Should Follower Counts Decide Who Gets Cast? A Growing Concern in South African TV

South Africa’s television industry is facing a shift that is stirring both excitement and frustration. On one hand, content creators and influencers now have a visible pathway into mainstream media, appearing on popular shows and gaining exposure to millions of viewers. On the other, veteran actors and industry insiders are asking a crucial question: should social media followers dictate who gets cast?

Once upon a time, breaking into the South African acting industry was notoriously difficult. The hashtag #OpenTheIndustry became a rallying cry for aspiring actors, and its momentum introduced fresh faces who were skilled, dedicated, and passionate about their craft. These actors weren’t selling follower counts—they were selling talent. Shows like Uzalo, Youngings, and Blood & Water thrived because they focused on actors who could deliver compelling performances, not just rack up clicks. The results were clear: audiences connected with characters, stories resonated, and the shows built loyal viewerships.

Fast forward to today, and a different dynamic is emerging. Increasingly, casting directors are asking prospective actors, “How many followers do you have?” It’s a question that, for many seasoned performers, feels alien to the art of acting. Linda Sokhulu, speaking on a podcast with Relebogile Mabotja, put it bluntly: “Being an influencer and being an actor are two different jobs, but for some reason the other is blending into the other. It’s unfortunate when a person who cares about a craft, but doesn’t have the propensity to advertise their life, is then seen as a lesser artist… I think it’s sad.”

Similarly, Zenande Mfenyana has voiced her frustration with the trend on Power FM: “It hurts a lot when someone who has a huge following gets the part because of the following. In an audition, you always have to say how many followers you have, which I always leave out. Why does that matter? Just put me on tape and see if I’m good enough. It shouldn’t be about that.”

The logic behind this shift is clear: casting influencers can bring in followers, boost initial viewership, and potentially increase revenue. But here’s the problem—shows that rely on star power over substance risk attracting viewers who are loyal to personalities rather than storylines. When an influencer leaves the show—or loses relevance—those viewers often disappear too. By contrast, shows built on skillful actors and engaging storytelling create loyal, long-term audiences.

This trend also raises questions about fairness and merit. Many talented actors dedicate years to training, honing their craft, and building experience, only to be overlooked because they lack a large online following. Meanwhile, individuals with less acting experience may be cast primarily because their digital reach promises immediate engagement. It’s a shift that threatens to redefine talent, skewing the industry toward popularity over performance.

This isn’t about rejecting the rise of influencers. Some navigate both worlds seamlessly, delivering performances while maintaining a digital presence. But for many, the blending of “follower culture” and acting creates an uneven playing field. It sidelines those who prioritize craft over marketing and erodes a merit-based approach to talent. The danger lies in allowing follower counts to overshadow skill, dedication, and the art of performance. Talent should be the primary metric for casting, with social media reach seen only as a potential bonus—not a prerequisite.

South African television should remember what made its most successful shows resonate: compelling performances and skilled actors. These shows drew audiences in with performances that felt real, characters that mattered, and storytelling that captivated. Followers can amplify a show’s reach, but they should never replace the fundamental skill of acting. That loyalty is earned through craft, not clout.

If South Africa’s television industry prioritizes followers over craft, it risks creating fleeting hits rather than enduring stories, sidelining passionate actors who care about their art. Follower counts may bring attention, but only skill, commitment, and authenticity will keep viewers engaged long-term. The industry must ensure that acting remains an art first, marketing second, and that the next generation of talent is judged on what truly matters: the ability to tell a story that resonates.