The calendar has turned, and your church is ready to start 2026 with a powerful worship plan, effective outreach programs, Bible studies and more. But are you doing all you can to share this amazing content with new people in new ways, often online?
If your website is the virtual front door to your church, then social media is the sidewalk leading up to it. Each new year brings a fresh opportunity to review, revise and strengthen your social media strategy. This article will help you assess what social media channels are best suited to the demographic you’re trying to reach, whether your church is small and rural or large and urban.
Assess your stack
There are a dizzying number of social media platforms operating worldwide today. That said, the core channels for most churches remain Facebook, YouTube and Instagram. Additional channels to consider, depending on your goals, are TikTok, LinkedIn and X/Twitter.
Now is a good time to meet with your church team to decide which channels are best for your organization. Start by listing the channels you currently have, then ask the following questions:
· How many people are following our content?
· Has that number grown in the last six months?
· How many posts are we uploading each week?
· Do our posts reflect all the programs our church has?
· Do we have a diversity of images reflected on our social media channels?
· Are we trying to reach a new audience, and if so, who is that audience?
Based on your answers, you may want to consider adding, removing, or enhancing your social media stack. Below is a quick rundown of each channel.
Facebook is the most widely used platform among adults aged 30 and older, with more than 3 billion users worldwide, according to Social Pilot, a social media management company.[1] This platform is great for:
· Livestreaming worship services
· Promoting upcoming events
· Sharing announcements about volunteer opportunities
Pro tip: Facebook also offers private groups, which could form another part of your engagement strategy. For example, you may want to create an outreach or food ministry group where people can coordinate and share information around those programs that not everyone needs to see. If you've just started a Facebook page for your church, we have a great resource here.
YouTube is the world’s second-largest search engine, and is an ideal place for hosting long-form video content. YouTube is great for:
· Livestreaming and posting sermons and worship services
· Creating playlists and series, such as devotionals, Bible courses, and songs for a particular occasion
Pro tip: For Sunday livestreams, make sure you link directly to the "Live" tab in your materials. Otherwise, people might have a hard time finding the latest service.
Instagram is a hot channel right now, especially with younger adults. The channel has a lifestyle feel and often features motivational, inspirational content. Instagram is good for:
· Inspiring photos of worship, outreach, and missions that show real people working for Christ
· Short video reels that share quick sermon highlights or testimonials
· Devotional content that helps people move into a reverent space
Pro tip: Instagram is very visual-heavy, so if you plan to be active on this channel, make sure you have a robust photo plan in place.
TikTok is an excellent channel for reaching teens and young adults with snappy, short-form video content. If you’re trying to reach a younger audience, TikTok may be a good fit. To ensure it resonates well, consider engaging a younger person to run the channel. The site is great for:
· Quick clips, such as a pastor sharing a thought of the day, scenes from worship, or youth groups sharing a fun mission project
· Fun, humorous, lighthearted content
Pro tip: TikTok isn’t the place for highly polished content; it's for authentic, relatable content that feels like the "real deal."
LinkedIn is not your typical church social media channel. Still, it can be a place to reach professionals with leadership content and network with other faith-based organizations. LinkedIn is great for:
· Thought leadership pieces about the church and missions
· Personal stories that reflect "faith in the workplace"
· Job and volunteer postings for your organization
Pro tip: LinkedIn is a good place to network, so consider connecting with and engaging with other faith-based and nonprofit organizations to extend the reach of your content. If you’re not willing to do that, LinkedIn may not be for you.
X, formerly known as Twitter, can be a good platform for sharing real-time content. Post examples include:
· Quotes from sermons or devotionals
· "Live tweeting" of events or conferences
· Connecting with local organizations, leaders, and journalists
Pro tip: Be aware that posts on X/Twitter can often be volatile, and there's often a lot of political and social commentary on the platform, so determine whether or not that’s right for your church.
Worth a thousand words
For most of these platforms, strong imagery is the key to success as images catch the eye more quickly than text alone, according to numerous studies. Photos can bolster the information your words convey, and give viewers a feel for your church.
Imagine two posts about your food ministry – one with photos and one without. Which post do you think would attract more new people to volunteer? Clearly, the one showing your church in action!
Know thy audience
Ultimately, you have to decide which mix of channels is best for your intended audience. That audience is both internal (current church members and guests) and external (those in your community you are trying to attract).
Have this conversation with your pastor and staff and commit to making a change or two in a new direction this year. Social media is one of the easiest, most cost-effective ways to market your church, but knowing your audience is critical to your success.
Happy posting!
[1] https://www.socialpilot.co/blog/social-media-for-churches
CLICK HERE to download Rebeca's Social Media Tip Sheet
Additional articles you might find helpful:
Leveraging social media without a dedicated staff
Simultaneous streaming to Zoom and other platforms with OBS
Rebeca Ervin has more than two decades of experience as a journalist and legal and nonprofit marketer. She enjoys working with teams to implement strategy and vision through strong and effective communication. Rebeca is a lifelong United Methodist and native of San Antonio, Texas. She has a Bachelor’s degree in Social Anthropology from Harvard University and a Master’s in Theological Studies from the Iliff School of Theology. In her free time, Rebeca enjoys photography, writing, traveling abroad, and spending time with family.