Using digital discipleship to spread the mission and market your church

In today's digital age, many people in the United States turn to online resources for their spiritual needs. 

According to Pew Research (June 2023), a quarter of American adults regularly watch worship services online or on television. Given this data, it's evident that the digital landscape plays a pivotal role in modern spirituality. In fact, digital discipleship is more important than ever.

What is digital discipleship?

Digital discipleship refers to faith-based communication using social media platforms, websites and digital tools. The goals of digital discipleship are similar to in-person discipleship: foster spiritual growth, nurture relationships and spread the message of Jesus Christ. 

Digital discipleship leverages technology to reach individuals where they are, engage them in meaningful ways and facilitate their journey of faith.

How do you engage an online audience?

Engaging with online communities involves actively participating in and contributing to digital spaces where discussions related to faith, spirituality and community service take place.

Here are some ways to connect with individuals who may not otherwise engage with traditional forms of religious community.

Create informational content. Go beyond streaming. Record and catalog sermons by type and subject. Create a library of previous sermon videos on your website or on your church’s YouTube channel. This will help internet surfers find information on a specific topic. 

If your church provides congregants with devotions, Bible studies or other hand-outs, be sure to make them available and easy to find online.

Stay relevant. Pay attention to what’s being talked about and be proactive in posting content to address it. Share information that is applicable to specific events, news or themes. 

For example, in the wake of a natural disaster, you might share a sermon on grief or information on how to help victims.

Lead the discussion. Monitor social media for hot topics and then host a webinar or offer a free online class or meeting to discuss the topic from a biblical standpoint. Think beyond online Bible studies. 

Share content from other sources. Very few churches have the means to tackle every form of digital communication. That’s OK. There are tons of resources online. 

Search for podcasts or other faith-based content that you enjoy and then share the links within your social media circles. If your church wants to reach more young adults, consider, for example, sharing a link to a recent article on best places for first dates. New parents, meanwhile, might be interested in a podcast on Christian parenting. 

Resources do not have to be overtly spiritual, but they do need to stay in line with the overall mission and message of your church.

Be creative. The internet has lots of educational and informative content, but many people still primarily go online for entertainment. Create or find content that is fun. Host an online Bible trivia competition. Enlist the more dramatic members of your congregation to create interesting and out-of-the-box videos, such as a modern take on a Bible story or a music video of an original worship song.

Encourage the use of digital tools. Find trusted apps for Bible reading, Scripture memorization, prayer reminders or prompts, daily devotions or note-taking. Share the links with your online community and encourage users to comment with their best tips or experiences.

Provide material for all ages and stages. Make sure your content is as varied as the people who may see it. Think of the wide range of content that is used within your physical church and try to duplicate that in an online atmosphere. 

For example, parents of young children may benefit from printable holiday coloring sheets or family devotion guides. Young adults may want to know more about current Christian music artists.

Promote discussions. Make your church space (digital and in-person) a trusted place for people with questions. Ask questions that will get people talking. If you don’t already have a social media monitor, enlist volunteers who can serve as digital chaperones. Ask them to monitor comments and answer questions. 

Consider creating private groups for adult safe spaces to address sensitive spiritual topics. Equip a digital ministry team to actively look for online spiritual conversations and to positively engage in those discussions.

Where do you start?

If you want to be intentional about using digital resources to inspire your online congregation, start with these do’s and don’ts.

• Don’t leave this to chance. Instead, create a social media dream team of volunteers or staff who can plan, post and monitor your online discipleship efforts.
  
  
• Don’t spread your resources too thin. Very few churches have the means to manage content on every social media platform. It’s better to pick two or three platforms and post consistently. Algorithms value consistency. Your posts will be shared with more people when you post on a regular basis.
  
  
• Don’t throw content out there just to fill space. Instead, make a plan. Create a social media calendar and intentionally fill it with creative, fun and engaging content that will answer and elicit questions, meet needs and help people grow in their journey of faith.
  
  
• Don’t ignore the metrics. Review and track analytics such as website traffic, social media engagement, email open rates and conversion rates. This is more than just keeping online attendance. These numbers help churches better understand what types of messages resonate with their online audience, which platforms are most effective for spreading those messages and how digital discipleship contributes to the overall mission of the church.
  
  
• Don’t limit conversations to your spaces. Instead, encourage and equip your congregation to have courageous conversations with their social media followers in ways that will promote your church and its mission. Encourage your in-person congregation to regularly share the content you post. Consider offering a class or preaching a sermon that includes tips on how church members can take part in digital discipleship efforts.
  
  
• Don’t be a pushy salesperson. However, include your church’s name and web address on every post. You want people to know where they can go to find more information. Include a link to your website when you can. At the end of videos, include a brief invite with information to your next service. Continue to post event announcements and information regarding in-person opportunities for fellowship and worship.

Embracing digital discipleship means recognizing the power of technology to facilitate spiritual growth, foster meaningful connections and spread the message of Christ to a wider audience.