by Paul Schmutzler
Great video can be a great asset to a great church. But what is the most effective way to implement that video? It’s a key question to ask yourself as a church when deciding to produce videos. Going beyond the live service stream/record can enhance the reach and impact of your church’s ministry, but it can’t be done with a shotgun approach. Just pull the trigger and hope to hit your target. Creating a great video is not the same as utilizing a great video. In researching church videos for this article, I came across some spectacularly produced videos that had 100 or less views. These were created by churches with weekly attendance in the hundreds or even thousands. If the majority of their congregations aren’t even watching their videos, perhaps there’s something wrong with the strategy. Our churches don’t send teams to mission fields without hours of research and planning to make sure their resources are put to good use, so why would we do that with a complex, expensive and time-consuming video production?