Making Jesus Viral: How Contemporary Churches Have Adapted to TikTok

Abstract As the media landscape is constantly shifting, businesses and individuals alike must adapt their online presence to meet their potential audience across platforms. Very few churches have begun to adapt TikTok into their digital messaging strategies. Little research on church social media use has been conducted, with none having examined TikTok’s use. This research contributes to the larger body of work by filling the gap in TikTok research in general and helping to understand how TikTok fits into the larger social media world. An analysis of three churches’ TikTok presence is provided with recommendations on opportunities for further research.