AS social media influence continues to shape the entertainment landscape, an actor’s online presence — particularly their number of followers — has become a major factor in casting decisions. The shift is placing trained and experienced actors in a difficult position, as industry gatekeepers increasingly prioritise digital visibility over professional skill.

Actors such as Zenande Mfenyana, Keke Mphuthi and Linda Sokhulu have publicly expressed frustration over the growing trend, arguing that genuine talent is being overshadowed by social metrics.
In an interview with Power FM, Mfenyana spoke candidly about the industry’s fixation on follower counts rather than performance.

“We’re in such a social media frenzy world where even at an audition you have to write how many followers you have, and I always leave it out cause I’m always like, ‘What does this have to do with my talent?’”

The increasing reliance on online popularity has made social media following a primary requirement for securing roles, often sidelining actors with formal training and years of dedication to the craft. On the “Engineer Your Life” podcast, actress Keke Mphuthi voiced her concerns about the profession being diluted by influencer culture.
“Bring in actors who really want to tell stories, not influencers, that has become our biggest downfall because we see a lot of that, it’s almost like you need to be a TikToker for you to become an actor.”
She further questioned the long term impact on committed performers.

“What about those who actually put in the work? What then happens to us?”
For some actors, the pressure to build a social presence is daunting — especially for those dealing with social anxiety or those who prefer to keep their personal lives private.

Speaking on a podcast with Relebogile Mabotja, actress Linda Sokhulu raised concern about influencers being cast based primarily on their social media reach, noting the unfair disadvantage this creates for artists who value privacy.

“I think it is unfortunate when a person who cares about a craft doesn’t have a propensity to advertise life out-rightly, and is then seen as a lesser artist because they’re not willing to expose. I think it’s sad.”

She also challenged the assumption that popularity equals success.
“Having fifteen million followers has never guaranteed a show’s popularity or proven its success.”
The dynamic has had mixed effects on influencers entering acting. Some struggled to engage audiences and eventually abandoned the field, while others — such as Ntando Duma, Moshe Ndiki and Farieda Metsileng — successfully transitioned and maintained strong careers through charisma, adaptability and sustained audience appeal.— IOL