Social Media for the Gospel
Let’s talk about how churches can use Instagram to reach real people with real stories, right where they are.
But first, tell me a bit about you:
What’s your church, your role, your city?
Before we dive in, I’m operating off a few assumptions to cut through some steps:
Assumption 1: You’re spiritually mature enough to understand that marketing is a tool—not a magic trick. Without the power of the Holy Spirit, a laser focus on the truth of the Gospel, doctrinal integrity, and godly character, your marketing efforts are next to worthless. Period.
Assumption 2: You either have a basic understanding of Instagram or you’ve got the leadership chops to empower someone else to run it well.
Assumption 3: We’re focusing on Instagram over Facebook or TikTok. Why? Because if you’re trying to reach young families or young professionals, they’re there. Facebook has become a convoluted app for your great-aunt to repost recipes. TikTok is maturing, sure—but it’s still mostly Gen Z doing dances and memes. Instagram? It’s robust, growing, and built for local connection. That’s what you want.
01. Tell a Story Worth Following
The human heart is wired for story.
No one’s binge-watching the dictionary. But you will sacrifice sleep to watch one more episode on Netflix. Why? Because story moves us. It pulls us in. It makes us want to know what happens next.
So ask yourself:
What’s the story of our church?
How can we invite people into that story?
How do we create anticipation, cliffhangers, and next steps that lead people into the life and mission of Jesus in our city—through our church?
What we tried: From day one, we framed our Instagram like a real-life docuseries: "What does it feel like to plant a church from scratch?" We shared the raw, vulnerable stuff—stepping out with nothing but a vision, applying to networks, fundraising, house-hunting, team-building, and throwing events.
Instead of posting a generic ad that said, “Please give us money to plant a church,” we invited people into a story. Our story. It was like being drawn into a Netflix series about a mission that actually matters.
When people came to events, it felt like they had stepped into the story—as if they were becoming one of the characters.
Since launching, the angle has shifted. Now, we’re telling the story of how the Holy Spirit is moving in the West Valley: changing lives, drawing skeptics, and deepening saints.
Real moment—I met two guys in Dallas who were from Nashville and they said, “Wait, you’re Nolan from The Garden?” Totally blew us away. They had been watching the story. And now they were part of it. That’s what you want people to feel. Not content consumers, but story participants.
02. Create a Compelling Culture
Let’s keep it 100: If your Instagram looks like a cheesy, low-quality nightmare, everyone else sees that too.
Invest in quality branding. Our very first $150—from sweet old ladies supporting us—went straight to Instagram and podcast graphics.
Think like a missionary. Who are you trying to reach? What brands do they already resonate with? If you're trying to reach young professionals in Denver, model your brand after something they already love—maybe Apple, Tesla, Arc’teryx.
If you're in Nashville reaching men, maybe it’s Black Rifle Coffee, Deschutes Brewery, or Gerber Knives. Ask yourself, “Would I follow this if I were my target audience?”
Get super specific.
We’re targeting a guy we call “West Valley Wesley.”
He’s a young dad in Phoenix’s West Valley with a wife, two kids, and a new mortgage. He moved here for affordability and a fresh start. She’s feeling isolated and longing for connection. She’s likely to find our Instagram first—and show it to him. So it has to feel masculine enough for him, but warm and community-driven for her.
We’re aiming at two versions of Wesley:
The skeptic who’d rather watch football than come to church.
The serious Christian wondering if there’s a Bible-preaching church with people their age.
Because of that, we lean hard into photography over graphics. Graphics can feel generic. Real photos tell real stories.
Practical Brand Tips:
Use consistent colors and palettes across everything.
Ditch ministry silos—youth, women’s, Sunday service—should all look like the same church.
Stick to one or two fonts so people instantly recognize your content.
Use the same photo preset every time for a cohesive aesthetic.
Post images of people who look like your city. Embrace your actual diversity.
Bottom line: When people walk into your church, they should already feel like they’ve seen it before. That’s called trust.
03. Don’t Advertise—Add Value
Most people go on social to escape or recharge. The fastest way to get ignored by the algorithm (and real humans) is to treat your page like a glorified bulletin board.
So instead, ask:
“How can I add value to people’s lives?”
Add value by:
Telling stories through Reels.
Featuring people who look like them.
Running Q&A stickers on stories.
Creating swipeable carousels with encouraging or educational content.
Going live to share behind-the-scenes or talk through important topics.
Sharing what people are learning.
Posting stories about why people are getting baptized.
Posting short, meaningful sermon clips.
Highlighting new team members and why their roles matter.
And for the love of all that is holy—don’t just post videos of you talking. Don’t clutter your page with face-to-camera rants unless you are world class (and most of us aren’t).
People aren’t looking for another talking head. They want to be part of a community, a story, a mission. Let your posts invite them into that.
Quick Note: Ads matter. But don’t run ads until your organic content is adding value. Otherwise, you’re just paying to get ignored. Once the account has traction, then you can start testing local ads.
Add value to your whole city.
This doesn’t mean just dropping Bible verses. It means:
Sharing Gospel-centered hope.
Posting real-life stories people can see themselves in.
Creating Q&A’s on topics your city is actually wrestling with.
Your Instagram page isn’t a flyer—it’s a front door. And ultimately, it’s a window into how big Jesus is.
04. Build a Team and Design Systems
Lindsey started our Instagram. She’s a killer photographer. But that only gets you so far. Eventually, you need a team.
So she built one. Photographers. Videographers. Real ownership.
Here’s how we did it:
Schedule team members in Planning Center.
Vet people by having them upload a portfolio.
Use iPhone video as a reliable fallback.
Coach people. Don’t tiptoe around feedback—lead them.
You, as the pastor or leader, are the early-stage quality control. Stay close to all communication channels. In this fragile season, no one should shape the voice of the church more than you. You’re the public theologian. Own it.
05. Measure Metrics That Matter
It’s not just about likes and follows.
What really counts:
Local > National
Engagement > Likes
Shares lead to follows
We’re not chasing clout. We’re stewarding a message.
Martin Luther gets it.
“Luther wasn’t just a theologian. He was a communications genius. He used every tool of his time—pamphlets, art, printing, music—to spread the Gospel. The Reformation didn’t just happen. It was published.”
Luther turned his little town into a media hub. He had strong opinions on design, quality, and strategy. He partnered with artists and writers. He didn’t just preach the Gospel—he heralded it across every platform available.
He wasn’t chasing celebrity. He was chasing reach—for the sake of the Gospel. And it worked.
So if you’ve got Gospel ambition, then do what Luther did: Use every means available. Redeem the algorithm. Preach in pixels. And show your city how big and beautiful Jesus really is.