Rethinking digital: from brand building to evangelism

What you'll find on this page:

Digital Footprints

Today, virtually all aspects of life have a digital footprint, which means churches have a unique opportunity to reach people online. Yet, churches often use digital platforms to promote events, highlight ministries, and maintain a polished online presence. While these activities are important, they often miss the core opportunity that the digital world offers: the chance to share the Gospel with people who may never set foot in a church.

Is it time for churches to rethink their digital strategies? It is the potential of the online space for evangelism that holds the answer. Using digital platforms, you can reach a vast audience, target people, and engage with them in meaningful ways. Through them, churches are able to connect with individuals at scale, create online communities centered around faith, and foster conversations that can lead to life-changing encounters with Jesus. There is more to the digital world than just promotion; it's a mission field.

At Christian Vision (CV), we’ve seen the power of digital evangelism firsthand. Our mission is to bridge the gap between understanding the potential of online spaces and actually using them to reach people. We should make evangelism the core of our online presence in this digital age, not just simply be present online.

The "why" behind digital evangelism

Digital platforms like Facebook, YouTube, Tiktok and Instagram offer the ability to reach billions of people. Social media users spend countless hours online every day, making it possible to share the Gospel with vast audiences.

Our Why Digital series discusses how digital media enable us to reach a much wider audience than traditional methods ever could. Through online content, CV introduced 405 million people to Jesus in 2023 alone. Exploring these strategies could open up a whole world of possibilities for your church.

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Why Digital?

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Building online community

Creating and nurturing authentic community is integral to the church, and digital platforms offer new ways to do just that. Online spaces, unlike traditional bounded communities, allow for ongoing connection with people who are on the periphery—those who are curious about faith but may not yet be ready to attend a physical church. Through social media, you can engage with these individuals, drawing them closer to the center of your community and ultimately, closer to Jesus.

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How To Build An Online Community

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Social media evangelism

Digital platforms make it possible for churches to scale in ways that were previously unimaginable. No matter how large or small your church is, online tools enable you to reach a far greater audience than you could through traditional methods. In the past, Billy Graham filled stadiums with thousands of people, but today, digital tools enable even small churches to reach audiences that exceed their numbers, often with minimal resources.

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Social Media Evangelism

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Facebook ads

Unlike traditional methods, digital platforms allow for precise targeting. Your message can be tailored to specific audiences-whether they are young adults, parents, or those facing specific challenges in life. Your efforts will have a greater impact if you use this targeted approach, ensuring that the Gospel reaches those who are likely to respond to the Gospel.

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Digital Evangelism Using Facebook Ads

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How online connects offline

Explore the unique opportunity to share the good news of Jesus online while valuing the offline church. Embrace both online and offline methods to connect with people as they navigate between these spaces. Though building an online presence requires dedication and effort, the rewards of reaching a wider audience are worth it.

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How to Reach People Online with Sats Solanki

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Practical steps to focus on digital evangelism

It is clear that the digital space offers unmatched opportunities for reaching individuals who might never step into a church. Churches can spread the gospel more effectively through online platforms by shifting the focus from brand promotion to evangelism. With CV, we use evangelistic content that engages and targets the right audiences and fosters conversations that lead people closer to Christ.

If your church’s social media presence has primarily been about brand building, here are some practical steps you can take to pivot towards evangelism:

1. Prioritise evangelistic content over promotional material

It’s easy to fall into the trap of using social media to promote church events, share sermon snippets, or highlight ministry achievements. Even though these are important, they often serve the church's existing community rather than reaching those who have not yet heard the Gospel.

Action step:

Start by evaluating your current content. What percentage of your posts are evangelistic versus promotional? Aim to shift the balance by creating content that speaks directly to those who may not be familiar with your church or the Christian faith.
Share testimonies, create short gospel presentations, or offer messages of hope that resonate with the struggles people face in their daily lives.

Visually appealing content draws people in to hear the Gospel! This short course equips you to create impactful videos by exploring shot design, creative visuals, and effective lighting. Perfect for those in ministry using video for evangelism, it helps you produce excellent content that stands out.

Here’s two videos proven successful for our teams that you could use in your online evangelism too:

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2. Engage in conversations, not just broadcasts

One-way communication is a common pitfall in social media strategies. Posting content and expecting it to do the work on its own rarely leads to meaningful engagement. Instead, focus on creating opportunities for dialogue.

Action step:

Respond to comments on your posts, ask questions that invite interaction, and make yourself available for conversations. For example, after posting an evangelistic video, ask viewers what they think and encourage them to share their stories or questions.
Consider dedicating a team member or volunteer as a "digital pastor" who is responsible for following up with those who engage with your content.

View the featured article below to join our global team leads in a mini video series as they dive into insightful conversations on how to effectively engage with people online. Discover practical strategies and creative approaches to building meaningful connections in the digital world!

6 ways we’re answering faith questions online

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3. Build a community, not just a following

The goal of evangelism is to draw people into a relationship with Jesus and, ultimately, into a community of believers. Social media allows churches to create online communities that support this goal, rather than just collecting likes and followers.

Action Step:

Use tools like Facebook Groups, WhatsApp, or other platforms to build small communities where people can connect, ask questions, and grow in their faith. These spaces can be extensions of your church community and offer ongoing support and discipleship.
Ensure your social media content drives people toward these communities rather than just promoting attendance at events.

Building an online community can transform your digital ministry, connecting with those outside the church and introducing them to Jesus. In this six-part series, learn how to turn online platforms into powerful evangelism tools.

4. Use targeted outreach to reach specific groups

Digital platforms like Facebook and YouTube offer powerful targeting tools that allow you to reach specific audiences. Instead of casting a wide net, use these tools to tailor your message to those who are most likely to respond.

Action Step:

Create targeted campaigns that speak to specific demographics within your community. For instance, create content that addresses the needs of young adults, parents, or those facing specific life challenges, and use digital marketing tools to ensure it reaches them.

This course teaches you to create and manage Facebook ads, covering account setup, content creation, and ad copywriting, while ensuring compliance with Facebook Ad Policies. You'll learn to effectively engage your audience through targeted campaigns.

5. Measure impact through engagement, not just numbers

It’s tempting to measure success by the number of followers or likes your page receives, but these metrics don’t always reflect the true impact of your digital evangelism efforts.

Action Step:

Shift your focus from vanity metrics (likes, shares) to meaningful engagement. Track metrics such as the number of conversations started, questions answered, or stories shared by individuals who engage with your content.
Regularly review these metrics to assess how well your content is fostering spiritual growth and leading people closer to Christ.

In today's content-saturated world, data is key to reaching and engaging your audience effectively. By understanding and analyzing your audience's behavior, you can create impactful content that truly resonates

Success stories that inspire

We've seen firsthand how powerful this approach can be. In Spain, a pastor used online campaigns after attending one of our webinars and saw three new people attend his church within a week. In France, another pastor followed our process and witnessed someone come to faith and be baptized. These are just a few examples of how embracing digital evangelism can lead to real, life-changing results.

Additionally, we collaborated with Tom Harmer and Life Church, Bradford, to create evangelistic content, including a powerful testimony video from a member of their community. This video was shared online to spread the gospel to the people in their local area, demonstrating the impact of personal stories in digital evangelism.

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Overcoming barriers

We understand that not everyone sees the value of digital evangelism. As a result, we offer resources like our Embracing The Online Space training course and our 10-part video podcast series that provide advice on getting started online. These resources tackle common challenges, from not knowing where to start to addressing concerns about self-promotion.

By using these tools and shifting your focus from brand building to evangelism, your church can make a lasting impact in the digital space. Success is not guaranteed, but what works is about reaching out and exploring what works.