correct to assume that I just need to declare the monetary payment as my income? As it would not make sense to also declare the products themselves, as it was not "gifted" as the form of payment; rather, it was given as it is necessary in order to provide the service of promotion itself. Without it, you obviously can't promote it.


Could you please confirm whether this understanding is correct? Thank you.

Kpates(I'm new)I'm new
9 July 2026

New here.


I started a small business - selling products online through my website about a year ago, officially launching earlier this year. So far no sales. But very recently my facebook social media pages have been approved for content monetisation and I received my first payment at the end of June.


Are these classed as separate business activities when lodging? Or does it all count as one as its attached to my business abn. One facebook page is my business page. One is not, but still connected to the business abn.


Thanks

Englandbills14(I'm new)I'm new
27 June 2026

My husband and I are wanting to post videos and content online as a hobby in the hopes to turn it into a bit of profit. We haven’t started any pages or accounts yet as we are wanting to blog about our travels around Australia when we have content and are ready.


Is it recommended to get an ABN when we start said pages/accounts or wait until we gain enough followers that we get money through gaining followers and/or collaborations?

Many thanks.

Awww(I'm new)I'm new
1 June 2026

Hi there,

I am currently doing content creation on social media which started out as a hobby. Recently I’ve been asked by small businesses (mainly all of them are businesses from several different countries) to make a video for their products in exchange for receiving said products. Some business have also sent their products without the asking for anything in return.

I have recently been offered to promote a foreign online shopping proxy service in exchange for money that will be deposited into their my account I set up on their website as a spending balance. I also received an offer from another business to promote their products and receive a very small commission for anyone who uses my code.


None of these offers are consistent but may become more consistent as I grow. This is not my main source of income and just a small hobby/sidehustle.


I definitely have not earned over the $75,000 threshold solely from the earnings from this content creation. Should I still apply for an ABN and if not, how do I declare tax on these earnings?

K210n(I'm new)I'm new
5 May 2026

Hi there, I am super new to all of this. I'm not really a content creator, I just made videos for fun a few years ago and I've been getting paid every 6 or so months when it reaches the payment threshold.

I am quite young and really inexperienced at understanding taxation and thought that I was being taxed by the ATO when I was getting paid out and therefore wouldn't need to declare it on my personal tax return. I now realise that what I was seeing on the payment receipts was getting tax-treaty taxed and I probably need to declare it to the ATO, since it has been a few years of irregular small payments, what is the best course of action for me to take?

The amounts I've been paid are quite small, but I still want to make sure that I am declaring everything properly, and potentially set it up as a small business in the future, Thanks!

KJ35(I'm new)I'm new
13 Apr 2026

If I am a content creator who operates under an ABN. I have contractually employed a talent management agency to manage partnerships with brands. I pay the agency a percentage of my revenue for their services. Are the fees paid to this agency tax deductible? Thanks.

Xela(Newbie)Newbie
12 Apr 2026

If I make content about reviewing events, am I able to claim the ticket cost as a deduction? Also, if my receipt has my first and last name but my ABN is registered with my full name (including middle name), is it still a valid receipt?

COPAA(Initiate)Registered Tax Professional
8 Sept 2025

Hi, what if I am a foreign resident for tax purposes, but work as an influencer on TikTok and worldwide customers (including Australians) may purchase the product from TikTok? Do I need to file a tax return in Australia? If so, is it only the product income and expense that I incurred to sell to an Australian customer?


Thank you in advance!

Lisa3(Initiate)Initiate
26 July 2025

In response to comment below can you please clarify if a sole trader ABN can use the fixed method, running expense as from the below comment it indicated this options only available for employees. however from Claiming deductions for your home-based business | Essentials to strengthen your small business it indicated you can. which is it?

 Author: CaroATO

(Community Support) 11 Jan 2024

Hi @Richo71,

What you're referring to is the fixed rate method. This is where you claim 67 cents per hour you work from home once you've met the eligibility criteria as an employee.

chasingares(Newbie)Newbie
7 July 2025

I have only started making TikTok, and I've received gifts/products from different brands for me to put it up on my platform; but this is on and off and not consistent at all. Do I need to apply for an ABN? And if not, how do I declare this on my income for the tax return this year?

ButchDixon(I'm new)I'm new
16 June 2025

I have a fitness business - importing & retailing. Plus we have got a massive social media following. As the face of the business, I have to keep myself in shape and well groomed for these videos. So I have a specific diet, supplement and exercise regime. Can I claim my meal service - trust me I would not eat them if I didn't have to be on camera all the time!

It is a big business, not just me BTW.

Beauty101(I'm new)I'm new
27 May 2025

Hi sorry new to all this!

I’m wanting to make content creation a income especially within the beauty space/ skincare / clothing reviewing products, getting items for my content creation such as camera or tripods etc


would I be able to claim these back on tax if trying to turn this income a income within the content creator world and how would I go about it ?

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Tax tips for social media influencers and content creators | ATO Community