The following chunks of useful information were shared by the Rev. Lizzie McManus-Dail. When possible, clergy seeking to broaden their web-based reach are encouraged or may wish to consider these tips, experiences, and thoughts around social media and the church from a digital landscape perspective.
Churches often treat social media like it’s an extension of the newsletter, in that they advertise upcoming events with cute graphics instead of utilizing these platforms as they are designed to be used: to tell a social story through photos and videos. A well-placed graphic for Christmas Eve services is great, but 80% of your photo feed on instagram/facebook/etc., feed should be photos telling the story of what has already happened with an implicit (or explicit) invitation to join for more OR information that isn’t just “self-serving,” i.e., a prayer, something educative. A profile that is all clip art for parish events is the quickest way to kill your social media presence.
Remember:
- Social media is a brilliant place for formation. I may have 10 people come to a class called “What is Lent?” … but I’ll have 500 or more like a video explaining what Lent is, or a “carousel” of photos and text that tell the story of what Lent is. This also helps our people serve as evangelists, because they can re-share this media to their own platforms.
- Social media does not need to be serious in order for it to be faithful to following Jesus. Funny photos, sweet moments, beautiful snaps of the sanctuary tend to go gangbusters. Use the platform as it is designed to be used! Be playful!
- Churches are already content creating machines: sermons, newsletters, bible studies, etc. Just streamline your process for sharing the sermon (or a clip of it) online!
- Clarity on audience = critical. Who is this for? The people already in your pews? Great, then it’s likely something to encourage them, form them, or inform them. Is this for evangelism? No one who is not already Episcopalian knows what “Holy Eucharist Rite II” means. Use clear, succinct, 8th-grade level language with as few Episcopal terms as possible OR take your time defining these terms (an example of this is Jubilee’s Pride Eucharist graphic or my recent video).
- Stringent measures of safety for minors and for yourself are critical. Never share your birthday, home address, or when you’re traveling, etc. .
About recent changes to the social media algorithm:
- Very few people are making thoughtful, accessible, interesting content for parents and kids about Christian faith from an Episcopal perspective. The stuff I make that’s a simple video sharing 5 favorite children’s books or a quick version of our children’s chapel lesson of the day works very well and I think more churches should do this! The harvest is plentiful, but the laborers are few.
- Instagram and TikTok, and increasingly Facebook, are predicated on an algorithm of discovery, which means what you see when you scroll is not what you used to see. You used to see photos, blog posts, etc., posted by people you “follow” or your “friends,” and in real time. Now, these platforms are working to capitalize our attention span even more with 1/2 content from people we follow and 1/2 content (or more!) from people you have not yet “discovered” and the more interesting/”clickbait-y” the content, the longer the watch time, and the more the platform itself will push out that content. Social media makes money off of our attention – WE are the product.
So, when churches make attention-grabbing things, they go viral. This is a brilliant opportunity, when wielded creatively and responsibly, to get the word out about your community. Again: This doesn’t need to be super serious. My silly videos of me twirling in chasubles or doing a goofy dance with Jonathan in our vestments or saying, “In case no one else tells you today, God loves you!” do the best – we’re talking thousands, and occasionally millions, of views, and has directly translated to our growth at Jubilee, particularly among Gen Z and millenials.
Also, most viral videos are 3-7 seconds long, so there’s not a ton of room to be super serious or to overthink it!
Lastly, my biggest advice to church leaders who feel very daunted by social media is to first focus on their website. Are there recent, colorful photos with people in them? Do these photos reflect the life of your parish? Almost no one visits a church these days without first scoping out the website!
