How to Use Social Media to Reach Gen Z Effectively
Social media moves fast. Trends change overnight, platforms evolve, and keeping up can feel like a constant challenge. From viral TikTok dances to trending Instagram reels, it’s easy to feel overwhelmed — especially if social media isn’t your thing. But if you’re serious about reaching the next generation, ignoring social media isn’t an option. Gen Z spends hours every day scrolling, watching, and engaging with digital content. And here’s the thing — they’re not just wasting time. They’re seeking connection, meaning, and truth. The church has the greatest truth to offer. So how do we show up in a way that resonates? It starts with understanding the people we’re trying to reach. Here’s how your church can use social media to connect with Gen Z. 1. Understand Gen Z’s Habits and Motivations If you want to reach Gen Z, you have to understand what drives them. They’re not just looking for entertainment — they’re looking for connection, authenticity, and purpose. Gen Z grew up with the internet. They’ve navigated fake news, filtered images, and performative content. They know when something isn’t real. And what they crave is the opposite — authenticity. They want to see people and organizations that are honest, transparent, and willing to have real conversations. So before you post, pause. Ask yourself: Does this content feel authentic? Does it reflect who we are as a church? 2. Listen More Than You Post A lot of churches make the mistake of seeing social media as a digital bulletin board. They post announcements, promote events, and check the box. But social media is more than that — it’s a two-way conversation. Gen Z wants to be heard. They value spaces where their thoughts, opinions, and experiences are acknowledged. If your church only uses social media to talk at people, you’re missing an opportunity to connect. Instead: When people see that your church is listening, they’ll be more likely to lean in and engage. 3. Use Video Content to Communicate Biblical Truth If you’re not using video, you’re missing the biggest opportunity to reach Gen Z. Platforms like TikTok, Instagram Reels, and YouTube Shorts are all about short-form video content. But here’s the key — don’t try to entertain for entertainment’s sake. Use video to speak truth. Gen Z is hungry for authentic conversations about faith, purpose, and identity. Ideas to get started: Video is powerful because it builds connection. People get to see your face, hear your voice, and experience the heart of your church. And when you’re genuine, it resonates. 4. Understand Your Content First Before you try to reinvent your church’s social media, take a step back and evaluate what you already have. Many churches are sitting on a goldmine of content without realizing it. Think about it: You don’t need a massive production team. Start with what you have. Authenticity matters far more than production quality. If it’s real, people will engage. 5. Balance Cultural Relevance and Theological Depth Let’s be clear — relevance isn’t the goal. Transformation is. Yes, Gen Z appreciates cultural relevance. They love humor, trends, and creative content. But what they need most is the truth. Social media gives us a platform to meet people where they are and point them to Jesus. So how do you strike the right balance? Remember, it’s not about choosing between relevance and depth. It’s about using relevance as a bridge to communicate eternal truth. 6. To Reach Gen Z, Include Gen Z If you want to connect with Gen Z, don’t guess what they care about — ask them. Invite young people into the conversation. Form a social media team made up of students and young adults. Let them contribute ideas, create content, and share what resonates with their generation. This isn’t about putting Gen Z on display. It’s about giving them a voice. Trust them to lead. Empower them to shape your church’s online presence. And as they step into leadership, watch how their faith and confidence grow. Some practical ideas: When young people see themselves represented and valued, they’re far more likely to engage — not just with your content, but with your church community. Show Up and Stay Consistent At the end of the day, social media is just a tool. But it’s a tool that has the potential to reach people with the life-changing message of Jesus. So don’t be afraid to start small. Show up. Post consistently. Engage in conversations. And trust that God will use your efforts to make an impact. Because when the church steps into digital spaces with boldness and authenticity, lives are changed. And that’s a trend that will never fade.
