From Feeds to Films: The Rise of Influencers in Mainstream Media
By Mahtab Nayeem
Have you ever watched a movie and said “Wait a minute! What is she doing here?” Yeah, that has been my genuine reaction when I’ve discovered social media influencers featuring in a movie or a TV show.
The convergence of social media and the entertainment industry has given rise to a new trend: the integration of social media influencers into mainstream movies and TV shows. This phenomenon is transforming the landscape of traditional media, offering fresh opportunities for content creation and audience engagement.
So, in this article, we shall explore the reasons behind this trend, analyze its impact, and highlight notable examples of influencers making waves in the film industry.
What brings this change? A simple answer to this question would be “the craze around social media,” resulting in the rise of social media influencers. Social media influencers have become cultural powerhouses, boasting millions of followers and unparalleled engagement rates.
What “power” are we talking about here exactly? Influencers have the power to connect with audiences on a personal level. This ability makes them valuable assets for brands and entertainment companies. Influencers offer a direct line to dedicated fan bases, often within specific niches, providing a targeted marketing approach that traditional celebrities may not always achieve.
The next question you may ask is, “Why are these influencers getting integrated into the entertainment industry?” This is indeed a very genuine question. Here’s a few reasons behind this collaboration:
Audience Reach and Engagement: Influencers bring their massive followings to the table, offering filmmakers and TV producers a built-in audience. Imagine an influencer having a million followers on Instagram with an organic reach in millions. If he/she/they is being cast in a movie, he/she/they would definitely post about it, making the film reach millions of additional viewers.
Authenticity and Relatability: Influencers are often seen as more relatable than traditional celebrities, making them appealing to younger demographics. How many of us know about the daily life of our favorite movie star? We don’t really. But when it comes to influencers, we have a decent knowledge, as they tend to share everything around them online — where they are going, what they are eating, everything. This leads to connection — a bond that is pure, a fanbase that is crazy about them.
Cross-Promotional Opportunities: Collaboration with influencers allows for extensive cross-promotion on social media platforms, enhancing the visibility and marketing efforts of films and TV shows. This is a win-win situation for both the influencer and the production.
Diversification of Talent: Influencers often possess unique skills and perspectives, adding diversity and fresh talent to the industry. Yes! Without talent, it is very difficult to keep things interesting. When we see our favorite stand-up comedian featuring in a show, we know that he/she/they is going to slay. That trust, that talent, is commendable, and by casting influencers, producers can depend on that same trust to grow their audience.
Impact on the Film Industry
The integration of influencers into mainstream media has had several significant impacts:
Increased Viewer Engagement: How many times have you watched a show just because it features your favorite content creator? Movies and TV shows featuring influencers often see higher engagement rates due to the influencers' dedicated fan bases. Whether you’re watching as a fan or watching to be nosey and see if they have real talent, you’re still watching the show.
Diversification of Content: Influencers bring unique content styles and perspectives, contributing to more diverse and innovative storytelling.
How so? Influencers are at liberty to explore things around them. They are often free to shape a story or a script according to their will, which a traditional celebrity is not always allowed to do. Influencers have less fear of trying something new, as they are new faces and have less to lose.
Marketing Synergy: Influencers' social media presence provides a powerful marketing tool, amplifying promotional efforts and reaching wider audiences. I don’t think this needs any elaboration.
Talent Pipeline: The success of influencers in mainstream media showcases a new talent pipeline, encouraging more social media stars to pursue acting careers.
You see, the traditional stars have set a certain notion about themselves. When we talk about a certain celebrity we know that he/she is good in this particular genre and would probably do a movie in that very genre. But when it comes to influencers, we expect something fresh, something interesting and new.
Notable Examples of Influencers in Film and TV
Liza Koshy: A prominent YouTube star, Liza Koshy has successfully transitioned into acting with roles in movies like Work It and the TV series Liza on Demand, which she also co-created.
Lilly Singh: Known as “Superwoman” on YouTube, Lilly Singh made her mark on mainstream media with her late-night show A Little Late with Lilly Singh and her appearance in the movie Bad Moms.
King Bach (Andrew Bachelor): Vine star King Bach has landed roles in films such as Meet the Blacks and TV shows like The Mindy Project.
Kian Lawley: A YouTube sensation, Kian Lawley starred in the film The Hate U Give and the TV series Zac and Mia.
Cameron Dallas: Originally famous for his Vine and YouTube content, Cameron Dallas starred in the Netflix series Chasing Cameron and the film The Outfield.
Addison Rae: TikTok star Addison Rae made her acting debut in the Netflix film He's All That, a modern remake of the classic She's All That.
Lele Pons: A social media juggernaut, Lele Pons has appeared in TV shows like Scream and the movie The Space Between Us.
Tyler Oakley: YouTuber Tyler Oakley has featured in TV shows such as The Amazing Race and Escape the Night.
David Dobrik: YouTube star David Dobrik has ventured into mainstream media with guest appearances on TV shows like America's Most Musical Family.
Colleen Ballinger (Miranda Sings): Known for her character Miranda Sings, Colleen Ballinger starred in the Netflix series Haters Back Off and appeared in the musical film Waitress.
As these digital stars continue to captivate audiences with their authenticity, relatability, and unique talents, they are redefining what it means to be a celebrity in the modern age. By bringing their massive followings and fresh perspectives to the big and small screens, influencers are bridging the gap between traditional media and the ever-evolving digital world.
This convergence not only offers new avenues for storytelling and marketing but also creates a dynamic talent pipeline that is challenging the status quo. Whether it’s through increased viewer engagement, cross-promotional opportunities, or the diversification of content, the impact of influencers on the film and TV industry is undeniable.
In the end, the fusion of social media stardom and traditional entertainment is a win-win for everyone involved — creators, producers, and, most importantly, the viewers. So the next time you spot a familiar face from your Instagram feed in a blockbuster movie or hit TV show, remember: They’re not just a cameo. They’re a sign of the times.
Meet the Writer
Meet Mahtab Nayeem, a creative aspiring writer from India. His desire to learn and adapt has led him to take on various roles, including those of a digital artist, a film and music enthusiast, a social media content creator, and a freelance writer. He currently runs the Instagram page @themusicalfreaks. He eagerly looks forward to sharing his thoughts on movies and more. Join him on his journey of creativity and inspiration!
