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The Father's Love House — Social Media Strategy

I lead social media content strategy for The Father’s Love House (TFLH), with a primary focus on short-form video content to grow the church’s online presence. I manage the full video content workflow, from capturing service footage to editing Reels, Shorts, and TikTok, while planning content and analyzing performance to improve engagement and reach.

I also support visual content when needed, ensuring clarity and consistency across posts.

Year

2026

Tools & Execution

Tools I used
  • CapCut
  • Canva
  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe AfterEffect
  • Meta Business Suite
What I did

1. Content Creation & Short-Form Video Production

Captured original footage during church services and events, then edited it into short-form videos (Reels, Shorts, and TikTok) designed to highlight sermons, community moments, and weekly church life.

2. Social Media Content Design

Supported visual assets when needed, with a primary focus on short-form video content and performance.

3. Social Media Strategy & Planning

Developed a content strategy focused on increasing visibility and engagement, including weekly planning, platform optimization, and short-form storytelling to reach new audiences.

4. Performance Tracking & Growth Optimization

Monitored engagement metrics and platform insights to evaluate content performance and refine strategies aimed at increasing reach, engagement, and potential church visitors.

Research

Needs & Goals

Need
The church had limited online visibility and inconsistent social media presence, making it difficult to reach new audiences and communicate weekly activities effectively.

Goal
The goal was to establish Instagram and Facebook as primary channels, increasing views, engagement, and follower growth through consistent short-form content and strategic posting.

Outcome Goal
Ultimately, the objective is to drive higher participation in church events and attract new visitors by strengthening the church’s digital presence and community connection.

Target Audience

Age Range: 14 - 35
Gender: Female & Male
Location: London, ON
Audience Profile: Teenagers, students, and young adults in London, ON, including high school students, university students, and early-career professionals who are open to exploring faith and seeking a sense of community.
Psychographics: Digitally active teens and young adults who respond to trendy, relatable, and community-focused content.

Strategy & Digital Planning

Digital Strategy Focus

TFLH’s digital strategy is built with a social-first approach, focusing on short-form video to engage a younger audience. While Instagram and Facebook serve as the current primary platforms, the strategy is designed to scale across TikTok and YouTube Shorts in the future.

Each platform is used with a distinct role in mind, balancing content consistency with platform-specific optimization to maximize reach, engagement, and audience growth.

Platform-Level Thinking

TFLH’s digital presence was built around the content consumption habits of Gen Z and Millennials, prioritizing short-form video platforms and mobile-first experiences. Each platform was used strategically, with content adapted to fit platform-specific formats, trends, and audience behaviors to maximize reach, engagement, and discoverability.
Facebook
Focused on clarity and information delivery, targeting a primarily 30–40s audience with a balanced mix of followers and non-followers. Content was structured with clear captions, titles, and context to improve accessibility and provide immediate value for both existing members and new viewers.
Go to Facebook
Instagram
Focused on engagement and visual storytelling, targeting a younger 10–20s audience with a high percentage of non-followers. Content leveraged short-form formats, trends, and scroll-friendly visuals to capture attention quickly and maximize discoverability among new audiences.
Go to Instagram

Content Creation & Execution

Video Production

Filming (Services, Worship, On-site)
Captured original footage during weekly Sunday services, focusing on sermon moments and community interactions to create engaging short-form content. Also attended special events, Bible studies, and collaborative gatherings with other churches to film a variety of content. Aimed to document authentic and natural moments to reflect the genuine atmosphere of the church community.
Short-Form Content Structure & Planning
Continuously monitored industry trends and analyzed trending formats to plan weekly reel topics. Incorporated both community-relevant and platform-wide trending audio to increase reach and engagement. Structured content primarily under 20 seconds, focusing on concise storytelling optimized for short-form consumption.

Content Framework

Content was strategically structured into four core reel formats:
Trend-Based & Community Reels, Q&A with a Pastor, Sermon Highlights & Words, Concept-driven sermon reels.
1. Trend-Based & Community
Purpose: Adapting Christian and general social media trends to create relatable, community-centered content.

Editing strategy: Uses trending audio and formats to capture authentic moments and increase non-follower discovery.
2. Q&A with a Pastor
Purpose: Answering faith-related questions in a simple, approachable way.

Editing strategy: Built around a strong question hook and concise, conversational delivery.
3. Sermon Highlights & Words​​
Purpose: Delivering key sermon messages in a clear, engaging short-form format.

Editing strategy: Structured with a strong hook, clear core message, and optional call-to-action, focusing on clarity and retention.
4. Concept-driven sermon reels​
Purpose: Communicating core sermon ideas through simple, engaging visual storytelling.

Editing strategy: Translates key ideas into clear visual sequences using symbolic B-roll, minimal text, and intentional pacing for clarity and engagement.

Content Planning & Distribution

Weekly Content Planning & Scheduling​

Content was scheduled consistently with two main posting days per week (Tuesday and Saturday), with supporting Instagram Stories posted alongside each reel to reinforce visibility and engagement.

Each posting day followed a structured content approach:

  • Tuesday: Sermon Highlights & Words (delivering key messages from the previous service)

  • Saturday: A mix of Community & Invitation, Informational, and Emotional Storytelling content, depending on weekly needs


Additional content such as event announcements was created when necessary to support upcoming church activities.
Posting times were optimized based on platform insights, scheduling content during peak audience activity to maximize reach and engagement.

Performance Tracking & Insights

Tracking System

Tracking System Developed a structured tracking system to monitor content performance on a weekly basis, combining custom-built tracking sheets with platform analytics tools. The content tracking sheet recorded detailed metrics for each post: including platform, content type, duration, views, average watch time, and engagement (likes, comments, shares, saves, and follows). A dedicated “Notes” section was used to capture patterns and performance insights, such as audience behavior, retention drop-off points, and differences between follower and non-follower reach.

In parallel, a weekly summary sheet was maintained to evaluate overall performance trends and identify which content formats and strategies were most effective over time.

Metrics & Tools

Utilized Meta Business Suite insights to track key performance metrics such as reach, video views, engagement, and audience behavior across both Facebook and Instagram.

Analyzed platform-specific data including follower vs. non-follower reach, audience growth, and performance trends over time to evaluate content effectiveness and discoverability.

This data was combined with custom-built tracking sheets to compare performance across different content types, posting times, and formats, enabling more structured and consistent analysis. Key insights and performance metrics were then extracted and consolidated into monthly reports, providing a clear overview of content performance and supporting data-driven decision-making.

Performance Analysis

Analyzed performance across different content formats and posting periods using weekly summary data, identifying patterns in audience engagement, reach, and content effectiveness. Compared results between content categories such as sermon highlights and emotional storytelling, observing that emotional storytelling content significantly increased overall views and engagement, while sermon highlights consistently maintained stable performance across both platforms.

Tracked weekly trends including total views, average views per post, and engagement growth, allowing for a clearer understanding of how content performance evolved over time.

These comparisons helped identify which content types performed best on each platform and informed future content planning decisions.

Instagram Insights

Based on observed performance patterns, Instagram content generally reached a higher percentage of non-followers, indicating strong discovery potential through short-form video formats.

While not all posts performed equally, visually engaging and emotionally driven content tended to generate higher reach and engagement compared to other formats.

Facebook Insights

Facebook content showed more consistent engagement across existing followers, with less variation between posts.

Structured and information-driven content tended to perform more reliably, suggesting that clarity and context are important factors for this platform.

Content-Level Insights

Across multiple posts, shorter and visually engaging content generally resulted in better retention and engagement.

Emotional storytelling formats showed stronger spikes in views and engagement, while sermon highlights provided more stable and consistent performance over time.

Optimization & Actions

Refined the content strategy based on performance insights by prioritizing high-performing formats and adjusting content planning accordingly.

Emotional storytelling content, which consistently showed higher engagement rates, was incorporated more frequently to maximize audience interaction and reach.

Sermon highlight content performed strongest when it featured a clear and compelling hook paired with a simple and easily understandable message. These posts resulted in higher views and engagement rates and informed a more focused approach to structuring sermon-based content. For Instagram, the strategy shifted toward more discovery-driven content, focusing on visually engaging and emotionally resonant reels to reach non-followers. For Facebook, content remained clarity-focused and information-driven, maintaining consistent engagement among existing followers through structured captions and contextual posts.

Content structure, video length, and editing style were continuously refined, favoring shorter and more dynamic formats to improve retention and overall engagement.