Has social media changed the way actors are cast?

With the impact of social media, today an actor's casting also becomes a huge talking point. This clearly wasn't the case a few years ago. As much as the script plays a huge role for a film, the right casting is also important.

Recently, one sees that there's a huge chatter around Bhumi Pednekar being cast for 'The Royals' oppositeIshaan Khatter. Earlier, there was also huge criticism towards Sharmin Segal who was alleged to be a misfit in 'Heeramandi'. This apart, today, one also sees a lot of influencers being cast as actors in big projects. All this makes us wonder, has social media really impacted the process of casting in the Hindi film industry? How has the casting process changed in the last few years? Is the casting process different for OTT versus theatrical movies? We had all these questions so, ETimes dives deep into it.

Read on...

The change in the casting process

Over the last few years, the casting process has evolved and now much more than talent is also considered for the part. Shruti Mahajan, who's been the casting director for projects like 'Bajirao Mastani', 'Gangubai Kathiawadi', 'Mary Kom', 'Lust Stories 2' and the recent 'Heeramandi' among many others, sheds light on it. She says, "The core of casting will always revolve around performance and suitability, but the process has evolved significantly in recent years.

Today, we look beyond just talent, we consider the actor’s journey, intent, attitude, and how they present themselves both on and off screen. With the rise of OTT platforms and new-age storytelling, there’s a greater demand for authenticity and diversity.

This shift has opened doors for new faces, layered characters, and unconventional casting choices."She further adds, "Several key factors have contributed to this change.

First, there’s a conscious move toward increased diversity be it in terms of regional representation, gender balance, or varied life experiences. Second, the rise of digital platforms has democratized the process. Online auditions and social media scouting have made casting more accessible than ever before. And finally, there’s a growing preference for merit over star power.

Filmmakers are seeking actors who can bring depth and credibility to their roles, resulting in a more honest and relatable cinematic experience.

It’s truly an exciting time to be a casting professional."

Casting director Adityoa Suranna also holds a similar sentiment as he adds, "The fundamentals of casting: talent, suitability, and performance haven’t changed, but the lens through which we view them certainly has. Today, casting is more holistic. We look at the actor’s intent, attitude, life experience, and emotional depth. With the rise of OTT and a more discerning audience, authenticity has become paramount.

There's a growing appetite for real, rooted performances rather than just star value. We’re also seeing increased inclusivity more regional representation, more space for unconventional faces, and stronger roles for women. It’s an exciting era where storytelling drives casting, not the other way around.

Auditions for the lead part

Another big change which has happened over the years is that now even the lead stars audition. One remembers how Kareena Kapoor Khan had auditioned for 'Laal Singh Chaddha'.

Director Priyanka Ghose of 'The Royals', who has been an assistant director earlier for many years, points out, "Back in the day, I started out working in this industry in 2006. And at that time, the lead cast was never auditioned. I became a director in 2013.

But before that, when I used to assist and I worked on films like 'Anjaan Anjaani' and that time Priyanka Chopra and Ranbir Kapoor never had to audition for the part. They were just handpicked and selected by the director and the producer. They would collaborate and then a film would be given birth. But today, there are auditions even for the lead part. "

Influencers Vs actors: Does follower count play a part in casting choices?

Back in the day, I started out working in this industry in 2006.

And at that time, the lead cast was never auditioned. I became a director in 2013. But before that, when I used to assist and I worked on films like 'Anjaan Anjaani' and that time Priyanka Chopra and Ranbir Kapoor never had to audition for the part. They were just handpicked and selected by the director and the producer. They would collaborate and then a film would be given birth.

But today, there are auditions even for the lead part.Actor Saqib Saleem had said in a chat with ETimes and many other actors are also seen openly talking about this that today actors are cast based on their follower count on social media. The lines between influencers and actors are blurred. Saqib had said, "So, suddenly lines are blurred. Now you want to cast someone because they have specific number of followers. That doesn't necessarily mean they are good actors. They have been cast for followers.

But good actors are sometimes not cast because they don't have that many followers. I'm not saying good actors cannot be influencers and vice versa. Not every actor can be an influencer and not every influencer can be an actor."

However, Priyanka looks at it differently. "It's a thing by default that comes our way, which is great for any film or show that you make. n fact, that is not even only the case for social media. For over decades now, hasn't Bollywood seen actors being cast because of their popularity back in the day? Wouldn't the film be mounted on Amitabh Bachchan Sir or Vinod Khanna sir because they were popular actors? It's just that today, social media followers is the way to measure someone's popularity.

"Shruti though uses social media in order to gauge a person and their capabilities more while casting. She says, "Follower count alone doesn’t get anyone a role. But yes, social media is part of the ecosystem now. I don’t use it to shortlist actors, but I do look at it once someone is already in consideration. It helps me understand their personality, professionalism, and even how they present their craft. If two actors are equally good, and one has a stronger, more grounded presence, it might tip the scale.

But I’ve never cast someone because of their numbers and I never will. Acting always comes first."

Adityoa further opines, "While social media presence can be a consideration, especially for branded content or campaigns it's never a substitute for acting skill. For feature films, series, and narrative-driven work, what matters most is how well an actor fits the character and how convincingly they can bring it to life.

That said, a strong online presence might help open doors, but it won't keep them open. Longevity in this industry still comes down to performance, discipline, and the ability to connect with audiences on screen.

"

Social media: A platform for criticism and chatter

Today, due to social media, casting choices are also more privy to criticism and trolling. For instance, the recent example of Bhumi Pednekar or earlier there was Sharmin. Shruti who was the casting director on 'Heeramandi' reacts to whether the chatter on social media or trolling is fair.

It that something to be taken seriously? "Criticism is part of the job. As casting directors, we make choices after deep thought and research we see auditions, we work closely with the director's vision, and we evaluate what an actor brings to a role beyond what’s visible on screen.

Not every choice will please everyone, and that’s okay," she says. Mahajan further adds, "Sometimes the backlash is knee-jerk, shaped by audience expectations or comparisons.

But we must be open to listening while also trusting our process. Casting isn’t always about who fits the image in people’s heads it’s about who can become the character. And that transformation is something audiences often only appreciate with time."

Director Priyanka Ghose defended Bhumi's casting to ETimes and said that she stands by her decision because it was backed by the entire team. She also defended the actress and said that 'The Royals' was a challenging part for her.

She said, "You will receive polarised opinions and that's alright. Because everyone's entitled to their own opinion and what they feel about something. It was a great call to cast her because I was thrilled.

I was excited because I knew what a powerful actor she is. I thought there are shades of Sophia inherently there in Bhumi. As much as people criticised, most people also told me that they loved Ishaan and Bhumi's chemistry.

It was a very unusual casting."

How is casting for OTT different from theatrical movies?

When asked if the process of casting for OTT is different from that of theatrical movies, Shruti said, "Yes and no. The fundamentals performance, fit for character, screen presence remain the same. But OTT has opened up more room for experimentation. There’s more willingness to cast against type or choose new talent, especially for ensemble pieces. The storytelling is nuanced, so the performances need to feel more lived-in and real.

That gives us the space to dig deeper and find actors who may not have had a shot in mainstream cinema earlier. It’s a big win for both casting directors and performers."

Adityoa Suranna says that it's very different has OTT has given a certain level of creative freedom higher than theatricals. "Absolutely. OTT has opened up a different kind of creative freedom one that allows for deeper, more nuanced characters and more experimental storytelling.

That naturally changes the casting process. For OTT, we often look for actors who can bring layers and complexity to a role, even if they’re not household names.

Films, especially commercial ones, may still lean toward familiar faces or high recall value. But even that’s shifting. The line between film and OTT is blurring, and the one constant is this, the audience wants honesty in performance, no matter the medium," he said.