Church leaders often view social media as a low priority, but in today’s digital age, it’s a vital first impression for potential visitors. People search online before stepping into a church, seeking authenticity and connection. Megan Cullum, ShareChurch Marketing & Communications Specialist, says a strong social media presence fosters community and discipleship beyond Sundays. Focus on one platform, engage consistently, and balance content to make social media an effective ministry tool.
Let’s be honest—social media probably ranks somewhere near “reorganize the supply closet” on your ministry priority list. With limited time, resources, and possibly no other staff, it can feel overwhelming compared to more essential pastoral duties. I get it. But here’s the reality: as a millennial mom, I’m scrolling through your church’s Facebook page before I ever visit. That quick impression will determine if my family walks through your doors on a Sunday.
More than an online bulletin
People are using social media as a search engine. They’re making decisions about your church before ever setting foot in your building. What will they discover when they find you online? An outdated list of service times, or a living, breathing community they can picture themselves joining? Your social media presence isn’t about keeping up with trends—it’s about authentically reflecting the life that happens between Sundays.
The dual-purpose strategy
Your social media serves two vital purposes:
- Creating Powerful First Impressions: For newcomers, your social media provides critical answers to unspoken questions: “Will I fit in here? Is this church authentic? Do they care about the things I care about?” Your posts, photos, and responses paint a picture of what Sunday morning will feel like, often serving as the first entry point into your congregation.
- Extending Your Ministry Throughout the Week: Social media can be a meaningful extension of your discipleship efforts. By thoughtfully mixing easily digestible content (inspiring quotes, prayer requests) with deeper spiritual insights that expand on your Sunday messages, you create touchpoints that nurture faith between Sundays.
Choose your platforms wisely.
You don’t need to be everywhere. It’s far more effective to excel on ONE platform consistently than to maintain several neglected accounts.
Consider these questions:
- Where do your current members engage online?
- What demographic are you hoping to reach in your community?
- What feels manageable?
For example: If you’re trying to reach families with young children, Facebook and Instagram are your best options. As a millennial mom, I’m scrolling these platforms more than any other and they can help me make decisions for my family. If your congregation has an older demographic, Facebook is where you will find them. Students and young adults primarily use Instagram—and they make fantastic content creators! Consider involving your youth group in capturing authentic moments. This not only provides fresh content but gives them a meaningful way to participate.
Remember, it’s about being intentional with your time and resources. One well-maintained platform that genuinely reflects your church community will create far more powerful connections than trying to reach everyone and keep up with trends.
The 70/20/10 content mix
As you develop your approach, aim for this balanced framework:
- 70% community-building content (behind-the-scenes, testimonies, inspirational moments)
- 20% educational content (sermon snippets, Bible insights)
- 10% promotional content (upcoming events)
This ensures followers don’t feel like you’re trying to sell them something but instead like they’re receiving something meaningful in their feeds—a breath of fresh air that offers growth, connection, and a moment of discipleship right from their phone.
Your first step
Social media in 2025 isn’t optional for churches looking to reach non—and nominally religious people—it’s essential. But it doesn’t have to be overwhelming.
This week, take just one step: Choose your primary platform, post a single authentic photo of your church community with a simple caption, and observe the engagement. It’s so fun to see which posts resonate. Next week, post twice. Share another authentic photo and add a thoughtful quote from Sunday’s sermon that invites conversation. Pay attention to how your community responds. (And remember—building engagement takes time, so be patient as your social media presence grows.)
Your church has something incredible to offer. Make sure people can see it before they ever walk through your doors—by using social media to create your church’s biggest entry point for new people.
This article originally appeared as a blog post on ShareChurch and is reprinted here with permission from the author.
Related Resources
- Becoming a Digital Savvy Congregation featuring Phil Cooke — Watch the Leading Ideas Talks podcast video | Listen to the podcast audio version | Read the in-depth interview
- The Theology of Social Media by Thomas G. James
- 7 Tips for Avoiding Digital Communication Disasters by Joel Snider
If you would like to share this article in your newsletter or other publication, please review our reprint guidelines.
