Every so often, I hear church leaders say:
“We don’t do social media advertising.”

And every time I hear it, my heart sinks. I know how many opportunities are being missed to connect with people who are spiritually open but far from church. In a world where digital engagement dominates daily life, this mindset quietly sabotages evangelistic impact.

In this article, I’ll share a real-world story of a pastor evangelist who learned this lesson the hard way, unpack the biblical and cultural reasons why digital outreach matters, and explain why social media advertising must be a core part of today’s evangelism strategy.

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Why Churches Resist Social Media Advertising

Some pastors think social media is “just a trend” or a distraction from the mission. But here’s the truth: the average American now spends nearly half their waking hours in the digital space. That’s where people are engaging, learning, and searching. And it’s where they will find your church.

Choosing not to advertise on social media today is like choosing not to use microphones in your sanctuary. It’s not about being trendy. It’s about being strategic in proclaiming the gospel.

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A Hard Lesson Learned

Three years ago, we worked with one of my heroes—a seasoned evangelist who had spent years running campaigns and serving overseas. When he returned to the U.S., he asked SermonView to handle his evangelism marketing.

When we told him that social media advertising is now a core part of every campaign, he flat-out refused.
“We’re not going to do that,” he said. “Put all the money into direct mail.”

That might have worked in 2007. But this was 2022.

We encouraged him to carve out even a small portion of the budget for social media. He wouldn’t budge. He even reused artwork from 15 years earlier—completely out of touch with today’s aesthetic and digital culture.

The campaign bombed. Response was nearly nonexistent. Honestly, we thought we’d never hear from him again.

But two years later, he came back. And this time? He went big on social media advertising. The results were radically different—strong engagement, excellent attendance, and brand-new connections with people who had never heard of his church before.

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Social Media Is the New Town Square

Social media is not just entertainment. It’s where people connect, discuss, and discover. According to Pew Research (2024), nearly 70% of Americans are on Facebook regularly, including older adults who traditionally respond to mail.

If your church isn’t present there, for many in your community, you don’t exist. And that’s not just a practical issue. It’s a spiritual one.

Jesus said:

“You are the light of the world—like a city on a hilltop that cannot be hidden.” (Matthew 5:14, NLT)

If we’re serious about evangelism, we cannot hide our light under a bushel or behind outdated methods.

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Listening Before Dismissing

Proverbs 18:13 warns us:

“Spouting off before listening to the facts is both shameful and foolish.” (NLT)

We need to pay attention to the cultural context we’re working in. We need to understand where people are and how they communicate before deciding how to reach them.

The gospel hasn’t changed. But our methods must.

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Why This Matters for Your Church

Half of people’s time is now spent online. That’s where conversations happen. That’s where people are searching for hope. If your church isn’t there, you’re invisible to them.

Social media advertising is no longer optional. It’s a core part of effective evangelism marketing. This isn’t about chasing trends. It’s about faithful stewardship—using every tool God has given us to proclaim His message of hope.

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Final Thoughts

Pastor, your faithfulness matters more than you know. You are a light in your community—sometimes flickering, sometimes blazing, but always present. Even when it feels like no one is watching, God sees your heart. He is using your ministry in ways you cannot always measure.

So keep planting seeds. Keep showing up. Because God is doing something special through your faithfulness. I love you guys. I’m cheering for you. We’ll see you next time.

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