How Even the Smallest Churches Can Win on Social Media

Being a small church on social media is Being a small church on social media is a tremendous advantage so long as you're a tremendous advantage so long as you're a tremendous advantage so long as you're not trying to copycat bigger churches. not trying to copycat bigger churches. not trying to copycat bigger churches. And avoiding this pitfall relies first And avoiding this pitfall relies first And avoiding this pitfall relies first and foremost on the metrics that you are and foremost on the metrics that you are and foremost on the metrics that you are looking at. Importantly, likes and looking at. Importantly, likes and looking at. Importantly, likes and followers should not be what you're followers should not be what you're followers should not be what you're paying attention to. Instead of those paying attention to. Instead of those paying attention to. Instead of those two metrics, there are two others that two metrics, there are two others that two metrics, there are two others that are actually the key to winning on are actually the key to winning on are actually the key to winning on social as a smaller church. Let's dive social as a smaller church. Let's dive social as a smaller church. Let's dive in. in. in. Well, hey there and welcome to the Well, hey there and welcome to the Well, hey there and welcome to the ProChurch Tools Show. We're here to help ProChurch Tools Show. We're here to help ProChurch Tools Show. We're here to help you and your church navigate the biggest you and your church navigate the biggest you and your church navigate the biggest communication shift in 500 years. I'm communication shift in 500 years. I'm communication shift in 500 years. I'm Brady Sheer, your host. I'm joined as Brady Sheer, your host. I'm joined as Brady Sheer, your host. I'm joined as always by my co-host. We call him the always by my co-host. We call him the always by my co-host. We call him the late breaking bishop. It's Alexander late breaking bishop. It's Alexander late breaking bishop. It's Alexander Mills. Mills. Mills. >> Hello. Hello. >> Hello. Hello. >> Hello. Hello. >> There is an oft repeated phrase that >> There is an oft repeated phrase that >> There is an oft repeated phrase that goes along the lines of the grass is goes along the lines of the grass is goes along the lines of the grass is greener where you water it. greener where you water it. greener where you water it. >> That's right. >> That's right. >> That's right. >> The idea of course being you get the >> The idea of course being you get the >> The idea of course being you get the best results where you put the most best results where you put the most best results where you put the most effort in. effort in. effort in. >> The challenge there becomes what if what >> The challenge there becomes what if what >> The challenge there becomes what if what you're measuring and thus putting your you're measuring and thus putting your you're measuring and thus putting your effort into is not the right thing to effort into is not the right thing to effort into is not the right thing to track. track. track. And this is the realization or the And this is the realization or the And this is the realization or the evolution that I've come to on my own evolution that I've come to on my own evolution that I've come to on my own social platforms and the effort that I social platforms and the effort that I social platforms and the effort that I put in because I've always tracked my put in because I've always tracked my put in because I've always tracked my social media efforts in two ways. Number social media efforts in two ways. Number social media efforts in two ways. Number one, follower growth. I have a one, follower growth. I have a one, follower growth. I have a spreadsheet called ProChurch Tools spreadsheet called ProChurch Tools spreadsheet called ProChurch Tools Growth Tracker where every single month Growth Tracker where every single month Growth Tracker where every single month we track a bunch of different things we track a bunch of different things we track a bunch of different things like financials are in there, but also like financials are in there, but also like financials are in there, but also what's in there for like years is like what's in there for like years is like what's in there for like years is like how many followers on the first of the how many followers on the first of the how many followers on the first of the month do we have on Instagram? We track month do we have on Instagram? We track month do we have on Instagram? We track it, track it, track it. We track how it, track it, track it. We track how it, track it, track it. We track how much we're growing. And then the other much we're growing. And then the other much we're growing. And then the other thing that I've looked at quite thing that I've looked at quite thing that I've looked at quite religiously is individual post metrics.

religiously is individual post metrics. religiously is individual post metrics. How many likes on this post? How many How many likes on this post? How many How many likes on this post? How many comments? How many shares? How many comments? How many shares? How many comments? How many shares? How many saves? And I have abandoned those saves? And I have abandoned those saves? And I have abandoned those numbers. numbers. numbers. >> Wow. >> Wow. >> Wow. >> As of right now, as of when I wrote the >> As of right now, as of when I wrote the >> As of right now, as of when I wrote the notes for this episode and I added a new notes for this episode and I added a new notes for this episode and I added a new column to the ProChurch Tools growth column to the ProChurch Tools growth column to the ProChurch Tools growth tracker tracker tracker >> and we're going to talk about what I >> and we're going to talk about what I >> and we're going to talk about what I have replaced these two metrics with have replaced these two metrics with have replaced these two metrics with instead. But first, we have to ask instead. But first, we have to ask instead. But first, we have to ask ourselves, why are we changing these ourselves, why are we changing these ourselves, why are we changing these metrics? So, so why less on followers? metrics? So, so why less on followers? metrics? So, so why less on followers? Because don't we care about like people Because don't we care about like people Because don't we care about like people that are choosing to opt in and receive that are choosing to opt in and receive that are choosing to opt in and receive our content updates? No, we don't. And our content updates? No, we don't. And our content updates? No, we don't. And here's why. Followers do not matter. here's why. Followers do not matter. here's why. Followers do not matter. >> Wow. Say it again. >> Wow. Say it again. >> Wow. Say it again. >> The reality on Instagram and virtually >> The reality on Instagram and virtually >> The reality on Instagram and virtually every social platform right now, this is every social platform right now, this is every social platform right now, this is true on YouTube, this is true on X, is true on YouTube, this is true on X, is true on YouTube, this is true on X, is that we are not entitled to the real that we are not entitled to the real that we are not entitled to the real estate on the feeds of our followers. estate on the feeds of our followers. estate on the feeds of our followers. >> That's right. What that translates to is >> That's right. What that translates to is >> That's right. What that translates to is the unfortunate truth that most of our the unfortunate truth that most of our the unfortunate truth that most of our followers won't see most of what we followers won't see most of what we followers won't see most of what we publish. publish. publish. >> And so if we're tracking followers and >> And so if we're tracking followers and >> And so if we're tracking followers and like we're putting a ton of effort into like we're putting a ton of effort into like we're putting a ton of effort into like that number and we care about if like that number and we care about if like that number and we care about if it's nudging up or down, it's nudging up or down, it's nudging up or down, like it's probably not suggesting to us like it's probably not suggesting to us like it's probably not suggesting to us anything of too much merit, especially anything of too much merit, especially anything of too much merit, especially because we're going to get into what because we're going to get into what because we're going to get into what really can substitute instead for it.

really can substitute instead for it. really can substitute instead for it. >> Yeah. >> Yeah. >> Yeah. The second reason why I've abandoned The second reason why I've abandoned The second reason why I've abandoned these two metrics is, we've discussed these two metrics is, we've discussed these two metrics is, we've discussed this in some previous episodes, the this in some previous episodes, the this in some previous episodes, the supply versus demand ratio imbalance supply versus demand ratio imbalance supply versus demand ratio imbalance that currently exists, that currently exists, that currently exists, >> right, >> right, >> right, >> on social in that there's just so much >> on social in that there's just so much >> on social in that there's just so much content that it's impossible for you as content that it's impossible for you as content that it's impossible for you as a creator to see your content reach a creator to see your content reach a creator to see your content reach people if we're not using these ranking people if we're not using these ranking people if we're not using these ranking algorithms. And these ranking algorithms algorithms. And these ranking algorithms algorithms. And these ranking algorithms look at positive signals. Oh, has a has look at positive signals. Oh, has a has look at positive signals. Oh, has a has a person related positively to your a person related positively to your a person related positively to your content in the past? Have they watched content in the past? Have they watched content in the past? Have they watched the most recent post? Does the subject the most recent post? Does the subject the most recent post? Does the subject matter as far as our algorithms can matter as far as our algorithms can matter as far as our algorithms can detect it overlap with similar subjects detect it overlap with similar subjects detect it overlap with similar subjects this user has showed interest in before? this user has showed interest in before? this user has showed interest in before? >> And so that's why followers don't >> And so that's why followers don't >> And so that's why followers don't matter. What it also creates this matter. What it also creates this matter. What it also creates this fallout for is that some of your posts fallout for is that some of your posts fallout for is that some of your posts are just going to be duds. are just going to be duds. are just going to be duds. >> Yeah. >> Yeah. >> Yeah. >> You're going to publish them. you're >> You're going to publish them. you're >> You're going to publish them. you're going to think that they're great and going to think that they're great and going to think that they're great and they're just not going to hit the feeds they're just not going to hit the feeds they're just not going to hit the feeds the way that they used to. Why? Well, the way that they used to. Why? Well, the way that they used to. Why? Well, because nowadays the algorithm has to because nowadays the algorithm has to because nowadays the algorithm has to sort through, let's say, 10 times as sort through, let's say, 10 times as sort through, let's say, 10 times as much content as it did a few years ago.

much content as it did a few years ago. much content as it did a few years ago. So, you could publish identical content. So, you could publish identical content. So, you could publish identical content. You could publish superior content to 24 You could publish superior content to 24 You could publish superior content to 24 months ago and it still might perform months ago and it still might perform months ago and it still might perform worse. worse. worse. I remember when I hit 10,000 followers I remember when I hit 10,000 followers I remember when I hit 10,000 followers on Instagram. It was back in in the days on Instagram. It was back in in the days on Instagram. It was back in in the days where that was the threshold for getting where that was the threshold for getting where that was the threshold for getting the uh adding links to stories. Swipe up the uh adding links to stories. Swipe up the uh adding links to stories. Swipe up >> and as >> and as >> and as >> right swipe up before it was the link >> right swipe up before it was the link >> right swipe up before it was the link click swipe up. click swipe up. click swipe up. >> So now everyone now everyone gets it. >> So now everyone now everyone gets it. >> So now everyone now everyone gets it. You can add links to anything. But back You can add links to anything. But back You can add links to anything. But back in the day it was it was a hot in the day it was it was a hot in the day it was it was a hot commodity. And that time on social when commodity. And that time on social when commodity. And that time on social when I hit 10,000 followers was also before I hit 10,000 followers was also before I hit 10,000 followers was also before the these ranking algorithms, we call the these ranking algorithms, we call the these ranking algorithms, we call them the the discovery era. And it was them the the discovery era. And it was them the the discovery era. And it was back in the social graph era where when back in the social graph era where when back in the social graph era where when I crossed over that threshold and I I I crossed over that threshold and I I I crossed over that threshold and I I had 10,000 people showing up to hear had 10,000 people showing up to hear had 10,000 people showing up to hear what I had to say about in my case what I had to say about in my case what I had to say about in my case specialty coffee on Instagram, I could specialty coffee on Instagram, I could specialty coffee on Instagram, I could pretty much rely on the fact that when I pretty much rely on the fact that when I pretty much rely on the fact that when I posted content to my feed, which was I posted content to my feed, which was I posted content to my feed, which was I was doing regularly, I could I had the was doing regularly, I could I had the was doing regularly, I could I had the potential to reach a good swath of that potential to reach a good swath of that potential to reach a good swath of that 10,000 people. Now, fast forward a full 10,000 people. Now, fast forward a full 10,000 people. Now, fast forward a full handful of years. You know, I've got handful of years. You know, I've got handful of years. You know, I've got 18,000 followers on Instagram. I I don't 18,000 followers on Instagram. I I don't 18,000 followers on Instagram. I I don't regularly post there anymore, but we're regularly post there anymore, but we're regularly post there anymore, but we're in a different era of a discovery era.

in a different era of a discovery era. in a different era of a discovery era. And and we we quoted um Adam Miseri, the And and we we quoted um Adam Miseri, the And and we we quoted um Adam Miseri, the head of Instagram a few weeks ago where head of Instagram a few weeks ago where head of Instagram a few weeks ago where he talked about this very thing about he talked about this very thing about he talked about this very thing about how there is more supply on this how there is more supply on this how there is more supply on this platform and by extension these platform and by extension these platform and by extension these platforms in in the social media world platforms in in the social media world platforms in in the social media world than there is demand. And so that that than there is demand. And so that that than there is demand. And so that that era is by gone. The the social graph era era is by gone. The the social graph era era is by gone. The the social graph era is gone. We could pine for it if we want is gone. We could pine for it if we want is gone. We could pine for it if we want to, but the fact is there's just too to, but the fact is there's just too to, but the fact is there's just too much content for that to work the way much content for that to work the way much content for that to work the way that creators and in our case churches that creators and in our case churches that creators and in our case churches want it to work. And so we have to work want it to work. And so we have to work want it to work. And so we have to work within the new rules, within the new within the new rules, within the new within the new rules, within the new framework. And it seems like that framework. And it seems like that framework. And it seems like that deserves kind of a new metric for deserves kind of a new metric for deserves kind of a new metric for tracking what is success as a creator at tracking what is success as a creator at tracking what is success as a creator at or or as a church posting content on or or as a church posting content on or or as a church posting content on social media. Yeah. If we can substitute social media. Yeah. If we can substitute social media. Yeah. If we can substitute a metric that is no longer fully a metric that is no longer fully a metric that is no longer fully representative of health and growth and representative of health and growth and representative of health and growth and reflective of what we want to achieve on reflective of what we want to achieve on reflective of what we want to achieve on these platforms for one that is, these platforms for one that is, these platforms for one that is, >> then we can track our efforts more >> then we can track our efforts more >> then we can track our efforts more effectively. We can make changes. We can effectively. We can make changes. We can effectively. We can make changes. We can identify what's working, what's not, and identify what's working, what's not, and identify what's working, what's not, and we can improve because like this is not we can improve because like this is not we can improve because like this is not to meant to be like this woe is me to meant to be like this woe is me to meant to be like this woe is me episode because episode because episode because >> these platforms have always changed.

>> these platforms have always changed. >> these platforms have always changed. Social is a new industry. It hit the Social is a new industry. It hit the Social is a new industry. It hit the public in like 2008. Let's just say 2010 public in like 2008. Let's just say 2010 public in like 2008. Let's just say 2010 for neat math. We're in 2025. This for neat math. We're in 2025. This for neat math. We're in 2025. This industry that is pervasive in such a way industry that is pervasive in such a way industry that is pervasive in such a way that every single demographic, every that every single demographic, every that every single demographic, every single age group in America is on these single age group in America is on these single age group in America is on these platforms every single day. Like it's platforms every single day. Like it's platforms every single day. Like it's unprecedented. And it makes sense that unprecedented. And it makes sense that unprecedented. And it makes sense that these platforms are changing so rapidly these platforms are changing so rapidly these platforms are changing so rapidly because they're just such this force in because they're just such this force in because they're just such this force in culture that these platforms are culture that these platforms are culture that these platforms are basically every day being like, okay, basically every day being like, okay, basically every day being like, okay, how do we achieve the objectives of our how do we achieve the objectives of our how do we achieve the objectives of our platform where like creators can reach platform where like creators can reach platform where like creators can reach people and people enjoy being on these people and people enjoy being on these people and people enjoy being on these platforms when it's just this revolution platforms when it's just this revolution platforms when it's just this revolution and it's changing all the time. So the and it's changing all the time. So the and it's changing all the time. So the change is what it is. It has always been change is what it is. It has always been change is what it is. It has always been this way. What does change mean? It this way. What does change mean? It this way. What does change mean? It means that old things don't work as means that old things don't work as means that old things don't work as well. So we need to adjust. But it also well. So we need to adjust. But it also well. So we need to adjust. But it also means new opportunities exist. And if means new opportunities exist. And if means new opportunities exist. And if you can be one of the people who does you can be one of the people who does you can be one of the people who does not get stuck in the negative cycle of, not get stuck in the negative cycle of, not get stuck in the negative cycle of, "Ah man, I wish it was this way. Sure "Ah man, I wish it was this way. Sure "Ah man, I wish it was this way. Sure was nice." Look, I get it. But if you was nice." Look, I get it. But if you was nice." Look, I get it. But if you can resist that and embrace these new can resist that and embrace these new can resist that and embrace these new opportunities, most people won't. Most opportunities, most people won't. Most opportunities, most people won't. Most people just go like this guy. He just people just go like this guy. He just people just go like this guy. He just quit Instagram quit Instagram quit Instagram >> and he'll tell you all about it. Did you >> and he'll tell you all about it. Did you >> and he'll tell you all about it. Did you know he quit Tik Tok? He'll tell you all know he quit Tik Tok? He'll tell you all know he quit Tik Tok? He'll tell you all about it.

about it. about it. >> If you cannot be like him and you can be >> If you cannot be like him and you can be >> If you cannot be like him and you can be more like me. more like me. more like me. >> That's right. >> That's right. >> That's right. >> Approach it with a positive mindset. >> Approach it with a positive mindset. >> Approach it with a positive mindset. >> So what are you tracking instead? >> So what are you tracking instead? >> So what are you tracking instead? >> Okay. two metrics. The first new metric >> Okay. two metrics. The first new metric >> Okay. two metrics. The first new metric I'm tracking is views per day. I'm tracking is views per day. I'm tracking is views per day. >> Okay, >> Okay, >> Okay, >> views per day. And I want to show you >> views per day. And I want to show you >> views per day. And I want to show you actual examples from my social metrics. actual examples from my social metrics. actual examples from my social metrics. So, first what we have are reports from So, first what we have are reports from So, first what we have are reports from our two YouTube channels. So, again, our two YouTube channels. So, again, our two YouTube channels. So, again, this isn't just Instagram. These are all this isn't just Instagram. These are all this isn't just Instagram. These are all platforms. So, we have our ProChurch platforms. So, we have our ProChurch platforms. So, we have our ProChurch Tools Show YouTube channel. Tools Show YouTube channel. Tools Show YouTube channel. >> That's this one you're watching on >> That's this one you're watching on >> That's this one you're watching on YouTube. YouTube. YouTube. >> It has roughly 10,000 uh subscribers. >> It has roughly 10,000 uh subscribers. >> It has roughly 10,000 uh subscribers. And then we have the Brady Sheerer And then we have the Brady Sheerer And then we have the Brady Sheerer YouTube channel, which is like 10 years YouTube channel, which is like 10 years YouTube channel, which is like 10 years older and has about 60,000 subscribers. older and has about 60,000 subscribers. older and has about 60,000 subscribers. >> I ran reports on how many views each >> I ran reports on how many views each >> I ran reports on how many views each channel got over the past 90 days. channel got over the past 90 days. channel got over the past 90 days. >> And I always recommend 90day timeline >> And I always recommend 90day timeline >> And I always recommend 90day timeline for running reports is ideal. for running reports is ideal. for running reports is ideal. >> On the ProChurch Tools Show YouTube >> On the ProChurch Tools Show YouTube >> On the ProChurch Tools Show YouTube channel, this one right here, we were channel, this one right here, we were channel, this one right here, we were averaging about 1,000 views per day, averaging about 1,000 views per day, averaging about 1,000 views per day, 1,62 1,62 1,62 to be precise. On the Brady Sheerer to be precise. On the Brady Sheerer to be precise. On the Brady Sheerer channel, we were getting about 2,000 channel, we were getting about 2,000 channel, we were getting about 2,000 views per day. 2, 104 to be precise. So views per day. 2, 104 to be precise. So views per day. 2, 104 to be precise. So what that means is the channel with 16 what that means is the channel with 16 what that means is the channel with 16 times more subscribers had just two times more subscribers had just two times more subscribers had just two times more daily views.

times more daily views. times more daily views. >> So you can see it already the the the >> So you can see it already the the the >> So you can see it already the the the interesting kind of insight that you get interesting kind of insight that you get interesting kind of insight that you get from tracking or prioritizing views per from tracking or prioritizing views per from tracking or prioritizing views per day compared to just follower count. day compared to just follower count. day compared to just follower count. >> Subscribers they don't matter. 160,000 >> Subscribers they don't matter. 160,000 >> Subscribers they don't matter. 160,000 of you of you of you >> barely outperforming the 10,000. And and >> barely outperforming the 10,000. And and >> barely outperforming the 10,000. And and that's because so YouTube is just not that's because so YouTube is just not that's because so YouTube is just not pushing the content of the channels you pushing the content of the channels you pushing the content of the channels you subscribe to as much. subscribe to as much. subscribe to as much. >> And what's amazing about what that means >> And what's amazing about what that means >> And what's amazing about what that means is that these algorithms are like, I is that these algorithms are like, I is that these algorithms are like, I know you say this is what you want. know you say this is what you want. know you say this is what you want. >> We know better. >> We know better. >> We know better. >> It's not your behavior says otherwise. >> It's not your behavior says otherwise. >> It's not your behavior says otherwise. >> And and it's the same for me. The >> And and it's the same for me. The >> And and it's the same for me. The channels that I subscribe to, they are channels that I subscribe to, they are channels that I subscribe to, they are not as front and center on my YouTube not as front and center on my YouTube not as front and center on my YouTube homepage homepage homepage >> as they were before. And and and >> as they were before. And and and >> as they were before. And and and behavior subtly shifts in this way. It's behavior subtly shifts in this way. It's behavior subtly shifts in this way. It's like, oh, I can click on my subscribers like, oh, I can click on my subscribers like, oh, I can click on my subscribers tab or I can click on my following tab. tab or I can click on my following tab. tab or I can click on my following tab. And maybe I do for a little while, but And maybe I do for a little while, but And maybe I do for a little while, but because the default is always a because the default is always a because the default is always a different tab, different tab, different tab, >> eventually you just build a new behavior >> eventually you just build a new behavior >> eventually you just build a new behavior where you're not going to that part of where you're not going to that part of where you're not going to that part of YouTube anymore. You're not going YouTube anymore. You're not going YouTube anymore. You're not going actively choosing to go to that part of actively choosing to go to that part of actively choosing to go to that part of Instagram anymore. And now you are just Instagram anymore. And now you are just Instagram anymore. And now you are just this byproduct of the algorithm. And for this byproduct of the algorithm. And for this byproduct of the algorithm. And for creators, there is this followup.

creators, there is this followup. creators, there is this followup. Followers don't matter. So what about Followers don't matter. So what about Followers don't matter. So what about Instagram? In the past 30 days, this Instagram? In the past 30 days, this Instagram? In the past 30 days, this profile, the Brady Sheerer profile, profile, the Brady Sheerer profile, profile, the Brady Sheerer profile, Brady Sheerer, has published two of my Brady Sheerer, has published two of my Brady Sheerer, has published two of my worst performing posts ever. worst performing posts ever. worst performing posts ever. >> Tough tough month for you >> Tough tough month for you >> Tough tough month for you >> cuz followers don't matter. >> cuz followers don't matter. >> cuz followers don't matter. >> In that same time period, I have >> In that same time period, I have >> In that same time period, I have received on Instagram 78,000 views per received on Instagram 78,000 views per received on Instagram 78,000 views per day, which is a staggering number that day, which is a staggering number that day, which is a staggering number that took me a while to like really took me a while to like really took me a while to like really comprehend because I never had looked at comprehend because I never had looked at comprehend because I never had looked at that metric before. that metric before. that metric before. >> Right? You can look at an individual >> Right? You can look at an individual >> Right? You can look at an individual post and see like, oh, this one went off post and see like, oh, this one went off post and see like, oh, this one went off and got 250,000 views. Amazing. Or this and got 250,000 views. Amazing. Or this and got 250,000 views. Amazing. Or this one is one of the two worst performing one is one of the two worst performing one is one of the two worst performing posts in recent memory and only managed posts in recent memory and only managed posts in recent memory and only managed to get 17,000 views and you become to get 17,000 views and you become to get 17,000 views and you become demoralized by that. demoralized by that. demoralized by that. >> I am demoralized. Yes, >> I am demoralized. Yes, >> I am demoralized. Yes, >> you were until you looked at these >> you were until you looked at these >> you were until you looked at these numbers and you're like, wait, there's numbers and you're like, wait, there's numbers and you're like, wait, there's 80,000 eyeballs, sets of eyeballs seeing 80,000 eyeballs, sets of eyeballs seeing 80,000 eyeballs, sets of eyeballs seeing my content on this platform as a whole my content on this platform as a whole my content on this platform as a whole per day thanks to these ranking per day thanks to these ranking per day thanks to these ranking algorithms. And that translates actually algorithms. And that translates actually algorithms. And that translates actually into more views than the previous 30 into more views than the previous 30 into more views than the previous 30 days.

days. days. >> And this also speaks to the lifespan of >> And this also speaks to the lifespan of >> And this also speaks to the lifespan of posts on social not being a day or two. posts on social not being a day or two. posts on social not being a day or two. >> They're a day or two for us, right? So >> They're a day or two for us, right? So >> They're a day or two for us, right? So like I'm just going to go off the views like I'm just going to go off the views like I'm just going to go off the views of like six of the most recent posts of like six of the most recent posts of like six of the most recent posts I've published on Instagram. So 15,000 I've published on Instagram. So 15,000 I've published on Instagram. So 15,000 70,000 20,000 17,000 115,000 341,000 70,000 20,000 17,000 115,000 341,000 70,000 20,000 17,000 115,000 341,000 50 90. So, like it's it it varies like 50 90. So, like it's it it varies like 50 90. So, like it's it it varies like from 350 down to 20. Like that's more from 350 down to 20. Like that's more from 350 down to 20. Like that's more than a 10x difference. I publish right than a 10x difference. I publish right than a 10x difference. I publish right now about four times per week. now about four times per week. now about four times per week. >> And so, like I'll look at these and I'll >> And so, like I'll look at these and I'll >> And so, like I'll look at these and I'll be like, "Oh yeah, like hopefully like a be like, "Oh yeah, like hopefully like a be like, "Oh yeah, like hopefully like a post hits like, you know, 75 100. That post hits like, you know, 75 100. That post hits like, you know, 75 100. That would be ideal." And then you look at would be ideal." And then you look at would be ideal." And then you look at the aggregate and you're hitting 78,000 the aggregate and you're hitting 78,000 the aggregate and you're hitting 78,000 in the past 30 days every single day. in the past 30 days every single day. in the past 30 days every single day. And that's because And that's because And that's because >> people are discovering your content >> people are discovering your content >> people are discovering your content weeks, months after it was first weeks, months after it was first weeks, months after it was first published. By the time I've thought I published. By the time I've thought I published. By the time I've thought I I've forgotten about a post, people are I've forgotten about a post, people are I've forgotten about a post, people are still seeing it for the very first time. still seeing it for the very first time. still seeing it for the very first time. And that's what's great about YouTube And that's what's great about YouTube And that's what's great about YouTube and has always been great about YouTube and has always been great about YouTube and has always been great about YouTube and why the channel is still getting and why the channel is still getting and why the channel is still getting twice as many views the more established twice as many views the more established twice as many views the more established one because there are 500 videos on one because there are 500 videos on one because there are 500 videos on there and there are only like a hundred there and there are only like a hundred there and there are only like a hundred on this channel. And so people are on this channel. And so people are on this channel. And so people are seeing videos from even like years ago seeing videos from even like years ago seeing videos from even like years ago and I know that because I get comments and I know that because I get comments and I know that because I get comments but now you can actually see it in the but now you can actually see it in the but now you can actually see it in the views per day as well.

views per day as well. views per day as well. >> Yeah. >> Yeah. >> Yeah. >> Two of my worst posts ever published in >> Two of my worst posts ever published in >> Two of my worst posts ever published in the past 30 days. Despite that, that the past 30 days. Despite that, that the past 30 days. Despite that, that 30-day period actually has 35% more 30-day period actually has 35% more 30-day period actually has 35% more views per day than the previous 30 days. views per day than the previous 30 days. views per day than the previous 30 days. And do you account that to the fact that And do you account that to the fact that And do you account that to the fact that you're posting regularly on Instagram? you're posting regularly on Instagram? you're posting regularly on Instagram? You're just like continually building, You're just like continually building, You're just like continually building, you know, if it's four times a week, you know, if it's four times a week, you know, if it's four times a week, this catalog of high quality content, this catalog of high quality content, this catalog of high quality content, whether it it's 17,000 people that see whether it it's 17,000 people that see whether it it's 17,000 people that see that post or 350,000 people, you're that post or 350,000 people, you're that post or 350,000 people, you're taking no weeks off and you're regularly taking no weeks off and you're regularly taking no weeks off and you're regularly adding to this this growing catalog of adding to this this growing catalog of adding to this this growing catalog of high quality content. And so by high quality content. And so by high quality content. And so by extension, the way we understand how extension, the way we understand how extension, the way we understand how these ranking systems work, more eyes, these ranking systems work, more eyes, these ranking systems work, more eyes, you you can you can basically predict you you can you can basically predict you you can you can basically predict that if you continue that pace of that if you continue that pace of that if you continue that pace of posting similar quality content, the posting similar quality content, the posting similar quality content, the number of sets of eyes on your content number of sets of eyes on your content number of sets of eyes on your content over 30-day periods is very likely to over 30-day periods is very likely to over 30-day periods is very likely to increase. Yeah, we did publish more increase. Yeah, we did publish more increase. Yeah, we did publish more posts on average per week in the last 30 posts on average per week in the last 30 posts on average per week in the last 30 days than in the previous. And what did days than in the previous. And what did days than in the previous. And what did that result in? that result in? that result in? >> Two posts that made me grieve.

>> Two posts that made me grieve. >> Two posts that made me grieve. >> Yeah. because I have always cared. Like >> Yeah. because I have always cared. Like >> Yeah. because I have always cared. Like every post I've published has always every post I've published has always every post I've published has always been like this is my ultimate thoughts been like this is my ultimate thoughts been like this is my ultimate thoughts on this thing. I'm presenting to you my on this thing. I'm presenting to you my on this thing. I'm presenting to you my child. This is my child. And so like child. This is my child. And so like child. This is my child. And so like when people are like you have an ugly when people are like you have an ugly when people are like you have an ugly baby, I go baby, I go baby, I go >> my goodness. That's very hurtful >> my goodness. That's very hurtful >> my goodness. That's very hurtful >> because in the previous era of social >> because in the previous era of social >> because in the previous era of social like I didn't have flops like I didn't have flops like I didn't have flops >> because it's not that I'm like creating >> because it's not that I'm like creating >> because it's not that I'm like creating content that isn't resonating. It's just content that isn't resonating. It's just content that isn't resonating. It's just that it doesn't resonate as much, let's that it doesn't resonate as much, let's that it doesn't resonate as much, let's say. say. say. >> And now you have these higher like >> And now you have these higher like >> And now you have these higher like variance events where it's like variance events where it's like variance events where it's like everything's a home run or a strikeout. everything's a home run or a strikeout. everything's a home run or a strikeout. It feels like like what happened to a It feels like like what happened to a It feels like like what happened to a double? What happened to a single? Can I double? What happened to a single? Can I double? What happened to a single? Can I get on base? I took a four pitch walk. get on base? I took a four pitch walk. get on base? I took a four pitch walk. Like no, you get an embarrassing Like no, you get an embarrassing Like no, you get an embarrassing strikeout where you like fall over on strikeout where you like fall over on strikeout where you like fall over on the third swing the third swing the third swing >> or you hit a grand slam. That's all you >> or you hit a grand slam. That's all you >> or you hit a grand slam. That's all you get. Three 500,000 views or 20,000. And get. Three 500,000 views or 20,000. And get. Three 500,000 views or 20,000. And you know, when you have 150,000 you know, when you have 150,000 you know, when you have 150,000 followers, 20,000 views and you look at followers, 20,000 views and you look at followers, 20,000 views and you look at and it's like half of them were not even and it's like half of them were not even and it's like half of them were not even your followers, you're like, okay, so your followers, you're like, okay, so your followers, you're like, okay, so like 10% of the people that chose to like 10% of the people that chose to like 10% of the people that chose to follow me or less than that saw that. follow me or less than that saw that. follow me or less than that saw that. That hurts. That hurts. That hurts. >> But we published more in those 30 days.

>> But we published more in those 30 days. >> But we published more in those 30 days. And this gets to the secondary metric And this gets to the secondary metric And this gets to the secondary metric that I'm tracking. And I will admit that I'm tracking. And I will admit that I'm tracking. And I will admit making this shift is extremely painful making this shift is extremely painful making this shift is extremely painful >> because I'm basically having to not >> because I'm basically having to not >> because I'm basically having to not present each post as this is my child, present each post as this is my child, present each post as this is my child, right? I have to I have to abandon that right? I have to I have to abandon that right? I have to I have to abandon that and I have to do it for the sake of and I have to do it for the sake of and I have to do it for the sake of effectiveness. Even if it's not how I effectiveness. Even if it's not how I effectiveness. Even if it's not how I would prefer to do things, even if it's would prefer to do things, even if it's would prefer to do things, even if it's not how I've ever done things, it feels not how I've ever done things, it feels not how I've ever done things, it feels weird. And so you're you're kind of weird. And so you're you're kind of weird. And so you're you're kind of you're submitting your own personal you're submitting your own personal you're submitting your own personal desires to your values as as far as what desires to your values as as far as what desires to your values as as far as what you want to accomplish through your you want to accomplish through your you want to accomplish through your social channels, right? Like you have a social channels, right? Like you have a social channels, right? Like you have a mission of like, okay, Brady Shar on mission of like, okay, Brady Shar on mission of like, okay, Brady Shar on Instagram exists for this reason or on Instagram exists for this reason or on Instagram exists for this reason or on YouTube for this reason. And what you're YouTube for this reason. And what you're YouTube for this reason. And what you're about to articulate is you surrendering about to articulate is you surrendering about to articulate is you surrendering your personal preference to the the the your personal preference to the the the your personal preference to the the the mission and being guided by the value mission and being guided by the value mission and being guided by the value rather than just what you would prefer rather than just what you would prefer rather than just what you would prefer to do on Instagram. Mission over method. to do on Instagram. Mission over method. to do on Instagram. Mission over method. >> The method that I care for has been >> The method that I care for has been >> The method that I care for has been killed. They killed it. Fair enough. So killed. They killed it. Fair enough. So killed. They killed it. Fair enough. So Buffer published a new study that speaks Buffer published a new study that speaks Buffer published a new study that speaks to the second metric and what they did to the second metric and what they did to the second metric and what they did was they analyzed 2 million posts from a was they analyzed 2 million posts from a was they analyzed 2 million posts from a 100,000 different Instagram accounts.

100,000 different Instagram accounts. 100,000 different Instagram accounts. And the data paints a really clear And the data paints a really clear And the data paints a really clear picture and that is the more you post picture and that is the more you post picture and that is the more you post the better your content performs. the better your content performs. the better your content performs. >> What a huge takeaway. >> What a huge takeaway. >> What a huge takeaway. >> What a revelation. >> What a revelation. >> What a revelation. >> Now when we dig into this and that and >> Now when we dig into this and that and >> Now when we dig into this and that and that's not to disparage Buffer. It's one that's not to disparage Buffer. It's one that's not to disparage Buffer. It's one of those things where like we all of those things where like we all of those things where like we all understand things on social and then understand things on social and then understand things on social and then like either the head of Instagram comes like either the head of Instagram comes like either the head of Instagram comes out and says you are correct or we get a out and says you are correct or we get a out and says you are correct or we get a big study like this that says you are big study like this that says you are big study like this that says you are correct. But if we dig deeper into this correct. But if we dig deeper into this correct. But if we dig deeper into this study we get some really really study we get some really really study we get some really really interesting um points that we can pull interesting um points that we can pull interesting um points that we can pull out. So here were kind of two of the big out. So here were kind of two of the big out. So here were kind of two of the big bigger takeaways. First, posting between bigger takeaways. First, posting between bigger takeaways. First, posting between three and five times weekly can more three and five times weekly can more three and five times weekly can more than double your follower growth rate than double your follower growth rate than double your follower growth rate compared to posting one or two times compared to posting one or two times compared to posting one or two times weekly. weekly. weekly. >> Posting three to five times weekly could >> Posting three to five times weekly could >> Posting three to five times weekly could boost your reach per post as well by boost your reach per post as well by boost your reach per post as well by around 12% compared to your baseline. around 12% compared to your baseline. around 12% compared to your baseline. So, there's follower growth rate So, there's follower growth rate So, there's follower growth rate increasing as you publish more content. increasing as you publish more content. increasing as you publish more content. there's individual post performance there's individual post performance there's individual post performance increasing as you publish more content. increasing as you publish more content. increasing as you publish more content. So, two individual things here.

So, two individual things here. So, two individual things here. >> And then they looked at basically five >> And then they looked at basically five >> And then they looked at basically five different levels of post frequency. So, different levels of post frequency. So, different levels of post frequency. So, if you don't post at all in a given if you don't post at all in a given if you don't post at all in a given week, that is going to come with week, that is going to come with week, that is going to come with declining follower growth rate. Now, declining follower growth rate. Now, declining follower growth rate. Now, growth rate is the key term here. We're growth rate is the key term here. We're growth rate is the key term here. We're not saying followers, not saying followers, not saying followers, >> we're saying growth rate. So >> we're saying growth rate. So >> we're saying growth rate. So historically we have talked on social historically we have talked on social historically we have talked on social media about the 10x growth rate which is media about the 10x growth rate which is media about the 10x growth rate which is 4% new followers per month that stacked 4% new followers per month that stacked 4% new followers per month that stacked up over 5 years is 10x growth. So if up over 5 years is 10x growth. So if up over 5 years is 10x growth. So if you're growing 4% each month with you're growing 4% each month with you're growing 4% each month with followers and today you have 1,000 followers and today you have 1,000 followers and today you have 1,000 followers in 5 years you would have followers in 5 years you would have followers in 5 years you would have 10,000 followers. That's the growth rate 10,000 followers. That's the growth rate 10,000 followers. That's the growth rate number. It's a percentage. number. It's a percentage. number. It's a percentage. >> Clear? >> Clear? >> Clear? >> Yes. >> Yes. >> Yes. >> Okay. So if you don't publish in a given >> Okay. So if you don't publish in a given >> Okay. So if you don't publish in a given week it's going to go down. If you're week it's going to go down. If you're week it's going to go down. If you're publishing one to two times per week, publishing one to two times per week, publishing one to two times per week, you're at a.12% you're at a.12% you're at a.12% follower growth rate. 0.12. You up that follower growth rate. 0.12. You up that follower growth rate. 0.12. You up that to 3 to five posts per week and you go to 3 to five posts per week and you go to 3 to five posts per week and you go to 26. It's effectively doubling it. to 26. It's effectively doubling it. to 26. It's effectively doubling it. >> Up to 6 to9 posts per week, 044.

>> Up to 6 to9 posts per week, 044. >> Up to 6 to9 posts per week, 044. >> Double it again. >> Double it again. >> Double it again. >> 10 plus 66. So still rising but kind of >> 10 plus 66. So still rising but kind of >> 10 plus 66. So still rising but kind of falls off the the 2x trajectory there. falls off the the 2x trajectory there. falls off the the 2x trajectory there. >> Yeah. So let's translate these numbers >> Yeah. So let's translate these numbers >> Yeah. So let's translate these numbers to actual new followers because I I'm to actual new followers because I I'm to actual new followers because I I'm sympathetic especially if you're sympathetic especially if you're sympathetic especially if you're listening that like 0.1264 listening that like 0.1264 listening that like 0.1264 66 is like okay that's so you have 5,000 66 is like okay that's so you have 5,000 66 is like okay that's so you have 5,000 followers on Instagram as a church. followers on Instagram as a church. followers on Instagram as a church. Okay. Okay. Okay. >> If you don't post at all and we just >> If you don't post at all and we just >> If you don't post at all and we just assume that the baseline growth rate is assume that the baseline growth rate is assume that the baseline growth rate is zero. It's actually negative but we just zero. It's actually negative but we just zero. It's actually negative but we just assume it's zero. If you post one to two assume it's zero. If you post one to two assume it's zero. If you post one to two times per week that can mean about six times per week that can mean about six times per week that can mean about six more followers per week than not posting more followers per week than not posting more followers per week than not posting at all. six new followers if you have at all. six new followers if you have at all. six new followers if you have 5,000. Up that to three to five times a 5,000. Up that to three to five times a 5,000. Up that to three to five times a week of posting, now you're at 13 new week of posting, now you're at 13 new week of posting, now you're at 13 new followers. Six to nine times per week of followers. Six to nine times per week of followers. Six to nine times per week of posting, 22 more followers. 10 times a posting, 22 more followers. 10 times a posting, 22 more followers. 10 times a week, 33 more followers. And you're week, 33 more followers. And you're week, 33 more followers. And you're stacking these up each and every time. stacking these up each and every time. stacking these up each and every time. The question I have gotten so frequently The question I have gotten so frequently The question I have gotten so frequently for so many years is like, does posting for so many years is like, does posting for so many years is like, does posting more often hurt reach? I don't want to more often hurt reach? I don't want to more often hurt reach? I don't want to spam my followers feeds. I don't want to spam my followers feeds. I don't want to spam my followers feeds. I don't want to publish so much content that they're publish so much content that they're publish so much content that they're turned off. Well, remember followers turned off. Well, remember followers turned off. Well, remember followers don't matter.

don't matter. don't matter. >> Yeah. >> Yeah. >> Yeah. >> So, I've always said like don't worry >> So, I've always said like don't worry >> So, I've always said like don't worry about publishing too much. As long as about publishing too much. As long as about publishing too much. As long as you have a certain quality threshold you have a certain quality threshold you have a certain quality threshold that you care about and publish as much that you care about and publish as much that you care about and publish as much as you want, as you want, as you want, >> you're not going to overdo it. I kind of >> you're not going to overdo it. I kind of >> you're not going to overdo it. I kind of stopped at the idea that like it's not stopped at the idea that like it's not stopped at the idea that like it's not going to make things worse. But what going to make things worse. But what going to make things worse. But what this study actually revealed is that the this study actually revealed is that the this study actually revealed is that the data shows reach per post actually goes data shows reach per post actually goes data shows reach per post actually goes up the more frequently you publish up the more frequently you publish up the more frequently you publish content, which I did not expect. I just content, which I did not expect. I just content, which I did not expect. I just figured like no, like figured like no, like figured like no, like >> if anything, your content like per post >> if anything, your content like per post >> if anything, your content like per post the metrics will decline the metrics will decline the metrics will decline >> because you're probably sacrificing >> because you're probably sacrificing >> because you're probably sacrificing quality even if you don't think that you quality even if you don't think that you quality even if you don't think that you are, are, are, >> but it's not going to like hurt >> but it's not going to like hurt >> but it's not going to like hurt anything. No, no, actually per post the anything. No, no, actually per post the anything. No, no, actually per post the metrics should increase the more metrics should increase the more metrics should increase the more frequently you publish. So back to three frequently you publish. So back to three frequently you publish. So back to three to five times per week, you would get a to five times per week, you would get a to five times per week, you would get a 12% more reach per post compared to the 12% more reach per post compared to the 12% more reach per post compared to the baseline. 6 to9 posts per week, 18% more baseline. 6 to9 posts per week, 18% more baseline. 6 to9 posts per week, 18% more reach. 10 plus 24% more reach per post. reach. 10 plus 24% more reach per post. reach. 10 plus 24% more reach per post. So what's the point of all this? For me, So what's the point of all this? For me, So what's the point of all this? For me, I tend to obsess over the performance of I tend to obsess over the performance of I tend to obsess over the performance of each individual post. But in this era, I each individual post. But in this era, I each individual post. But in this era, I need to accept that some posts just need to accept that some posts just need to accept that some posts just won't perform well.

won't perform well. won't perform well. And if I focus on views per day, I can And if I focus on views per day, I can And if I focus on views per day, I can fix my attention on a metric that fix my attention on a metric that fix my attention on a metric that reflects my combined efforts, right? reflects my combined efforts, right? reflects my combined efforts, right? >> And is not prone to the ups and downs of >> And is not prone to the ups and downs of >> And is not prone to the ups and downs of each individual post. This will give me each individual post. This will give me each individual post. This will give me a more accurate picture into the health a more accurate picture into the health a more accurate picture into the health of my social accounts and give me the of my social accounts and give me the of my social accounts and give me the freedom to not obsess over each freedom to not obsess over each freedom to not obsess over each individual post. individual post. individual post. >> I used to track followers >> I used to track followers >> I used to track followers and individual post metrics. I'm and individual post metrics. I'm and individual post metrics. I'm swapping those out and instead tracking swapping those out and instead tracking swapping those out and instead tracking views per day and my publishing volume. views per day and my publishing volume. views per day and my publishing volume. So I said right now we're publishing So I said right now we're publishing So I said right now we're publishing about four posts per week on average. If about four posts per week on average. If about four posts per week on average. If in 2026 we can set up the systems and we in 2026 we can set up the systems and we in 2026 we can set up the systems and we can set up the workflows to double that. can set up the workflows to double that. can set up the workflows to double that. Not only should I expect each individual Not only should I expect each individual Not only should I expect each individual post to perform better based on buffer post to perform better based on buffer post to perform better based on buffer study here, study here, study here, >> but views per day would increase as well >> but views per day would increase as well >> but views per day would increase as well and followers would increase as well and followers would increase as well and followers would increase as well from that. So, interestingly, from that. So, interestingly, from that. So, interestingly, >> as much as I'm abandoning followers and >> as much as I'm abandoning followers and >> as much as I'm abandoning followers and individual post metrics as something I individual post metrics as something I individual post metrics as something I track, track, track, >> if I track these other two metrics >> if I track these other two metrics >> if I track these other two metrics instead, instead, instead, >> yeah, >> yeah, >> yeah, >> the original two that I cared about will >> the original two that I cared about will >> the original two that I cared about will be affected by focusing on the right be affected by focusing on the right be affected by focusing on the right thing.

thing. thing. >> Yeah. And so for churches who, you know, >> Yeah. And so for churches who, you know, >> Yeah. And so for churches who, you know, this has been our our our mantra for this has been our our our mantra for this has been our our our mantra for years now, that the most important part years now, that the most important part years now, that the most important part about your social strategy is to take no about your social strategy is to take no about your social strategy is to take no weeks off, is to be posting something of weeks off, is to be posting something of weeks off, is to be posting something of good quality every single week. And good quality every single week. And good quality every single week. And we've kept that bar pretty graciously we've kept that bar pretty graciously we've kept that bar pretty graciously low for churches. You know, one to two low for churches. You know, one to two low for churches. You know, one to two high quality posts a week. Even if it's high quality posts a week. Even if it's high quality posts a week. Even if it's just you're chopping up your sermon and just you're chopping up your sermon and just you're chopping up your sermon and and turning it into a short sermon reel and turning it into a short sermon reel and turning it into a short sermon reel with a good hook. Even if that's all you with a good hook. Even if that's all you with a good hook. Even if that's all you can do on social, that's that's good. can do on social, that's that's good. can do on social, that's that's good. And that remains true in the sense that And that remains true in the sense that And that remains true in the sense that you can sustain whatever your your you can sustain whatever your your you can sustain whatever your your current follower amount is and your current follower amount is and your current follower amount is and your current reach. And you know, one of current reach. And you know, one of current reach. And you know, one of those posts every once in a while is those posts every once in a while is those posts every once in a while is sure to go off and reach a new audience sure to go off and reach a new audience sure to go off and reach a new audience and that's good. But what we see now as and that's good. But what we see now as and that's good. But what we see now as as and I don't even know what maturation as and I don't even know what maturation as and I don't even know what maturation is in the in the social era because like is in the in the social era because like is in the in the social era because like you said at the top of the show this you said at the top of the show this you said at the top of the show this this technological shift is this technological shift is this technological shift is still in its infancy but these discovery still in its infancy but these discovery still in its infancy but these discovery this discovery era these these ranking this discovery era these these ranking this discovery era these these ranking choice algorithms they they seem to be choice algorithms they they seem to be choice algorithms they they seem to be kind of reaching some sense of kind of reaching some sense of kind of reaching some sense of maturation and and and to the point maturation and and and to the point maturation and and and to the point where we can get these these insights where we can get these these insights where we can get these these insights and change our social strategies. It and change our social strategies. It and change our social strategies. It seems that churches seems that churches seems that churches should make a uh an effort to increase should make a uh an effort to increase should make a uh an effort to increase their posts per week while maintaining a their posts per week while maintaining a their posts per week while maintaining a certain threshold of of quality. Um if certain threshold of of quality. Um if certain threshold of of quality. Um if their desire if their mission and vision their desire if their mission and vision their desire if their mission and vision on of of their ministry online is to on of of their ministry online is to on of of their ministry online is to reach new people with the message and

reach new people with the message and reach new people with the message and story of Jesus. Is that true? Well, the story of Jesus. Is that true? Well, the story of Jesus. Is that true? Well, the title of this episode was how even the title of this episode was how even the title of this episode was how even the smallest churches can win on social smallest churches can win on social smallest churches can win on social media. And that's how I want to kind of media. And that's how I want to kind of media. And that's how I want to kind of close out this episode. Here were close out this episode. Here were close out this episode. Here were Buffer's conclusions from within their Buffer's conclusions from within their Buffer's conclusions from within their own study. And this is kind of what I own study. And this is kind of what I own study. And this is kind of what I like about Buffer. They do the research, like about Buffer. They do the research, like about Buffer. They do the research, but then they'll also give you but then they'll also give you but then they'll also give you commentary. They're not just like commentary. They're not just like commentary. They're not just like presenting the research and saying like presenting the research and saying like presenting the research and saying like good luck with it because they are a good luck with it because they are a good luck with it because they are a social media publishing platform. So social media publishing platform. So social media publishing platform. So like they are intimately familiar with like they are intimately familiar with like they are intimately familiar with the rhythms of these platforms and what the rhythms of these platforms and what the rhythms of these platforms and what they think is best. they think is best. they think is best. >> So they're informed by data, but they >> So they're informed by data, but they >> So they're informed by data, but they want to give you their opinion as well. want to give you their opinion as well. want to give you their opinion as well. I said this, if you want to stay active I said this, if you want to stay active I said this, if you want to stay active or maintain your account, one to two or maintain your account, one to two or maintain your account, one to two posts per week. If you want to grow your posts per week. If you want to grow your posts per week. If you want to grow your audience in a sustainable way, three to audience in a sustainable way, three to audience in a sustainable way, three to five posts per week. And that's what five posts per week. And that's what five posts per week. And that's what we're doing right now. Like on my we're doing right now. Like on my we're doing right now. Like on my account, account, account, >> we are growing in a sustainable way. >> we are growing in a sustainable way. >> we are growing in a sustainable way. >> Yes. >> Yes. >> Yes. >> And if you look at like the social >> And if you look at like the social >> And if you look at like the social sermons packages, the essential package, sermons packages, the essential package, sermons packages, the essential package, the essential package gives you two new the essential package gives you two new the essential package gives you two new posts per week. posts per week. posts per week. >> And churches asked me like, "Is this >> And churches asked me like, "Is this >> And churches asked me like, "Is this enough?" And I'm like, "Yeah, like it's enough?" And I'm like, "Yeah, like it's enough?" And I'm like, "Yeah, like it's enough." Yes. enough." Yes. enough." Yes. >> And like this data speaks to that. If >> And like this data speaks to that. If >> And like this data speaks to that. If you want to stay active, maintain what you want to stay active, maintain what you want to stay active, maintain what you have, that one to two posts per week you have, that one to two posts per week you have, that one to two posts per week is the essential part.

is the essential part. is the essential part. >> On the standard plan, which is like our >> On the standard plan, which is like our >> On the standard plan, which is like our base plan, like, hey, this is like what base plan, like, hey, this is like what base plan, like, hey, this is like what the standard plan should be. We send the standard plan should be. We send the standard plan should be. We send four new posts every single week, which four new posts every single week, which four new posts every single week, which here it says grow your audience in a here it says grow your audience in a here it says grow your audience in a sustainable way. Three to five posts per sustainable way. Three to five posts per sustainable way. Three to five posts per week. week. week. >> And then if you want to maximize your >> And then if you want to maximize your >> And then if you want to maximize your growth, 6 to nine plus posts per week. growth, 6 to nine plus posts per week. growth, 6 to nine plus posts per week. >> And it says in here, treat with caution, >> And it says in here, treat with caution, >> And it says in here, treat with caution, >> right? >> right? >> right? >> Why does it say treat with caution? >> Why does it say treat with caution? >> Why does it say treat with caution? Well, for social sermons, we don't have Well, for social sermons, we don't have Well, for social sermons, we don't have any any any platform, any package rather, where we platform, any package rather, where we platform, any package rather, where we send more than six posts per week. Six send more than six posts per week. Six send more than six posts per week. Six is the max. is the max. is the max. >> And the reason for that is because if >> And the reason for that is because if >> And the reason for that is because if you're mining content from a single you're mining content from a single you're mining content from a single sermon, sermon, sermon, >> like you really >> like you really >> like you really >> ceiling at some point, high quality >> ceiling at some point, high quality >> ceiling at some point, high quality content content content >> and our ceiling is four posts. The other >> and our ceiling is four posts. The other >> and our ceiling is four posts. The other two are portrait posts based on the two are portrait posts based on the two are portrait posts based on the photography that we get when we send photography that we get when we send photography that we get when we send photographers to churches in person. And photographers to churches in person. And photographers to churches in person. And so, we're creating different type of so, we're creating different type of so, we're creating different type of content. And then we tell churches content. And then we tell churches content. And then we tell churches because a lot of the times we partner because a lot of the times we partner because a lot of the times we partner with churches that are like, "Hey, we with churches that are like, "Hey, we with churches that are like, "Hey, we have a creative and they're good, but have a creative and they're good, but have a creative and they're good, but they don't want to do this monotonous they don't want to do this monotonous they don't want to do this monotonous sermon stuff." So great, we'll do that. sermon stuff." So great, we'll do that. sermon stuff." So great, we'll do that. We'll do the photography. Now you go and We'll do the photography. Now you go and We'll do the photography. Now you go and create like a skit reel or do a create like a skit reel or do a create like a skit reel or do a promotional post. Like, and now we're promotional post. Like, and now we're promotional post. Like, and now we're getting up to that seven or nine getting up to that seven or nine getting up to that seven or nine threshold. Buffer says, "Treat it with threshold. Buffer says, "Treat it with threshold. Buffer says, "Treat it with caution. And here's why." Quote, "The caution. And here's why." Quote, "The caution. And here's why." Quote, "The tempting conclusion is that posting more tempting conclusion is that posting more tempting conclusion is that posting more than 10 times per week on Instagram is than 10 times per week on Instagram is than 10 times per week on Instagram is the fastest way to increase reach and the fastest way to increase reach and the fastest way to increase reach and growth." Technically speaking, it is.

growth." Technically speaking, it is. growth." Technically speaking, it is. But creating more than 10 posts on But creating more than 10 posts on But creating more than 10 posts on Instagram per week might mean you have Instagram per week might mean you have Instagram per week might mean you have to drop the quality of your content in to drop the quality of your content in to drop the quality of your content in order to produce at that volume or order to produce at that volume or order to produce at that volume or burnout. So you quit posting altogether burnout. So you quit posting altogether burnout. So you quit posting altogether after two or 3 weeks. Both of these after two or 3 weeks. Both of these after two or 3 weeks. Both of these things might prove more detrimental to things might prove more detrimental to things might prove more detrimental to your overall follower growth than taking your overall follower growth than taking your overall follower growth than taking a more measured approach. a more measured approach. a more measured approach. >> You need a pace that you can sustain. >> You need a pace that you can sustain. >> You need a pace that you can sustain. >> The sustainable pace. And this gets back >> The sustainable pace. And this gets back >> The sustainable pace. And this gets back to the no weeks off rhythm that we have to the no weeks off rhythm that we have to the no weeks off rhythm that we have discussed at Nauseium for several years discussed at Nauseium for several years discussed at Nauseium for several years now, which is you need to be honest and now, which is you need to be honest and now, which is you need to be honest and self-aware enough to say, "Okay, 3 to self-aware enough to say, "Okay, 3 to self-aware enough to say, "Okay, 3 to five might be the upper threshold." five might be the upper threshold." five might be the upper threshold." Look, for me, if we're gonna if we're Look, for me, if we're gonna if we're Look, for me, if we're gonna if we're going to experiment with publishing going to experiment with publishing going to experiment with publishing twice as much content, I can't just go twice as much content, I can't just go twice as much content, I can't just go into 2026 and be like, we're going to into 2026 and be like, we're going to into 2026 and be like, we're going to double our content, double our content, double our content, >> right? We'd have to make like a >> right? We'd have to make like a >> right? We'd have to make like a structural change. structural change. structural change. >> Yes. Because to this point, if it's just >> Yes. Because to this point, if it's just >> Yes. Because to this point, if it's just me or if it's just the systems we have me or if it's just the systems we have me or if it's just the systems we have now, my upper threshold alongside all now, my upper threshold alongside all now, my upper threshold alongside all the other responsibilities I have of the other responsibilities I have of the other responsibilities I have of running all these different companies is running all these different companies is running all these different companies is about three to five posts per week. So, about three to five posts per week. So, about three to five posts per week. So, to just say we're going to double that to just say we're going to double that to just say we're going to double that cuz it'll be better would be naive and cuz it'll be better would be naive and cuz it'll be better would be naive and foolish. If instead we made a bunch of foolish. If instead we made a bunch of foolish. If instead we made a bunch of structural changes, okay, we're going to structural changes, okay, we're going to structural changes, okay, we're going to bring in another person. We're going to bring in another person. We're going to bring in another person. We're going to do this, this, and this.

do this, this, and this. do this, this, and this. >> Okay, now realistically, we could say >> Okay, now realistically, we could say >> Okay, now realistically, we could say this is possible. this is possible. this is possible. >> So, to the title of this episode, how >> So, to the title of this episode, how >> So, to the title of this episode, how even small churches can win on social. even small churches can win on social. even small churches can win on social. What we don't want you to do is look at What we don't want you to do is look at What we don't want you to do is look at bigger churches and start copying them bigger churches and start copying them bigger churches and start copying them >> because that does not align with the >> because that does not align with the >> because that does not align with the metrics that we care about. We want you metrics that we care about. We want you metrics that we care about. We want you to go into your Instagram insights and to go into your Instagram insights and to go into your Instagram insights and look at the past 90 days and look at how look at the past 90 days and look at how look at the past 90 days and look at how many views you got in that time. many views you got in that time. many views you got in that time. Multiply that total grand number by 90. Multiply that total grand number by 90. Multiply that total grand number by 90. Get your views per day and then think Get your views per day and then think Get your views per day and then think about the changes that you could make about the changes that you could make about the changes that you could make from there. Could we post more from there. Could we post more from there. Could we post more frequently? If not, are we content with frequently? If not, are we content with frequently? If not, are we content with what we're seeing right here? The worst what we're seeing right here? The worst what we're seeing right here? The worst thing that you could do though is look thing that you could do though is look thing that you could do though is look at the most popular posts on your feed at the most popular posts on your feed at the most popular posts on your feed and then just replicate only those and then just replicate only those and then just replicate only those because what that does is it gets you in because what that does is it gets you in because what that does is it gets you in this cycle of being distributed within this cycle of being distributed within this cycle of being distributed within the Christian subculture. It gets you in the Christian subculture. It gets you in the Christian subculture. It gets you in this cycle of creating content that this cycle of creating content that this cycle of creating content that doesn't really align with these metrics doesn't really align with these metrics doesn't really align with these metrics that we should be tracking. And this is that we should be tracking. And this is that we should be tracking. And this is where you do have this tremendous where you do have this tremendous where you do have this tremendous advantage as a church because your views advantage as a church because your views advantage as a church because your views per day can be like measurably affected per day can be like measurably affected per day can be like measurably affected because your account is that much because your account is that much because your account is that much smaller.

smaller. smaller. >> Yeah. >> Yeah. >> Yeah. >> Well, that sounds like good news to me. >> Well, that sounds like good news to me. >> Well, that sounds like good news to me. >> It does sound like good news. >> It does sound like good news. >> It does sound like good news. >> We will include the buffer study in the >> We will include the buffer study in the >> We will include the buffer study in the show notes, the description of the show notes, the description of the show notes, the description of the YouTube video, so you can peruse it for YouTube video, so you can peruse it for YouTube video, so you can peruse it for yourself if you're into that sort of yourself if you're into that sort of yourself if you're into that sort of thing. thing. thing. And to tease next week's episode, And to tease next week's episode, And to tease next week's episode, if you've been listening to this and if you've been listening to this and if you've been listening to this and you've been like, you know, you've been like, you know, you've been like, you know, I'm kind of getting tired of this. I'm kind of getting tired of this. I'm kind of getting tired of this. You're like, Brady, I'm a little bit You're like, Brady, I'm a little bit You're like, Brady, I'm a little bit more on Alex's side of the table. I got more on Alex's side of the table. I got more on Alex's side of the table. I got to stop posting this to stop posting this to stop posting this >> than yours. Stay tuned for next week's >> than yours. Stay tuned for next week's >> than yours. Stay tuned for next week's episode because I think what all of episode because I think what all of episode because I think what all of these changes that have really been these changes that have really been these changes that have really been brought on by the users of these brought on by the users of these brought on by the users of these platforms, like it's easy to think that platforms, like it's easy to think that platforms, like it's easy to think that Instagram is making these changes. No, Instagram is making these changes. No, Instagram is making these changes. No, no. The users are creating more content. no. The users are creating more content. no. The users are creating more content. The users are changing how they behave The users are changing how they behave The users are changing how they behave on these platforms. And then the on these platforms. And then the on these platforms. And then the platforms are adjusting based on user platforms are adjusting based on user platforms are adjusting based on user behavior. behavior. behavior. >> It has opened up some new opportunities >> It has opened up some new opportunities >> It has opened up some new opportunities for dramatically different approaches to for dramatically different approaches to for dramatically different approaches to social media that churches can embrace social media that churches can embrace social media that churches can embrace that just didn't previously exist or that just didn't previously exist or that just didn't previously exist or just like weren't previously optimal or just like weren't previously optimal or just like weren't previously optimal or recommended.

recommended. recommended. >> So, if you're ready to do something >> So, if you're ready to do something >> So, if you're ready to do something completely different, completely different, completely different, >> stay tuned for next week. Oh, I love a >> stay tuned for next week. Oh, I love a >> stay tuned for next week. Oh, I love a teaser. teaser. teaser. >> We'll be back then. Thank you for your >> We'll be back then. Thank you for your >> We'll be back then. Thank you for your time, attention, and trust. We'll talk time, attention, and trust. We'll talk time, attention, and trust. We'll talk to you next Wednesday. Okay. Yeah. Well, to you next Wednesday. Okay. Yeah. Well, to you next Wednesday. Okay. Yeah. Well, hey, it's morning. We don't even need hey, it's morning. We don't even need hey, it's morning. We don't even need notes. We're just going to be good at notes. We're just going to be good at notes. We're just going to be good at our our our >> I don't know. I feel great. >> I don't know. I feel great. >> I don't know. I feel great. >> You feel great. >> You feel great. >> You feel great. >> So much better than in the afternoon on >> So much better than in the afternoon on >> So much better than in the afternoon on a Wednesday. a Wednesday. a Wednesday. >> When I sent you that message this >> When I sent you that message this >> When I sent you that message this morning that I was like, we can record morning that I was like, we can record morning that I was like, we can record in the morning and you sent me back in the morning and you sent me back in the morning and you sent me back encouragement that filled my cup. And my encouragement that filled my cup. And my encouragement that filled my cup. And my cup, cup, cup, >> it wasn't full. >> it wasn't full. >> it wasn't full. >> It was negative empty. >> It was negative empty. >> It was negative empty. >> And is it overflowing now? >> And is it overflowing now? >> And is it overflowing now? >> No. >> No. >> No. >> But there's just something in it, >> But there's just something in it, >> But there's just something in it, >> right? So pray to God for