We're all familiar with the pressure to be everywhere. The world constantly shouts that if you’re building an online ministry or business, you need maximum reach. This often means spending endless hours on TikTok, Instagram, Facebook, and every other platform that pops up, chasing likes, metrics, and instant gratification.
But lately, I’ve been asking: What if our focus shouldn't be on reach at all, but on relationship?
God has been challenging me on the entire strategy of building an online presence. I sat with Him and asked where He wanted me to be and how He wanted me to show up. The conclusion was clear: My strategy needed to be completely different from the world’s. It needed to be rooted in divine alignment, not popular opinion.
While there is a ton of content out there telling you to be on social media, I’m being called to use a strategy that is not based on being on so many different platforms. My focus for the coming year is to concentrate on just three core platforms.
My focus is on:
My Website & Podcast (My primary content marketing platforms)
My Membership (My core resource centre)
My Mentorship Program (discipleship mandate)
This shift is about consistency in creating quality content that truly serves the people God has called me to. It means dedicating my energy to creating content on my website and my resource centre, or shop, creating products and resources that genuinely help people.
This might feel slow-paced and doesn't offer the rush of a viral social media post. It bypasses the need for instant gratification or seeking the approval of people by tracking likes and metrics. But the goal is not just about getting people to a site; it’s about getting the right people to consume the content, get value out of it, and build a relationship with the ministry.
We have to be so careful that we're not trying to build something that is not in alignment with how God has called us to show up. The world’s way is based on the constant pursuit of more—more followers, more attention, more reach. God’s way is based on depth, discernment, and alignment.
As Christian content creators, we need a mindset shift. I’m mindful of what I create, who is going to consume it, and I am discerning of what God wants me to focus on and the specific people I'm called to serve.
The most important relationship is the one we have with Him. If you want to build a ministry God’s way, you have to follow His lead and His strategy, not the opinions of others.
You will always have contradicting opinions online. What may be right for other people may not be the path God wants you to take.
Your ultimate strategy will need to be built on discernment. We have to take our strategies back to Him in prayer constantly. We must sit and listen for His direction, His instruction, and His confirmation. If we fail to seek Him, we risk leading ourselves and others astray.
Don't prioritise the world’s desire for maximum reach over the relationship and alignment God offers. Walk the path He wants you to walk, even if it means going against everybody else's advice online.
If this message blessed you, I pray you continue to incorporate this focus on discernment and relationship into your life and ministry.
If you truly want to build your ministry God's way, you have to start with radical obedience—and that often means doing less, not more. Even if it contradicts the loudest voices online, take five minutes right now to sit in stillness and ask God what He wants you to stop or start doing. Start listening for the strategy that brings peace, not the platform that promises popularity.
If you're on a platform just because you feel obligated, or you're comparing your slow progress to someone else’s instant success. Remember, His direction will help you discern your next right move.