Learn

Church communicators spend a lot of time thinking about content. What should we post this week? Do we have enough photos from Sunday? Should we share that event registration link again?

These are all important questions. But there's another question we think churches should also ask: What happens when someone visits your social media profile?

Your profile is often more important than any individual post. A person may discover your church through a shared reel, a tagged photo, a community recommendation or even through search results. Before they decide whether to attend on a Sunday morning, they'll likely click to your profile. And when they do, they'll make a decision in just a few seconds.

Can they quickly understand who you are? Easily find service times? Figure out what to expect? Take a next step?

If not, they may swipe away and you may miss an opportunity to connect with people who are looking for a place to belong. The good news? A few simple updates can make a big difference. Here are four quick wins you can make this week for better guest engagement online …

1. Start with Your Bio

Think of your bio as your church's brief elevator pitch. You have limited space, so focus on answering the questions visitors are already asking: Who are you? Where are you located? When do you meet? What should I do next?

And, a strong bio helps not just people but also search engines understand your church.

Consider including your mission statement or a brief description of your church, service times, location and a clear call to action. Instead of trying to be clever, aim to be clear with the info you share in your social media platform’s bio.

2. Don't Waste Your Links

Your link in bio tool should function like a welcome center, not a storage closet. Too often, churches fill these pages with internal resources that make it harder for guests to find basic information. If someone is considering visiting this Sunday, can they find what they need?

Your primary goal is to serve externally-focused audiences. The most helpful webpages to link to are:

• Website homepage
• Plan Your Visit / What To Expect
• About Us
• Upcoming Events
• Kids/Students Ministry
• Recent Sermons/Messages
• Contact Information

When adding these links to your bio, use clear titles or labels that explain where links lead. If using LinkTree, Taplink or a similar platform, match the design/colors to your church’s brand and have each link open in a new tab.

The goal isn't more – it’s clear, actionable paths for newcomers to easily take.

3. Create Pinned Posts That Work for You

Most churches pin announcements, but few pin content designed specifically for guests. Let’s not miss out on this opportunity!

Both Instagram and Facebook allow you to pin posts to the top of your profile. These posts should answer the questions first-time visitors are already asking themselves. We recommend pinning two evergreen posts (examples below) and pinning one seasonal/time sensitive piece of content that changes over time.

Pinned Post #1: Plan Your Visit

Think of this as your digital welcome team! Through your caption and visuals (photos or a video), help people know:

• Location(s)
• Service time(s)
• What happens during a service
• How to take a next step to learn more

Example:

Join us at [church name]! Our mission is to [add info here].

Each week our church gathers at [times] in [location details]. You can also join us online by streaming the service on [platforms – YouTube, Facebook, etc.].

Each service is around [##] minutes long and includes [service details – Scripture readings, worship music and a practical, encouraging message from the Bible]. We typically celebrate [specific details – baptism on the second Sunday of each month].

Families, we hope you’ll join us! At [timing details – both services, just 9 AM, etc.], classes are available for children in [ages – nursery through 5th grade].

Learn what to expect, where to park and more on our website at [website URL]. We’ll see you Sunday!

Pinned Post #2: About Us

This is your opportunity to share your church’s unique story! Use this post to tell people about:

• Your mission
• Your values
• What makes your church unique
• What people can expect beyond Sunday services

Pinned Post #3: Seasonal Content

• Vacation Bible School
• Back to school activities
• The launch of a new sermon series
• Christmas/Advent
• Easter/Lent

4. Instagram Highlights Are Your Digital Lobby

Instagram stories disappear after 24 hours, but highlights give them a permanent home. Think of Instagram highlights as a self-guided tour of your church. When someone lands on your profile, they should be able to quickly learn about your ministries, church culture and next steps – without leaving Instagram.

Here are seven highlights we recommend:

1. Plan Your Visit (What to expect, address, parking/directions, kids ministry check-in details, etc.)
2. Quick Links (Contact us, plan your visit, upcoming events, sermons, ministry podcast, etc.)
3. [Title of series] (Create a new highlight for each series; include sermon summaries, video clips, quotes, corresponding notes or study guides, etc.)
4. About Us (Who we are, our mission, introduction to the lead pastor/teaching pastor)
5. Ministries (Kids, students, young adults, mothers group, seniors, Bible studies, other topic-specific ministries, etc.)
6. Community (Groups to be a part of, how to sign up for a group, etc.)
7. Next Steps (Details on serving, baptism, asking for prayer, giving, etc.)

The Goal Isn't More

The goal isn't posting more. The goal is quality content that helps people take their next step. Your social media profile should function as a bridge between curiosity and connection. When someone visits your profile, they shouldn't have to work hard to understand who you are or how to engage with your church.

A few strategic updates can help transform your profile from a collection of content into a clear pathway for your community. And sometimes, that's the difference between someone continuing to scroll or someone walking through your doors on Sunday morning.

Your Next Step: Put It Into Practice

Take five minutes this week and audit your church's social media profile.

First ask yourself:

• Is our bio clear?
• Does our link in bio prioritize guests?
• Do we have pinned posts tailored to visitors?
• Are our highlights clearly helping people take next steps?

Then ask yourself: What am I going to do about it?

Maybe you take five additional minutes to start writing a new bio. Maybe you begin to build out an Instagram highlight. Maybe you check your links and make sure your church’s website is easily accessible.

Small improvements can create a strong first impression online. We encourage you to start somewhere (even if it’s small!) and watch how these updates can impact your digital influence.

Need support with taking your first step? Wanting to talk through options to manage your church’s digital ministry tools on an ongoing basis? Reach out – we’d love to connect. We’re looking forward to hearing from you and talking through what’s possible!