Understanding the Social Media Content Creation Sector

Our research seeks to provide HMRC with a better understanding of social media content creation in the UK, and of how HMRC can best support creators.

About the study

Content creation on social media is a fast-growing area of the economy. As an increasing number of people look to social media as a way of making money or receiving other benefits (such as gifts), HM Revenue & Customs (HMRC) wants to better understand this evolving industry. 

This research will help HMRC to better understand this evolving industry by exploring how social media content creators describe themselves and what they do, and how HMRC can best provide information to the sector. 

How can I take part? 

If you’d like to take part or have any questions about the study, please contact our researchers on the details below: 

Email: SMCCresearch@natcen.ac.uk 

Freephone: 0808 168 8519

Who is carrying out the research?

HMRC has commissioned NatCen Social Research, an independent research organisation, to carry out this research.

Why have I been selected to take part? 

You have been contacted as you have been identified as someone who may be eligible to take part in this research.

What will it involve?

The research will involve taking part in an interview with a researcher from NatCen. The interviews will take place between now and the end of the year. They will be carried out by telephone or online using Microsoft Teams, at a time chosen by you. Interviews will last around 60 minutes.

As a thank you for taking part, all participants will receive a £80 Love2Shop e-voucher which can be spent in many high street stores. Alternatively, you can choose from a range of charities for us to donate the same amount to.

Why take part?

This is an important opportunity to have your views and experiences heard by HMRC. By taking part in the study, you will be helping to inform HMRC’s understanding of an important area of the economy.  

What will the interviews be about?

The interview will consist of a discussion with a member of the NatCen research team. We will invite you to share your experiences of creating content for social media. We will ask you some questions about:

  • How you describe yourself and what you do
  • How you generate income on social media
  • How HMRC can best provide information to people like yourself to help them get their tax right

Do I have to take part? 

You do not have to take part, taking part is purely voluntary. If you do agree to an interview, you can choose not to answer questions you do not wish to discuss. 

What will happen to the information I give?

Everything you say in the interview is confidential. NatCen will not share any identifiable information with HMRC at any point. Taking part in an interview will not affect your relationship with HMRC in any way. Your data will be held in line with the UK General Data Protection Regulation. You can read more about how we protect and process your data in our Privacy Notice.

We will write a report about the main issues and themes that have been discussed. We will not name anyone personally in the report and it will not be possible to identify any participants. We will make sure all responses are anonymised. 

With your consent, we will record the interview so that nothing you say is forgotten. The recording will be kept securely and will be destroyed when the research study is complete.

How do I know this research in genuine?

You can verify the authenticity of this research by visiting the genuine contact page on GOV.UK. You can also contact HMRC at research.enquiries@hmrc.gov.uk to confirm the genuine nature of this research study. 

What will happen next?

If your interview has not yet been scheduled, a member of NatCen’s research team will call you to ask if you would be happy to take part. If you are, they will ask you some questions to check that you are eligible for the research. They will also ask you some questions about yourself to ensure we are talking to a variety of people. They will then ask you for dates and times you are available for an interview. 

If your interview has already been scheduled, then NatCen will have emailed you to confirm the details of the interview, and to share a link to join the interview if you are taking part by video call. If you have chosen to take part by telephone, a NatCen researcher will call you at the agreed time, as specified in the email. If you are no longer able to take part, please let us know using the email address or freephone number below.  

We only need to speak to a certain number of people. So we may not interview everyone that is identified as eligible for the research. 

Who are NatCen?

NatCen is an independent social research institute. It designs, conducts, and analyses research studies in the fields of social and public policy. You can find out more about NatCen on www.natcen.ac.uk.