Clergy on the digital frontline – Diocese of Gloucester

As the landscape of social media changes, the question of how the Church could best use social media is an increasingly important one. If platforms like Tiktok, Facebook, LinkedIn and Instagram are truly social, then our presence on them needs to feel natural, human and rooted in relationship, rather than driven by strategies or notions of leverage.

Recently, conversations with two Church of England clergy, who’ve built engaged online followings, offered helpful insights into what this might look like in practice. The Revd Pippa White and the Revd David Sims – both of whom use social media in distinctive ways, have a shared focus on communication that is authentic, accessible and centred on Jesus.

A key learning was the importance of immediacy. As Pippa told us, “It’s not like a sermon where people have to sit and wait; you have two seconds to make your case!”. Consistency also emerged as an important consideration; this might look simple or even repetitive – a familiar format, a recurring theme, or a recognisable style – but it can be surprisingly effective in building trust and engagement. David described his type of content as ‘Cheesy, and repetitive!’, he expressed some surprise at the rate of growth of his following, telling us, “It’s very … ‘church on Sunday evening’; just a guy and his guitar.”

Both clergy emphasised the value of invitation and interaction; asking questions to allow space for people to raise what really matters to them, including difficult or ‘chunky’ topics such as suffering, faith, and how we process current events. David mentioned that everything he posts is oriented towards opening conversations about Jesus, often by posing questions that encourage response. That approach has led to significant engagement, including sending out more than 1,600 Bibles to people who have asked for them online.

At the same time, there are important boundaries and safeguards to hold. Engagement in comments can be fruitful, but it also carries risks. David chooses to participate actively in discussions and disagreements, while Pippa has decided not to read comments at all, for the sake of her mental health. Both approaches underline the importance of wellbeing when using platforms designed to be highly addictive. Clergy and church officers are encouraged to be mindful of this, and to make use of the Diocese’s clergy wellbeing resources. Safeguarding is another essential consideration; anyone using social media on behalf of the Church should be familiar with diocesan safeguarding policies and social media guidelines, and remain alert to potential risks.

At a CofE communications conference recently, social media was also described as a space of representation. For some users, encountering clergy online challenges assumptions about what the Church says or looks like. David spoke about how conservative voices are often over-represented on social platforms, and how a more left-leaning or liberal approach can therefore feel intentionally provocative – not for its own sake, but as a way of offering a different perspective and drawing people into conversation.

Finally, we need to recognise that social media platforms are not neutral spaces. They are largely owned by powerful corporations and shaped by consumer-driven priorities. Growth and visibility often depend on playing by rules that may not sit comfortably with Christian values. This raises an important question for the Church: how, and to what extent, do we engage with these systems while remaining faithful to our calling?

Jesus may have ‘rolled up his sleeves’ and got involved with the crowds, but then he also frequently retreated and took care of himself, asking those he healed to keep it to themselves. How do we hold that tension of engagement and stillness in spaces that are so often emotion-packed and fraught with disagreement? There are no simple answers. But listening to those already navigating this digital landscape suggests that clarity of purpose, care for one another, and a focus on relationship rather than numbers, can help guide us as we seek to witness well in online spaces.