Beyond the algorithm: Faithfulness in a 'viral' age

My son does social media for his part-time job. Part of the task is creating posts for the business's social media account.

The hope behind so much online activity is shared by many: that one day a post will "go viral", meaning that a post catches the algorithm, the numbers rise, strangers pass it to other strangers, then suddenly, thousands of people are paying attention (and buying stuff!).

I understand the attraction of this for Christians because we want people to hear about Jesus. We want the gospel to travel beyond our walls. If a 60-second video reaches somebody who would never enter a church building, we should be glad. Paul used Roman roads. We have Instagram. Still, roads shape journeys, and the media shapes the message.

Statistics – the measure of success?

Trouble begins when "reach" becomes our measure of faithfulness. We decide that a post succeeded because it travelled, even if it lacked truth, wisdom or kindness.

The algorithm is a very attentive deacon, but a dreadful elder. It records what people watched. It has nothing to say about what they worshipped.

Virality, of course, rewards an immediate reaction, but normally nowadays a negative one. Outrage works. However, so do novelty, fear, mockery and violence.

The gospel does demand a response, yet it cannot be reduced to whatever makes a thumb pause. Repentance will never be a simple click. We can cheapen the gospel when we turn it into "content", irrespective of how "cool" the video is.

'Virality'

I do feel the seduction of visible numbers. Why did their church gain 10,000 views while ours gained 200? Why did that preacher’s clip travel while mine disappeared?

Honest interest in spreading the gospel can slowly become a hunger to be noticed. We start checking our notifications and call it faithfulness.

Jesus welcomed crowds, taught them and had compassion on them. He also withdrew to pray. During His temptation, He refused to manufacture a spectacle. In John 6, His teaching became difficult and many disciples left. He did not change the message in an attempt to win the audience back. That deserves a long pause from anyone shaping content around shareability.

Viral material can also lose its local anchor point. Preaching speaks to these people, in this place, within the patient responsibility of a shepherd. Online, a sharp sentence can race far ahead of the qualifications that made it contextual. It then meets strangers carrying different questions and wounds. Confusion and misunderstanding may follow.

Of course, viral moments can be gifts. A clear testimony, a thoughtful answer or an invitation to church may reach more people than we planned. Thank God when it does. But if we are chasing this, it might be at the expense of the people right in front of us.

'Gloriously un-viral'

Most Christian work remains gloriously un-viral. We pray with the sick, visit elderly people, prepare sermons, and share our faith over and over again with our neighbours. None of this impresses an algorithm. Much of it, however, looks remarkably like the work of the Kingdom of God.

So let us use social media and use it well. We should aim for clarity and creativity as we seek to reach people. Alongside "Will this go viral?", ask better questions... Is it true? Is it loving? Does it direct attention towards Christ? Could a local church help someone take a next step?

The Great Commission calls us to make disciples. Sometimes a widely shared post will serve that work. Yet often, discipleship will be slower and far more costly. It may make "poor content". It is still the work Jesus gave us.