Are influencers surpassing the mainstream actors in showbiz stardom?

A few years ago, they were filming in bedrooms, reviewing food in local streets, or streaming commentary for a niche audience. Today, some of the most recognisable new faces in films, web series, television dramas, and streaming platforms, even in music videos, come not from traditional acting schools or with professional acting skills, but from the world of digital content creation.

Social media influencers and content creators used to focus mainly on YouTube and TikTok. However, they are increasingly being seen in mainstream entertainment.

In an industry that is difficult to enter, follower count and online fame have become new entry points. While traditional celebrities gained their fame on red carpets and in blockbuster premieres, today's digital stars are changing the game.

Decades ago, 'famous' was a word used for those whom people saw in movies, advertisements or on red carpets. However, the rise of social media has changed the definition of what it means to be a celebrity and created ways for influencers.

A new era of fame

From TikTok stars to film screens, content creators are moving into acting. Influencers like Addison Rae have shifted from viral dance videos to starring in Netflix's He's All That.

Creators like Charli D'Amelio, who started on TikTok posting dance videos in 2019, made her feature film debut with a voice role in the 2020 animated film StarDog and TurboCat.

The same shift is happening in Bangladesh. Content creators like Salman Muqtadir, who was once known for his funny YouTube videos, are now more popular than many mainstream celebrities. With 1.63 million subscribers on YouTube, Salman has not only kept his role as a content creator but has also moved into music.

His song Obhodro Prem reached 5 million views, a number that many professional singers struggle to get on digital platforms. It shows how the audience loyalty is now driven more by online presence than by traditional fame.

"It does reflect how entertainment is evolving because most of the movies seem less serious now. They do not seem to be making an effort," said Fariha Tashnim Oishy, who herself is an artist.

Blurring the lines

The line between social media content creators and traditional entertainers is becoming blurred, as both are now appearing on the same platforms, productions, and public events.

Emma Chamberlain, a YouTube vlogger, is now a brand ambassador for Louis Vuitton, regularly attending Paris Fashion Week and hosting the Met Gala red carpet interviews.

A similar shift is occurring closer to home. In India, digital stars like Bhuvan Bam, who began with YouTube comedy sketches, now star in the web series Taaza Khabar on Disney+ Hotstar.

Prajakta Koli (MostlySane), another well-known YouTuber, acted in Netflix's Mismatched and even appeared in the Bollywood film Jugjugg Jeeyo.

On the other side, traditional celebrities are adapting to the influencer world. Selena Gomez now posts GRWM reels on TikTok and shares casual beauty tutorials to promote her makeup brand, Rare Beauty.

Published in the online news portal news.com.au, Hollywood actor Maya Hawke said, "But the industry keeps changing, and you have to change with it and understand that all of these things are getting blurred."

In Bangladesh, stars like Bidya Sinha Mim and Mehazabien Chowdhury now engage fans through lifestyle vlogs, TikTok trends, and branded content.

Collaboration between content creators and mainstream celebrities is now a standard part of the entertainment industry. They are seen doing podcast or food challenge videos together.

These collaborations enable both sides to reach larger audiences and adapt to evolving media habits. They demonstrate that the entertainment landscape is no longer separated by platform or profession.

But not everyone is convinced

While the rise of influencers is apparent, some people argue that it is not replacing traditional celebrity culture. Instead, it is changing how that culture works.

Mainstream stars still lead award shows, media coverage, and red carpets, but digital creators often perform better in terms of reach, engagement, and visibility on algorithms.

For example, actors like Chanchal Chowdhury, Afran Nishoo and singers like Tahsan remain well-liked in Bangladesh for their work in television, films, and music. Yet, content creators like Raba Khan and Iftekhar Rafsan regularly get more views and engagement on digital platforms.

"Social media is driven by trends, which come and go. If merely having a few followers could make you famous, we would have witnessed many more stars," said Johura Akter Bristy, a regular audience member studying at North South University.

In the past, gaining public recognition typically required years of dedication in areas like film, television, or music.

Nowadays, social media can lead to instant fame. Some view this as an indication of increased accessibility, while others perceive it as a threat to conventional measures of talent and experience.

"It is also important to adapt and change with times, and along with acting, we actors are learning about live content creation- we've also become influencers," said Bollywood actor Tamannaah Bhatia in Times Entertainment.

Social media influencers and creators are typically viewed as more relatable and authentic than traditional celebrities, who are often perceived as aloof or disconnected. While social media may not be replacing established fame, it is changing the process through which individuals become visible to large audiences.

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