In today’s fast-paced content landscape, getting casting right can be a challenge. With audiences craving authentic, personal connections, it’s crucial to source and cast diverse, engaging talent for your productions. So, to help you navigate the casting process, we’ve teamed up with  Backstage and StarNow to create a guide on how to streamline your approach, bringing efficiency and authenticity to your productions.

This article is brought to you in partnership with Backstage and StarNow.

Why is casting so important

Casting plays a pivotal role in the pre-production phase of any advertising campaign that features talent – especially when a performance can shape how audiences connect with and perceive the brand.

Good talent won’t just enhance production value—they can bring a concept or story to life in a way that feels authentic and relatable. They can evoke emotion and command attention, driving engagement by resonating with the target audience.

So if you’re a casting director, it’s your job to find the right fit. Talent who can represent the right audience,  step into a role convincingly and sell a product or service so your content performs.

How to write a clear casting breakdown & attract quality talent

To give your production the best possible chance for success and conduct a smooth production process, you need a great casting breakdown to attract high quality, professional talent.

Like any creative brief, a casting breakdown shouldn’t just provide details about a role, but also give the talent your vision for the campaign. You want performers to get excited about your project and have a clear sense of what will be expected from the job.

Project Detail

• Give your project an eye-catching title or name, so it stands out amongst other online casting notices.
• Make sure you highlight any planned audition and shoot dates.
• Include as much information as possible upfront to attract applications! Make sure you highlight the brand, and make it clear what’s required from them from the outset. Detail about your story, campaign objective and overall vision will help make it compelling!
• Include visuals + use images or mood boards to give talent a visual understanding of your project’s aesthetic. Both the Backstage & StarNow platforms allow you to upload all kinds of media files to your casting calls.
• Don’t forget to include key details about the exact scope of the job, and where the content will be seen.

Pay

• Be clear and transparent about the pay, which will lead to a higher rate of submissions.
• Pay rates will vary depending on the talent’s experience, the project type and where it will run, so be familiar with this before posting.  In projects where there is a commercial element, it is recommended that you offer an attractive rate, or negotiate this with your client in order to attract seasoned + experienced professionals. The higher the rate, the higher quality applicants you will receive.
• If you’re unsure about what to pay the talent, and it’s dependent on experience or budget, include a range rather than a set rate.
• Be sure to include the usage rights and clearly state if your project is a non-union project or if you will have a union agreement and can cast union talent (SAG-AFTRA, Equity, etc.).
• Scroll down to read more tips on what to pay talent.

Role Description

• Talent are much more inclined to apply for roles where they know what’s required from the outset, so include full persona/character descriptions!
• Be specific in describing the role, by defining the emotions and “type” you are seeking, including skills and traits, rather than physical attributes. The role description should be about the character and the emotions and personality they can inject into the part, not just their appearance.
• The clearer and more detailed you are, the easier it will be to find the right match.

Submission Instructions

• Want to review submissions and hire talent quickly?  Request a pre-screen or audition tape upfront so the talent can apply by submitting a video or audio.
• Provide creative direction and attach scripts that are relevant to the role, so you can identify the right candidates upfront.
• If you’re casting minors, it’s good to make sure that parents are including their child’s date of birth or age, and request a recent photo.

How to conduct a seamless application process

With your casting breakdown ready to go, it’s time to turn to the application process! As well as you finding the right talent for your project, the talent are going to want to find and expect professionalism and great communication from you too.

• Try to provide all necessary information from the outset to prevent any back and forth. This will also help you cover your tracks, as talent will apply to your casting with full knowledge around what’s required of them, as well as the terms and conditions you have set.
• Using a platform like Backstage or StarNow can be helpful around conducting a seamless application process, as these casting sites have been set up to go through the whole hiring process – from placing a casting call, to managing your applications, and even requesting a self-tape + auditioning through the site. You can also use their platforms for internal messaging and paying talent directly.
• Overall, ensuring applicants have enough detail, are compensated fairly (if applicable) and are communicated with in an effective and professional manner, should without a doubt attract high quality talent to your productions.
• Don’t be afraid to provide feedback, and also be open to receiving feedback, as this will result in a constructive relationship, as well as a smooth-running, high-quality production.

How to vet talent

When it’s time to review candidates, a thorough vetting process is key to ensuring a smooth casting experience and securing the right talent from the start—avoiding last-minute, stressful changes.

Make your decision making process easier by using skill assessments, pre-screening and auditions. If you’re casting using the Backstage or StarNow platforms, you’ll find a range of built in tools, and a system designed to help you make the most educated choice possible when it comes to casting talent for your productions.

Assessing Skills and Experience

Once you’ve got a casting call out and applications are rolling in, it’s time to get to work. Take your time to review CVs including skills, experience, personal attributes, performance credits, demo reels, headshots etc. If you’re using Backstage or StarNow, your Application Manager will let manage this process and review profiles at the click of a button, making sure the talent meets all your requirements.

Initial Screening

Found some talent for consideration?  It’s time to assess the materials provided to shortlist candidates who best match the role. This can be a good time to conduct a quick google search and make sure applicants don’t have a profile or previous work that might not align with your brand or client.

If you’ve used the ‘Self-Tape’ tool on  Backstage and StarNow, you’ll be able to review applicants tapes, and see their response to any scripts, slides or media you’ve included in your listing.

Talent Auditions

Whether in-person or virtual, auditions are the most effective way to vet talent and ensure you’re hiring the right candidates. To get the best sense of a someone’s abilities, it can even be a good idea to hold multiple rounds of auditions—assessing both their versatility and, for productions with multiple roles, how well they interact with other talent.

How to effectively audition talent

A well-run audition is crucial to finding the right talent for your project. If the process is chaotic or unstructured, your candidates won’t be able to show their full potential—ultimately affecting the success of your entire production. Here are some tips around implementing a well-organized audition process.

Audition Scheduling and Preparation

• To properly assess your talent options, schedule auditions in a way that gives them enough time to showcase their skills without feeling rushed.
• It’s equally important to provide them with relevant scripts, briefs, and materials well in advance so they can prepare thoroughly.
• With StarNow and Backstage, you can send virtual audition requests to an unlimited number of applicants, plus invite your collaborators to participate in each audition.
• If holding in-person auditions, ensure the space is well organised and equipped with any necessary tools (cameras, lighting etc.) We recommend public spaces or rented venues to make everyone feel comfortable.

Conducting Auditions

• To fairly compare performances, structure auditions so that all talent has equal opportunity. Use a standard set of questions and tasks for each candidate and give them the same amount of time to showcase their abilities.
• To aid your decision-making, offer constructive feedback and direction during the audition to observe how they respond. Candidates who struggle to take direction may pose challenges during production if selected.

Evaluation of Performances

• Consider using a scoring system to rate each applicant’s performance.
• If you’re using platforms like Backstage or StarNow, take advantage of their note-taking feature to add comments to a talent’s profile for future reference.
• Ideally, you should record the auditions, as reviewing these later can offer valuable insights that might not be clear on the day.
• If your production warrants this, you may want to hold callback auditions with top candidates to test their compatibility with other cast members or specific scenarios. If you are on the fence about certain talent, don’t be afraid to request another audition or a callback for clarity.

Making a Final Decision

• An incredible effective way to come to a final decision is to collaborate with trusted industry peers, your co-production team, or crew members.
• If you’re on Backstage and StarNow, add collaborators to view your talent shortlist and profiles, as well as leave their own notes and opinions.
• Once a decision is made, it’s a good practice to provide constructive feedback to both successful and unsuccessful talent.
• For those selected, ensure they receive all the necessary information and resources to fully prepare for their role and the shoot day.

How to cast talent with diversity and inclusion in mind

Diversity and inclusion are essential in casting, helping brands connect with a wider audience and reflect the society we live in. By prioritising diverse representation across ethnicities, genders, body types, backgrounds, and abilities, brands create more authentic representation while empowering viewers through inclusive portrayals.

Making Inclusive Casting Decisions

• Inclusive casting starts with thoughtful decisions at every stage, from script development to talent selection. When writing casting breakdowns, focus on character traits and skills rather than limiting physical attributes.
• For age, use ranges like “60–65 years” rather than terms like “older” or “mature” to cast a wider net.
• Be mindful of gender by using phrases such as “any gender identity” or “all genders, including non-conforming”. Non-binary or gender nonconforming are umbrella terms for people whose gender identity is neither male nor female. Using appropriate pronouns is also a sign of respect to the talent.
• Make sure you specify ethnicities by region or country, like “Korean” or “Japanese,” instead of broad terms like “Asian” to reflect cultural diversity accurately.
• Clearly outline any physical skills required for the role so candidates can self-select based on their abilities.

What to pay talent

Determining what to pay talent can depend on various factors. Here are some important considerations to help guide you:

Experience and Expertise

• Assess the talent’s experience in their field, including years of work and the platforms they’ve used.
• Consider their versatility across different project types (e.g., editing software, creating TikTok content, or improv acting).
• If the role requires specialised equipment or software, such as for video editing, you may need to offer a higher rate.

Portfolio

• Review the talent’s portfolio to evaluate their style, tone, and creativity.
• Look for examples of versatility and the range of projects they’ve worked on.
• For commercial actors, voiceover artists, and content creators, performance metrics and brand testimonials can be valuable indicators of experience.

Followers and Brand Clients

• Influencers with a large following or experience working with established brands typically require higher compensation.
• Micro-influencers or content creators with smaller audiences may command lower fees but can still offer valuable engagement.

Length and Frequency of Projects

• Consider the time and effort required for the project. More complex tasks, like creating a 60-second comedy sketch or producing creative product content, take longer than simpler requests like testimonials or photos.
• Be respectful of the talent’s time, particularly if you plan to collaborate with them regularly or on long-term projects.

Usage Rights

• Be transparent about where and for how long the content will be used.
• Often, usage rights are included in the talent fee, with a base rate increased by 15-25%, depending on the budget.
• For Genero briefs, the required usage will be listed on the brief, and it’s crucial to make sure talent agree to these and use Genero talent release forms.

Price Calculator Tools

• Use price calculators to assess compensation based on industry standards. Helpful tools include:
  • Gravy for the Brain (voiceover)
  • Collabstr (UGC)
  • Hootsuite (Influencers)

The best casting resources to find talent

To find the perfect fit for your productions and campaigns, it’s important to use a variety of resources to cast a wide net. Fortunately, there are numerous websites, communities, and social media groups available to help talent-seekers. Here are some of the most effective approaches:

Casting Platforms

• Backstage is the world’s premier casting platform, offering a seamless process from submitting a casting call to managing applicants, requesting self-tapes, and conducting auditions—all within the platform. With over 350,000 active subscribers in its Talent Directory, Backstage is an excellent resource for creators seeking North American talent.
• StarNow: Now part of the Backstage family, StarNow operates similarly, with a vast talent database and a comprehensive platform for casting calls and talent discovery. StarNow is ideal for finding talent in Australia and New Zealand, and users can sign into StarNow with the same credentials as their Backstage account (and vice-versa).

Don’t forget to use the unique code GENEROVIP to place free casting calls on both Backstage and StarNow. This code will waive all fees and can be used as many times as you like!

Social Media

• Instagram: The platform can be a creative way to find talent. Posting casting calls or stories for your project and encouraging friends and industry peers to share can widen your reach. You can also use hashtags like #actor or #talent to draw attention to your posts or discover talent.
• Facebook: Joining casting groups on Facebook is an effective way to promote your casting call and attract talent. For example, groups like “Open Casting Calls” have over 46,000 members and allow directors and producers to post their projects after moderator approval. Be sure to include a compelling casting image and your contact details for direct responses.

Tip: Save time by posting your casting call on Backstage or StarNow and linking it in a social media post, such as in a Facebook group. This way, potential talent can access all relevant details directly.

Drama Schools & Universities 

Drama schools are a great resource for finding emerging talent. Students in these programs are often eager to build their portfolios and may be perfect for more professional productions if they have the right skill set.

Networking, Events & Festivals

Attending industry networking events can be a great way to meet aspiring or established talent. These events offer opportunities to network with casting professionals and connect with actors and models looking for work. Film festivals, both community and larger-scale, are another excellent venue for discovering potential talent.

Casting Agencies

Partnering with established casting agencies can save time and help ensure you’re attracting pre-vetted talent, streamlining the casting process.

Your Personal Network

Don’t hesitate to tap into your existing professional network. Leveraging your contacts can help you find reliable, talented individuals who are well-suited for your project and capable of delivering high-quality work.

By following these practices, you’ll maximise your chances of finding the right fit—talent who are skilled, relevant, and thoroughly vetted—leading to a smooth casting process and a successful production overall.