Influencer Casting – Marketing Begins with the Right Faces

In Shanty Town, Ini Edo wasn’t just a star—she was also a campaign engine. Before the show dropped, her followers were already hyped. Every behind-the-scenes post, every teaser she shared became free publicity—and effective audience targeting.

This is influencer casting, and it’s more than a trend. It’s strategy.

Casting creators, TikTok stars, or micro-celebrities who bring their own audiences to a project amplifies a film’s reach before any formal marketing begins. It also deepens the parasocial relationship: fans don’t just watch the character—they root for the actor.

Agencies like 96Degrees can help producers:

• Analyze engagement metrics, not just follower counts.
• Balance star power with reach diversity.
• Ensure creators are aligned with the film’s tone and values.

It’s audience-by-design. And when done right, every cast announcement becomes a marketing moment.