A Celebrity's Guide to Social Media: What to Post, What to Avoid and How To Navigate Instagram

By now, the notion that social media exists as some parallel life feels almost quaint. Especially for working actors who must navigate an ever-shrinking gap between self-promotion and performance. The feed is the pre-read. As one casting director puts it: “The executives want the one who’ll bring the most traction.” (Translation: the ones who can act and influence.) Which is where this humble guide comes in. If the system seems surface-level — that’s because it can be. But instead of reacting with purist disdain (a luxury reserved for actors already minted), there’s a case to be made for craftily leveraging the landscape. If the grid is the new headshot, there must be a way to make it work without selling your soul. To that end,

The Hollywood Reporter India went straight backstage to find out what they think makes or breaks a celebrity on social media today, and how to make it work.

Celebrity Managers (who requested anonymity)

Do:

• Find your niche. Content buckets are trial and error. Build them over time.

• Collaborate with fellow actors, directors, stylists. Collab posts equal double the reach.

• Gym selfies? Tired, yes. But they get wild traction.

• Use paid boosts sparingly — brand posts with sponsored visibility help if they’re done well.

• Instagram is a drama machine. If you can’t beat it, lean in. “Little theatrics never hurt the algorithm.”

Don't:

• Avoid collabs with digital content creators (unless it’s really on-brand). Producers hate having to sell those.

• X (formerly Twitter) has become a landmine. Most stars are quietly exiting.

• Please, no more airport spottings. You’re not being discovered, you’re being memed.

Shruti Mahajan, Casting Director

Known for her work on Gangubai Kathiawadi, Heeramandi: The Diamond Bazaar, Ghoomer, and most recently Ground Zero, Mahajan casts across film, streaming, and even international projects like The Eye.

Do:

• Mix your personality with your craft. Post self-tapes, monologues, workshop scenes — not just pouty carousels.

• Consistency is key. Once a month is a start. You’re an actor, not an influencer.

• Show off your quirks — a language, a dialect, a hobby. A skill you’ve casually posted might land you the role of your life.

• Keep it clean — layout, bio and handle. Mention you’re an actor. Tag your agency. Link your showreel if possible.

• Contact info must be visible. If I like what I see and can’t contact you, that’s a missed opportunity.

Don't:

• Don’t overshare. Your feed isn’t your diary.

• Avoid looking too polished or posed. “It reads influencer, not actor.”

• Skip the try-hard edits and melodramatic captions. Imitation kills impact.

• Be mindful of political posts — especially if uninformed or combative.

• Be careful with collabs. Too many branded collaborations can blur your identity. A couple are fine, but don’t let them overshadow your craft.

Final Word: Engage. Uplift. Network online like you would in real life.

Priyanka Chandra, Publicist & Founder, Mulberry Media

Chandra is the founder of the entertainment PR firm Mulberry Media, which manages publicity for a range of clients including actor Kirti Kulhari, screenwriter Sumit Arora, Annapurna Studios, Platoon One Films and PictureTime. The firm also handles campaigns for film festivals and professionals working behind the camera.

Do:

• Be authentic. Showcase your moods, your journey — not just your highlights.

• Engage meaningfully — respond to comments, celebrate co-stars, share what inspires you.

• Let your feed subvert the vanity stereotype. “Make it a window, not a billboard.”

Don't:

• Don’t chase every trend. If it doesn’t fit your vibe, skip the viral audio.

• Avoid treating the platform as pure self-promotion.

• Refrain from inflated numbers or paid engagement — the industry sees through it.

• Ditch the forced content — If it screams ‘for the gram,’ it’s probably not worth it.

• Gym selfies or luxury drops? Only if they tell a story.

Final Word: Repetition without reinvention leads to fatigue.

Sidebar: The Follower Gap Nobody Talks About

• It’s often easier for actresses to grow their following than actors.

• Thanks to content buckets like fashion, fitness, dance, lifestyle, and travel, actresses tend to draw more varied demographics. Men, meanwhile, are often stuck between gym thirst traps and brooding selfies. The fix? Broaden your appeal. Give us more than just flex and filter.

Actors Getting It Right: A cheat sheet for your Instagram envy

• Diljit Dosanjh: King of charisma and chaos. Switches between Sufi and silliness without losing an ounce of cool. His feed is a masterclass in balance: one post is a soulful meditation session, the next is him dancing in Crocs. Effortless, endearing, and never not entertaining.

• Sanya Malhotra: Low-key but loaded with personality. Her content feels lived-in, not staged. Whether it’s a dance rehearsal or behind-the-scenes fun from a film set, Sanya’s feed feels like a thumb-stopper.

• Shraddha Kapoor: She’s not the highest followed Indian celebrity for nothing — she shows up as herself, goofing around with her dog and lip-syncing with her glam team. There’s no whiff of strategy, which is the strategy.