There's no single right percentage: it depends on your country, your profit and whether you also have a job. But one example shows why 25–30% is a common starting point, and why it can be more.
One example, four countries
A creator earns 60,000 from brand deals and affiliate links, receives 1,000 in gifted products that count as income, has a 20,000 job, and spends roughly 6,000 to 7,500 on business costs, mileage and home office. Worked out on top of the job:
| Country | Tax year | Tax the creator income adds | Share of creator income |
|---|---|---|---|
| UK (England, Wales, NI) | 2026/27 | £18,442 (Income Tax + Class 4 NI) | 30.2% |
| US (with 5% state tax) | 2026 | $16,541 (federal + self-employment + state) | 27.1% |
| Canada (with 9% provincial) | 2026 | CA$18,639 (federal + provincial + CPP) | 30.6% |
| Australia | 2026–27 | A$14,094 (income tax + Medicare levy) | 23.1% |
The UK and Canada figures are higher partly because self-employed people pay their own National Insurance (Class 4) and both halves of CPP. In the US, self-employment tax is 15.3% on most of your profit.
Watch out for
- Gifted products sent for content usually count as income, but bring no cash to pay the tax on them.
- Your job pushes your creator income into a higher band, so the rate on it is higher than on your salary.
- Payments in advance: UK payments on account, US quarterly estimates, Canadian instalments, Australian PAYG instalments.
Estimates using each country's rates (checked October 2026). Not tax advice.
FAQs
What percentage should influencers save for taxes?
25–30% is a common starting point, but it depends on your country, profit and other income: in one example with a job, it ranged from 23% (Australia) to 31% (Canada).
Do gifted products count when working out tax?
Usually, if something was expected in return: their value counts as income, so set aside tax for them too.
Plan it in minutes
Works out the tax your creator income adds on top of your job, with your country's rules. Editions for the UK, US, Canada and Australia.
