Tailoring your online content to reach the lost

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What you'll find on this page:

How can we effectively engage people who don’t know Jesus, while keeping in line with our ministry and church objectives?

Reaching the lost is a shared goal for every ministry and church, but your organisation has unique objectives for your specific outreach efforts. That’s why it’s crucial to identify the specific people group you’re trying to reach. Having a deep understanding of who they are is essential for tailoring your online approach to meet their needs, which is key to building trust and fostering meaningful connections.

Knowing your audience

Every person is unique and will engage with different corners of the internet. For instance, younger generations such as Gen Z are more likely to frequent platforms like TikTok and Instagram according to the Statista report. 

Beyond simple platform preferences, people from different age groups will have varying questions and concerns about faith. By gaining insight into where they spend their time online and identifying their specific pain points, you can tailor your approach to how you market to them—ranging from platform selection to content creation—in a way that resonates with them and leads them further on their faith journey. 

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Case study

Connecting with a Hindi-speaking community in the UK

Case study learnings

  • Use audience personas – By conducting thorough research to understand their audience, the team was able to create a detailed audience persona outlining needs, wants, struggles, and common questions, allowing them to tailor evangelism efforts effectively. 
  • Identify the best platform for engagement – By analysing data from content published and previous ad campaigns, the team determined Facebook was the most cost-effective platform for reaching the Hindi-speaking community in the UK, providing higher engagement when compared to other platforms.
  • Target specific demographics – By strategically focussing efforts on areas with a high density of Hindi-speaking individuals, the team tailored ads to reach their audience through language-specific targeting.
  • Tailor content to audience interests – By analysing engagement trends and identifying common themes that resonate with the Hindi-speaking community, such as the topic of ‘freedom’, the team was able to create content that addressed their needs. 
  • Use culturally relevant visuals – By incorporating images and people that authentically represent the Hindi-speaking community, the team was able to create a sense of connection and relatability, making videos more impactful.
Serene ocean view with clouds, featuring text in English and Hindi about complete forgiveness and peace.
Displayed side by side with an English version, this localised Hindi video formed part of a targeted advertising campaign designed to reach Hindi-speaking individuals in the United Kingdom.

Strategies for reaching and engaging a younger demographic in evangelism

  • Leverage the right platforms for faith conversations – Younger audiences spend most of their time on TikTok and Instagram, making these platforms essential for evangelism. By sharing faith-based content in the spaces they already engage with, we can meet them where they are and open doors for meaningful conversations about Jesus.
  • Create content that speaks to real-life struggles – Many young people wrestle with questions about identity, purpose, and faith. By addressing their real-life struggles—such as anxiety, loneliness, and searching for meaning according to the open generation report (Link to open generation stats). We can present the gospel in a way that is relevant and deeply personal to them. 
  • Use trends, humor, and memes to break down barriers – Faith discussions can sometimes feel heavy or intimidating. Using humor, viral trends, and meme culture makes the message of Jesus more accessible and engaging. This approach helps dismantle misconceptions about Christianity being outdated or irrelevant.
  • Prioritize authenticity to build trust – Younger generations are skeptical of anything that feels overly polished or ‘salesy.’ They crave authenticity. Sharing raw testimonies, real-life struggles, and unfiltered stories of faith makes evangelism more relatable. When they see genuine faith in action, they are more likely to explore their own questions about God.

Adapting your approach to reach across cultures: An interview with a CV marketing manager

How do cultural differences influence the way you engage with audiences in different regions?

“Cultural differences play a crucial role in shaping how we engage with diverse audiences across the world. A standardised approach may yield some results, but it often falls short in fostering genuine connections—much like serving an unfamiliar dish at a traditional gathering. As someone with a South Asian background, I enjoy watching English-language shows on Netflix; however, when seeking nostalgia or moments of cultural expression, I find myself drawn to the music and traditions of my heritage.

Despite our differences, human needs—connection, love, respect, and belonging—are universal. How we express these needs, however, varies. In some cultures, respect is about formal gestures, while in others, it’s about sharing a meal or a laugh. Engaging with people in ways that honour their culture is like making them feel like the guest of honour at a dinner party”

Can you give an example of how you’ve tailored content to resonate with people who don’t know Jesus?

“Trying to engage people without understanding them is like a road trip without a GPS—you might end up somewhere, but not where you intended. A generic approach doesn’t work, so at Direct, we use Research, Empathy, and Testing to shape strategies that truly resonate.

Research is our fuel—we study cultures, values, and interests to avoid biases and stay relevant. Our research documents are living resources, constantly evolving. Empathy is the heartbeat—we involve content teams, community members, and pioneers to ensure our messaging serves people well. Testing is where the magic happens—we analyse data, refine content, and ensure it truly connects with audiences.

For example, in a community with diverse socioeconomic backgrounds, we found that higher-income groups engaged more with deep, existential discussions. So, we launched a podcast-style talk show focused on these themes. The response was incredible, allowing us to share Jesus with people searching for meaning despite their success.”

What key factors do you consider when trying to understand the needs and interests of your specific non-Christian audience?

"Understanding non-Christian audiences is a journey that requires both research and a mindset open to growth. At Direct, we dive deep into different aspects of their lives to build meaningful connections:

  • Cultural Context – Uncovering history, traditions, and everyday practices.
  • Demographics – Analyzing age, family structures, and population trends.
  • Environment – Understanding natural and commercial surroundings that shape their worldview.
  • Stories & Music – Identifying communal narratives and rhythms that bring people together.
  • Linguistics – Ensuring clear messaging by considering language and translation challenges.
  • Beliefs & Worldviews – Understanding core values to tailor content with sensitivity.
  • Felt & Specific Needs – Using research and quizzes to uncover both spoken and unspoken needs.
  • Technology Use – Identifying preferred platforms for effective digital outreach.

By compiling insights from these areas, we empower teams to make informed decisions, fostering connections much like Jesus did—meeting people where they are."

Get started 

Check out the resources below to get you started by creating your audience personas, diving into analytics, and learning how to market on purpose using culturally relevant visuals, and platform-specific strategies to create content that resonates with your audience.

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Featured Article

Using AI generated personas to understand your audience

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