Virality

How important is your social media presence?

Social media has undoubtedly changed the entertainment industry in ways no one could have predicted 15 years ago. Hell, even 5 years ago. For actors, it’s no longer just about talent and networking—it’s also about visibility, relatability, and, sometimes, your follower count. But just how much weight do agents and casting directors place on your online presence? Is it the make-or-break factor some claim it to be? Let’s explore.

Does social media matter to Casting Directors?

The answer is complicated: yes, but not always.

For many casting directors, talent will always come first. A great performance in the audition room or on mp3 can far outweigh your Instagram following. After all, the job of a casting director is to find the best actor for the role, not the best influencer.

But there are exceptions. For certain roles—especially in projects with smaller budgets or those aiming to attract younger audiences—a significant social media presence can tip the scales. Indie films, streaming series, and brands looking to expand their reach often see a built-in fan base as an added bonus.

Here’s an example: You’re up for a role in a Netflix teen drama. You and another actor both deliver equally strong auditions. However, you have 10,000 followers while the other actor has 2 million. In this case, the producer might lean toward the actor with the larger following because it comes with built-in promotion for the project.

What about agents?

Agents often look at social media as part of the bigger picture. They’re scouting for actors who not only have talent but also the potential to market themselves and create opportunities outside of traditional auditions. But this is a case-by-case issue.

For agents, your online presence can serve as a preview of how you might handle press, interact with fans, and promote your work. A well-maintained Instagram, TikTok, or Twitter account signals that you’re professional, engaging, and mindful of your brand. On the flip side, a poorly managed account—or worse, one littered with inappropriate content—can raise red flags. Remember folks, the internet is foreverrrrrr (FOR-EV-ERRRRRR. Cue the Sand Lot fans)

Here’s a truth bomb: A strong social media presence won’t guarantee representation, but a terrible one could cost you the opportunity.

---

Social Media: tool or distraction?

The key is to treat social media as a tool, not a distraction. Specidically on LinkedIn, you don’t necessarily need to use that as a space where people find you—-but where you find people. But on TikTok, that can be a place where you attract clients instead of looking for them.

Agents and casting directors care more about consistency and professionalism than whether your videos go viral. Here are a few reasons why maintaining a thoughtful social media presence matters:

1. It can make you discoverable
   Many casting directors and agents browse platforms like Instagram and TikTok to discover new talent. If your content aligns with your acting brand, you could land opportunities you never auditioned for.

2. It showcases your personality
   One of my biggest clients, Walmart, found me on TikTok and not because I post my work. If you follow me there (thanks!), you’ll see that I only really post education/funny-sometimes content. Social media is an extension of your brand. What you post can give casting directors insight into your personality and vibe, which could influence how they see you for certain roles.

3. It proves you understand marketing
   The entertainment industry is as much about marketing as it is about art. And with direct marketing clients, you can position yourself as the one-stop-shop for things outside of voiceover (like marketing, PR, editing, etc). Demonstrating that you can market yourself makes you a more attractive prospect for agencies, especially in a world where actors are increasingly expected to be multi-hyphenates.

4. It creates opportunities beyond casting
   Viral content or a strong online presence can lead to sponsorships, collaborations, or even writing and producing your own work. (UGC, anyone??)

   These additional streams of income make you a more versatile and sustainable talent in the eyes of an agent.

Does it matter how many followers you have?

Yes and no. While follower count can matter for certain roles or influencer-style projects, quality is far more important than quantity. Casting directors and agents care about engagement, professionalism, and the tone of your posts.

If you have 5,000 followers but they’re deeply engaged and loyal to your brand, that can be more impactful than 50,000 followers who rarely interact with your content.

The Bottom Line: talent first, social media second

Here’s the takeaway: While social media presence is a factor, it’s not the most important factor. Your skills as an actor—your ability to perform, connect, and collaborate—will always be what sets you apart. And here’s the thing- if you DON’T wanna be on social media, you don’t have to be. It’s not a requirement to have a successful thriving career.

That said, ignoring the influence of social media altogether is risky. Think of it as another tool in your toolkit. Use it thoughtfully, stay authentic, and remember that the goal isn’t to go viral—it’s to showcase who you are as a person and a performer.

Over to you

What do you think? Do you feel like social media is a necessary part of the modern acting career, or is it more of a distraction? Have you ever landed a gig or opportunity thanks to your online presence? Share your experiences in the comments!