Advice From the Source
Digital content creators share what they look for when casting By Jalen Michael
ACTORS SHOULD NEVER HAVE TO APPROACH AN AUDITION blindly. Of course, that’s easier said than done. With so many different requirements and expectations, it can be tough to know the right approach to take for any given audition, especially one for a commercial or brand content campaign. To help clear things up, industry professionals working in the brand space share what they look for when casting their projects to help you get that much closer to booking your next—or first!—brand content gig as a multifaceted ambassador, influencer, and content creator.
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Follow instructions.
“The main factor is that someone can take a brief and work on the projects remotely. I have been making use of video conferencing software to talk things through, which has been really helpful.” —N.G.K., N.G.K. Media
Be yourself.
“What we are looking for in talent really varies depending on the project. Overall, we like people who are engaging and have an interesting or unique perspective
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to offer. Some projects require talent to have certain backgrounds or skills, but it really does vary [by] project.” —Martin Hardy, Paired Up Media
It’s about more than just on-camera talent.
“In order to create eye-catching UGC [user-generated content], you are going to need some very well-versed talent. We essentially need to find people with two fairly different skill sets. We are looking for people who are great
on camera who know how to present this style of content, but we also need people who can produce the actual video themselves.” —Chris King, Bamboo
Don’t try to guess what casting wants.
“A general thing I look for is someone who knows who they are and isn’t afraid to own it. We are looking for people who are interesting to watch, are engaging, and don’t care what other people think about their larger-than-life personality. We also are looking for people who are memorable, whether that’s for better or worse. We like to find people who aren’t overly saturated in auditioning for different projects. We want real people who legitimately fit the molds of what we’re asking for, not someone to act out each of those asks.” —Sabrina Safran, Hearst
You don’t have to be a seasoned actor to get cast.
“We do a lot of real stories, narrative video, and content for moms, so when we can use real people with good stories, it’s ideal for us. When we need to use models or actors, we start with a discovery process with our clients based on their brand. How do we ensure we reflect
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the brand’s audience? What’s important for our talent to know? We then begin looking for them and doing individual outreach, which we find is more effective than a blanket casting post.” —Heather Freiser, Likeable Media
Get creative, and do your research.
“I’m always looking for versatility and eagerness. I love models who are not afraid to try new things and do the research to deliver on any given project. Some models get too wrapped up in having ‘the look’ and don’t spend enough time actually learning the product. It puts a smile on my face when I know a model has looked into our company and the product before showing up.” —Deandre Moore, Thrasio
Take advantage of your surroundings.
“It really comes down to the project. [When we’re working on a remote shoot,] it’s definitely more helpful for couples, families, and roommates. Many clients aren’t looking for just one person when they’re putting together a commercial or photo shoot, so the more the merrier— if something is being shot at home, you can build a whole ‘cast’ with a full house.” —Colin Olsen, South James
06.24.21 BACKSTAGE
