The Impact of Social Media on Casting: Are Instagram Followers More Important Than Talent?

The film and television industry is evolving rapidly, and one of the biggest shifts in recent years is the growing influence of social media on casting decisions. Actor and director Ethan Hawke recently addressed this trend, calling it “crazy” that actors are sometimes cast based on their Instagram following rather than their talent and experience.

Speaking at the Berlin Film Festival, Hawke revealed that his daughter, Maya Hawke (best known for Stranger Things), has encountered instances where casting directors and producers prioritize an actor’s social media metrics over their skills. Some film and TV projects are reportedly required to have a cast with a combined social media following that meets a certain threshold in order to secure funding. This means actors with more followers may be favored over those with extensive training and experience.

This trend highlights a growing debate in the entertainment industry: should social media popularity dictate casting decisions? While digital influence can certainly boost a project's marketing reach, Ethan Hawke warns that shifting focus away from talent and preparation could undermine artistic integrity.

At Collaborate Management, we understand the importance of both social media presence and professional training. While a strong online following can be an asset in today’s industry, it should never replace genuine talent. Our agency represents actors, influencers, and celebrity speakers who excel in their craft while also embracing the power of social media to enhance their careers.

For directors, producers, and casting professionals looking for New Zealand’s top acting talent, we provide a roster of experienced performers who bring authenticity and skill to the screen. If you’re an aspiring actor, we encourage you to focus on honing your craft—while building an online presence, but never at the expense of your artistry.

If you’re looking for leading actors, influencers, or celebrity speakers in New Zealand, Collaborate Management can connect you with the best talent. Get in touch today!