REFRESH: Reaching the Wi-Fi Generation

We all know the Internet has fundamentally changed our world. I clearly remember the first time I heard my dial-up router singing and humming when our home computer connected to the World Wide Web. Now, the smartphone in my pocket has a stronger Internet connection, faster processing speed, and significantly more storage than my first personal computer. The Internet also has changed the way we bank, read, attend school, and more. The web has revised our vocabulary as words such as block, catfish, cloud, footprint, follow, like, tag, text, troll, and viral all have new definitions.

Although Gen Z is the first generation with Internet for their whole lives, our mission of reaching them with the gospel remains. We do not have the liberty of declaring them too different or too difficult to reach. Rather, we must find biblically accurate ways to engage them effectively with the gospel. In the same way Paul visited synagogues and marketplaces to engage with people, we must go online to meet them where they are. Even though the online world is dangerous, dirty, and godless in many corners, we cannot squander the opportunity to reach this generation because their “Nineveh” is intimidating to us. Consider three simple yet important principles to help engage Gen Z online.

Understand and engage the online culture; don’t try to make it fit you. Every social media platform has a unique culture that distinguishes it from all the others. It is helpful if you think of each platform as its own country with a unique language, culture, etiquette, and policies. For instance, tipping your waiter is expected in the United States but an insult in Japan and South Korea. Giving a thumbs-up or an okay sign is extremely offensive in many parts of the world.

It is imperative to know and understand the culture you are engaging. We must take time to learn the culture of the various social media platforms to engage their audiences in culturally appropriate ways. It is not enough to “be on Facebook” if our goal is effective engagement and outreach.

Nine out of ten Gen Z adults spend more than an hour each day on social media, and nearly half of them spend more than three hours a day. Currently, 62% of Gen Z social media users claim to use Instagram daily, and 60% say YouTube is their preferred platform. Most churches were forced to use Facebook Live during the pandemic, which testifies to how woefully behind we are in reaching Gen Z. I daresay most Free Will Baptist pastors have never been on Instagram, and even fewer churches have an active, engaging account. Yet, this is where we must go to engage Gen Z.

Engaging posts don’t have to be professional quality. The sheer amount of data shared across the digital landscape has necessitated a sharp decrease in the expected quality of a video or picture. Posts that catch the attention of Gen Z include pictures, images, and videos rather than text.

Current research suggests you have eight seconds or less to capture the attention of Gen Z. Long, well-written, thought-provoking posts simply do not interest or engage this generation. However, this decrease in expected quality works in our favor, since most churches have neither videographers nor media directors.

Remember, it is your job to match the culture of the platform you engage. A beautiful picture with a Bible verse or thought-provoking quote is a simple but engaging post for Instagram. A short video (under a minute) with a story or a thought is a great idea for YouTube, Instagram, or TikTok.

I’ve observed most churches use social media as a place to “park” live services and make announcements. Please hear me: this is not engagement with Gen Z. Major companies like Coca-Cola, Chick-fil-A, and major league sports teams rarely use social media for announcements. Instead, they engage the community; we could learn much from these companies.

Help Gen Z evaluate data and information. More than any preceding generation, Gen Z has insane amounts of information available at their fingertips. However (shocking as this may be), all information on the Internet is not true. As Gen Z tries to wade through the oceans of data they encounter, they need help evaluating and processing this data.

Many false claims about Christianity exist on the Internet, and an engaging (but accurate and factual) post to address these false claims are typically welcomed by Gen Z. Inaccurate, unverified, or false information will quickly be discovered and can be the death nail in your online engagement, so make sure you spend time doing good research.

Many of us find it a daunting and unsettling task to launch into this brave new online world, but we must. With the help of the Holy Spirit and a genuine desire to see young people come to Christ, I’m confident you can make a difference in your context.

Spend time on these platforms, simply observe for a while, and refrain from posting. Spy on major companies and megachurches to develop a feel for how others engage. Consult a member of Gen Z that attends your church and mentor them to be a part of your social media team. Your potential reach has never been greater, so get out there and engage away.

About the Columnist: Timothy York and his wife Amanda are church planters to Buffalo, New York, working primarily with the Deaf community. Learn more about their fascinating ministry: fwbnam.com.