Search now happens on social media
MEDIA BYTES
By Rev. Marty Levesque
IF YOU'VE TRIED looking up a local restaurant or coffee shop lately, you may have noticed a shift in how people navigate the internet. The days of typing a query into a traditional search engine, clicking a link, and reading a block of text on a website are rapidly fading.
Today, especially for younger generations and newcomers to our neighbourhoods, search happens on social media. They open platforms like Instagram, YouTube, or TikTok, type in a location, and look for a video. They aren't searching for a statement of beliefs or a promotional poster; they are searching for a visual preview.
Before someone sets foot inside a church, they want to peek through the window. They want to lower the "visitor anxiety" that comes with entering an unfamiliar space. Stepping into a church for the first time can be intimidating. A newcomer often carries a list of quiet, practical questions:
Where do I park? What door do I walk through? What are people wearing? What happens with my kids during the service? Will I be singled out or made to feel uncomfortable?
In the past, we relied on our websites to answer these logistical questions. But a paragraph of text on an "About Us" page doesn't convey warmth or atmosphere. A 30-second, unpolished video recorded on a smartphone, on the other hand, shows a real person walking up the front steps, opening the door, and smiling at the camera.
That brief clip does more than deliver information; it communicates safety and hospitality.
Adopting a "Social Search" strategy doesn't require a big budget or a dedicated media team. In fact, slick, over-produced videos often feel like advertisements and get scrolled past. What works is simplicity and clarity.
Here are a few low-tech, high-impact video ideas any parish can try:
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The 30-Second Walkthrough: Record a short clip that starts at the parking lot, walks through the front entrance, shows where to hang a coat, and ends in the sanctuary.
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The "What to Expect" Clip: Have a lay leader or volunteer answer one simple question on camera: "If you're coming this Sunday, here's what you need to know about coffee hour."
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The Voice of the Community: Ask a parishioner a simple, open-ended question: "Why did you start coming here, and why do you stay?"
Evangelism isn't always about delivering a grand theological speech. Often, it begins with removing the friction that keeps a curious neighbour from walking through the door.
When we take the time to answer people's practical questions visually, we practice a form of digital hospitality. We are telling the seeker: We were expecting you, we thought about what might make you nervous, and we’ve prepared a seat just for you.
Rev. Marty Levesque is the rector of All Saints’ in Waterloo. He served as diocesan social media officer.