Hollywood has always been a business, but casting has shifted dramatically in the digital age.
Recently, Maya Hawke, daughter of Ethan Hawke and Uma Thurman, made waves with her claim that some producers cast actors based on their social media follower count rather than their talent. While this isn’t exactly shocking, it does highlight a trend in the industry—one that disproportionately affects actors of color, particularly Black people, who are already battling for space in the entertainment industry.
An actor’s box office appeal has traditionally influenced casting decisions, their ability to embody a character, and sometimes, their industry connections. But in today’s world, where social media engagement can dictate a project’s reach, some producers are prioritizing followers over fundamentals. This means that a talented, classically trained actor could lose a role to someone with less experience but a larger online presence.
This shift is not just unfair—it’s a disservice to the art of storytelling. The idea that an actor’s follower count is a determining factor in their casting means that countless undiscovered talents—many of whom have dedicated years to honing their craft—are missing out on opportunities simply because they haven’t cracked the social media code.
Maya Hawke on the line between celebrity and actor being blurred and directors casting projects based on Instagram followers 👀
— Screen Off Script (@ScreenOffScript) February 14, 2025
"A celebrity is someone where their personality is what is the draw. And what I always wanted to be was an actor where the work is what the draw is."… pic.twitter.com/bJmxJPzmik
A huge following does not equate to talent, but in an industry increasingly driven by numbers, the most skilled actors can be left behind.
For Black actors, this trend presents both an opportunity and a challenge. On one hand, social media allows them to build their own audiences and prove their marketability outside of traditional gatekeepers.
On the other, the industry’s reliance on follower counts reinforces existing disparities. Social media algorithms have long been criticized for favoring certain demographics, making it harder for Black creators to amass the same level of visibility as their white counterparts. If casting directors are using social media clout as a metric, it only deepens the divide.
Beyond the talent issue, this trend also raises an important question: Are producers and studio executives just taking the easy way out? The job of marketing a movie or TV show has traditionally fallen on the studio’s promotional team, but now, it seems that responsibility is being shifted onto actors themselves. Instead of investing in creative marketing strategies to generate buzz, some studios are banking on an actor’s pre-existing audience to do the heavy lifting.
This is not just lazy—it’s risky. A high follower count does not guarantee ticket sales or streaming success just like it doesn’t equate to the selling of merchandise. Social media engagement doesn’t always translate into real-world impact, and some of the biggest box office flops in recent years have featured major social media stars who failed to bring their online audiences to theaters.
There’s a reason why marketing departments exist, and expecting actors to serve as their own PR firms is a poor substitute for real promotional efforts.
How many amazing actors have been overlooked simply because they don’t have the time, resources, or desire to maintain a social media persona? Actors are supposed to act—not serve as full-time content creators, constantly posting and engaging just to stay relevant in the eyes of casting directors. Social media favors those who are willing to play the game, but what about those who prefer to let their work speak for itself?
Some of the greatest actors of our time wouldn’t have stood a chance in today’s social media-driven casting world. Would Denzel Washington, Viola Davis, or Mahershala Ali have been given the same opportunities if they had been judged on Instagram engagement instead of raw talent?
This is not to say that actors with large social media followings don’t deserve roles. Many digital creators have successfully transitioned into acting, proving their talent beyond the screen of a phone. But when an industry that prides itself on storytelling starts prioritizing digital popularity over raw skill, we have to ask: Are we watching the best performers or just the most followed?
The implications extend beyond individual actors. If Hollywood continues down this path, we risk losing the richness of diverse, complex storytelling.
So, what’s the solution? If social media is here to stay as a factor in casting, then the playing field needs to be leveled. Talent should always come first, but producers and studios also need to invest in platforms that uplift underrepresented voices.
Black actors and creators shouldn’t have to game the algorithm just to have a shot at telling meaningful stories. And most importantly, studios need to take responsibility for promoting their films instead of offloading that duty onto actors.
Maya Hawke’s comments may have shed light on an industry secret, but the conversation can’t stop there. It’s up to audiences, creators, and executives to push for a casting process that values talent over trending status. Because at the end of the day, followers don’t make a performance great—skill does.
Photo Credit: DepositPhotos.com
