Creating 'Pass-It-On' Content: The Art of the Shareable Gospel Message
We’ve all seen it happen. A powerful, life-changing sermon is preached on Sunday. On Monday, a 60-second clip of its most profound point is posted online. The church members love it, comment "Amen!", and share it... with other Christians. But the one person it could have deeply impacted—their skeptical brother-in-law, their searching coworker, their friend who has been hurt by the church—never sees it. Why?
Because most of the content we create is designed for insiders. It’s filled with theological jargon, assumes a biblical worldview, and speaks a language that, while comforting to us, is often confusing or alienating to the unchurched.
If we are serious about digital discipleship, we must make a crucial mindset shift: Stop creating content just for our church. Start creating content for our church's friends. This is the art of crafting "pass-it-on" content—messages so helpful, hopeful, and human that our congregation is not just willing, but excited to share them with their non-believing friends.
The Psychology of a "Share"
People don't share content randomly. A "share" is a personal endorsement. It’s a reflection of their own identity, values, and what they believe will be helpful or interesting to their network. To create shareable Gospel content, we must understand the motivations behind a click. Generally, content that gets shared is: Useful, Uplifting, and Understandable.
The "Three U's" of Shareable Content
1. It Must Be Useful
People share content that solves a problem or addresses a felt need. The Gospel speaks to the deepest needs of the human heart, but we must frame it in a way that connects with everyday struggles.
Instead of: "A Theological Exposition on Justification by Faith."
Try: "5 Ways to Find Peace When You're Weighed Down by Guilt."
Content Ideas: Create short videos, blog posts, or carousels on topics like: "How to Pray When You're Stressed," "Navigating Grief with Hope," or "Finding Purpose in Your Daily Work." This content is immediately practical and, therefore, highly shareable.
2. It Must Be Uplifting
The internet can be a place of endless negativity, cynicism, and division. Content that offers genuine hope, beauty, and encouragement stands out and gets shared. People want to be a source of light in their friends' feeds.
Instead of: A graphic with a verse about God's judgment (which, while true, lacks context for an outsider).
Try: A beautifully designed video featuring a powerful testimony of life change, set to hopeful music.
Content Ideas: Share stories of answered prayer from your community. Create stunning graphics with verses about God's love, grace, and faithfulness. Highlight the good your church is doing in the Knoxville community. Hope is magnetic.
3. It Must Be Understandable
This is the most critical and often overlooked element. We must mercilessly eliminate "church-speak" and insider language. Assume your audience has zero biblical context.
Instead of: "Join our eschatology series to understand the premillennial dispensational view."
Try: "Feeling anxious about the future? Join our new series exploring what the Bible says about hope and what's to come."
The "Visitor Test": Before you post anything, ask: "If a friend who has never been to church saw this, would they understand it? Would they feel welcomed by it, or confused by it?" If it requires a seminary degree to decipher, it’s not shareable.
How to Ask Your Congregation to Share
Even with great content, you still need to empower your people. Don't just assume they'll share. Cast a vision for it.
From the pulpit or in your social media captions, say things like:
"We created this video this week specifically for you to share. Think of one person in your life who is struggling with anxiety. This short message could be a huge encouragement to them. Please consider passing it on."
By creating useful, uplifting, and understandable content—and by explicitly empowering your congregation to be digital missionaries—you can transform your church's social media from an insider's bulletin board into a powerful, "pass-it-on" engine for the Gospel.
