Social Media Guidelines for Unitarians

The most successful congregations on social media are often those that consistently share real stories, offer a genuine welcome, and reflect the values and activities that make Unitarian communities unique. You do not need to be a marketing expert or spend hours online. Start where you are, use the tools you have available, and keep learning as you go.

Here are some of our top tips for making the most of social media.

Messaging matters

The way you package something affects how people receive it. When creating a post, think about what you want people to feel, know or do after they’ve seen it. A post that simply announces an event may get limited engagement, while a post that highlights why the event matters or the difference it makes to people’s lives is more likely to capture attention.

Show don’t tell

Use images, stories and real-life examples to illustrate your point. Rather than simply describing your community as welcoming, show people what that looks like.

Share photos from events or stories from members. People connect with people. The more your audience can picture themselves being part of your community, the more likely they are to engage.

Be intentional about your visual choices

Candid photos are often some of the most engaging content you can share, but photos are just one option.

Think carefully about what visual will best support your message. This might be a photo, but it could be a simple graphic or a quote. Good visuals help stop the scroll and encourage people to pay attention to what you’re saying.

Take messy action (within limits)

Do stuff. Try things. The important thing is to build in a feedback loop.

Take messy action and experiment, but then look at what performs well and and learn as you go. Messy action with feedback leads to growth and improvement. Messy action without reflection is just noise.

Check out the Innovation Fund

If you have an idea for growing your congregation’s online presence, consider applying to the Innovation Fund.

A successful application could help fund a project, resource or support with communications capacity. Put together a proposal and think creatively about what could help your congregation thrive.

Let go of the thoughts that don’t serve you

Thoughts such as “We need to reach new people” or “If only people knew about us” can sometimes leave us feeling stuck and overwhelmed.

Instead of focusing on what is missing, focus on what you can do today. Share one story. Post one photo. Promote one event. Small, consistent actions can be far more effective.

Make sure you’re presenting a welcoming environment

Your social media presence should accurately reflect the experience people will have when they visit.

Take a good look at your chapel or meeting house. Is it clean and tidy? Are noticeboards up to date? Is signage clear? Are refreshments available? When people see photos and videos of your community, they should get a sense of welcoming and hospitality.

Use explainers

Never assume that people already know what Unitarians is or how your congregation works.

Simple explainer content can be incredibly effective. Answer common questions, explain traditions, demystify what happens during your services.

Videos are easier than they look

Video content can feel intimidating, but it doesn’t have to be professionally produced to be effective.

A short video recorded on a smartphone feels authentic and personal. Tools such as CapCut make editing straightforward, and a basic external microphone can significantly improve sound quality. Focus on being clear, friendly and genuine rather than trying to be perfect.

Don’t be afraid to be funny

Humour helps people connect and can make your content more memorable.

Not every post needs to be serious. Light-hearted observations, behind-the-scenes moments, and gentle jokes can help show the human side of your congregation.