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Social media has changed the way we connect, and TikTok and other video-sharing platforms are leading the charge when it comes to how people consume content. Churches are jumping on the platform to share the gospel in creative, bite-sized videos. But is viral content actually leading people to deeper faith, or is it just another trend? To explore this, I had a conversation with my colleague, Yissel Munoz, a marketing expert with experience in the faith-based space. Here’s what we talked about:

Andrea: TikTok and other social media platforms have become huge spaces for Christian content, and I’ve heard people say they found Jesus through a video. But can these platforms really help people grow spiritually, or is it just hype?

Yissel: There’s no doubt that TikTok and similar platforms have changed how people engage with faith-based content. The ability to reach millions in seconds is incredible, and I believe that viral Christian content can spark curiosity and even lead people to encounter Jesus. However, the challenge is depth. Social media is built for quick, engaging content, not long-term discipleship.

Andrea: That’s a great point, Yissel. While social media excels at spreading messages quickly, long-term spiritual growth requires deeper engagement. When testimonies go viral, I think that’s amazing. Sometimes I wonder about what happens next, though. Without discipleship, it seems like people could get excited but then feel lost. How do you think churches can help bridge that gap?

“…churches are responsible for bridging the gap between inspiration and transformation.”
-Yissel Munoz

Yissel: That’s such an important point, Andrea. A viral testimony can be powerful. It can ignite a curiosity for someone who has never considered Jesus. But if there is not a follow-up, a truly transformed heart, that excitement can fade quickly. This is where churches are responsible for bridging the gap between inspiration and transformation. One way churches can do this is by creating clear next steps for people to engage in, either by attending services, joining connect groups, or being a part of mission initiatives.

Andrea: That makes so much sense! Another thing I think about is authenticity. Social media platforms are all about trends, and people often question if some Christian creators are actually trying to spread the gospel or just chasing likes. How do we keep faith-based content real and impactful?

Yissel: That’s a valid concern, Andrea. Social media thrives on trends, and it’s easy for creators to feel pressured to chase views, likes, and engagement over real impact. The challenge for faith-based creators is to stay authentic and mission-driven rather than performance-driven. Before posting, content creators should ask themselves, is this post pointing people to Jesus, or is this just for engagement? There’s nothing wrong with using trends for content, but the message should always be more significant than the trend itself. The social media team of my church does a great job using trends but also points people to the church, community, and Christ.

Andrea: Wow, what a great perspective, Yissel. Social media can be a powerful tool, but it has to be used with the right intentions. Overall, do you think churches should really invest in platforms like TikTok, or is it just a small piece of a bigger picture?

Yissel: I think churches should invest in platforms like TikTok, but with the proper perspective—it’s a tool, not the entire strategy. Social media is one of the most powerful ways to reach people today, especially younger generations who might not immediately step into a church. Ignoring these platforms means missing out on a huge opportunity for evangelism. TikTok and other social media platforms should be just one part of a church’s broader digital and discipleship strategy. The goal isn’t just to go viral—it’s to connect with people in meaningful ways that lead them to deeper faith.

Andrea: That’s such a valuable insight. Social media shouldn’t replace traditional discipleship, but it can serve as a bridge to deeper faith. Thank you so much, Yissel, for sharing your thoughts on how churches can approach digital evangelism effectively.

“When used with intention and authenticity, social media can be a powerful tool for modern evangelism.”

The Wrap Up

TikTok and other social media platforms have opened new doors for spreading the gospel, making faith-based content more accessible than ever. While viral moments can spark curiosity and inspire people, true discipleship requires ongoing connection and engagement beyond a short video. Churches should view social media as an entry point—a way to reach people where they are—but they must also provide meaningful opportunities for deeper spiritual growth. When used with intention and authenticity, social media can be a powerful tool for modern evangelism.

What do you think? Can viral content lead people to lasting faith, or is it just a fleeting trend?