Should an Actor’s Social Media Following Impact Their Casting?
by Chris Peterson, OnStage Blog Founder
I was recently told about a casting session for an upcoming Broadway show where there were two great candidates for the role. When the creative team couldn’t make a decision on who to pick, they looked at both performers’ social media accounts. One had dramatically more followers on Instagram and TikTok, and they were the one who got the role.
In an ideal world, casting decisions would be based solely on talent. The best person for the role, regardless of their online following, should get the part. But in today’s digital landscape, social media has become an undeniable factor in casting, from Broadway to Hollywood—and even in community theatre.
The question is: Should an actor’s social media following influence casting decisions? Is this a natural evolution of the industry, or does it diminish the craft of acting?
Let’s break it down.
Marketing and Ticket Sales Matter
Theatre isn’t just an art form; it’s also a business. Productions need audiences to survive, and actors with large followings can help bring in ticket sales.
Consider the scenario above: Casting is deciding between two actors who are equally talented. One has 500 Instagram followers, while the other has 500,000. If the latter actor actively promotes the show, even a small percentage of their followers buying tickets could make a noticeable financial difference.
TikTok sensation Charli D'Amelio, boasting over 155 million followers, made her Broadway debut in the musical "& Juliet" last fall. Despite having no lines and being part of the ensemble, her involvement led to a significant increase in the show's ticket sales and online engagement. Daily ticket revenue surged by approximately 17% following her debut, illustrating the substantial impact of her social media presence on the production's commercial performance.
A show’s success doesn’t just depend on in-person audiences anymore. Social media helps generate buzz, engagement, and excitement long before opening night. A well-followed actor can:
Share behind-the-scenes content
Post-rehearsal updates
Host Q&A sessions about the show
Attract press and media attention
Folks like JJ Niemann have mastered this. This kind of organic, peer-to-peer marketing is often more effective than traditional advertising.
Social Media Popularity Doesn’t Equal Acting Ability
On the flipside, theatre and film should be about craft, storytelling, and skill, not follower counts. If an actor is cast solely because of their online presence, it risks undermining the quality of the production.
This issue has already emerged in Hollywood, where influencers and reality TV stars are cast in roles they may not be prepared for, simply because they bring a built-in audience. While this might work for marketing, it can result in lackluster performances that diminish the credibility of the project.
A large social media following doesn’t necessarily mean an actor is good at their craft. Some influencers build massive platforms through lifestyle content, comedy skits, or viral trends—but that doesn’t mean they can deliver a compelling performance on stage or screen.
Also, not every skilled performer is active on social media, and not every actor wants to be. Many classically trained actors prefer to focus on their work rather than building a brand online.
By making follower count a key factor in casting, it could disadvantage talented individuals who don’t have the time, interest, or resources to grow a digital audience.
So, should an actor’s social media following matter in casting? The best answer might lie in finding a balance.
Casting decisions should always prioritize talent, commitment, and fit for the role. However, it’s also reasonable for producers to consider an actor’s ability to help promote a production—especially in today’s social media-driven industry.
For actors, this means that while social media presence can be an asset, it should not replace dedication to the craft. And for casting directors, it’s a reminder to strike a balance—leveraging digital influence without sacrificing artistic integrity.
At the end of the day, the best performers should still get the roles. But if they can also help sell out a show in the process? That’s just an added bonus.