By Ebunoluwa Sessou
There was a time when a pastor’s influence was measured by the size of the congregation gathered inside the church auditorium. Today, that influence extends far beyond church walls, reaching millions through smartphones, livestreams, Instagram Reels, TikTok videos, Facebook broadcasts and X (formerly Twitter) posts.
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In Nigeria and across the world, social media has become an indispensable tool for ministry. But as more pastors embrace the digital space, a new phenomenon is emerging: the rise of the “social media pastor.” While many use publicizing these platforms to spread the gospel, others use it as a tool for popularity, personal branding and public display.
The question is no longer whether pastors should be on social media, but how they are using it to showcase themselves.
The digital pulpit
Social media became more relevant during the COVID-19 pandemic, hence the digital transformation of churches. When physical worship was suspended, livestreaming became the primary means of reaching members.
Since then, many churches have continued to change heavily in digital ministry. Sermons are clipped into one-minute clips, prayer sessions are streamed live, testimonies are shared daily and pastors interact directly with followers through various social media platforms.
Young professionals who work official weekday services can watch online. Nigerians in the diaspora remain connected to their home churches. Individuals battling depression, anxiety or loneliness often find encouragement through online devotionals. The digital space has undoubtedly become a modern-day mission field.
When ministry meets branding
However, ministry on social media has gradually evolved into something beyond evangelism. Many pastors now operate sophisticated personal brands supported by dedicated media teams responsible for photography, videography, graphics, public relations and content scheduling. Every sermon becomes content.
Every outreach becomes a photo opportunity. Every church programme is promoted with hashtags and countdown campaigns.
Among younger Christians, many no longer merely admire the older generation of preachers; they closely follow the personalities and lifestyles of contemporary pastors. Beyond their messages, followers often emulate their dressing, fashion choices, grooming, communication styles and even lifestyle preferences.
For instance, Pastor Emmanuel Iren is widely recognised for his sharp, well-tailored suits and polished appearance. Pastor Jerry Eze, whose New Season Prophetic Prayers and Declarations (NSPPD) has attracted millions of online followers, is equally known for his distinctive blend of traditional and corporate attire style, while on weekends, Pastor Ada Adegboyega frequently attracts attention for his luxurious lifestyle, designer fashion and celebrity associations.
Other Nigerian pastors with strong digital footprints include Pastor David Ogbueli, Jimmy Odukoya, Paul Enenche, Apostle Johnson Suleman, Apostle Joshua Selman, Bolaji Idowu, David Ibiyeomie, David Oyedepo, Pastor Biodun Fatoyinbo, Nathaniel Bassey, Poju Oyemade, Sam Adeyemi, Kingsley Okonkwo, Femi Lazarus, Lawrence Oyor with his headbands, Apostle Michael Orokpo, Apostle Arome Osayi, Dunsin Oyekan, Pastor Mildred Okonkwo, Funke Felix-Adejumo, Chris Oyakhilome and Enoch Adeboye, among
others. Each has embraced digital platforms of varying degrees to reach wider audiences, promote church
programmes, share teachings and engage followers
Some have become renowned for daily devotional content, short videos, prayer meetings, while others are recognized for leadership teachings, relationship counseling, worship sessions, healing services or motivational messages. Their social media pages command millions of followers, with some broadcasts attracting audiences larger than physical church congregations.
Evangelism or showoff
There is, however, nothing inherently wrong with strategic communication or the use of technology. The concern is that branding can sometimes begin to overshadow biblical teachings and standard values, making it appear to know more about a pastor’s designer wardrobe, luxury vehicles, vacations or personal life than the sermon being preached.
Celebrity culture in the church
Perhaps the greatest concern is the emergence of celebrity culture within modern Christianity. Most of their followers counter their pastors more than emphasizing their values. Their lifestyle trend setting. Their wardrobes become fashion inspiration. Their family vacations, standard locations, and their opinions on politics, sports and entertainment quickly become national talking points.
The challenge, therefore, is not social media itself but how it is used. For many church leaders, the digital space presents an opportunity to preach the gospel, mentor believers and manage connection with the body of Christ. Yet, others, it also presents the temptation of self-aggrandizement through likes, views, shares and follower count.
Striking the Balance
Speaking on the issue, the Senior Pastor of Shepherdhill Baptist Church, Reverend Israel Kristilere, believes the growing presence of pastors on social media is largely positive, provided the platforms are used to preach sound biblical doctrine.
On the increasing trend of pastors displaying lifestyles, fashion, trends and personal lives online, Kristilere described it as evidence of worldliness creeping into the church.
“Worldliness has always found its way into the Church. The structure today is that social media has made it more visible and accessible. While I condemn those who use these platforms merely to project themselves, their wealth or lifestyle, we should also recognize the many faithful ministers who are genuinely using social media to preach Christ and build the saints,” he said.
He described the positive of social media on Christian ministry as both positive and negative.
On the positive side, he said digital platforms have broadened access to biblical teaching, made evangelism easier and allowed churches to connect with younger audiences in ways that resonate with them.
“Today, people can accessible the Word of God simply by opening Facebook, Instagram, YouTube, TikTok or listening to podcasts. Many lives have been transformed through messages shared online,” he said.
He added that social media has also encouraged innovation in ministry through online worship, counseling, discipleship and other digital ministries.
However, Kristilere warned that the rise of internet culture among some pastors poses a major challenge.
“Some ministers have become celebrity rather than servants of Christ. There is also the commercialization of the gospel, where people are expected to pay before receiving counseling or prayers,” he said.
He further expressed concern about the spread of shallow theology and false teachings through digital platforms.
“Social media allows unscriptural teachings to spread quickly. We have seen instances of some people claiming to be pastors promote ideas that are completely contrary to biblical teachings,” he said.
According to him, social media has also fueled unhealthy competition among ministries, with some seeking online popularity rather than faithfully preaching the gospel.
He added that another unintended consequence is decreasing commitment to local churches, as many young Christians now appear more devoted to online pastors than to their own congregations.
It also places unnecessary pressure on many faithful ministers to imitate online personalities merely to remain relevant,” he noted.
Similarly, the Senior Pastor of Agape Generation International Church, Reverend Toyin Kehinde, said the increasing presence of new generation pastors on social media is neither inherently good nor bad, but depends entirely on how the platforms are used.
Drawing a biblical parallel, Kehinde noted that just as Apostle Paul utilised the Roman road network and the common Greek language to spread the gospel in the first century, today’s ministers can effectively use social media as a modern marketplace for evangelism.
He said digital platforms have made biblical teaching, discipleship and Christian fellowship more accessible to millions of people, particularly young individuals who spend a significant portion of their time online.
“It has enabled many people to hear the gospel who might never enter a church building and has given faithful ministers an opportunity to influence culture with biblical truth,” he said.
Nonetheless, Kehinde cautioned that the pursuit of followers, likes, and viral content can tempt ministers to prioritize popularity over sound doctrine, sometimes lead to compromise and personal branding over the glory of Christ.
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