What to write in the service description
German invoices require a clear description of the service delivered. Vague entries like "Consulting" or "Design work" are not sufficient — you need enough detail that both parties can identify what the invoice relates to. Here are examples for social media manager work:
Monthly management retainer
Social-Media-Management März 2026 – Instagram und LinkedIn (3 Posts/Woche, Story-Content, Kommentar-Management)
Content creation package
Content-Erstellung März 2026 – 12 Reels und 8 Karussell-Posts inkl. Texte und Grafiken
Strategy and audit
Social-Media-Strategie und Audit – Kanal-Analyse, Zielgruppendefiniton, 90-Tage-Redaktionsplan
Required fields on a German invoice
German law (§14 UStG) specifies exactly what must appear on every invoice. Missing any of these can make the invoice legally non-compliant and give the client grounds to delay payment.
Full name and address
Your legal name and address as registered with the Finanzamt. If you trade under a business name, include both.
Client name and address
The full legal name and address of the recipient — not just a trading name or contact name.
Invoice date (Rechnungsdatum)
The date the invoice was issued. Not the date the work was completed, unless they are the same.
Invoice number (Rechnungsnummer)
A unique, sequential number. Must not be repeated. Gaps are allowed; going backwards is not.
Service description (Leistungsbeschreibung)
A clear description of what was delivered and when. Vague entries are not compliant.
Net amount (Nettobetrag)
The amount before VAT. If you are a Kleinunternehmer, this is also the total — no VAT line needed.
VAT amount or §19 disclaimer
VAT-registered: show 19% MwSt. Kleinunternehmer: include the §19 UStG disclaimer instead.
Your Steuernummer or Umsatzsteuer-ID
Mandatory on every invoice. Kleinunternehmer use their Steuernummer. VAT-registered businesses use their Umsatzsteuer-ID.
IBAN for payment
Not legally required but universally expected. Include your IBAN so the client can pay by bank transfer.
VAT for social media managers in Germany
Social media managers often start as Kleinunternehmer (§19 UStG) — income from multiple small clients can stay below €22,000 for the first year or two. As the client roster grows, the threshold is reached quickly. Corporate clients frequently require a VAT ID so they can reclaim input VAT, which is a common trigger for voluntary VAT registration.
§19 UStG disclaimer (required if you are a Kleinunternehmer)
Gemäß §19 UStG wird keine Umsatzsteuer berechnet.
Invoicing tips for social media managers
Define deliverables, not just hours
"Social media management" is vague. State the platforms, the number of posts per week, whether stories and reels are included, and whether community management (responding to comments and DMs) is in scope. Clients and their accountants need to understand what they are paying for.
Invoice tool costs separately
Scheduling tools (Later, Hootsuite), design tools (Canva Pro), or analytics platforms used for a specific client can be invoiced as Auslagenersatz. Alternatively, have the client pay for the tool directly. Never bundle tool costs silently into your management fee — it creates accounting ambiguity.
Monthly recurring invoices on the first of the month
For retainer clients, invoicing on the 1st of the month (for the current month) or on the last day (for the month just completed) keeps things predictable. State clearly whether you invoice in advance or in arrears — this matters for the client's accruals.
Sponsored post fees are a separate conversation
If you manage paid promotions on behalf of a client and the spend passes through your account, keep this completely separate from your management fee — as a pass-through reimbursement line item. Ideally, the client runs paid ads under their own account.
Frequently asked questions
Are social media managers classified as Freiberufler in Germany?
Usually no. Social media management is classified as Gewerbe by most Finanzämter because it is a commercial service rather than a creative or scientific free profession. This means you register with the Gewerbeamt and may owe Gewerbesteuer above €24,500/year. If your work is primarily content creation with a strong artistic element, ask your Steuerberater whether Freiberufler classification is arguable.
Can I work as a social media manager on a German freelance visa?
Yes — social media management qualifies as a freelance activity in Germany. Non-EU nationals need a self-employment visa (Freiberufler-Visum or a Niederlassungserlaubnis that allows self-employment). Note that since the activity is typically Gewerbe, not freier Beruf, some visa routes require demonstrating viable income and a business plan.
What should I do if a client asks me to post something I am uncomfortable with?
This is a creative and ethical issue, not an invoicing one — but it has invoicing implications. If you refuse to deliver content and the client terminates the contract, you are typically owed payment for work already completed plus any contractual cancellation fees. Document your refusal in writing and invoice for completed work.
How do I invoice for a one-time project vs an ongoing retainer?
One-time projects: invoice on completion (or in milestones for larger projects). Retainers: invoice at the same time each month. The key difference is that retainer invoices should specify the billing period (e.g. "März 2026") so it is clear what month of service each invoice covers.
Do I need to register as a business if social media management is my side income?
In Germany, any commercial activity for profit requires registration — even part-time. If you are earning money as a social media manager alongside a main job, you still need to register a Gewerbe and report the income in your annual tax return. The Kleinunternehmer exemption applies regardless of whether the work is full-time or part-time.
Related guides
Create a legally correct social media manager invoice
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