If your church’s Instagram feels like a digital bulletin board that nobody reads, you’re not alone.
In Episode 508 of the Church Solutions Podcast, Phil Thompson and Steve Lacy sat down with Jonathan Malm (founder of Sunday Social) to unpack why so many church accounts stall out, what the Instagram “algorithm” really wants, and the simple content shift that turns polite scrolling into real engagement.
Here’s the playbook, straight from the conversation, with practical examples you can use this week. 📱✨
The real reason your church should be on Instagram
Jonathan gave a refreshingly honest answer: even if you never “blow up,” you should still have an Instagram presence.
Why?
Because Instagram is often your church’s first impression. People check social media the same way they check a restaurant before going. They’re looking for the vibe:
- “Will I feel comfortable there?”
- “Are there people like me?”
- “Is this place safe and welcoming?”
- “What actually happens at this church?”
So yes, a church can post a couple times a month and still win, simply by showing what it feels like to belong there.
But if you want to reach new people beyond your current circle, Instagram can do that too, if you use it correctly.
The #1 mistake churches make: posting about the church instead of the people
Most church accounts post announcements.
And announcements are… fine. They’re just not what people show up on Instagram for.
Jonathan’s core point was this:
The best content is content where someone thinks, “Oh my gosh, I thought I was the only one.”
Instagram content performs when people see themselves in it.
Not your building.
Not your graphic.
Not your event flyer.
Them. Their stress. Their questions. Their life.
The “dark pool” principle (and why relatable content works)
Jonathan used a spicy little Greek mythology moment: Narcissus stared into a pool and fell in love with his reflection.
His point: your phone is basically that pool.
People scroll because they want to see content that reflects:
- their frustrations
- their interests
- their hidden thoughts
- their “is it just me?” moments
That’s why relatable content wins.
It doesn’t have to be deep. It just has to be recognizable.
And here’s the kicker: Jonathan said he often doesn’t even provide solutions in his best-performing videos. He “pokes at visceral pain points,” and the empathy itself creates engagement.
For churches, that’s a huge unlock: you can connect before you invite.
The church content formula that works: pain point → caption solution
Here’s the pattern Jonathan recommended:
- Post the pain point (in a Reel or carousel)
- Offer the church’s solution in the caption (or in the final slide)
Example: Promoting Small Groups (the old way vs. the better way)
Old way (falls flat):
“Small Groups are launching this summer! Sign up today!”
Better way (relatable):
A short video: people in the lobby awkwardly searching for something to talk about now that football season ended.
Caption:
“Ever feel like your conversations stay on the surface? Small Groups make it easy to build real friendships and find your people. Sign up here: [LINK]”
You’re not selling “small groups.”
You’re naming a feeling… then offering a next step.
“Okay, but what about the algorithm?”
Jonathan explained it simply:
Instagram is a business. It makes money when people stay glued to the screen.
So the algorithm’s job is to show content that keeps attention.
One specific detail he shared: Instagram pays close attention to 3 seconds.
If people watch past ~3 seconds (or linger on a carousel), Instagram says:
“Interesting. Let’s show this to more people like them.”
So your first job is not “go viral.”
Your first job is earn 3 seconds.
How to earn 3 seconds fast
- Start with a relatable hook (“If you serve at church, you’ve seen this…”)
- Use on-screen text immediately
- Keep the setup short, get to the “yep, that’s me” moment quickly
What format should churches use: video or images?
Jonathan’s take:
- Reels matter because Instagram chased TikTok and prioritizes short-form video.
- Carousels matter because they keep people tapping and lingering.
If your team is choosing where to focus, aim here first:
✅ Reels + Carousels
(Static single-image posts can still work, but Reels and carousels are where the platform is putting its muscle.)
Why “brand accounts” struggle (and how churches can still win)
Jonathan made a key distinction:
Influencers can be effortlessly relatable because they’re human.
Brands feel faceless and salesy.
Churches often sit in the middle: you’re an organization, but you’re made of real people.
So if your church account feels “corporate,” the fix is not better graphics.
The fix is more human moments and human language.
Ways to do that:
- Feature volunteers and real stories
- Show behind-the-scenes Sunday moments
- Use “you” language, not “we are excited to announce…” language
- Post what your people experience, not what your staff is promoting
A smart church marketing combo: relatable content + retargeting
This was one of the most tactical moments in the episode.
Jonathan described a “one-two punch”:
- Post relatable content that your ideal people engage with
- Retarget those engagers with an ad that offers the solution
So instead of cold ads that scream “COME TO OUR EVENT,” you warm people up by saying:
“We get you.”
Then later:
“Here’s your next step.”
This works for churches (events, groups, Easter, serving teams)… and it works for church tech brands too.
Quick-start checklist: what to post this month
If your church team wants simple marching orders, try this:
Post 4 Relatable Reels (1 per week)
Each Reel should highlight one “yep, that’s church life” moment:
- “When the pastor says ‘quick announcement’ and it’s 7 minutes…”
- “When the livestream goes down and every tech volunteer suddenly becomes a prayer warrior…”
- “When you say ‘meet us in the lobby’ but you don’t know what lobby people mean…”
- “When you’re new and don’t know where to sit so you pretend to text…”
Post 4 Carousels (1 per week)
Carousel ideas:
- “5 things first-time guests are thinking (but won’t say)”
- “Sunday morning timeline: what happens and when”
- “What we believe (in plain language)”
- “Your ‘verse of the day’ based on ____” style fun posts (Jonathan referenced one tied to coffee orders)
Post 4 Proof/Story posts (sprinkled in)
- A baptism clip
- A short testimony quote
- A behind-the-scenes volunteer moment
- A photo dump from a real ministry moment
That’s 12 posts/month, which Jonathan mentioned Instagram considers an “active profile.”
Want help implementing this?
Jonathan Malm runs Sunday Social, a platform with thousands of ready-to-post church graphics plus scheduling tools, templates, and customization options (Canva/Photoshop files).
Reach out to him today by going to SundaySocial.tv and you can always reach us at StreamingChurch.tv