Why Creative Media for Churches is the Key to Growth and Impact.

Graeme Spencer Author

Creative media for churches: 3 pillars to help you connect, have an impact, reach new audiences & deepen existing connections online.

The Burning Desire: Impactful Content for Transformation

As someone who has worked in Christian media for almost thirty years, I firmly believe in media's power to connect people with God. I have seen first-hand how this connection can be transformative and life-changing. That is why I am passionate about encouraging creativity in media for churches. With the right approach, we can harness the power of media to create meaningful encounters that will resonate with people long after their church service has ended.

You share this same passion for creating impactful content. Like me, you understand God's transformative power and want media for churches to be a conduit for life-changing experiences. However, creating impactful media for churches is not always easy. We must ensure that our creative efforts resonate with the audience we aim to reach. The key to success is shifting from a "spray and pray" approach to a strategic, audience-centric one.

We recently launched a Digital Ministry Assessment that can help churches evaluate their performance and receive a free personalised report with practical steps for improvement. While we have received positive feedback, we have also noticed a concerning trend—very few churches have a well-defined strategy.

That means most are stuck in the “spray and pray” hamster wheel. Doing what they have always done and (probably) getting the same results and getting more discouraged.

However, this cycle can be broken. By effectively leveraging creative media for churches, you can build a digital bridge that connects with new audiences, strengthens connections within existing communities, and ultimately leads to growth in the digital age.

Let's dive in and explore this further.

The Three Pillars of Effective Media for Churches

Three core principles will set you up for success in creating effective media for churches:

• Define Your Desired Outcome

• Know Your Audience

• Embrace Content Diversity

1. Define Your Desired Outcome

Defining your desired outcome is a crucial but often overlooked step when creating content. It helps to avoid confusion, complexity, and ineffectiveness.

Imagine you're creating a video explaining how to travel from Perth in Scotland (where I live) to London. The desired outcome is for viewers to understand the journey and confidently navigate it themselves. You wouldn't include irrelevant information about Perth's history or the beauty of Glasgow (if there is any). Instead, the content would be laser-focused on providing clear instructions for the specific audience wanting to make that trip.

This approach ensures your content resonates strongly with the intended audience while acknowledging that others might not be interested.

On the other hand, creating media for churches that aims to appeal to everyone is a trap. Such content is usually irrelevant to anyone.

By targeting specific desires and audiences, you create content with a clear purpose and maximise its impact.

This is also one reason you must have a clear vision for your work in media for churches. Want help with that? Read: “Every church media ministry needs a vision: do you have one?”

2. Know Your Audience:

That leads me to the 2nd point that many overlook the importance of being laser-focused on who your audience is.

Targeting the right audience is critical. Let’s consider again our Perth-London trip example. The content will work best when designed for individuals who want that specific travel route. Aiming that content at people in Glasgow wouldn't serve any purpose and might cause them to disengage with your content entirely as they feel you don't “get” them.

Understanding your audience allows you to tailor your communication style and content selection to their needs and preferences. Media for churches becomes more relevant that way.

Jesus himself exemplified this approach. He often used parables and analogies relevant to his listeners' context. Such as fishing analogies for fishermen, seed-sowing stories for people who worked the land, and sheep stories for shepherds. This resonated deeply with them, enhancing their understanding of his message.

Similarly, to be effective, the media for churches we create needs specific audience targeting.

Suppose you want to connect with young adults struggling with their faith. In that case, it is vital to use language they can relate to and explore relevant topics through captivating visuals and social media engagement.

On the other hand, if you're trying to reach families with children, you should create engaging content that addresses parents' and kids' unique concerns and interests.

While trying to reach as many people as possible may seem tempting, broad messaging can often dilute the message and make it less effective. Instead, creating content tailored to your target audience can maximise engagement and lead to transformation.

That is when media for churches becomes most effective.

For more information on the importance of targeting your audience, check out "Who is your digital church?" where I delve deeper into this topic.

3. Embrace Content Diversity

Different people consume information in various ways. While some enjoy reading online articles and blogs, others prefer the convenience of podcasts or the visual stimulation of videos. It's essential to move beyond a one-size-fits-all approach with your media for churches (or indeed any media) and instead take account of people’s varied preferences. Repurposing accordingly and, by doing so, expanding your reach.

For instance, if you have delivered a compelling sermon, you can repurpose it into a video with powerful visuals and music, which can deliver the message to another audience. You can even create a concise blog post summarising key points or explore it in-depth through a podcast episode, offering further reflection and discussion prompts. This way, your media for churches becomes much more powerful and available on your consumers' terms. I have discussed this in detail in my article "5 ways to get more from your online video content," which you can check out.

Adopting this multifaceted approach ensures that your message reaches a broader audience, catering to people who prefer different consumption methods. Offering content variety bridges the gap between your message and the diverse audience seeking it.

Now that you know the foundations for creating media for churches, you may wonder why it's so important.

Why Creative Media for Churches is Key to Growth

The traditional model of church attendance is undergoing significant changes. Gone are the days when passive participation on Sundays was the primary mode of engagement. Nowadays, people are digitally driven and seek visually stimulating and engaging content that resonates with their hearts and minds.

This shift presents both challenges and opportunities for churches. To adapt to this changing landscape, media for churches is crucial for growth. By creating visually appealing and creative media, churches can reach out to more people and engage with them more deeply and meaningfully.

Creativity is a must-have for effective media for churches. To inspire creativity in your church media, here are two quotes:

“You can’t use up creativity. The more you use, the more you have.” 

Maya Angelou

“Listen to anyone with an original idea, no matter how absurd it may sound at first. If you put fences around people, you get sheep. Give people the room they need.” 

William McKnight

The five primary reasons creativity in media for churches matters are:

Reaching New Audiences:

In today's world, creative media for churches can break geographic boundaries and allow them to connect with individuals and families beyond their local communities. By transforming a compelling worship service into a captivating video, churches can offer their services online and reach people worldwide (or just around the corner). This can foster a sense of connection and belonging that transcends location and creates a truly global community of believers.

Engaging a Digital Generation:

Many churches desire to reach out to a younger audience. Data shows that most people become Christians during their youth, making it crucial to target this age group. However, assessing whether your content is tailored to them is essential.

The younger generation has a knack for consuming digital content. Media for churches can be a powerful tool for communicating with them effectively, utilising familiar and engaging formats and narratives. Short, thought-provoking social media videos or visually appealing podcast series on faith and current events can pique their curiosity and lead to deeper spiritual exploration.

Building Deeper Connections:

Powerful visuals and storytelling can evoke emotions, create a sense of connection, and leave a lasting impression on viewers. For instance, a heartfelt video testimonial from a church member who has overcome addiction or a visually stunning portrayal of a mission trip serving a local community can resonate deeply with viewers, fostering a sense of shared purpose and strengthening the bonds within the church community, both online and offline.

Promoting Events and Ministries:

Media for churches should not just be about passive consumption. It can also be a powerful tool for promoting upcoming events, church projects, and ministry opportunities. High-quality video trailers for upcoming events, youth retreats, or captivating social media campaigns highlighting volunteer needs can generate excitement and encourage participation, fostering a more vibrant and active church community.

Enhancing Discipleship:

Creative media for churches also goes beyond mere engagement. It can be a catalyst for ongoing discipleship beyond Sunday gatherings. In this article, I look in depth at how you can use creative media for churches to reach out beyond your Sunday gathering, “Five Methods to Reach Your Church Audience Beyond Sunday.”

Why not consider creating an In-depth video series exploring theological topics, thought-provoking podcasts delving into scripture, or visually engaging online devotionals? These can provide opportunities for ongoing spiritual growth and a deeper understanding of faith.

OK, now stop a moment. What I am about to say is the most significant aspect of creating media for churches.

Ready?

Beyond Audience Reach: Focus on Impact

While a large audience can be tempting, remember that the goal isn't popularity but effectiveness.

Jesus, with his small band of disciples, impacted the world forever. His focus was on creating transformation within a specific group, a strategy that ultimately yielded an exponential impact.

Similarly, impactful creative media for churches should not aim for fleeting popularity but long-lasting transformation.

By embracing the three elements we looked at earlier - clear objectives, targeted audience engagement, and diverse content formats—the creative media for churches will build a robust digital bridge, connecting you with those yearning for spiritual connection and fostering a thriving, digitally connected church community.

Here is what effective media for churches can accomplish.

The Power of Creative Media for Churches

In today's digital age, creative media for churches offers a unique and powerful set of tools:

Breaking Down Walls: Creative media for churches transcends physical limitations, allowing churches to share their message and connect with a broader audience, regardless of location.

Emotional Connection: Compelling visuals and narratives can evoke emotions, create a sense of belonging, and leave a lasting impression on viewers, fostering deeper connections with the church.

Accessibility and Convenience: Digital content can be made available on-demand, allowing individuals to explore faith conveniently and at their own pace. This is particularly valuable for busy families or individuals with limited mobility. In this digital age, thinking like a “Media Church” is essential. Find out why here: “Why media church is the way forward for growth and impact.”

Promoting Transparency and Authenticity: Behind-the-scenes glimpses of church life, interviews with pastors and volunteers, or social media posts showcasing community outreach efforts can create a sense of transparency and authenticity, fostering trust and connection with potential attendees.

Interactive Engagement: Social media platforms and online discussion forums created alongside creative media content can foster interactive engagement, allowing viewers to ask questions, share experiences, and build a sense of community beyond physical walls.

A strategic plan for creative media for churches can accomplish all this and more.

Let’s look at some examples of how churches do this already – I hope you get inspired.

Examples of Effective Creative Media for Churches

Many churches worldwide use innovative media to engage with their congregations and extend their reach. Below are some inspiring examples:

LifeChurch.tv: This church is a pioneer in online ministry. They use a range of video content, such as sermons, worship music, and Bible studies, to create an active online community. Their video productions are of the highest quality, with visually appealing graphics, clear messaging, and a focus on practical faith principles, making them accessible and relevant to a broad audience.

North Point Ministries: This church organisation is renowned for its exceptional video productions and creative use of social media to reach diverse audiences and promote upcoming events. They go beyond traditional sermons by creating documentaries that explore social issues, interview series featuring thought leaders, and engaging short videos that tackle everyday challenges through the lens of faith.

Elevation Church: Led by Pastor Steven Furtick, Elevation Church uses innovative media to share powerful messages of hope and encouragement. They have a multifaceted online presence, featuring captivating worship videos, thought-provoking sermon series, and engaging social media content that sparks conversation and fosters community.

However, not just “big churches” can do this effectively.

New Life Church in Teesside: Pastored by a friend of mine named Luke Taylor. He used to work with me at GOD TV before he decided to go into pastoral ministry. Luke is a very talented producer and director, and he has successfully taken those skills and applied them in his church. They create excellent video content, including their weekly sermon, daily online devotional, discipleship resources, bible explanations, and much more, and they do it very well. I encourage you to take a look at what they are doing and get inspired by the possibilities that creative media can offer for churches.

These are just a few examples. You can see that churches of all sizes and denominations can embrace creative media to connect with their communities and share their message.

The key lies in understanding your audience, defining your goals, and utilising the diverse formats available to create impactful content that resonates with your target demographic. You, too, can be involved in reaching people through creative media.

Conclusion: Building Your Digital Bridge Through Creative Media for Churches

The digital world presents both challenges and opportunities for churches. However, by embracing creative media, you can build a digital bridge to connect with new audiences, foster deeper connections with existing members, and ultimately experience church growth in the digital age.

Do not let fear stop you from trying something new. Invest in training your tech team, empower volunteers with a creative vision, and start building your digital bridge.

Remember, the goal is to impact lives through transformative content. So, leverage the power of creative media and watch your church community thrive in the ever-evolving digital world.

Need help training and equipping your team? We can help you through our Church Production Academy. Find out more by clicking on the image below:

Categories: audience, church media ministry, Content, Foundation, Leadership, Strategy