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While actors believe follower count can influence casting decisions, casting professionals argue that talent continues to be the deciding factor.
Actors claim they feel pressure to maintain online presence.
It’s 2026 and if you are still not on any of the social media platforms, you are one of the exceptions. But while Instagram, Facebook or Twitter have become crucial part of our daily lives, actors are no different. From auditions to casting meetings, an actor’s social media presence appears to have become an increasingly important part of the entertainment industry. In the recent times, several celebrities, especially from the Hindi television and OTT space, have alleged how their social media following is considered during a casting process.
While actors believe follower count and digital engagement can influence casting decisions, casting professionals argue that talent continues to be the deciding factor once an actor enters the audition room.
Actor Sai Ketan Rao, known for shows like Imlie and Mehndi Hai Rachne Waali, believes social media has become an important part of the casting process, even though actors may not always be directly asked about their follower count.
“Actors are not directly asked about social media following, but are generally checked when they go for an audition or a meeting. They check your activities, following, number of likes, social media interaction and all. It is now a major factor in deciding if an actor should be cast or not,” he told us.
According to Sai, this has also created additional pressure for performers who feel compelled to maintain a constant presence on social media. “It feels like a pressure also. One has to be always present on social media,” he added.
Rejected Because Of Less Followers?
Actor Navneet Malik is widely known in the OTT space and has been a part of shows like The Freelancer. In an earlier interview with CNN-News18 Showsha, he levelled a massive claim – rejected from Shah Rukh Khan’s movie King because of less followers.
“I was approached for the negative lead in King but I have also been hearing that they want to prefer an actor who has more following on social media. This makes me think that even I should pitch myself on social media so that even I can rule this number game,” he claimed.
On the other hand, Shubham Goswami, who is an aspiring actor and has played smaller roles in shows like Kyunki Saas Bhi Kabhi Bahu Thi, says without a significant digital following, the situation can be even more challenging for those struggling.
“I am not active on social media, I have never believed in posting daily routine or my personal stuff on Instagram. But it would not be wrong to say that it has now become a hindrance for me in terms of getting acting projects. Casting people often ask for Instagram handle links and ‘How many followers do you have?’ Since I am not active, I get rejected even if my audition was good or better than others. It is a harsh reality. Nothing one can do about it,” he said.
‘Talent Still Matters’
Content creator and actor Kusha Kapila offered a more nuanced perspective on the role of social media popularity. She explained that an actor cannot rely solely on their digital popularity if they fail to deliver when given an opportunity. “Without potential you’ll be called out if you are not doing well. You will be immediately picked and told, ‘Isne toh bahut ganda kaam kiya hai, nikalo isko yahan se’. I feel reviewers are very honest like that,” she said.
However, Kusha also acknowledged that social media following can play a role in evaluating a performer. “Of course, (social media) following can be considered to test somebody,” she added.
Casting Director Disagrees
However, Casting director Karan Mally does not believe social media following has become a deciding factor when it comes to casting actors for films or OTT projects. “I don’t think it impacts when it comes to movies or OTT shows. Even in TV, it doesn’t. If that was true, then every OTT show would have only influencers as heroes,” he said.
According to Mally, having a large social media following may help an actor get noticed by casting teams, but it does not guarantee a role. “It can get you into the audition room but not on screen. You get noticed by the casting team maybe, but I don’t think anybody will cast you because you have certain followers,” he explained.
“I do not see any good director casting anybody just because they have (social media) followers,” he concluded.
So, What Matters?
Maybe nobody is wrong and nobody is right. Perhaps the reality lies somewhere in between. In today’s time, social media can open doors, create visibility and demonstrate an actor’s ability to command an audience. But once the cameras roll, follower counts cannot replace performance. What do you think?
About the Author
Chirag Sehgal works as a Chief Sub-Editor in the Entertainment team at News18.com. He has a strong expertise in content creation, digital storytelling and social media strategy. Skilled in covering ce…Read More
September 03, 2026, 18:29 IST