Social Media and Filmmaking: The New Reality of Casting and Funding

Artistry and marketability

The landscape of filmmaking has always been challenging, but today’s industry presents a new dynamic—one where social media presence can be just as important as artistic ability. Securing funding has always been one of the biggest hurdles for independent filmmakers, but in an increasingly volatile marketplace, investors are looking for guarantees. And in many cases, those guarantees come in the form of a built-in audience.

Maya Hawke’s recent comments about actors being cast based on their Instagram or existing fan base following bring attention to a larger industry trend. It’s no longer just about talent; it’s about reach. Studios and producers are prioritizing actors, directors, and even producers with established audiences, believing that their presence increases a project's chances of success.

Major networks like HBO have long leaned on intellectual properties (IP) with existing fan bases, adapting books, comics, and video games into series. This strategy ensures a built-in audience, reducing financial risk. Now, that same logic is being applied to individuals working in film—whether in front of or behind the camera.

"According to Ampere Analysis data in 2022, most newly ordered shows and movies ordered by Subscription Video on Demand (SVODs) in the first half of '22 were leaned on existing IP. The report found that commissioned content (for movies and first-run TV originals) based on adaptations, franchises and other forms of pre-existing intellectual property accounted for 64% of new scripted originals from leading SVOD platforms in the U.S."

But this isn’t a new concept. Hollywood has always sought to cast individuals and IP with an established audience to minimize risk. Before social media influencers, the industry turned to music artists, leveraging their popularity to bring fans into theaters.

• Elvis Presley starred in over 30 films, with Hollywood capitalizing on his massive fan base to guarantee box office returns. While his films were often criticized for prioritizing spectacle over substance, they were commercially successful.

• Madonna used her pop icon status to transition into film, starring in Desperately Seeking Susan, A League of Their Own, and Evita, the latter earning her a Golden Globe.

• LL Cool J successfully moved from rap into Hollywood, starring in Deep Blue Sea, Any Given Sunday, and eventually becoming a lead in NCIS: Los Angeles. His career proved that artists with an existing audience could make the leap and sustain long-term acting success.

• Queen Latifah, originally a hip-hop artist, transitioned into a highly respected actress with roles in Set It Off, Chicago, Girls Trip, and TV series like Living Single and The Equalizer. Like LL Cool J, her career path highlights how credibility and skill can translate from music to acting without relying on viral social media appeal.

• Will Smith and more.

While these artists used their star power to gain entry into Hollywood, their careers were built on proving their acting talent, rather than simply relying on their built-in audience.

The difference today is that casting decisions are being made based on social media numbers alone—sometimes before actors have proven themselves in any acting capacity.

• Addison Rae, a TikTok star with millions of followers, was cast in Netflix’s He’s All That, a remake of She’s All That. While the film was widely criticized, it still performed well in terms of views—showing that studios are prioritizing visibility over traditional casting processes.

• Charli D'Amelio, another social media sensation with over 155 million TikTok followers, joined the Broadway musical & Juliet. Her involvement led to a notable increase in ticket sales and online engagement, demonstrating how casting based on influence can translate into financial gain.

• Grace Keeling (GK Barry), who built her audience through TikTok, landed a leading role in the Netflix thriller "Missing You", reinforcing how an online presence can be a direct pathway into mainstream entertainment.

These castings highlight the ongoing industry shift: studios see social media followings as a form of built-in marketing, ensuring that projects attract immediate attention.

The key isn’t to reject actors or filmmakers with large followings—it’s about ensuring that audience reach complements artistic ability rather than replacing it. A great example of how this balance can work is Jordan Peele.

Before he was an Oscar-winning director, Peele was widely known for Key & Peele, a comedy sketch show that had a strong digital presence. However, when he transitioned into filmmaking with "Get Out", it wasn’t just his name recognition that got the film made—it was the strength of the concept and his directorial vision. He leveraged his existing audience but let his work speak for itself. This is how it should be done.

For producers, the challenge is finding the right balance. Investors want assurance that a film will capture attention, especially in a world where audiences have countless entertainment options at their fingertips. But relying solely on social media influence when casting or hiring can compromise the quality of a production.

A strong online presence can be a valuable tool, but it shouldn’t replace experience, skill, or storytelling ability. There are directors who built their careers by creating compelling content first and growing their audiences naturally—rather than chasing trends or follower counts. The key is to approach social media strategically, using it to amplify great work, not as the sole measure of success.

Maya Hawke herself acknowledged that while she dislikes social media, she maintains an Instagram presence because it has become a crucial part of staying competitive in the industry. Her comments shed light on an ongoing debate—should social media influence dictate artistic choices?

Filmmakers today must embrace both artistry and digital engagement. That means building an audience without sacrificing quality, finding ways to market projects effectively, and proving to investors that great storytelling can still be the foundation of a film’s success.

At One Sol Film, we recognize the industry’s evolution, but we remain committed to storytelling first. A strong following is a great asset, but it should complement, not replace, the dedication and craft that make films memorable.

Further Reading on the Topic

1. Variety – "Maya Hawke: Some Producers Cast Actors Based on Instagram Followers"

2. New York Post – "Hollywood's Social Media Casting Trend Exposed"

3. The Wall Street Journal – "She Has 155 Million TikTok Followers. Will They Pay to See Her on Broadway?"

4. Deloitte Center for Technology, Media & Telecommunications -"Beyond mass appeal: The untapped potential of fandom"

5. Glamour – "He’s All That Review: Did TikTok Star Addison Rae Deliver?"

Join the Conversation

What’s your take on the increasing emphasis on social media influence in filmmaking? Does it help or hinder artistic integrity? Share your thoughts below—we’d love to hear from you.