As a church, it’s more important than ever to have an active social media presence. In a world where people are increasingly living their lives online, churches need to be where their congregants are spending their time. But for many churches, social media can feel like uncharted territory. Where do you start? What platforms should you be using? And how do you create content that will resonate with your congregation?
Never fear! We’re here to help with Part 2 of our Social Media Strategy Guide. If you still need to read Part 1, you can do that and catch up HERE.
Once you have worked through the first four steps in creating the foundation for a social media strategy that works, it’s time to look at the next four.
1. Create engaging content.
Once you know who you’re talking to, it’s time to start creating content that will resonate with them. That content could take many forms—blog posts, infographics, videos, photos—but it should all be engaging and relevant to your audience.
One mistake churches often make is posting exclusively about their own events and activities. While it’s important to let people know what’s going on at your church, try to focus most of your content on topics that will be interesting and useful to your target audience, even if they’re not members of your church.
2. Utilize current trends to your advantage.
When creating content for your posts, make sure to pay attention to the current trends that the platform you’re posting to is promoting.
For example, when Instagram launched polls in its stories, story posts that showed polls were shown to a higher audience than those that did not. The same is true for most platforms’ versions of Video Shorts currently. Reels on Instagram and Facebook, and Youtube shorts are in direct competition with the powerhouse that is TikTok. As such, these platforms are pushing this content out to far more people than static post images.
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3. Don’t fall into the trap of lacking variety.
When we find a style or media type we like, it can be all too easy to subconsciously lean into those areas too heavily. The result is a feed full of content our viewers are fed up with seeing.
Social media platforms offer many different post options for us to use, and it’s important to do so. Static images, polls, videos, stories, live videos, carousels, it is essential to think through how you can utilize all of the options you are given when planning out your content calendar.
4. Promote, promote, promote!
Now that you have some great content, it’s time to start promoting it! There are several ways to do this—paid ads, boosted posts, working with influencers— but one of the simplest and most effective is good ol’ fashioned word-of-mouth marketing.
While some of your posts will warrant being used in a paid ad strategy, most will be much better utilized in a “share this with your friends” plan.
Make encouraging your congregation to share your posts with their friends and family members who might benefit from you have to say a regular part of your ongoing strategy.
By following these tips, your church can get started on building an effective social media presence that will help achieve its goals! Remember that while consistency is key—the most important thing is just getting started and being deliberate about the content you’re putting out there.