Your Church’s Biggest Entry Point: Why Social Media Matters

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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 An outdated list of service times, or a living, breathing community they can picture themselves joining?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:

1. 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.
2. 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.

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!

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.

In our next post, I'll cover practical social media strategies that don’t require a lot of time or resources!

Megan Cullum is our ShareChurch Marketing & Communications Specialist. A skilled communicator and leader, she is passionate about building Christian community, creating meaningful connections, and helping to strengthen churches. In addition to her husband Jacob and their two young children, Megan enjoys reading, music, basking in sunshine, exploring, and connecting with others – preferably over tacos!