If you want to reach people, you need to know where they hang out. The problem? Most churches are shouting from the wrong rooftops.

If you want to reach people, you need to know where they hang out. The problem? Most churches are shouting from the wrong rooftops.

Where Are They? The Best Social Media Platforms for Reaching People

If you want to reach people, you need to know where they gather.

Think about it: If your church was launching a new outreach ministry, you wouldn’t set up shop in an empty building and hope people show up. You’d go where the people already are. The same principle applies to social media.

Yet, too many churches spend time, energy, and resources posting on platforms where the people they are trying to reach simply aren’t listening.

The problem? Many church leaders assume that because they use a platform, younger generations do too. But that’s not always the case.

So, where are they? And how can churches start showing up in the right places? Let’s break it down.

The Platforms the Next Generation Actually Uses

Before we dive into strategies, let’s get one thing straight: Facebook is not where the next generation is hanging out.

Yes, Facebook still has value—especially for reaching older generations—but if your goal is to connect with Gen Z and young millennials, you need to shift your focus.

Here’s where they actually are:

1. YouTube → The Digital Pulpit

✅ Who’s on it? 95% of Gen Z and 91% of millennials use YouTube (Pew Research, 2023).

✅ Why does it matter? It’s the #1 platform for long-form content, learning, and spiritual growth.

✅ Churches should use it for:

• Sermon clips & Bible teachings (short-form and long-form)

• Testimonies & faith journeys

• Live streams of services & Q&A sessions

💡 Pro Tip: Think beyond just uploading full sermons. Break them down into bite-sized clips (2–5 minutes) with engaging titles like “Struggling with Anxiety? Here’s What the Bible Says.”

2. TikTok & Instagram Reels → The Attention Grabbers

✅ Who’s on it? Over 60% of Gen Z use TikTok daily, and 67% are on Instagram (Statista, 2023).

✅ Why does it matter? Short-form video is the fastest-growing content type, and it’s where young people engage most.

✅ Churches should use it for:

• Quick, engaging faith-based content (30-60 sec videos)

• Sermon highlights & key takeaways

• Behind-the-scenes church life (real & unfiltered)

• Q&A: Answering faith-related questions in a relatable way

💡 Pro Tip: You don’t need high production value—authenticity beats polish. A pastor sharing a raw, unedited thought from their phone often resonates more than a studio-quality production.

3. Instagram Stories & Posts → The Daily Check-In

✅ Who’s on it? Gen Z and millennials still actively use Instagram for community building.

✅ Why does it matter? Instagram Stories offer a direct way to interact (polls, Q&A, stickers, etc.).

✅ Churches should use it for:

• Encouraging daily faith habits (Scripture of the day, prayer prompts)

• Interactive content (polls, quizzes, “Ask me anything” sessions)

• User-generated content (share testimonies, youth group highlights)

💡 Pro Tip: Make it interactive. Instead of just posting a verse, ask a question—“How does this verse speak to you today?” Engagement builds connection.

4. Discord & WhatsApp → The Digital Small Groups

✅ Who’s on it? Gen Z and younger millennials, especially in gaming and niche communities.

✅ Why does it matter? These platforms are about private, deeper conversations, not mass broadcasting.

✅ Churches should use it for:

• Small groups & discipleship communities

• Prayer chat rooms & real-time support

• Building close-knit faith communities

💡 Pro Tip: If your youth group or young adults ministry doesn’t have a Discord or WhatsApp group chat yet, it’s time to start one!

The Big Mistake Churches Make

Too often, churches focus their energy on where they feel comfortable, rather than where their audience actually spends time.

❌ Mistake #1: Posting sermon flyers on Facebook and expecting young people to show up.

❌ Mistake #2: Using Instagram just to promote events, instead of engaging in real conversations.

❌ Mistake #3: Ignoring video content because “it takes too much effort”—when video is exactly what younger generations engage with most.

Here’s the reality: Young people aren’t searching for a church service—they’re searching for connection, hope, and meaning.

If we want to reach them, we need to meet them on their terms, in the spaces where they already exist.

Next Steps: Where Should You Start?

You don’t have to be on every platform—just the right ones. Here’s how to start:

✅ Pick two platforms to focus on (e.g., YouTube & Instagram, or TikTok & Discord).

✅ Post consistently (3–5x per week) with content that sparks conversation, not just announcements.

✅ Engage, don’t just post. Respond to comments, DMs, and create interactive content.

💡 Challenge: This week, try posting a short, real, unscripted video on TikTok or Instagram Reels. See how people respond!

Final Thought

The question isn’t, “Should churches use social media?”

The question is, “Are churches showing up in the right places, in the right way?”

The next generation is already listening. Let’s start speaking their language.