Religious Leaders as Tech Savvy and Social Media Influencers.
By Hillary Murani
Gone are the days of dusty hymnals and Sunday-only sermons. In the era of likes and shares, a new breed of religious leader has emerged: the social media influencer. These charismatic figures, armed with smartphones and internet savvy, are navigating the digital landscape to engage, inspire, and connect with their faithful in unprecedented ways.
Take my pastor, for example. His sermons once echoed through the pews, but now they reverberate across Facebook, Instagram, and even TikTok and WhatsApp status. He seamlessly blends biblical wisdom with trending hashtags, creating bite-sized devotions that fit perfectly into a scrolling thumb’s path. This shift is more than just a technological upgrade; it’s a strategic move to combat declining church attendance and reach a wider, digitally-native audience.
Rev. Ignitius Malimo, also known as Passy Iggy Adui Wa Shetani, the GenZ, Youth, and Young Adults Priest at All Saints’ Cathedral in Nairobi, reflects on the rewarding yet challenging journey of reaching Christians online, driven by the command and promise of Jesus to make disciples of all nations through the gospel (Matthew 28:19-20), “I have been following the command and the promise of Jesus to make disciples of all nations through the gospel. Jesus said, “Go therefore and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, teaching them to observe all that I have commanded you. And behold, I am with you always, to the end of the age.” He reckons.
Interacting with followers allows him to address their needs and requests, ranging from prayer and faith issues to general family pastoral concerns. “I have been using social media platforms such as WhatsUp, X, Facebook, LinkedIn, TikTok and Instagram to share the gospel message, biblical teachings, and inspirational stories with people from different backgrounds, cultures, and locations. I have also been able to interact with our followers and respond to their needs and requests, such as prayer, faith issues, and general family pastoral concerns.”
What motivates Rev. Malimo most about social media gospel outreach is its potential to introduce people to Jesus Christ and foster their relationship with Him. He observes social media’s power as a tool for evangelism and discipleship, reaching individuals who may lack access to traditional church settings. Witnessing lives transformed by the gospel through social media reaffirms his belief in its efficacy. “I have seen how social media can be a powerful tool for evangelism and discipleship, as it allows me to reach people who may not have access to a church or a Christian community. I have also witnessed how lives have been transformed by the power of the gospel through social media. Paul said, “For I am not ashamed of the gospel, for it is the power of God for salvation to everyone who believes, to the Jew first and also to the Greek.” (Romans 1:16) he adds.
Despite encountering challenges such as adapting to evolving social media trends, addressing negative feedback, managing time between online and offline ministry, and upholding authenticity and ethical standards, Rev. Malimo remains steadfast in his conviction that social media gospel outreach is a worthwhile and effective ministry for God’s glory. “Despite these challenges, I believe that social media gospel outreach is a worthwhile and effective ministry that can make a positive impact in the world for God’s glory. I am grateful for the opportunity to use social media as a platform to share the good news of Jesus Christ with others. I try to walk in wisdom toward outsiders, making the best use of the time. I also try to let my speech always be gracious, seasoned with salt, so that I may know how to answer each person (Colossians 4:5-6).”
Pastor Brian of the Deliverance Church admits that, “Social media is such a valuable tool in especially youth ministry. Tiktok and Instagram have covered a gap we didn’t know existed with short reels. You can communicate the punch of the gospel and it reaches significantly more than you can on the pulpit.” He however faces challenges especially with the timings, “Personally, time is my biggest challenge. Seeing as content creation is not my everyday job. Trying to put something together needs a lot of focus, especially if you add in editing and the works. Or if you needed to go all out with equipment to boost quality. But still, a small price to pay for the glorious benefit of winning souls.” He adds
Cledwyn Mamai, a Christian and a Church elder holds that, “The influence and power of social media cannot be ignored in the current world. Just like any other form of media, what you read or post there is what makes it good or bad. More pastors and Christians are realizing that this is one of the best ways of reaching many people at a minimal cost but spanning across borders. As long as the message and its presentation is about God and calling people to Him, that is okay.” He opines.
However, this digital pulpit comes with its challenges. Critics argue that the curated, highlight-reel aspect of social media can distort religious messages, reducing complex theological concepts to catchy captions and aesthetically pleasing visuals. There’s also the risk of misinformation and manipulation, as influencers might exploit their religious authority to push personal agendas or promote potentially harmful beliefs.
June Bitengo a Church youth leader submits that, “Pastors are leaders. They influence at least their congregation. Consequently, anything they post on social media has significant impact on those who follow them. It’s somewhat difficult to differentiate between pastor (the office) and the pastor (the Human being).” She however warns about the content being shared on social media. “Despite their preference and personal opinions based on their human wants /needs , each pastor influencer has to be keen on what they post on social media. The society’s expectation for them is to spread the gospel of Christ Jesus.” she remarks.
The constant need for online engagement can create pressure on religious leaders to prioritize viral content over deeper reflection. The struggle to stay “trending” might detract from the core values of their faith, leading to accusations of superficiality and pandering.
Rev. George Onalo, Chaplain, Kenya Prisons, observes that, “The world has surged ahead, leaving us trailing behind. We must not allow ourselves to be blinded by the disparity between the church and the modern world. The very individuals we encounter on social media are the same ones filling our pews. As a voice in this generation, I’ve reached countless souls through online platforms. While it’s enticing to captivate their attention, a significant portion of online users are inundated with distractions. As a pastor, this challenge has fueled my creativity, compelling me to offer substantive content that resonates with young people and online audiences alike.”
Despite these challenges, the rise of religious influencers can also be seen as a positive development. It allows faith communities to engage with modern technology, making religion more accessible and relevant to a younger generation. Moreover, it provides a platform for diverse religious voices to be heard, potentially fostering interfaith dialogue and understanding.
Recognizing God’s hand in inspiring technological advancements, Rev. Malimo eagerly anticipates embracing future innovations, including advancements in AI, for furthering evangelistic efforts. “God has used His power to inspire this generation to come up with technology not only as a social tool but and evangelism ministry tool. I look forward to embracing more even as we evolve to AI season.” He concludes.
Pastor Patrick Lwimbo of the Living Word Church – Shujaa shared his perspective on the efficacy of physical fellowship versus online outreach in ministry and gospel outreach. He acknowledged the possibility of his views being considered old-school, but staunchly asserted, “Physical fellowship does it all, it serves the full purpose of ministry/gospel outreach.” Pst. Lwimbo emphasized the supplementary nature of online outreach, advocating for its use as an add-on to daily life, providing spiritual nourishment amidst the hustle and bustle. Regarding the impact on the current generation, Pst. Lwimbo noted, “With the current Gen Z, online gospel outreach makes them take Christianity and salvation as a by the way kind of lifestyle, they can plug in and out based on their needs and wants at that specific time.” He underscored the importance of stability in the Word and salvation, attributing it to physical fellowship. Expressing concern about the influence of social media, Pst. Lwimbo remarked, “Social media influencing has tweaked the end goal of gospel outreach to flamboyancy shows and sideshows.” He concluded by reiterating his support for physical gospel outreach, asserting, “I would personally vouch for physical gospel outreach, with online outreach being used as a booster or add on to what’s gathered physically.”
The rise of religious social media influencers is a complex phenomenon with both positive and negative aspects. As this trend continues to evolve, it will be interesting to see how religious communities adapt and utilize technology to deepen faith, foster connection, and navigate the challenges of the digital age.