Influencer advertising rates and increased tax scrutiny in Greece

Social media influencers are increasingly prioritizing content creation as a primary profession, commanding significant fees for advertising products and services through short-form videos. Advertising agencies have shifted focus toward these creators, often resulting in products selling out within hours of a post.

Pricing for posts or 24-hour stories varies significantly based on follower count. Nano-influencers (under 10,000 followers) charge between €150 and €600 on TikTok or Instagram, with YouTube posts ranging from €600 to €2,000. Mid-tier influencers (50,000 to 250,000 followers) receive between €1,500 and €6,000 for TikTok or Instagram posts, while YouTube fees reach up to €12,000. Creators with over one million followers can charge between €15,000 and €40,000 for TikTok or Instagram, with YouTube rates exceeding €60,000.

In response to these growing financial transactions, the Independent Authority for Public Revenue (AADE) has intensified its scrutiny. Using digital tools and specialized audit teams, authorities are monitoring social media platforms to identify undeclared income.