With a fast-evolving world and technological advancement, churches and other faith-based groups in Rwanda have turned to social media to reach wider audiences, moving away from traditional methods. Today, many churches in Rwanda have adopted social media platforms – including TikTok, Instagram, X (formerly Twitter), YouTube, and Facebook – to engage more people, particularly younger generations who are more digitally inclined. Following the closure of thousands of churches that did not meet regulatory requirements, many preachers have resorted to social media to attract online congregations. This marks a significant shift from the traditional, conservative approach to preaching and ministry, which had characterised the church for centuries. Many denominations, including the Roman Catholic Church, were initially hesitant to embrace these new methods, but it was only a matter of time. Today, even they are live streaming services and concerts to maintain connections with their congregations and the broader community. Digital platforms have enabled churches to share content – from service schedules and inspirational messages to event updates and live streamed services – in an effort to capture the attention of Gen Z, who are more engaged through digital devices than through physical church attendance. For modern churches like Christian Life Assembly (CLA), social media has become an integral part of their operations, particularly as many of their members are tech-savvy youth. CLA regularly utilises digital channels to create an interactive space where church members can engage in discussions, share insights, and support one another through small groups and specific ministries. Some churches have gone even further by developing dedicated applications, such as church mobile apps and online forums, providing a space for congregational interaction and spiritual growth. A shift in perspective Wicksell Mukalai, a pastor at CLA, notes that churches once viewed social media as a dangerous platform due to the nature of some content and the perceived lack of accountability. However, he and other forward-thinking pastors now see it as an extension of the church. “The two main reasons we use social media are, first, because that’s where people spend most of their time, and second, after COVID-19, it became one of the best platforms to hold church,” Mukalai explains. “Integrating social media and digital platforms means seeing social media as an online church and an opportunity to use new ideas, designs, tools, and creative strategies to spread the Gospel,” he adds. ALSO READ: Kagame tasks new MPs to end disorder in churches This approach has also helped the church streamline key activities, including enhanced registration portals, the use of QR codes, event promotion, and improved internal communication. While CLA does not host many live events, the few it has held have seen record-breaking attendance. The church now livestreams all three Sunday services. “Surveys show that attendees often come because they saw a poster, a reel, or noticed CLA members sharing event information in their stories,” Mukalai notes. “We have maximised our efforts to spread our activities through social media and internal WhatsApp groups. Our congregation remains well-informed, even about events happening outside CLA, and they actively invite others to participate,” he adds. CLA was among the first churches in Rwanda to embrace social media, and Mukalai says that today, many churches are investing in digital tools to enhance their presence. “As a result, graphic design has improved, with churches developing their own mock-ups, templates, and digital assets to enhance church life. A personal trend I love is the use of carousels and reels – these formats work wonders for sharing the Gospel, allowing for high levels of creativity in content creation,” he says. Although maintaining an active social media presence requires time and effort, Mukalai believes the rewards—seeing people interact with God through digital content—are well worth it. He sees technology as the future of the church, making it easier for creatives to contribute to ministry while improving communication and engagement. The double-edged sword of social media ministry Apostle Christophe Sebagabo of Calvary Wide Ministries shares similar sentiments, but acknowledges the downsides of social media for the church. One major challenge is the rise of false prophets or individuals posing as preachers, who exploit social media for personal gain, misleading followers, and tarnishing the church’s reputation. “The impact of social media on traditional church structures is somewhat negative today, but at the same time, it provides solutions. Many people left traditional churches due to outdated rituals and rigid mindset, and social media became an alternative,” he explains. “Traditional churches must align themselves with modern technology. While there are drawbacks, the positives outweigh the negatives,” Sebagabo says, emphasising that digital platforms are essential for evangelism. “God’s priority is for the Gospel to reach as many people as possible, and social media facilitates that. Social media is like a sixth continent, with a population surpassing any physical continent. Ignoring it today is a loss for the church,” he adds. ALSO READ: The dark side of social media for Rwandan youth Sebagabo stresses that modern and traditional churches should collaborate to harness these platforms effectively. Social media churches cannot replace traditional churches, and younger pastors need guidance from seasoned ministers to remain grounded. The two are not in competition. However, many churches have faced challenges, including online criticism, cyberbullying, and the distortion of religious content. Some concerns include disinformation, exaggerated content designed to attract views, misleading comedic interpretations, and unregulated interactions that lead to offensive remarks or debates that undermine faith. Additionally, some worry that an over-reliance on digital communication erodes personal relationships and weakens in-person community ties, which were once central to church life. A new era for gospel music Maya Nzeyimana, co-founder of Heavenly Melodies alongside her husband Fabrice Nzeyimana, acknowledges that online preaching has benefited their ministry, allowing them to reach audiences beyond their physical reach. “There are both good and bad aspects to online preaching. On the positive side, musicians and artistes can connect with audiences beyond music, through teaching and ministry,” she says. “My husband and I have leveraged social media to reach people who listen and engage beyond just music. We can create content and share the gospel through our music,” she adds. However, Nzeyimana laments how online sermons are often taken out of context and turned into comedic content for views. “It can damage the church’s image. Many YouTubers and content creators look for controversial clips to attract audiences, which can misrepresent the ministry,” she says. Similarly, gospel singer Sharon Gatete says that the rise of online preachers has significantly impacted the gospel music industry in Rwanda. Many preachers now integrate gospel music into their messages, exposing new audiences to artistes. ALSO READ: Public outrage as churches solicit offertory amid Covid-19 outbreak “Many sermons now incorporate gospel songs, giving artistes more exposure. Online preachers also recommend music that aligns with their teachings, extending the reach of gospel music beyond traditional church settings,” she explains. This shift has created opportunities for collaboration between musicians and online ministries, further expanding gospel music’s influence. Gatete also notes that digital platforms allow artists to share their messages beyond church walls, reaching a global audience through livestreams and YouTube. “It has also allowed for a more personal connection between artistes and listeners. Audiences can engage through comments, direct messages, and virtual worship experiences,” she says. Overall, Gatete believes that online ministry has provided gospel artists with new opportunities to expand their reach and impact lives in ways that were not possible before.
