Staying current with social media platforms is important for church leaders who want to make the most of these digital tools. Over the past month several key changes rolled out that can influence how ministries communicate online. Here are the updates and what they mean for your church:
1. Facebook now classifies all new videos as Reels
Meta announced that moving forward, any video uploaded to Facebook - whether short, long or live - will automatically be formatted as a Reel. The Video tab will be renamed the Reels tab and users will be prompted to confirm or update audience settings if they differ from feed vs Reels. This change is being phased in globally.
Why it matters for churches: If your ministry shares sermon clips, announcements or outreach content to Facebook, aim to present them in Reels format by default. It may offer better reach and creative options.
2. Ads are coming to WhatsApp’s Updates tab (but chats stay private)
Meta confirmed that targeted ads will appear in WhatsApp’s Updates tab where daily posts from public channels appear. Your personal chats, calls and status updates remain ad free and end to end encrypted. Channels can also now charge subscription fees or pay to promote visibility.
What churches should consider: If your church uses or plans to launch a WhatsApp channel this is an opportunity to support it financially or explore paid promotion. Just be clear with your audience that their private conversations are not used for ad targeting.
3. Instagram adds reposts, Friends tab and location sharing
Instagram added several new interactive features:
- Users can now repost content from others to increase engagement in their networks
- A Friends tab shows Reels only from your close friends
- Location sharing feature lets users share their location with trusted contacts
- Friend likes are now more visible
Takeaway for church social media: Encourage community by fostering reposting among members. The Friends tab may help spotlight content within smaller groups. Any location sharing should be used mindfully and with consent especially in youth ministry.
4. Threads rolls out direct messaging in select regions
Meta started testing a direct messaging inbox within Threads in markets like Hong Kong and Thailand. At first messages will not be encrypted. This supports Threads’ evolution as a standalone messaging hub separate from Instagram.
How ministries can respond: If Threads is part of your social strategy be ready to integrate messaging. While encryption is not yet available this feature could be useful for small group coordination or ministry updates.
Are you ready to upgrade your ministry communications?