Since 2020, the conversation around what the church is – and should be – doing online has been a topic of intense debate.
While some churches have fully embraced digital campuses and tools, others have taken a different approach, scaling back or even discontinuing their livestreams.
A 2024 study by the ECFA and the Ministry Solutions Group revealed that 85% of the fastest-growing churches in the United States have embraced the “new normal” by integrating digital strategies. Interestingly, only 8% reported that their digital options negatively impacted in-person attendance. However, just 36% of these churches believe they have the right staffing structures for the digital future.
It’s clear there’s a lot of confusion about what the church should be doing in the digital space. Beyond just strategy, this debate touches on our theology and ecclesiology. Many spiritual leaders recognize the importance of digital engagement but struggle to understand how vital it truly is, what metrics to track, or how to measure impact.
While I can’t answer all these big questions for you, I hope that this article – and others in this series – will help us cut through the noise. My experience in leading a digital church, combined with insights from other contributors, will provide practical tools for rethinking the church’s role in our increasingly digital world.
A Pandemic Wake-Up Call
On Friday, March 13, 2020, our church staff gathered in the back of our worship center after Pennsylvania’s governor announced that all schools would close starting the following Monday. Within days, we were holding daily meetings to process the latest developments. Eventually, we were sent home to work remotely.
As the Discipleship Pastor, my responsibilities evaporated almost overnight. Meanwhile, our Worship and Media Arts Pastor worked tirelessly to get our livestream up to speed. From my basement office, I began hosting live Facebook sessions on our church’s page to stay connected with our congregation.
Three months later, we reopened for Sunday services. I was tasked with managing safety protocols and wanted to ease tensions with humor. I had our greeters wear silly hats and made custom t-shirts for volunteers. The back of the shirts read, “Follow me if you want to live” – a playful nod to the Terminator movies, our call to follow Jesus, and the social distancing anxieties of the time. While the shirts didn’t go over as well as I’d hoped, they still make me smile.
Rethinking Crisis-Driven Policies
The pandemic forced churches to adapt quickly to survive. But many of the policies we developed during that crisis weren’t designed for long-term effectiveness. In fact, decisions made in moments of urgency are often less than ideal for the future.
It’s time to revisit and reset our digital strategies. Many church leaders feel frustrated and confused by the way live streaming has contributed to a consumeristic approach to Christianity. I believe this stems from the fact that our digital policies were created in crisis mode.
Here are two reasons your church should rethink its digital strategy:
1. You Can’t – and Shouldn’t – Compete
Let’s face it: You can’t compete with the biggest churches online – and you shouldn’t try to. A handful of churches have the resources and charisma to dominate the digital space. That doesn’t mean you shouldn’t be online. It means you need to focus on your unique strengths.
In the world of content creation, success often comes from finding a niche. The more saturated the market, the more specific your focus needs to be. Why would someone choose your livestream over a polished production from a larger church?
Instead of trying to outdo others, ask yourself: What makes our church unique? What group of people resonates most with our message? How can we serve them in ways others can’t?
For example, Scott Mendenhall, pastor of Unlock Church, has a YouTube channel dedicated to the One Wheel community. His ministry thrives because it’s tailored to a specific audience. Check out Unlock Church and Scott’s channel:
Unlock Church
YouTube Channel
2. Our Foundation Is All Wrong
During the pandemic, we rushed to get our services online. It was the right decision for the time, but many churches haven’t moved past that initial crisis-driven model. As a result, we’ve prioritized platforms over relationships.
Instead of asking, “What platform should we use?” we should be asking, “How can we build relationships with people we may never meet in person?” Livestream viewers aren’t there because of your production quality. They’re there because they already have a connection with you.
In-person, people might compare your church to others within driving distance. Online, the competition is global. This dynamic highlights the importance of focusing on relationships rather than production.
The foundation of ministry is relationships. Yet our digital strategies often reduce relationships to online engagement metrics. Let’s be honest: Likes and comments aren’t the same as meaningful connections. If the foundation is off, everything we build on it will feel shaky.
Moving Forward
I invite you to join us at Exponential Next Digital over the next year as we reimagine digital ministry. Let’s start fresh – not with quick fixes or silver bullets, but with a thoughtful, relationship-centered approach. By looking to the future while staying rooted in the timeless foundations of the Church, we can create digital strategies that truly make a difference.
Let’s build something better – together.