Episode 118: Using Social Media to Skyrocket Your Church's Reach

In this episode of the Overflow Worship Podcast, host Andrea Olson welcomes Brady Shearer from prochurchtools.com to discuss practical strategies for churches to leverage their sermon content on social media. Brady offers valuable advice on how to work smarter, not harder, when engaging people online, especially when resources are limited. Whether your church has a small or large congregation, repurposing sermon content is an excellent way to connect with both your existing members and those in your community who are yet to engage with your church.

Why Repurposing Sermon Content is Key

One of the standout insights from this episode is the importance of repurposing content to maximize engagement. Many churches believe they need to create entirely new content for social media, but that’s not necessary. Brady emphasizes that pastors are already doing the hard work by preparing sermons, which can be repurposed for social media.

“You don’t have to be a big church with a famous pastor. Repurposing sermon content can help you reach new people and get your church familiar with the community.”

This strategy is not only efficient but highly effective. By taking snippets from sermons and posting them on platforms like Instagram, Facebook, or TikTok, churches can increase their reach and visibility. With the right approach, this content can engage people both inside and outside the congregation.

How Social Media Has Evolved: From Friends to Discovery

Brady breaks down the shift in social media from the “social graph” era, where we mainly saw content from friends and family, to the current “discovery era,” where platforms show users content based on their interests and location. This new era is a goldmine for churches looking to connect with their community because geographic location now plays a huge role in content distribution.

“In 2024, you don’t need to boost posts or spend a ton of money. The discovery algorithms on social platforms now allow churches to reach new people organically.”

Churches no longer need to worry about followers seeing their content in chronological order. Instead, platforms like Instagram, TikTok, and YouTube will push high-quality, engaging content to the feeds of those most likely to interact with it. This shift presents a unique opportunity for churches to leverage social media as a ministry tool rather than just a promotional platform.

Overcoming the Myth: "Our Congregation Isn’t On Social Media"

Many churches feel hesitant about social media, believing their congregation doesn’t use platforms like Instagram or Facebook. Brady challenges this mindset by asking leaders to reassess their definition of social media. Platforms like YouTube and Reddit are also social spaces, and younger generations are using platforms like TikTok for entertainment and search.

“The discovery era of social media makes it easier than ever to reach people in your area, even if they aren’t currently engaged with your church.”

Churches that ignore social media are missing out on a significant opportunity to connect with younger generations and people in their community who may not yet be involved in church but are actively searching for purpose and belonging online.

Practical Tools for Social Media Success

One of the most valuable parts of the episode is the practical advice Brady offers for simplifying social media management. Here are some key takeaways:

1. Follow the One in Five Rule

Brady recommends that no more than one in five social media posts should be promotional. The majority of your posts should be valuable, engaging content that offers something meaningful to your audience, such as sermon clips, quotes, or worship moments.

“If all you’re doing is promoting, your content won’t be seen. Social media should be used as a ministry tool, not just to promote ministry.”

2. Write Engaging Hooks

The first three seconds of your video are critical for grabbing attention. Brady explains how to write hooks that stop people from scrolling and encourage them to watch your sermon clip.

“A good hook should have three key qualities: curiosity, commonality, and care.”

Curiosity draws people in, commonality ensures it’s relatable, and care makes sure it’s something they are invested in. For example, starting a sermon clip with a statement like “The number one job of a parent is...” will create curiosity and resonate with a wide audience.

3. Use Tools to Enhance Quality

For those worried about the visual quality of their videos, Brady recommends using tools like Remini.ai to enhance stills taken from sermon clips. This can give your videos a polished look and keep your social media grid visually appealing.

“Remini.ai takes low-quality stills from videos and enhances them to look like high-quality photos, perfect for your social media covers.”

Shift Your Mindset: Social Media is Ministry

One of the key messages from this episode is that social media isn’t just a promotional tool—it’s a ministry platform. By viewing social media as an opportunity to minister and connect with people, rather than just a place to promote church events, you can engage with your audience more effectively.

“Social media is a ministry tool, not just a bulletin board for events.”

By repurposing sermon content, crafting engaging hooks, and utilizing tools to improve quality, churches of all sizes can create a thriving social media presence that reaches new people and deepens connections with their community.

Start Reaching More People with Sermon Content

If you’re a worship leader or church staff member juggling multiple responsibilities, repurposing sermon content for social media could be a game-changer. It saves time, utilizes resources you already have, and most importantly, helps your church connect with people who might not walk through the doors otherwise.

Ready to start leveraging social media for your church’s ministry? Head to overflowworship.com/join to join our email family and get tips, resources, and masterclasses designed to help you thrive as a worship leader. And if you enjoyed this episode, don’t forget to subscribe and leave a review on Apple Podcasts. Your feedback helps us create relevant content that supports you on your worship journey.

Until next time, keep thriving and leading from the overflow!

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