NCTC
Social Media
Content Management
Summary
Mission
My church wanted to use social media as a real extension of our ministry, not just a bulletin board. Our goal was to reach the younger generation (primarily ages 20–40) with short, applicable, and convicting content that met them where they already were: on Instagram, TikTok, and YouTube. We wanted social feeds that felt alive, relevant, and rooted in the message we share each week.
My Contributions
I led the strategy and execution for our social media content across Instagram, TikTok, and YouTube. I started by testing different content types on Instagram and tracking engagement, then ran a strategy session with church staff to realign around our goals. From there, I proposed a new content model centered on teaching reels and quotes, created separate accounts for our pastor’s teaching content, used AI tools to analyze trends and generate short-form scripts, and edited all videos and visuals in CapCut and Canva. Within three months, this new approach significantly grew our audience in the age group we were targeting.
Service
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Social media strategy and content planning
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Audience and engagement analysis
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Short-form video concepting and scripting
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Video editing (CapCut)
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Visual design for quote posts and thumbnails (Canva)
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Cross-platform content management (Instagram, TikTok, YouTube)
My Role
Social Media Content Creator
Impact
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+1,600 new followers across platforms in three months
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Majority of new followers are 20–40 years old, matching our target audience
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Teaching clip–driven content consistently outperforms other post types in engagement
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Clear, repeatable content system that the church can continue to build on
Overview
I led social media content for my church across Instagram, TikTok, and YouTube with a clear goal: reach more people in the 20–40 age range with content that was short, applicable, and spiritually meaningful. Initially, I experimented with different formats—sermon clips, service invitations, sermon notes, quotes, and photos—and tracked engagement on Instagram. Over time, it became clear that teaching clip–based posts consistently drove higher engagement, while other content types performed less well.
Process
Using that insight, I facilitated a strategy meeting with church staff and proposed a more focused approach: create separate accounts centered around my pastor’s teaching and build a content system around teaching reels and quote posts. I used AI tools (ChatGPT and Claude) to analyze trending reel formats and help shape short scripts that felt both relevant and authentic. My pastor recorded the messages based on those scripts, and I handled editing in CapCut and visual design for quote posts and supporting graphics in Canva. I then managed publishing across Instagram, TikTok, and YouTube, tailoring captions and presentation for each platform while keeping a consistent look and tone.
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Impact
Within three months of shifting to this teaching-centric, trend-informed strategy, our social channels grew by roughly 1,600 new followers, with most new audience members in the 20–40 age range we were targeting. Engagement on the teaching content remained consistently strong, and our social presence began functioning as a true extension of the ministry rather than just a place for announcements. This project showed how combining data, strategy, AI-assisted ideation, and design can turn “posting more on social” into a repeatable system that actually reaches the people we’re trying to serve.
Next Step
For the church social channels, my next steps are to analyze engagement rates more deeply across different content formats and to identify the best posting times for our audience on each platform. I also want to keep researching the kinds of messages and themes younger generations are most hungry for—both through analytics and through listening—to shape future scripts, series ideas, and visual directions so our content stays relevant, needed, and rooted in Scripture.