Navigating the Social Media Factor in Theatre

by Chris Peterson, OnStage Blog Founder

A colleague recently told me about a Broadway casting session where it came down to two equally strong performers. The creative team couldn’t decide. Both actors had the chops. So, they turned to Instagram and TikTok. One had a far bigger following—and that’s who got the part.

It’s easy to wince at that. Ideally, casting decisions would be made purely on talent. The best person for the role should be the one who earns it, full stop. But the reality of today’s entertainment landscape is more complicated. Social media reach has become part of the conversation, from Hollywood to Broadway—and yes, even your local community theatre.

So the question becomes: Should it be?

The Business Behind the Curtain

Let’s start here—because it’s an unavoidable truth: theatre is an art form, yes, but it’s also a business. Selling tickets matters. Getting butts in seats matters. And if a performer with half a million followers can move the needle, it’s hard for producers not to take notice.

Take Charli D’Amelio, who made her Broadway debut last year in & Juliet. She wasn’t playing Juliet. She wasn’t even speaking—she was in the ensemble. But with 155 million followers watching her every move, her presence gave the production a huge boost. Ticket revenue jumped by about 17% after her first curtain call. That’s the power of platform.

Actors with strong social media followings can offer a built-in marketing engine: behind-the-scenes glimpses, rehearsal videos, cast Q&As. People like JJ Niemann have turned this into an art form. It feels authentic and personal in a way that traditional advertising just doesn’t.

But Followers ≠ Talent

That said, let’s not confuse popularity with ability.

A viral presence doesn’t guarantee a great performance. And casting someone based primarily on their online audience risks diluting the work. We've already seen this play out in film and TV—where influencers with minimal acting experience are handed major roles. Sometimes it pays off commercially. Often, it doesn’t artistically.

Acting is a craft. It’s not something you can fake with a filter or finesse with hashtags. And the truth is, not every skilled performer is interested in—or even good at—curating a digital brand. Some are too busy pouring themselves into their characters.

When follower count becomes a gatekeeper, we risk losing out on voices that are authentic, powerful, and yes, a little quieter online.

So Where’s the Balance?

I’m not here to say social media shouldn’t matter at all. In some ways, it’s become part of the toolkit. But it shouldn’t be the whole toolbox.

Casting teams should still lead with talent, training, and storytelling ability. But I understand the temptation—and sometimes the necessity—of factoring in an actor’s digital reach. If two performers are neck-and-neck and one has a platform that could help drive visibility for the production? Sure, that might tip the scale.

But let’s make sure we’re not losing sight of the bigger picture. The goal is still to tell the best story. To move people. To create art that resonates beyond the scroll.

If a performer can do that and bring in an audience? That’s just icing on the cake.