Should Ministries Be on Snapchat?

We often hear about the social media heavy hitters like Facebook, Instagram, and TikTok, but what about Snapchat?

Should churches, ministries, and nonprofits prioritize this social media platform amidst the many other digital-based communications they already have going on?

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Let’s dive in.

A good place to start is with the stats. 

We want to determine whether people are actually using a platform before we spend any time or energy investing in it. Once we know whether or not it’s in use, we can isolate whether or not it is in use by our people. 

Our target market, our community. Just because an app is popular, doesn’t mean it is with our people.

According to Oberlo.com, Snapchat had over 265 million daily active users worldwide in Q4 of 2020. That’s actually a 22% increase from the year prior, making snapchat a growing platform.

That can be odd to consider – whether you’ve used it or not, this social media platform has been around for a while. In fact, according to BusinessofApps.com, it even dried out for a while, leveling out and decreasing slightly in usage in 2018.

As you can see from this chart, Snapchat is bouncing back in use. Particularly among 13 – 24 year olds (DataReportal, 2021). 59% of all internet users in this age range use the app. 

If reaching young people online is something you are interested in, this app may be worth paying attention to.

“Should you?” vs. “Can you?”

But there’s a difference between whether you should use an app and whether you can.

This especially comes into play with Snapchat.

Part of Snapchat’s appeal is that your content disappears. There is no profile to scroll like on Facebook, Instagram, or Tiktok. There are stories which disappear after 24 hours and chats which often disappear after limited time as well – some for as short as a few seconds.

As you can imagine, this focus on what is temporary raised a lot of red flags for adults who work with and care for children.

• Is it safe to connect with youth in an online environment where communication disappears so rapidly?
• Does the lack of accountability increase the likelihood of risky or illicit behavior?
• How can we protect our youth from predators, peers, and themselves on apps like these?
• Is this any place for a church? Ministry? Faith-based organization? Or passionate nonprofit?

Good questions.

Some would say the risk outweighs the potential benefit. We would argue that if a large amount of your people are spending time on the app, it’s worth not throwing out immediately.

The truth is, any social media app can be used inappropriately. Any online sharing can be dangerous for youth or others. This could also be an opportunity to interact with your people where they are – one where you get to model how to use an app safely and to share hope, healing, and light.

That being said, it’s worth recognizing a very important factor:

There are likely better places to start.

Just because we don’t believe you should write off Snapchat, doesn’t mean it’s at the top of our list for you reaching your community online. 

It’s not.

If you want our advice, set up your ministry Facebook page, learn how to operate Instagram Reels, and try your hand at TikTok.

Now that we’ve cleared some of the “coulds” and “shoulds” up, let’s spend some time discussing how to use Snapchat just in case you decide it’s somewhere your community needs to be too.

Using Snapchat for Ministry

One of the primary ways Snapchat users utilize the app is for one-to-one communication.

One-to-One Communication

Whether they are text-based chats, text-based photos and videos, or photos and videos shared between two people, it is often used as a more creative and engaging way to message someone directly.

This means one of the ways you can use snapchat is to interact with other users. You may find that your college students or youth are more willing to respond to a snap than a text message. This may simply be where they are more comfortable interacting.

This can also be an easy way to individually tell community members something – show them something exciting that is happening at the church that day, record a reminder that they are loved, or let them know you have been praying for them.

You can send these to multiple people and it will still be sent individually, as if it was just meant for them. Not that you should abuse that – no need to weirdly make everyone feel like you are only snapchatting them. But even with acknowledging that you’re sending a snap out to multiple people, it may be easier to respond to this direct message than a Facebook post might.

Focus on the Present

One of the primary factors that separates Snapchat from other social media platforms is that Snapchat focuses on the present. There is no timeline of history to scroll, no events scheduled in the future, everything you see has occurred within the past 24 hours.

Make sure to prioritize this mindset when utilizing the platform. Don’t focus only on what is to come – advertising events or worship. And don’t fill up your story with flashbacks to the week prior. Show up just as you are that day.

This focus on the present can be reflected back on in later gatherings and communication, when applicable. For example, you can ask questions or tasks of people throughout the week and then regroup later when you finally sit down together or log on for a meeting. 

Show a Prioritization of Young People

Sometimes just showing up and being present is all you need to demonstrate your priorities. Being present on Snapchat and using it in a healthy way may show others that you are willing to invest time and energy in where your people spend time, even when it is uncomfortable or new to you.

Another way to show prioritization in your Snapchat users (mostly young people) is to invest some money into the connection between digital and ITF activities. A geofilter can be one way to do that.

What’s a Geofilter?

The same way many apps have fun stickers, gifs, and filters to allow users to customize their posts, Snapchat allows you to create your own filter for special events. This filter will only be usable for people within the designated location of your event.

This will allow attendees of your in-person event to brand their photos with your creative event-specific design. Does this really have a practical purpose beyond giving attendees something fun to engage with? Not really.

But along the way it shows everyone who comes across the filter or photos branded with the filter that this event mattered enough to your community for you to invest money, time, and effort – even in a way you might not be used to.

Friendly Reminder

As you can see, Snapchat might have some value to you and your ministry after all. However, as with any social media platform, you can sign up and start posting, but is it really worth your time unless your people are spending time on the app?