Stop fishing with the wrong bait (and often in the wrong pond)
MEDIA BYTES
By Rev. Marty Levesque
It’s November. The scent of decaying leaves is in the air, which in church-land means only one thing: we’re already behind on Christmas.
Every year, we do the same dance. We boost a few Facebook posts with a nice picture of a poinsettia, we email our list (twice), and we hope that the "Christmas magic"—that potent mix of nostalgia and obligation—will fill our pews.
And every year, we’re surprised when the pews are full of the same familiar faces, plus a few visiting relatives. We lament that the "C&E" (Christmas and Easter) crowd is dwindling.
Here’s the hard truth: we’re fishing with the wrong bait, and often in the wrong pond. People aren't looking for another event to add to their overstuffed holiday calendar. They are drowning in noise, chaos, and commercialism, and they are desperately searching for peace, connection, and a moment of genuine wonder.
Our social media can’t just be a flyer. It has to be an invitation to that peace. It has to be the connection. If you want to move beyond the "same old" this year, here are a few tips when working in digital spaces.
The single most powerful tool on social media today is the short-form vertical video (Reels, TikTok, YouTube Shorts). But not the slick, over-produced "Come to our service!" ad.
Ask your rector, your music director, your warden, or even a long-time parishioner to film a simple 30-second video on their phone. No polish. No fancy graphics. Just an honest, authentic, human invitation. Post it. "Boost" it for $50 to people in your postal code. This cuts through the noise because it’s not an ad; it’s a person.
Your social media copy (the text in your posts) is probably focused on the features of your service: "Join us at 7 PM for carols and communion. Music by the choir." People are coming to church at Christmas to solve a problem. They are feeling lonely, stressed, nostalgic, or empty. Speak to that.
Better copy: "It's been a hard year. If you're carrying a heavy heart, or just feel a little lost in the chaos, come be with us. Let's sing Silent Night together and remember there is still light in the darkness. You belong here. 7 PM, Christmas Eve."
One is an event listing. The other is a pastoral promise.
Also, don't wait until the week before Christmas to start posting. Start now. Your goal isn't just to get "bums in pews" on one day; it's to build a relationship.
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Post a time-lapse video of your Altar Guild decorating the sanctuary.
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Do a "Meet the Organist" Reel as they practice a big Christmas piece.
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Post a "Carol of the Day" and ask people what their favourite is.
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Share a photo from last year's pageant practice.
This creates a sense of community and anticipation. It shows a living, breathing church that people want to be a part of, not a cold building that only opens for "business" on the 24th.
This Christmas, let's stop being event planners and start being digital evangelists. Let's stop posting flyers and start extending the same radical, personal welcome online that we do IRL.
Rev. Marty Levesque is the rector of All Saints’ in Waterloo. He served as diocesan social media officer.
(Photo: Jon Tyson/Unsplash)