The Tale Of the social Media Algorithm

“We caught view of her coming from starboard about 10 leagues south of old Maui. She jumped clean over me bow. That buster was four fathom’s if she was an inch!”

For millennia, fishermen have spun yarns of monstrous catches and heroic feats. While our modern medium differs greatly, the essence remains: these tales, much like those of old, resonate most deeply and spread most widely when shared among kindred spirits.

Social media platforms emerged over twenty years ago when entrepreneurs recognized the internet's potential for fostering social connections beyond data storage. This led to the creation of platforms like Facebook and Myspace, with many more following suit. Today, we have a diverse array of social media channels such as Instagram, TikTok, Facebook, and YouTube, each serving different purposes for sharing our brave stories of heroic feats, or just some little things we found interesting.

These social media companies have successfully monetized their platforms through targeted advertising. Their revenue model relies on keeping users engaged and scrolling. The longer users remain on a platform, the more ads they are shown, and the more money the platform earns. This algorithmic process, driven by a desire to show the most engaging content, is something the church can leverage for growth.

We talk about church events to people sitting here, but not how they can help the church grow from where they are sitting.

Consider this: few businesses consistently bring customers into their building at least once a week. Gyms and restaurants are examples, but even fewer have customers who sit and listen to someone speak for at least an hour, weekly. If an algorithm prioritizes content that generates the most reactions and engagement, a business consistently receiving likes, reactions, and follows from a majority of their congregation every week, will undoubtedly capture the attention of the computers seeking greater platform engagement.

Mobilizing your congregation on social media is crucial for church growth, not just an option for churches with dedicated communications staff. And it isn't limited to younger demographics; many individuals in their 60s and 70s actively use platforms like Facebook, & YouTube, often interacting with content from people similar to themselves.

When your congregation, regardless of age, consistently engages with your posts (liking, sharing, commenting), social media platforms will prioritize sharing your content with a wider audience that looks like them. For example, if your church primarily consists of 55-year-old empty nesters in Dunn, North Carolina, and those people consistently like and engage with your content, these platforms will aim to show your content to other 50-60 year old empty nesters in the same vicinity.

Getting seen on social media really boils down to how much people interact with your content and how regularly you post. That's where Wellerman Digital Marketing comes in! We can help you create consistent, engaging posts and build up your church's online community.

TLDR review: Algorithms are designed to share your story with people who are most likely to connect with it. The more likes and comments your posts get (especially from your church members!), the more those algorithms will show your content to other similar people. This will help you reach new people who are already a good fit for your church, leading to more interest and new faces joining you on Sunday mornings!