Award-winning South African actress Linda Sokhulu, on The Relebogile Mabotja Podcast, raised a red flag over a growing industry trend: professional actors are being edged out by influencers.
For Sokhulu, the issue cuts deep. Seeing classically trained performers lose roles to personalities with massive follower counts feels like an erosion of art itself. “These are two completely different jobs that are now being forced to look like one,” she lamented.
Her frustration? Storytelling demands patience, skill, and discipline—qualities not guaranteed by millions of Instagram followers. “It’s never been proven that because you’ve got 15 million followers, you’ll make the show popular,” Sokhulu stressed, insisting that entertainment should not be reduced to a popularity contest.
Echoes Across Africa’s Film Industry
Her concerns are far from isolated. In Nollywood, actors like Deyemi Okanlawon and Uzor Arukwe have publicly voiced their struggles with roles slipping through their fingers due to “low” online numbers. Media veteran Emma Ugolee criticized the “sickening” rule of clout-driven casting, while South African stars Nambitha Mpumlwana and Gugulethu Xofa also called out the trend, urging influencers-turned-actors to respect the craft instead of shortcutting their way into the spotlight.
Why Influencers Keep Winning Roles
The rise of influencer casting isn’t without reason. For producers, influencers double as built-in marketers—cutting promotion costs while ensuring projects reach wide audiences. Many also bring technical know-how from creating their own skits, making them easier to onboard. And for audiences, there’s a “relatability factor”—the thrill of seeing a familiar online face step into mainstream film.
But at What Cost?
Sokhulu warns that the obsession with clout risks hollowing out the essence of acting. If visibility trumps ability, nuance, discipline, and depth could disappear from screens. Audiences, too, are catching on—some voicing disappointment that influencer-driven performances often feel “like watching a skit on your phone, not a film.”
Final Take
The debate isn’t about shutting out influencers; many have undeniable talent. What Sokhulu and her peers demand is balance—casting that honors skill while embracing new voices. Because at the end of the day, fame may bring eyes to the screen, but only craft keeps hearts glued to the story.
