Actress Jemima Osunde has criticised the growing pressure on actors to maintain an active social media presence as a prerequisite for landing roles in films.
Speaking on the Running Lines Podcast, Osunde voiced her frustration over the industry’s shift toward expecting actors to double as online content creators to promote their work.
She argued that acting should be about talent and performance—not social media metrics—and questioned why actors are now expected to constantly churn out online content.
Using Hollywood star Keanu Reeves as an example, Osunde pointed out that despite his minimal social media presence, he continues to thrive in the industry based solely on his craft.
“Now they’re forcing actors to be social media content creators. It’s now like, ‘You see that dance? You must dance on the internet.’ Why?” she asked.
“It’s like they’re forcing everyone so if you’re not an actor with a social media presence, you’re not going to be cast because you need to sell the film. That shouldn’t be my job! Like, how many times do you see Keanu Reeves when he’s not on your screen as an actor?”, she added.
Her comments have sparked a heated debate online, with some agreeing that social media presence is unnecessary for actors and others arguing that it’s a vital tool for career growth.
Ausers, @thesandypreneur, questioned whether this is an unreasonable expectation, blurring the lines between acting, marketing, and employee responsibilities.
“I have even wondered if it’s part of the acting contract to sell the movie, I thought it’s their job to just act? Are they now marketers for the movie? Same with business owners who use their staff to create content? Do you pay them separately for that? Is there no such thing as staff confidentiality? So because I work with or for you, my face just be splashed all over your social media page? Even if I am not part of the marketing team? Even bankers are now dancing! How did we get here?”
Others, like @k_ketim, suggested that individuals can simply say “no” to these demands, “They are forcing themselves..nobody asked them and even if people ask them to,they can say NO”.
While @tashacheekz emphasizes the importance of authenticity and not feeling forced to follow every trend. “You don’t have to dance or follow every trend to engage with your audience especially if it doesn’t align with your natural talents. Social media is a fundamental part of modern life, and success on these platforms comes from being authentic. People connect best with content that reflects your true personality and skills.
“Actors, by nature, are influencers. Their presence in films, TV shows, and other media automatically puts them in the public eye. This visibility creates influence, whether intentional or not. Like a row of dominoes falling in sequence, once an actor gains recognition, opportunities start unfolding. Brands, businesses, and individuals seek collaborations because of their familiar face and public appeal.
“With that in mind, if you want to be known globally, you must put yourself out there. Creating and sharing content consistently is essential for visibility. The more you share your skills, insights, and personality, the greater your chances of reaching and connecting with a wider audience”.
that_melanin_chic: “Not only actors, even business owners. Why must I dance before I reach my target audience?”
