Mission over marketing: Church and social media in 2026
MEDIA BYTES
By Rev. Marty Levesque
IN 2026, the broad shift in church social media will continue to be a move from broadcasting (talking at people) to discipleship (walking with people).
This means moving away from simply advertising events towards building a digital front porch where community happens.
Here are the key ways these trends are reshaping church life more broadly:
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The Shift from Broadcast to Engagement.
For decades, churches have employed a "broadcast" mindset, using radio, TV, or newsletters to disseminate a message or advertise events. In 2026, people expect two-way engagement. Social media is no longer just a digital billboard. It’s a place where people ask questions, request prayer, and participate in the life of the church mid-week.
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Authenticity Over Aesthetics
The era of the "perfect church" with high-gloss graphics and stage lighting is fading in favour of “Imperfect by Design” content. As AI-generated content floods the internet, people are hungry for what is real and human. Photos and videos that look like they were taken by a parishioner on an iPhone often perform better because they feel "real" and trustworthy.
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AI as a Co-Pilot, Not a Pilot.
AI adoption in churches is reaching over 90%, but the trend is toward ethical and transparent use. AI is being used to "buy back time" for pastors and wardens so they can focus on people instead of paperwork. AI tools are used to transcribe vestry meetings, generate social media captions from sermons, or translate newsletters into other languages to reach a more diverse local community. The "rule" for 2026 is: Use AI for efficiency, but never for empathy.
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Social SEO (Search Engine Optimization): The New Phone Book
People are no longer just searching Google; they are searching TikTok and Instagram for terms like "church near me" or "support for grief in Waterloo". Write captions that act as "Social SEO" keywords. Instead of a poetic title like "The Light Shines," a post for your Blue Christmas service would be captioned: "Struggling with grief this Christmas in Waterloo? Join our Blue Christmas service at All Saints..." This ensures the post appears when someone in your local area searches for grief support through their social media platforms.
In summary, the trend for churches is Mission over Marketing. It’s about using these tools not to look cool, but to ensure that the lonely, the searching, and the grieving in your community can actually find you in the digital noise.
Rev. Marty Levesque is the rector of All Saints’ in Waterloo. He served as diocesan social media officer.