The Easiest Way to Create Engaging Church Content (Will & Zack)

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Introduction

Are you a church leader or communicator struggling to Create Engaging Church Content that truly connects? You’re not alone. In a recent episode of the Smarter Church Communications Podcast, host Zack Esgar sat down with Will Parkins—an evangelist, college pastor, and digital media expert—to discuss the easiest ways churches can create engaging content that truly connects. Their conversation is packed with practical advice, real-world examples, and actionable steps for any church looking to make a bigger impact in today’s digital world.

Why Social Media Matters for Churches

Will Parkins brings a unique perspective: he’s both a full-time ministry leader and a digital native. He sees social media not just as a tool for announcements, but as a mission field where people—especially Gen Z and Millennials—spend hours every day. In fact, Will points out that Gen Z averages about four hours a day on social media, while Millennials spend around 2.5 hours. Compare that to the hour or two most people spend at church each week, and it’s clear: if churches want to reach people where they are, social media is essential.

Will’s conviction is simple: “If I want to actually get the gospel to people, I gotta go where they are. And that’s social media right now.” He encourages churches to see social media as an opportunity, not just a challenge, and to use it for discipleship and outreach—not just event promotion.

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Create Engaging Church Content, Section 1: Add Value, Don’t Just Announce

One of the biggest mistakes churches make on social media is using it only for announcements. Will’s advice? Focus on adding value to people’s lives. Whether it’s through education, encouragement, or entertainment, your content should give people a reason to engage.

Instead of just posting about upcoming events, Will suggests repurposing what you’re already doing in person. For example, take the main points from your pastor’s sermon and turn them into a series of social media posts. Use a compelling hook to grab attention, then break down the key ideas in a simple, swipeable format (like Instagram carousels). This approach not only extends the reach of your Sunday message but also provides ongoing discipleship throughout the week.

Example:
If your sermon is about parenting, create a post with a question like, “What’s the biggest challenge you face as a parent?” Follow it up with practical tips or biblical insights shared during the sermon. This invites engagement and helps people apply Sunday’s truths to their everyday lives.

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Section 2: Consistency and Planning Are Key

Creating engaging content doesn’t have to be overwhelming. Will and Zack both emphasize the importance of having a plan and sticking to a consistent posting schedule. Even two posts a week—one focused on discipleship, another on a sermon clip or teaser—can make a big difference if you keep it up over time.

Zack shares a simple system:

• Every Monday, post the main scripture from the sermon using a Canva template.
• Every Wednesday, share the main point and ask a question to spark conversation.
• Batch-create content in advance if possible, especially if you know your sermon topics ahead of time.

Will’s team often uses a similar cadence:

• Tuesday: Discipleship post
• Thursday or Friday: Sermon clip
• Stories for local events or quick updates

The key is to be realistic about what you can manage and to prioritize quality and consistency over quantity.

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Section 3: Tools, Trends, and Tips for Better Engagement

What about the practical side? Will recommends a few favorite tools to make content creation easier:

• Canva: For designing graphics and templates.
• CapCut: For simple, effective video editing.
• ClipGrab: For downloading sermon videos from YouTube to repurpose as content.

He also shares some content trends:

• Carousels and Short Videos: Educational carousels and short, punchy videos (under 30 seconds) are performing best right now, especially on Instagram and TikTok.
• Hooks Matter: Start every video with a strong visual and verbal hook—don’t waste time introducing yourself.
• Engagement Boosters: Ask your staff and volunteers to like, comment, and share your posts. This multiplies your reach and signals to the algorithm that your content is valuable.
• Be Willing to Experiment: Try memes, whiteboard explainer videos, or even a little controversy (if it fits your church culture) to spark conversation.

Finally, Will reminds us that the best content is content you’d actually want to watch or share yourself. If it doesn’t interest you, it probably won’t engage your audience either.

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Create Engaging Church Content: Conclusion

Creating engaging church content doesn’t have to be complicated or time-consuming. By focusing on adding value, planning ahead, and using the right tools, any church can start making a bigger impact online. Social media is where your congregation—and your community—spends much of their time. By meeting them there with thoughtful, consistent, and engaging content, you can extend your ministry far beyond Sunday mornings.

What’s your biggest challenge with church communications? Have you tried any of these strategies? Share your thoughts or questions in the comments below!

Want more tips on smarter church communications? Subscribe to the Smarter Church Communications YouTube channel or connect with Will Parkins at willparkins.info.