813 words, 4 minute read
Last week, Dave laid out some thoughts on where online church models are headed. If you missed that edition, you can catch up here.
Unless your plan is to return to pre-internet days, whichever model you choose has potential for expanding the reach of your church, especially through the use of video.
Earlier this spring, Neal Mohan, Chief Product Officer for YouTube wrote about three trends that are redefining video and how they are transforming viewer experiences. They are redefining how, what and why viewers watch.
Streaming platforms and connected TV are on the rise.
“The new primetime is personal. People want the freedom to stream anything whenever they want, whether it’s a favorite movie, a hard-to-find music performance, a premiere sports event, or even a tough workout.”
There’s nothing particularly new about this idea that primetime is personal and people want what they want when they want it (see Genesis 3). And if that’s the case with YouTube viewers, it’s also likely the case with the people you serve … and are trying to reach with the gospel. Those that are building digital campuses have already made this shift.
For those on the other end of the spectrum (or somewhere in between), don’t let your thoughts about streaming/on demand content be limited to what happens on Sunday morning. Think 24/7 discipleship that gives people access to content to help them take the next step of walking each day with Jesus.
Though the jury is still out, there does appear to be a swing back to livestream versus pre-produced worship experiences. And in the context of churches, as long as the streaming quality of sound and camera shot selection is strong, it works. Again those that are building digital campuses are leading the way here. A quick word of encouragement to those that are working hard to get people back in the building (which I support by the way) - make the investment needed to record an engaging experience that can be accessed by those that can’t make it and those that may just be checking you out before they show up Sunday morning.
In addition, Mohan indicates that viewers are also increasingly streaming content on their connected TV screens as they spend more time at home. In the YouTube context, though mobile still makes up the largest percentage of how content is consumed on the platform, the fastest growing viewing experience is on the TV screen.
Don’t know all the implications of this for the church, but perhaps there is a way to think about engaging those that are physically unable to come to the building. My mother-in-law lives in assisted living. She’s 93 and mentally sharp but just not able to drive and navigate the facility because of her dependence on a walker. Most Sundays, a group of believers gather around the big screen in their community room to “go to church.” Other Sundays she does the same from her room. The TV screen is her most regular connection to preaching and teaching.
Perhaps the larger screen format of the typical TV will also lead to some innovation in the design of content.
More after a word about some ways that we can serve you.
Whether you’re a church trying to determine your next step with multisite, you’re building a digital campus or you’re considering a merger, I can help. If you haven’t downloaded my ebook, Multisite Reimagined, you can do so here. Or perhaps you have but are still stuck and in need of some fresh perspective. Either way, let’s get on the phone or Zoom to talk. You can schedule time to connect here.
E-commerce is accelerating
In the business world, consumers want the convenience of researching and reviewing products online at home, but with the trusted guidance of an in-store experience. That’s where YouTube’s creators have come in. They’ve committed considerable time and effort into building authentic connections with fans, and as a result, deliver trusted brand and product recommendations to their audience.
Ok, I know, so you’re not a business, but people do treat your digital presence as if you were. If they are looking for a new church they are likely to check out your website first. Many of the church websites of the larger churches I have served along the way have a very sophisticated and attractive site. But few that I am aware of provide the viewer with “trusted guidance of an in-church experience.” What if you used short form video throughout or perhaps had a video host that met and guided visitors through what it was like to be a part of your church, perhaps even guiding them to the best small group or other next step?
And don’t forget about online giving. Many churches increased the percentage of their membership that gave online during Covid. That was a win and part of the reason giving stayed strong throughout 2020.
Also, think about ways to enhance the online giving experience with video. You could add giving stories from members that describe the personal spiritual transformation of faithful giving or videos that tell the story of the impact of giving in the church, community and world.
Short-form content is here for the long run
The growth of short-form content on mobile has been exponential and it can be explained by two related developments: easy paths to create and consume.
Think bite-sized, just-in-time content. Think on demand. Think user-developed. Think custom.
Email me your innovation experiments and stories at greg.ligon@generis.com.