Social media influencers and others involved in advertising activities in Lithuania declared €25 million in income in 2024 – €2 million more than in 2023 – according to the State Tax Inspectorate. But many influencers are expanding beyond brand deals and increasingly launching their own businesses.
Being a content creator is a real job, just like any other, says Audrius Minsevičius, head of influencer marketing agency Sway. “Influencers share their daily lives – even when they’re sick or not feeling their best. It takes skills to make content interesting, along with equipment for sound, video, and lighting.”
Minsevičius shared typical rates for influencer promotions. An influencer with 100,000 followers can earn from €600 for a social media story, and from €900 for a post or short video (reel).
For those with 200,000 followers, rates start at €800 per story and €1,200 per post or reel.
It’s not just about the content, says Minsevičius, it’s about the influencer’s reach and impact. “We track how many sales they generate or how much traffic they bring to a website. Some focus on niche topics – for example, home organisation – and become experts in their fields. These creators are more valuable than those who simply showcase a glamorous lifestyle.”
According to Forbes, the global influencer marketing industry is valued at approximately $250 billion and includes content creator income, ad spending, agency operations, and related services. That figure is expected to double to $500 billion by 2027.
Beyond influencing: building businesses
Influencers are also moving into entrepreneurship. The Tax Inspectorate reported that individuals engaged in e-commerce and officially registered as operating businesses declared €26 million in revenue in 2024, contributing nearly €2 million in income tax.
One example is influencer Viktorija Siegel, owner of the online store Shopbysiegel. According to Lithuania’s Register of Legal Entities, her business has been profitable for the past three years. However, in 2024, revenue dropped 41% to just under €3 million, and net profit fell to about €9,000 – down from nearly €800,000 in 2023. Siegel has not commented on the decline.
Rolandas Puncevičius, head of the Tax Inspectorate’s Operational Control Department, said there can be various reasons for low profit despite high revenue.
“These include operational costs, employee wages, advertising, marketing, financial obligations, or investments into expansion,” he told LRT RADIO.
TV host and cookbook author Beata Nicholson and her sister, Odeta Bložienė, run the company Beatos virtuvė. While the company posted over €100,000 in profit in 2023, it suffered a €10,000 loss in 2024, despite earning €1.1 million in revenue.
“We were profitable under normal operations,” said Bložienė. “But we invested heavily to support the restaurant chain Burokėlis ir krapas in order to preserve jobs and keep the restaurants running. Unfortunately, the investment wasn’t enough, and the loaned funds had to be written off as a loss.”
Travel entrepreneur Rimvydas Širvinskas, known as Makalius, co-owns travel agency TravelDeals LT. In 2024, the company earned nearly €11 million in revenue and reported around €550,000 in net profit – 35% less than the previous year.
“We had a great year despite rising costs, team-building events, and staff trainings,” Širvinskas said. “We also launched a new line of experiences – such as massages, spa treatments, and tastings – and dedicated part of our resources to this project.”
According to the Tax Inspectorate, digital space monitoring from 2021 to 2024 uncovered an additional €17.5 million in unpaid taxes.
Newsletter
Every Friday morning.
