Influencer Missionaries
In a first, the Vatican gathered more than 1,000 content creators last week in an auditorium near St. Peter's Basilica. They danced, took selfies and filmed the stage, which flashed in neon pink and blue. Pope Leo made an appearance, sparking a photo frenzy. 'I'm high off this experience,' said Mackenzie Hunter, a 26-year-old from St. Paul, Minn. Her Instagram account, 'acaffeinatedcatholic,' has about 25,000 followers.
Christianity has a branding problem. Over the past 25 years, tens of millions of Americans left the faith. While that has stalled recently, no one wants to go to a party that seems to be winding down.
So churches are turning to influencers to build hype. The summit is an example of a broader trend: Religious institutions and leaders are increasingly relying on digital evangelism, leveraging social media to spread their message to new generations. Influencers say it's working, and it may be part of why churches in the United States have seen some people return to the pews after decades of declining attendance.
What's happening?
Churches are turning to the internet to reach new audiences. Evangelical pastors are bringing their famously high-production sermons into vertical video. The Church of Jesus Christ of Latter-day Saints is presenting a diverse, younger image to its 1.4 million Instagram followers.
Some Christian influencers see their mission as inspiring people — especially young people — to attend church services and Bible studies. Others say they simply aim to help religion seem less cloistered and more accessible. 'Making Catholicism feel normal is really important to me,' explained Eliza Monts, who is 26, lives in Charleston, S.C., and mostly posts videos of her life with her husband.
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