Social Media Clout Now a Key to Casting

Production Houses Are Seeking Actors Who Bring On-Screen Presence and Digital Reach

- Lata Jha

New actors, especially those that don't come with family connections or lineage, may increasingly find it challenging to make their way through casting processes as these decisions have begun to take into account social media clout and following.

Media and entertainment industry experts say smaller and regional OTT platforms and independent films, in particular, often like to cast faces better known on social media as compared to those with a less active presence to boost marketing and engagement. However, many producers are also pushing back to ensure talent and craft take precedence over social media presence and say bigger platforms and studios don't necessarily account for such things.