“Hipster pastors” are generating huge online followings and writing books—and their followers are buying.By Lora Schrock

Get to KnowOnline Pastors

convert their online followers into real-world customers.

A Brave New World O� en called “hipster pas-tors,” these men and women are using social media to minister because that’s what their online congregation expects, a far cry from their parents’ day. Twenty-� ve years ago, Sunday morning services felt like performanc-es, and some pastors reached celebrity status. Today people want a real, interactive, 24/7 connection—and they want it available online.

“We’re well on our way to-ward a blended reality where there’s no longer a line be-tween online and o� ine,” wrote Paul Steinbrueck in the recent Relevant Magazine article “7 Ways Pastors Fail at Social Media.”

As cofounder and CEO of OurChurch.com, he’s seen

how churchgoers have transitioned from passively listening to sermons to becoming “always connected.” Hipster pastors under-stand this shi� , too, and are taking steps to meet people where they are on the Internet.

Connecting OnlineSocial media in all its forms is here to stay. Rapper and pastor Trip Lee, whose latest book, Rise (� omas Nelson), released in January, sees all media as a way of re� ecting God.

“God created all things, including com-munication. He also created sound, vision, and beauty. Media is what happens when hu-man beings, created in God’s image, reshape and reimagine the beautiful gi� s God has

given us to make something new,” he says. However, social media is more than a

means of communication; it also is a way of living.

“One of the ways social media is chang-ing us is by making almost the entirety of our lived experience ‘social’ and networked,” explains Brett McCracken, author of Hipster Christianity (Baker Books). “� ese days it seems that we do, say, and know everything in the context of a public web of friends, contacts, and networks.”

� e social media age is worldwide, as Pas-tor David Posthuma writes in eShi� (CLC Publications), “From Facebook friends, Yahoo! groups, and Google circles to inter-active blogs, discussion forums, and rela-tional e-learning communities, the concept of community now extends beyond the local into the global.”

To reach those who live online as much as in reality, churches are adapting their min-istry models. While their target audience is mainly comprised of Millennials, hip-ster pastors are connecting with other age groups, too.

“It’s clear that Millennials are very tech savvy and are highly comfortable using so-cial media as a primary means for commu-nication and connecting with others. I be-lieve X-ers and Baby Boomers are growing in their comfort and frequency of use,” says Christian Leadership Alliance President and CEO Tami Heim.

A New ToolboxKnown for innovative thinking, these pas-tors are combining di� erent mediums to use social media more e� ectively.

“Pastors are using Twitter and Facebook as ways to direct people to their blogs and websites for more in-depth conversations and communication,” says Heim, co-author of @stickyJesus (Abingdon Press). “Internet

A new generation of pastors is talking about Jesus, building community, and offering spiri-tual encouragement to people around the world, and they’re doing it all via social media.

No longer an a� erthought tacked on to the brick-and-mortar church, social media is taking center stage. Facebook, Instagram, Twitter, and blogs are as integral to these young pastors’ ministries as personal rela-tionships.

But they aren’t just tweeting, tagging, and posting—they’re also writing books, and the people who follow them are buying. Chris-tian retailers have the opportunity to spot-light these up-and-coming pastors—and

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video continues to grow at a rapid pace, and we do see more organizations creating video content that communicates the Gospel in compelling ways.”

Jarrid Wilson, whose latest book is Jesus Swagger (� omas Nelson), serves as next-gen pastor at LifePoint Church (Smyrna, TN).

“I jumped on the social media bandwagon early. People weren’t harnessing the move-ment of the church on di� erent platforms. I hopped on early with those social media links attached to my blog. I posted every day. I made sure my followers had a fresh word of encouragement,” he says.

� ey must be doing something right, because these young pastors’ social me-dia numbers are exploding, such as Judah Smith at 335,000 Twitter followers and Lee at 231,000.

What to Look ForWhile the number of followers can be im-pressive, retailers should consider other factors when deciding whether to carry a hipster pastor’s book. Because most people want more from the church than Christians plastering on smiles and pretending every-thing is � ne, Posthuma says pastors have to be authentic in what they say and do.

“In the hearts and minds of many young adults today, they’re labeling the message of the television-in� uenced church as spam and moving the message into their spiritual trash can,” he writes.

Wilson agrees. “Millennials can’t stand people who wear masks. � ey want authen-tic leadership. � ey want someone real. My wife and I are the same people online as we

are in person.” When reviewing pastors’ Twitter pro� les,

Heim says retailers need to remember that the fundamental principle of social media is the fact it is social.

“It works best for those who are willing to engage in two-way conversations with those who follow them,” she says. “Many people think of social media as a pulpit or a digital billboard that simply allows them to broad-cast announcements and new products. To paraphrase an old adage that I believe is true in this situation, ‘People will not care about what you have to say or o� er until they know you care.’”

However, when it comes to sharing the Gospel via social media, Heim has been dis-appointed in what she’s seen. “I see very little outreach activity among pastors, especially those who are most recognizable to an audi-ence beyond their congregation. Most seem to focus on sharing their thoughts on cul-tural topics, sermons they’ve preached, per-sonal interests, or general information about their church and its activities.”

McCracken advises Christians on social media—especially pastors—to be counter-cultural and Christ-honoring.

“Where people lose their � lter and be-come careless and mean on social media, pastors should be models of discernment and self-control,” he says. “Sadly, I know many pastors who are toxic on social me-dia, using it in ways that are no di� erent (or worse) than the world.”

Ideally, retailers should feature titles by hipster pastors who understand the balance between online activity and face-to-face ministry.

“� ere’s a bigger importance on under-standing the Gospel in the context of rela-tionships and the lived experience of Chris-tians,” says McCracken. “� ere’s a place for using social media for Gospel communica-tion, but there’s also an awareness that the full contours and complexity of the Gospel require more than 140 characters.”

For retailers worried that this trend indi-cates ministry is losing the personal touch, Wilson says that isn’t true.

“I would never have someone replace an in-person ministry with an online one,” he says. “Face-to-face will never be replaced by Skype or Twitter. Social media can assist the focus.”

Social media is another way of reaching out to people who need Jesus. “Engagement is the � rst step to demonstrating you care,” says Heim, “and in such a time as this, we have amazing tools that allow us to make that happen.”

Issues a� ecting the future of retail, such as the role of social media and Millennial engagement trends, will be discussed in a general session panel at the International Christian Retail Show in Orlando, FL June 28-July 1.  As one of the featured panelists, Jarrid Wilson will further share his insights and perspectives on this important topic. R+R

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Pastor Jarrid Wilson will share insights on social media and the future of retail at the 2015 ICRS.

Retailers should feature titles by pastors who balance online and face-to-face ministry.Retailers should feature titles by pastors who balance online and face-to-face ministry.

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