Evangelism has not changed, only the medium has
MEDIA BYTES
By Rev. Marty Levesque
FOR THE BETTER PART of a decade, we’ve been told that every parish needs a "digital strategy."
We’ve spent countless hours trying to master the Facebook algorithm, polishing our websites, and ensuring our YouTube thumbnails look professional. We’ve treated our church social media accounts like institutional billboards, official channels where we broadcast our "brand”.
But here is the hard truth: people are becoming "brand-blind."
In 2026, the average person scrolls past a polished church graphic as quickly as they scroll past a car commercial. We’ve entered an era of deep skepticism toward institutions, where the "Official Voice" of a church often carries less weight than a casual recommendation from a friend.
If we want to reach the "mission field" of the digital age, we have to stop acting like media moguls and start acting like talent scouts. The most powerful media ministry in your parish isn't the person running the live stream; it’s the person sitting in the third row with a smartphone in their pocket.
We need to stop worrying about our "reach" and start empowering our Micro-Influencers.
In the world of marketing, a micro-influencer isn't a celebrity with millions of followers. It’s a regular person with a small, dedicated circle—perhaps 200 or 500 friends and family—who trusts what they say. In church terms, we used to call this "personal witness." Today, we call it a post.
When a parishioner shares a photo of the light hitting the incense during a mid-week service or tags the church in a video of the community garden, they are infiltrating a digital space where the "Official Church" is rarely invited.
Equipping your congregation doesn’t require a workshop; it just requires intentionality. Here are four ways to help your parishioners find their voice:
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The "Check-In" Ritual: One of the simplest forms of evangelism is the Facebook or Instagram "Check-In." When a parishioner checks in at your church, it’s a signal to their social circle that church is a place where they belong. It’s a digital "open house" that costs nothing.
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The "Aesthetic of Grace": We are blessed with beautiful spaces, but we often forget to look up. Create "Photo Ops" by highlighting the small things: the sunlight on the font or the spread at a parish potluck. Explicitly tell your congregation: "If you see something beautiful today, share it.”
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The "POV" (Point of View) Post: A photo of a messy kitchen after a community meal or a "behind the scenes" shot of the choir warming up is far more engaging than a flyer. These "unpolished" moments prove the church is a living, breathing community, not a museum.
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The "Why I’m Here" Prompt: Once a month, give the congregation a simple question to answer on their own feeds. "What’s one thing from today’s service that gave you hope?" When people share their own answers, they aren't just promoting an event; they are sharing their journey.
The biggest hurdle for most parishioners is the fear of "getting it wrong." As leaders, our job is to permit them to be imperfect. In a world of AI-generated perfection, the "Micro-Influencer" evangelist wins because they offer the one thing people are starving for: the truth.
At the end of the day, evangelism hasn't changed; only the medium has. In the early Church, the Gospel didn't spread because of official decrees from Rome; it spread because people sat at kitchen tables and told their neighbours about a man named Jesus who changed their lives. Today, those kitchen tables are digital.
Our job is to empower the people in the pews to realize that their digital footprint is a sacred path. When we stop trying to "run" a media department and start encouraging a movement of micro-witnesses, we find that the Good News travels faster, deeper, and further than any boosted post ever could.
Rev. Marty Levesque is the rector of All Saints’ in Waterloo. He served as diocesan social media officer.