For Jeremiah Nwabueze, Pastor of the Onitsha-based Victory Resounding Revival Ministries, advertising has become a vital tool for increasing participation from virtual members.
“We’ve seen a significant rise in online engagement,” says Nwabueze, “people who couldn’t physically attend our programs are now joining from places as far as Lagos and even Cameroon and beyond Africa.”
His ministry, which doesn’t follow the traditional Sunday service model, focuses on weekly programs that attract members from different churches.
Beyond the physical gathering, Nwabueze has observed a growing number of virtual attendees, with many tuning in from across Nigeria and abroad, thanks to targeted social media ads.
While churches have long relied on various forms of advertising, the approach has evolved significantly in recent years.
In this feature piece, TheWitness investigates why churches advertise, who pays for it, how they fund it, whether they use advertising agencies, what KPIs they use to measure the effectiveness of their ads, whether these ads help win souls, and the types of advertising they rely on.
Churches, ministries, and other Christian-based religious outfits in Nigeria have long been advertising, primarily relying on traditional advertising methods.
These include print media, broadcast media, banners, posters, billboards, and word of mouth, such as rallies where members move around to announce upcoming programs.
These tools have been essential in promoting church events and expanding their reach across the country.
However, after working as a social media manager for a Pentecostal church in Nigeria for over a decade and later starting his own ministry, Pastor Nwabueze noted a major shift towards social media.
“The rapid rise in social media usage in Nigeria has created a powerful opportunity for churches to reach potential audiences faster than ever before,” Pastor Nwabueze explained.
With platforms like Facebook, Instagram, and YouTube becoming vital in Nigeria, churches can now connect with people in ways that traditional advertising couldn’t achieve, especially in a country where internet access is becoming more widespread.
To understand why churches and ministries invest in advertising, TheWitness spoke to pastors, including Nwabueze and Pastor Gift Akanimo of Light to Life Ministries.
Both pastors agreed that one of the core mandates of the church is to spread the gospel and fulfill the Great Commission, as outlined in the Bible.
Pastor Nwabueze, citing Psalm 68:11, explained, “The Lord gave the word: great was the company of those that published it,” implying that sharing the gospel can be seen as a form of advertising.
Pastor Akanimo echoed this sentiment, referring to Matthew 28:19-20, which commands believers to “Go ye therefore, and teach all nations,” and Mark 16:15, where Jesus tells His disciples to “Go into all the world and preach the gospel to every creature.”
He also highlighted Acts 2:47, emphasizing the need to “add to the church daily.”
Pastor Akanimo, whose church is located in Maya, Ikorodu, further explained that, in practicing what the Bible instructed, advertising efforts using various mediums have helped with the growth of church membership, expanding the ministry’s reach, engaging online audiences, establishing the church’s identity and reputation, and increasing attendance and participation.
Similarly, Pastor Nwabueze pointed out that with social media constantly exposing people to a variety of content—some of which contradicts Christian values—churches need to be intentional about their presence online.
“In today’s digital age, where people are inundated with content that often conflicts with the teachings of Christianity, it is more important than ever for churches to actively use advertising, especially on social media, to ensure they fulfill their mission of spreading the gospel,” he stressed.
Pastor Akanimo explained that churches rely on a combination of mechanisms to fund their advertising efforts. These include individual donations from members, financial support from pastors, elders, or the church council, as well as organized fundraising events.
Additionally, a portion of the church’s budget is often allocated for outreach activities, including advertising. Pastor Akanimo emphasized that this approach aligns with the biblical principle of stewardship, where resources are wisely managed, and giving is encouraged to support the growth of the ministry.
“We see it as part of our responsibility to ensure that the church can reach more people, and that requires financial commitment,” he said.
Pastor Nwabueze agreed with these funding strategies and added that church members often contribute their technical expertise, such as social media management, graphic design, or video production, without expecting financial compensation.
“There are members who feel called to support the church through their skills, whether it’s in media, advertising, or graphic design, and they don’t necessarily expect to get paid,” Nwabueze explained.
This in-kind contribution significantly reduces the financial burden of running advertising campaigns, particularly in smaller ministries.
The advertising methods used by churches in Nigeria vary, as TheWitness learned from discussions with pastors and experts, including Pastor Nwabueze, who has a decade-long experience as a social media manager.
While print and broadcast media are still used, the focus has shifted toward digital advertising, which requires platform management skills and social engineering to effectively engage audiences.
Digital media platforms like Facebook, Instagram, and YouTube have become essential tools. According to Pastor Nwabueze, these platforms allow churches to create targeted campaigns, reaching specific audiences.
“You need the right skills to ensure your message reaches the right people,” he noted.