The #1 Type of Content People Actually Want to See from Your Church (Yes, Seriously)
I’ll never forget the moment I discovered my church had a social media account. After a few swipes, I was pretty disappointed. It was just a lineup of event graphics… for things I already knew about. No stories, very few faces, nothing I would share, no reason to click “like”—and this was my church! That experience stuck with me, especially as I began digging into church communication in my doctoral work. One of the first questions I had to tackle? “What do people actually want to see from churches on social media?” Turns out, a study from a couple of years ago answered exactly that.
And here’s the kicker: according to my own study from last year, the type of content people want to see the MOST is actually the type of content that’s posted the LEAST by churches.
Let’s dive in, shall we?
4. Religious Information
You know, the stuff you already post. But there’s a better way to do it.
This is the content that gives people the nuts and bolts: service times, event details, and faith-based resources. Now, I know what you’re thinking: “We already post this stuff all the time!” And you do. The only issue? Your graphic posts don’t exactly get the love they deserve. But fear not – people still want to get the info!
Pro Tip: Look for ways to get the information out in a more interesting way.
Examples:
A video of a couple staff members explaining event details.
A recap video montage from last year’s event, with all of this year’s details in the caption.
A monthly events preview in a carousel format (so your feed doesn’t get bogged down by infographics).
A short video showing what it looks like to check a kid into the kid’s ministry on Sundays.
A photo of the new Youth Director and his family with 5 fun facts about him in the caption.
3. Relaxing Entertainment
It’s time to have some fun!
Let’s be real: social media is more about entertainment than it is about being informative these days. People scroll to relax, laugh, and maybe watch some trendy content. Guess what? They actually like seeing fun stuff from your church, too. It’s a great way to build rapport and attract others by simply being likable.
Pro Tip: Be sure to showcase your church members’ personalities!
Examples:
A fun video montage of a community group gathering.
A meme or meme video that applies Christianity to a popular trend (get creative, people love a good laugh!).
A funny video of you and a group of teens doing a social media trend together (because why not?).
A montage of your Sunday service with a worship song in the background.
An acoustic solo of a worship song from one of your worship team members.
2. Spiritual Enlightenment
Because who better to share truth and encouragement than the Church?!
This content focuses on inspiring and uplifting your followers spiritually. Think sermon clips, Bible verses, devotionals, and testimonials. It’s all about encouraging people and offering a little light to help them through the day.
Pro Tip: Think about things that would be uplifting to a Christian to come across in the middle of their day.
Examples:
A short devotional video from your pastor.
A short video featuring a teen sharing their testimony (raw, real, and relatable).
An aesthetic montage of calming clips with a verse overlaid – you know, something that makes people stop scrolling and go, “Wow, I needed that.”
A B-roll reel with just lyrics to a worship song playing on the screen.
Videos of Baptisms at church, demonstrating life change.
1. Ministering
People need to see that the Church is not just another business.
Here’s the shocking part: this is the #1 type of content people are looking for, yet it’s the LEAST posted by churches. Ministering content focuses on your church’s outreach, efforts to help others, and sharing God’s love. People need to see seeing the Church is actively making a difference.
Pro Tip: Show, don’t just tell. People want to see what the Church is doing Monday through Saturday. It’s inspiring and encouraging.
Examples:
Behind-the-scenes clips of volunteers at your outreach events, like packing food or cleaning up after a community project.
A video update from missionaries your church supports.
A photo carousel of church members dropping off donations to a local birthing center.
A video montage of the women’s ministry visiting the local assisted living facility.
End-of-month photo carousels highlighting results of ministry efforts that month.
So, let’s recap..
The social media content people actually want to see from your church is a well-rounded mix of Religious Information, Relaxing Entertainment, Spiritual Enlightenment, and Ministering. But, here's the thing—if your social media strategy is leaning too heavily in one direction or, worse, if you’re stuck only posting the same old event updates, you’re missing the mark. Remember: people want more than just reminders about service times or invites to Sunday morning.
Take a moment to think about the types of content you’re posting right now. Is it all about the logistics of church life (good info, but not too exciting)? Or are you showing the heart of your church—people living out their faith in tangible ways? People are craving to see how your church lives out its mission and impacts real lives in your community.
Here’s a challenge.
Take a good look at your content calendar for the next month. Grab some highlighters and color-code where each type of content fits. Try to tweak your social media plan to have a balance of all four of these types of content that people are looking for.
In the end, social media isn’t just about pushing content—it’s about sharing your church in a way that attracts your local community. With the right balance, you can create a social media presence that really makes a difference.
Now go forth and post with purpose, knowing that people actually want to see it!
Dr. Kailey Spilger
Guest Writer, Ph.D. in Communication
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