When my pastor was praying about where to plant a church, he had a burden for a specific region and the people who lived there. So, he planted where the people were.

If social media were a physical location, it would make sense to build a church there, too.

According to Pew Research Center, 72% of U.S. adults had at least one social media account in 2021. The shares were higher among young adults, with 84% of those under 30 and 81% of 30- to 49-year-olds on social media.

Many social media users visited their preferred platforms daily, including majorities of those on Facebook (70%), Snapchat (59%), and YouTube (54%).

In other words, a lot of people are congregating on social media. They are consuming content, interacting with thought leaders, and laughing at memes.

This represents an opportunity for your church. Through social media, you have a chance to interact with your congregation, reach new people, and speak directly to a community — right where they are.

I’m a firm believer in the value of regularly gathering in person with a local church body. But what about the rest of the week? And what about those who have never even considered attending services?

One of my close friends accepted Christ as Savior after seeing a Christian post on Twitter (the platform now known as X). Social media ministry can — and does — change lives for eternity.

I recently celebrated reaching a milestone of 100,000 followers on my Instagram account. For me, this represents much more than just bragging rights. It is a chance to influence this audience for Christ.

Having seen how social media can build community and impact lives, I believe every ministry leader should be doing more to harness its potential.

Your church doesn’t have to be on every platform, but prayerfully consider where the people God is calling you to reach are — and go there.

There is no need to add a full-time staff member or purchase special equipment. Simply offer content people can use. Keep it inspiring, personal, memorable, practical, and engaging.

Inspiring

Use your social media accounts to showcase what God is doing in people’s lives. When a congregant testifies of healing, provision, or spiritual growth, you might ask, “Would you be willing to share that story with our online followers?”

It doesn’t have to be a high-tech production. You can grab a smartphone, film a 30-second clip, and publish it. Or snap a photo and post the story in written form. Just be sure the people you feature understand and agree to the publication plan ahead of time.

Stories of transformation can strengthen the faith of believers and help nonbelievers catch a glimpse of what they can experience through Christ. Testimonies give people a chance to say, “If God did it for them, He can do it for me!”

Personal

Avoid overwhelming your social media feed with self-promotional content. While sharing information about church services and events is essential, you need to strike a balance.

Try limiting promotional posts to one in every four. This approach prevents your feed from coming across as impersonal white noise.

Through social media, you have a chance to interact with your congregation, reach new people, and speak directly to a community — right where they are.

Produce content that includes your social media followers. Talk directly to them, using the word “you.”

When you do promote the church, connect the dots for those outside your congregation. Explain why they should come to your event and how it will benefit them and their family members.

Memorable

Create content people will notice and remember. Keep in mind the three E’s, crafting posts that are encouraging, educational and entertaining.

Social media can trigger a rollercoaster of emotions, with news and updates that leave many people feeling depressed, angry, anxious, self-conscious or envious.

In such an environment, your church’s social media could be a breath of fresh air. Sharing an encouraging devotion might provide the lift someone needs in the moment — restoring faith and hope.

Although most people aren’t scrolling social media for educational content, your church can deliver something followers didn’t know they needed.

Consider a video titled Three Ways to Avoid Bible-Reading Boredom. This could capture the attention of someone who has been struggling to read the Bible. Such content helps establish your church as a trusted source of spiritual guidance.

My favorite strategy is combining education with entertainment. Just as sermon illustrations drive home a point, a fun fact or humorous post can make your social media page more memorable.

For example, a collection of bloopers from announcement videos could be a lighthearted way to connect with younger followers who thrive on fun, shareable content.

Practical

Offer practical resources to strengthen your community. For example, create Spotify playlists, adding a social media link to your bio. Tie each playlist to a specific theme, such as healing, hope, anxiety, worship, or devotional time.

Post a monthly guide to fun, local events for families. Offer newcomers information about area attractions and community features.

Provide spiritual encouragement to your audience throughout the week. Invite followers to interact by sharing their own reflections and insights.

One of my favorite social media tools is ManyChat, an automated messaging service that allows users to set up instant delivery of resources when someone responds to a post with a specific word or phrase.

For example, a post titled “How to Strengthen Your Marriage” could invite readers to comment “marriage” for more information. Anyone who does so might receive a direct message with a link to a podcast about marriage.

It’s never been easier to share resources online.

Engaging

Friendly faces will make your posts more engaging. When planning social media content, go heavy on photos and videos that show what to expect at your church.

One image or clip can answer many of the questions prospective visitors have. Is it a diverse church? Do they have young families like mine? Is there anything going on for children? What’s the music like?

Anticipate these questions when sharing photos and videos depicting congregational life.

Just as many people no longer visit a restaurant without first reading the reviews, some won’t step foot in a church until they’ve checked it out online. Through social media, your congregation can start making an impression even before people show up in person.

Maximizing social media is not about vanity metrics or chasing numbers. The true power of your church’s social media presence is the ability to start meaningful conversations that point people to Jesus, lead to life-changing experiences, and grow stronger communities.

So, what are you waiting for? Start building where people are — on social media — and trust God to expand your church’s reach.

This article appears in the Fall 2023 issue of Influence magazine.