Before the COVID pandemic, I occasionally encountered a news story touting how some social media personalities could earn thousands of dollars for their Instagram posts. I can admit I may have been tempted at those times to ponder if I’m in the wrong business, but the truth is it can be easy for anyone who is not active on social media to dismiss such headlines. However, so-called social media influencers may have something to teach us about how to engage with our culture at large.
Whether we are active on social media or not, the reality is that the church and her people are influencers.
What Is an Influencer?
I like Merriam-Webster’s simple definition of an influencer: a person who inspires or guides the actions of others. In popular culture, the word refers to a person who drives interest in a certain lifestyle, especially by promoting consumer goods, via social media. You might call influencers trendy for motivating people to purchase particular products or wear distinctive clothing. At a minimum, they are aspirational; studies show that many young Americans view a social media influencer as a viable career option.
Furthermore, there is a growing distrust of institutions and experts. Many people now seek their own avenues for information from non-traditional sources, whether their concerns are as relatively minor as toothpaste ingredients or as significant as medical treatment plans. Factor in the ease of scrolling aimlessly through the digital wilderness, and we now have a cultural climate perfect for influencers to grow in—well, influence.
Does Influence Have a Place in Ministry?
Whether we are active on social media or not, the reality is that the church and her people are influencers. At our best, we encourage others to bravely pursue God in ways big and small. At our worst (including when we fail to recognize our influence), we generate interest in earth-bound concerns like political power and material wealth.
So accepting that we already are influencers, how should we inspire others? I suggest a reverent influencer would be known by her:
1. Authenticity
Many influencers present a polished picture of themselves (perfect appearance, envy-inducing adventures) that is impossible to live up to in real life. We all do this to a degree - present our best version of ourselves to the public. However, people crave authenticity in their relationships, and this holds true for the virtual world, as well.
As influencers, we should strive to balance the “safe for public consumption” aspects of our lives with moments where we keep it real, perhaps by sharing our doubts and struggles. Doing so may foster deeper connections, leading to healthier roots for fruitful relationships while also decreasing the burden many of us feel to project unattainable perfectionism.
“As influencers, we should strive to balance the “safe for public consumption” aspects of our lives with moments where we keep it real, perhaps by sharing our doubts and struggles.”
My church is in a rebuilding season after COVID, where in many ways we are re-learning how to be a church together again. Recently, our pastor invited several members to share their testimonies on stage as a way for us to develop community. In a time where half the faces in the room were unfamiliar to me, hearing others describe their own intimate encounters with God has helped me feel more rooted in my local church and only reinforces my hope to get to know my neighbors better.
2. Purpose
The obvious parallel to evangelizing favorite brands is evangelizing Jesus, so I won’t belabor that point. But it’s worth noting that social media influencers are deliberate in the stories they tell - every post they make is designed to position them as trusted voices in your ear. As influencers, we have countless opportunities to purposefully use our daily choices for developing relationships with people around us.
“As influencers, we have countless opportunities to purposefully use our daily choices for developing relationships with people around us.”
I know one woman who intentionally grocery shops at the same time and stands in the same checkout lane at the same store every week. Over time, she developed a friendship with the clerk who consistently worked that particular shift. To take this concept further, thinking intentionally about our core values and living deliberately within those values reinforces that we are who we claim to be and can be trusted.
3. Discernment
Following Christ often means swimming against cultural currents, despite being products of that culture ourselves. This task can be difficult even in the best of times, but we don’t help ourselves when we operate without self-awareness and context. Part of becoming trusted voices in people’s ears involves showing that we understand the moments and communities we are speaking to.
In this case, we might look to social media influencers for clues about what type of behavior to avoid. For example, many influencers have been criticized in the past year for posting about luxury purchases at a time of widespread income loss and economic hardship. Reading the room will help us have the wisdom to avoid careless messages that may hurt others—and our witness.
Show Me Your Ways, Lord, Teach Me Your Paths
“Reading the room will help us have the wisdom to avoid careless messages that may hurt others—and our witness.”
Ultimately, our lives reflect different facets of God back into the world. You don’t have to become a Facebook friend to make a mark on other people; in fact, there are a lot of drawbacks to the online ecosystems we live in. But learning from the best (and avoiding the worst) practices of the professionals may help us become more effective in the ways we impact others.
Briana Perea has been an Administrative Assistant at UBA since 2018. She supports the financial and chief of staff offices.
