TikTok and Instagram Are the New Search Engines. Is Your Church Ready?
Gen Z and Millennials are no longer turning to Google first — they’re searching TikTok and Instagram to find everything from hair salons to churches. Is your ministry ready to meet them there? Discover how to make your church’s social media a powerful front door for outreach.
When you need to find a good restaurant, you might instinctively open Google. But ask a Gen Z friend where they go to discover new places, and you may get a very different answer. More and more, their go-to tools for searching are Instagram and TikTok.
This change in behavior is not limited to finding coffee shops or vacation spots. People are now using social media to search for nearly everything – where to get a haircut, what book to read next, and yes, even where to go to church. They type phrases like “best Bible study for beginners,” “church near me,” or “how to read the Bible” right into the search bar of their favorite app.
Importantly, these searches are not just about gathering information online. Younger generations want to understand the “vibe” of a place or experience before they engage with it in person, and they are making decisions based on what they find in their feed.
For churches, this truly does change the game. Social media platforms are no longer simply places to share announcements or post sermon clips. (In fact, many content experts say you should keep church promotion on your feed to a minimum!) Today, social media is one of the most important front doors for your ministry.
Why Gen Z and Millennials Search Differently
Search engines like Google are still important, but younger generations are searching in more visual and personal ways. TikTok and Instagram offer content that is quick to consume, highly visual, and algorithmically tailored to the user’s interests. In many ways, the “For You” page on TikTok or the “Explore” page on Instagram has replaced the traditional Google results page.
And here is the key difference between searching on Instagram and searching on Google: social search does not just provide answers. It gives answers in the form of a person talking directly to you, a behind-the-scenes look at an experience, or a quick step-by-step tutorial.
For the church, this means you have a unique opportunity to:
- Meet people in the exact space they are already searching.
- Show what life in your church community looks like, not just describe it.
- Share the gospel in creative, bite-sized, and highly searchable ways.
Picture a young adult who just moved to your city searching “church near me” on Instagram. Instead of finding only a list of websites, they see a clip of your worship team leading a powerful song, a quick tour of your building with friendly faces, and a 30-second sermon clip from your pastor. That is the power of being “search-ready” on social media.
How to Make Your Church Social Media Search-Ready
1. Think Like a Searcher
Step into the shoes of someone in your city who has never been to your church. What might they search for on Instagram or TikTok? Maybe it is “Bible verses about anxiety,” “youth group in Nashville,” or “Events near me.”
Use these search terms in your captions, hashtags, and on-screen text in your videos. The more your content matches what people are looking for, the more likely it will appear in their search results.
Church example: If you are starting a sermon series on prayer, post a short video with the title “How to Pray When You Don’t Know What to Say” in large on-screen text. Make sure to include those words in the caption, as well. That is exactly the kind of phrase someone might type into the search bar.
2. Make the Most of Instagram’s SEO Features
Instagram has quietly become much more SEO-friendly. That means the words you use in your bio, captions, alt text, and even your profile name can affect whether someone finds you.
Here is how to optimize your Instagram profile for search:
- Update your bio with keywords that describe your church and location. For example, “Non-denominational church in Boston, MA” or “Youth group in Uptown Charlotte.”
- Use your location in your profile so you appear in local searches.
- Add alt text to your photos that describes what is in the image and includes relevant keywords. (Example: “Sunday morning worship at Light Church in Denver, Colorado.”)
- Choose a profile name that is searchable. If your church name does not include the word “church,” add it anyway. For example, instead of ‘The Wave,’ make it “The Wave Church – San Diego.”
Think of your Instagram profile as your church’s welcome sign. When someone clicks through, they should immediately know who you are, where you are located, and how they can get involved.
3. Write Titles That Answer Questions and Speak to Felt Needs
Titles matter. A video titled “How to Read the Bible” will almost always perform better in search than one titled “Tuesday Devotional.” Captions matter, too. A caption that says, “Here are three quick ways to strengthen your prayer life” is far more searchable than “A few thoughts from Pastor John.”
When you write captions, be direct, clear, and focused on the felt needs your audience might be experiencing.
4. Use Location Tags
Many people use location searches to find local churches or events. Always tag your city or neighborhood in your posts and stories. You can also tag popular spots in your community, especially if your church is doing outreach there.
Church example: If your youth group meets at a local park for an outdoor worship night, tag the park in your posts. People looking for events at that location may discover your church in the process.
5. Highlight Real People and Stories
Social search thrives on authenticity. People want to see real faces and hear real stories. Post short testimonies, quick encouragements from your pastor, or behind-the-scenes glimpses of your Sunday morning setup.
The goal is not to look like a commercial. In fact, looking too polished will have the opposite effect! The goal is to show people what it feels like to belong in a warm, organic way!
6. Post Consistently and Try Trends
Posting regularly increases your chances of showing up in search. You do not have to be on social media every single day, but a predictable rhythm, like three to four posts per week, can help you stay visible.
Experiment with trending audio, formats, and hashtags that fit your message. Trends can give your content a boost in search visibility, especially on TikTok.
Free Tools to Help You Get Started
Social media may not have been built as a search engine, but for many people today, it serves that role. By intentionally optimizing your Instagram and TikTok accounts, you can be right there when someone in your community is looking for hope, answers, or a church family.
If you want to make your church’s social media more search-friendly, these free Tithely resources can help:
- Social Media Strategies From 12 Top Church Marketers
- How to Use TikTok as an Effective Outreach/Branding Tool for Church
Sign Up for Product Updates
Susanna is a theological content writer with a Master of Arts in Intercultural Studies from Fuller Theological Seminary. She is passionate about ministry, running, and exploring new cultures through international travel. In her free time, you’ll find her surfing, obsessing over the Olympics, or enjoying the San Diego sunshine!
When you need to find a good restaurant, you might instinctively open Google. But ask a Gen Z friend where they go to discover new places, and you may get a very different answer. More and more, their go-to tools for searching are Instagram and TikTok.
This change in behavior is not limited to finding coffee shops or vacation spots. People are now using social media to search for nearly everything – where to get a haircut, what book to read next, and yes, even where to go to church. They type phrases like “best Bible study for beginners,” “church near me,” or “how to read the Bible” right into the search bar of their favorite app.
Importantly, these searches are not just about gathering information online. Younger generations want to understand the “vibe” of a place or experience before they engage with it in person, and they are making decisions based on what they find in their feed.
For churches, this truly does change the game. Social media platforms are no longer simply places to share announcements or post sermon clips. (In fact, many content experts say you should keep church promotion on your feed to a minimum!) Today, social media is one of the most important front doors for your ministry.
Why Gen Z and Millennials Search Differently
Search engines like Google are still important, but younger generations are searching in more visual and personal ways. TikTok and Instagram offer content that is quick to consume, highly visual, and algorithmically tailored to the user’s interests. In many ways, the “For You” page on TikTok or the “Explore” page on Instagram has replaced the traditional Google results page.
And here is the key difference between searching on Instagram and searching on Google: social search does not just provide answers. It gives answers in the form of a person talking directly to you, a behind-the-scenes look at an experience, or a quick step-by-step tutorial.
For the church, this means you have a unique opportunity to:
- Meet people in the exact space they are already searching.
- Show what life in your church community looks like, not just describe it.
- Share the gospel in creative, bite-sized, and highly searchable ways.
Picture a young adult who just moved to your city searching “church near me” on Instagram. Instead of finding only a list of websites, they see a clip of your worship team leading a powerful song, a quick tour of your building with friendly faces, and a 30-second sermon clip from your pastor. That is the power of being “search-ready” on social media.
How to Make Your Church Social Media Search-Ready
1. Think Like a Searcher
Step into the shoes of someone in your city who has never been to your church. What might they search for on Instagram or TikTok? Maybe it is “Bible verses about anxiety,” “youth group in Nashville,” or “Events near me.”
Use these search terms in your captions, hashtags, and on-screen text in your videos. The more your content matches what people are looking for, the more likely it will appear in their search results.
Church example: If you are starting a sermon series on prayer, post a short video with the title “How to Pray When You Don’t Know What to Say” in large on-screen text. Make sure to include those words in the caption, as well. That is exactly the kind of phrase someone might type into the search bar.
2. Make the Most of Instagram’s SEO Features
Instagram has quietly become much more SEO-friendly. That means the words you use in your bio, captions, alt text, and even your profile name can affect whether someone finds you.
Here is how to optimize your Instagram profile for search:
- Update your bio with keywords that describe your church and location. For example, “Non-denominational church in Boston, MA” or “Youth group in Uptown Charlotte.”
- Use your location in your profile so you appear in local searches.
- Add alt text to your photos that describes what is in the image and includes relevant keywords. (Example: “Sunday morning worship at Light Church in Denver, Colorado.”)
- Choose a profile name that is searchable. If your church name does not include the word “church,” add it anyway. For example, instead of ‘The Wave,’ make it “The Wave Church – San Diego.”
Think of your Instagram profile as your church’s welcome sign. When someone clicks through, they should immediately know who you are, where you are located, and how they can get involved.
3. Write Titles That Answer Questions and Speak to Felt Needs
Titles matter. A video titled “How to Read the Bible” will almost always perform better in search than one titled “Tuesday Devotional.” Captions matter, too. A caption that says, “Here are three quick ways to strengthen your prayer life” is far more searchable than “A few thoughts from Pastor John.”
When you write captions, be direct, clear, and focused on the felt needs your audience might be experiencing.
4. Use Location Tags
Many people use location searches to find local churches or events. Always tag your city or neighborhood in your posts and stories. You can also tag popular spots in your community, especially if your church is doing outreach there.
Church example: If your youth group meets at a local park for an outdoor worship night, tag the park in your posts. People looking for events at that location may discover your church in the process.
5. Highlight Real People and Stories
Social search thrives on authenticity. People want to see real faces and hear real stories. Post short testimonies, quick encouragements from your pastor, or behind-the-scenes glimpses of your Sunday morning setup.
The goal is not to look like a commercial. In fact, looking too polished will have the opposite effect! The goal is to show people what it feels like to belong in a warm, organic way!
6. Post Consistently and Try Trends
Posting regularly increases your chances of showing up in search. You do not have to be on social media every single day, but a predictable rhythm, like three to four posts per week, can help you stay visible.
Experiment with trending audio, formats, and hashtags that fit your message. Trends can give your content a boost in search visibility, especially on TikTok.
Free Tools to Help You Get Started
Social media may not have been built as a search engine, but for many people today, it serves that role. By intentionally optimizing your Instagram and TikTok accounts, you can be right there when someone in your community is looking for hope, answers, or a church family.
If you want to make your church’s social media more search-friendly, these free Tithely resources can help:
- Social Media Strategies From 12 Top Church Marketers
- How to Use TikTok as an Effective Outreach/Branding Tool for Church
podcast transcript
Susanna is a theological content writer with a Master of Arts in Intercultural Studies from Fuller Theological Seminary. She is passionate about ministry, running, and exploring new cultures through international travel. In her free time, you’ll find her surfing, obsessing over the Olympics, or enjoying the San Diego sunshine!
When you need to find a good restaurant, you might instinctively open Google. But ask a Gen Z friend where they go to discover new places, and you may get a very different answer. More and more, their go-to tools for searching are Instagram and TikTok.
This change in behavior is not limited to finding coffee shops or vacation spots. People are now using social media to search for nearly everything – where to get a haircut, what book to read next, and yes, even where to go to church. They type phrases like “best Bible study for beginners,” “church near me,” or “how to read the Bible” right into the search bar of their favorite app.
Importantly, these searches are not just about gathering information online. Younger generations want to understand the “vibe” of a place or experience before they engage with it in person, and they are making decisions based on what they find in their feed.
For churches, this truly does change the game. Social media platforms are no longer simply places to share announcements or post sermon clips. (In fact, many content experts say you should keep church promotion on your feed to a minimum!) Today, social media is one of the most important front doors for your ministry.
Why Gen Z and Millennials Search Differently
Search engines like Google are still important, but younger generations are searching in more visual and personal ways. TikTok and Instagram offer content that is quick to consume, highly visual, and algorithmically tailored to the user’s interests. In many ways, the “For You” page on TikTok or the “Explore” page on Instagram has replaced the traditional Google results page.
And here is the key difference between searching on Instagram and searching on Google: social search does not just provide answers. It gives answers in the form of a person talking directly to you, a behind-the-scenes look at an experience, or a quick step-by-step tutorial.
For the church, this means you have a unique opportunity to:
- Meet people in the exact space they are already searching.
- Show what life in your church community looks like, not just describe it.
- Share the gospel in creative, bite-sized, and highly searchable ways.
Picture a young adult who just moved to your city searching “church near me” on Instagram. Instead of finding only a list of websites, they see a clip of your worship team leading a powerful song, a quick tour of your building with friendly faces, and a 30-second sermon clip from your pastor. That is the power of being “search-ready” on social media.
How to Make Your Church Social Media Search-Ready
1. Think Like a Searcher
Step into the shoes of someone in your city who has never been to your church. What might they search for on Instagram or TikTok? Maybe it is “Bible verses about anxiety,” “youth group in Nashville,” or “Events near me.”
Use these search terms in your captions, hashtags, and on-screen text in your videos. The more your content matches what people are looking for, the more likely it will appear in their search results.
Church example: If you are starting a sermon series on prayer, post a short video with the title “How to Pray When You Don’t Know What to Say” in large on-screen text. Make sure to include those words in the caption, as well. That is exactly the kind of phrase someone might type into the search bar.
2. Make the Most of Instagram’s SEO Features
Instagram has quietly become much more SEO-friendly. That means the words you use in your bio, captions, alt text, and even your profile name can affect whether someone finds you.
Here is how to optimize your Instagram profile for search:
- Update your bio with keywords that describe your church and location. For example, “Non-denominational church in Boston, MA” or “Youth group in Uptown Charlotte.”
- Use your location in your profile so you appear in local searches.
- Add alt text to your photos that describes what is in the image and includes relevant keywords. (Example: “Sunday morning worship at Light Church in Denver, Colorado.”)
- Choose a profile name that is searchable. If your church name does not include the word “church,” add it anyway. For example, instead of ‘The Wave,’ make it “The Wave Church – San Diego.”
Think of your Instagram profile as your church’s welcome sign. When someone clicks through, they should immediately know who you are, where you are located, and how they can get involved.
3. Write Titles That Answer Questions and Speak to Felt Needs
Titles matter. A video titled “How to Read the Bible” will almost always perform better in search than one titled “Tuesday Devotional.” Captions matter, too. A caption that says, “Here are three quick ways to strengthen your prayer life” is far more searchable than “A few thoughts from Pastor John.”
When you write captions, be direct, clear, and focused on the felt needs your audience might be experiencing.
4. Use Location Tags
Many people use location searches to find local churches or events. Always tag your city or neighborhood in your posts and stories. You can also tag popular spots in your community, especially if your church is doing outreach there.
Church example: If your youth group meets at a local park for an outdoor worship night, tag the park in your posts. People looking for events at that location may discover your church in the process.
5. Highlight Real People and Stories
Social search thrives on authenticity. People want to see real faces and hear real stories. Post short testimonies, quick encouragements from your pastor, or behind-the-scenes glimpses of your Sunday morning setup.
The goal is not to look like a commercial. In fact, looking too polished will have the opposite effect! The goal is to show people what it feels like to belong in a warm, organic way!
6. Post Consistently and Try Trends
Posting regularly increases your chances of showing up in search. You do not have to be on social media every single day, but a predictable rhythm, like three to four posts per week, can help you stay visible.
Experiment with trending audio, formats, and hashtags that fit your message. Trends can give your content a boost in search visibility, especially on TikTok.
Free Tools to Help You Get Started
Social media may not have been built as a search engine, but for many people today, it serves that role. By intentionally optimizing your Instagram and TikTok accounts, you can be right there when someone in your community is looking for hope, answers, or a church family.
If you want to make your church’s social media more search-friendly, these free Tithely resources can help:
- Social Media Strategies From 12 Top Church Marketers
- How to Use TikTok as an Effective Outreach/Branding Tool for Church
VIDEO transcript
When you need to find a good restaurant, you might instinctively open Google. But ask a Gen Z friend where they go to discover new places, and you may get a very different answer. More and more, their go-to tools for searching are Instagram and TikTok.
This change in behavior is not limited to finding coffee shops or vacation spots. People are now using social media to search for nearly everything – where to get a haircut, what book to read next, and yes, even where to go to church. They type phrases like “best Bible study for beginners,” “church near me,” or “how to read the Bible” right into the search bar of their favorite app.
Importantly, these searches are not just about gathering information online. Younger generations want to understand the “vibe” of a place or experience before they engage with it in person, and they are making decisions based on what they find in their feed.
For churches, this truly does change the game. Social media platforms are no longer simply places to share announcements or post sermon clips. (In fact, many content experts say you should keep church promotion on your feed to a minimum!) Today, social media is one of the most important front doors for your ministry.
Why Gen Z and Millennials Search Differently
Search engines like Google are still important, but younger generations are searching in more visual and personal ways. TikTok and Instagram offer content that is quick to consume, highly visual, and algorithmically tailored to the user’s interests. In many ways, the “For You” page on TikTok or the “Explore” page on Instagram has replaced the traditional Google results page.
And here is the key difference between searching on Instagram and searching on Google: social search does not just provide answers. It gives answers in the form of a person talking directly to you, a behind-the-scenes look at an experience, or a quick step-by-step tutorial.
For the church, this means you have a unique opportunity to:
- Meet people in the exact space they are already searching.
- Show what life in your church community looks like, not just describe it.
- Share the gospel in creative, bite-sized, and highly searchable ways.
Picture a young adult who just moved to your city searching “church near me” on Instagram. Instead of finding only a list of websites, they see a clip of your worship team leading a powerful song, a quick tour of your building with friendly faces, and a 30-second sermon clip from your pastor. That is the power of being “search-ready” on social media.
How to Make Your Church Social Media Search-Ready
1. Think Like a Searcher
Step into the shoes of someone in your city who has never been to your church. What might they search for on Instagram or TikTok? Maybe it is “Bible verses about anxiety,” “youth group in Nashville,” or “Events near me.”
Use these search terms in your captions, hashtags, and on-screen text in your videos. The more your content matches what people are looking for, the more likely it will appear in their search results.
Church example: If you are starting a sermon series on prayer, post a short video with the title “How to Pray When You Don’t Know What to Say” in large on-screen text. Make sure to include those words in the caption, as well. That is exactly the kind of phrase someone might type into the search bar.
2. Make the Most of Instagram’s SEO Features
Instagram has quietly become much more SEO-friendly. That means the words you use in your bio, captions, alt text, and even your profile name can affect whether someone finds you.
Here is how to optimize your Instagram profile for search:
- Update your bio with keywords that describe your church and location. For example, “Non-denominational church in Boston, MA” or “Youth group in Uptown Charlotte.”
- Use your location in your profile so you appear in local searches.
- Add alt text to your photos that describes what is in the image and includes relevant keywords. (Example: “Sunday morning worship at Light Church in Denver, Colorado.”)
- Choose a profile name that is searchable. If your church name does not include the word “church,” add it anyway. For example, instead of ‘The Wave,’ make it “The Wave Church – San Diego.”
Think of your Instagram profile as your church’s welcome sign. When someone clicks through, they should immediately know who you are, where you are located, and how they can get involved.
3. Write Titles That Answer Questions and Speak to Felt Needs
Titles matter. A video titled “How to Read the Bible” will almost always perform better in search than one titled “Tuesday Devotional.” Captions matter, too. A caption that says, “Here are three quick ways to strengthen your prayer life” is far more searchable than “A few thoughts from Pastor John.”
When you write captions, be direct, clear, and focused on the felt needs your audience might be experiencing.
4. Use Location Tags
Many people use location searches to find local churches or events. Always tag your city or neighborhood in your posts and stories. You can also tag popular spots in your community, especially if your church is doing outreach there.
Church example: If your youth group meets at a local park for an outdoor worship night, tag the park in your posts. People looking for events at that location may discover your church in the process.
5. Highlight Real People and Stories
Social search thrives on authenticity. People want to see real faces and hear real stories. Post short testimonies, quick encouragements from your pastor, or behind-the-scenes glimpses of your Sunday morning setup.
The goal is not to look like a commercial. In fact, looking too polished will have the opposite effect! The goal is to show people what it feels like to belong in a warm, organic way!
6. Post Consistently and Try Trends
Posting regularly increases your chances of showing up in search. You do not have to be on social media every single day, but a predictable rhythm, like three to four posts per week, can help you stay visible.
Experiment with trending audio, formats, and hashtags that fit your message. Trends can give your content a boost in search visibility, especially on TikTok.
Free Tools to Help You Get Started
Social media may not have been built as a search engine, but for many people today, it serves that role. By intentionally optimizing your Instagram and TikTok accounts, you can be right there when someone in your community is looking for hope, answers, or a church family.
If you want to make your church’s social media more search-friendly, these free Tithely resources can help:
- Social Media Strategies From 12 Top Church Marketers
- How to Use TikTok as an Effective Outreach/Branding Tool for Church
Sign Up for Product Updates
Susanna is a theological content writer with a Master of Arts in Intercultural Studies from Fuller Theological Seminary. She is passionate about ministry, running, and exploring new cultures through international travel. In her free time, you’ll find her surfing, obsessing over the Olympics, or enjoying the San Diego sunshine!
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