Social media wealth: Zimbabwe rivals content creators in profits

Written by: Ayman Ragab

In a move reflecting the accelerating transformation of the digital economy in Africa, Zimbabwe has decided to open the file on the earnings of content creators and social media influencers, placing thousands of digital activists under the tax umbrella for the first time.

While the government believes the time has come to collect its share of the “social media wealth”, many creators believe the decision came prematurely and may threaten an emerging sector that young people rely on to escape unemployment and the economic crisis.

The Zimbabwe Revenue Authority (Zimra) has given local content creators until the end of June 2026 to voluntarily disclose any previously undeclared income, warning that violators could face financial audits and prosecution.

From “likes” to taxes

Zimbabwean authorities have confirmed that anyone earning income through digital platforms — such as YouTube, Facebook and TikTok — is now obligated to pay taxes including income tax, payroll tax and even capital gains tax in some cases.

The decision came after a surge in profits for some digital celebrities in the country. Popular influencer Madam Boss revealed at a tech seminar that she earns at least $20,000 a month from her content, while content creator MamaVie said his monthly income exceeds $40,000.

These figures, along with influencers showing off their luxury cars and new homes online, have prompted authorities to closely monitor the sector, as it is a real source of income that cannot be ignored.

“The government wants money before support.”

But the decision was not well-received within creative circles. Many in the sector believe the government is seeking to generate revenue without providing the necessary environment for the digital industry to flourish.

Brian Ncube, coordinator of Inkatha Creative Arts, described the move as “more exploitative than developmental,” noting that content creators in Zimbabwe operate in an unregulated sector, lacking support, training, and funding opportunities.

He added that most global platforms do not yet provide complete monetization tools for Zimbabwean users, making influencers' income unstable and uncertain.

Nkobi said: “Taxing people who do not have stable sources of income reflects a gap between policymakers and the reality of the digital economy.”.

Fame does not mean wealth

For his part, director and media personality Majsini Nyoni believes that many of the videos circulating online do not generate real profits, and that digital fame is often temporary.

He explained that some content creators become a "trend" for only a few days or weeks before they completely disappear from the scene, adding that taxation should be limited to those who earn a real income that exceeds the minimum tax-exempt threshold.

Official recognition of a new industry

Despite the criticism, observers believe that imposing taxes has another important aspect, which is the government's official recognition of the digital content industry as a self-contained economic sector.

But this recognition — according to experts — must be followed by actual support, such as establishing digital training centers, providing equipment loans, and helping creators access global profit programs.

Petros Ndlovu, director of Changano Arts Trust, said the government must first negotiate with social media platforms and financial systems to enable Zimbabweans to earn a direct income in a legal and transparent manner, before demanding that they pay taxes.

Between regulation and stifling creativity

Many working in the digital economy fear that the tax pressure will lead to a talent exodus or a return of content creators to working informally, especially given the multiplicity of fees and the weak digital infrastructure.

In a country suffering from an economic crisis and limited job opportunities, the content industry has become a window of hope and an alternative source of income for thousands of young people.