07/09/2026
Australia's social media influencer industry is booming, and the ATO has been clear: income earned from content creation, brand partnerships, sponsorships, and affiliate marketing is fully assessable and must be declared. If you're earning from your social media presence, here's what you need to know.
Assessable influencer income includes: payments from brands for sponsored posts, free products received as payment for promotional content (valued at market value), affiliate commission income, YouTube ad revenue, Patreon or subscription platform income, merchandise sales, and appearance fees. The ATO has stated explicitly that influencers who receive free products or services as compensation for promotion must include the value of those products in their assessable income.
Deductible influencer expenses: content creation equipment (cameras, lighting, microphones, tripods), editing software and subscriptions, platform subscriptions (Canva, Adobe), props and styling costs, home studio setup (if you have a dedicated space), styling and wardrobe directly related to content, travel costs for content trips that are primarily business-related, and business-related phone and internet costs.
If your influencer income is your primary source of earnings, you're running a business — register for an ABN, consider GST registration if your income exceeds $75,000, and set aside tax provisions regularly. TaxSmart Cafe has worked with content creators and influencers to structure their financial affairs correctly from the start.