I brought Allie Schaal onto the ChurchCandy Podcast because she runs one of the best social media agencies I have seen that focuses specifically on churches and faith-based organizations. Allie is the founder of HVNSNT, and she has helped dozens of churches figure out what to post, how often to post, and how to actually connect with people through their social media presence.
If your church’s Instagram is collecting dust or your Facebook page only gets updated on Sundays, this conversation is for you.
Behind the Scenes of HVNSNT
Allie started HVNSNT because she saw a gap in the market. Churches needed help with social media, but most marketing agencies did not understand the church world. She built a team that gets both the creative side and the ministry side, which makes their work feel authentic rather than corporate.
What Makes a Good Reel
We spent a good chunk of time talking about short-form video content. Allie said the biggest mistake churches make with Reels is trying to be too polished. “People scroll past perfection,” she told me. “They stop for real. Film your pastor being himself. Film your worship team rehearsing. Film the messy, unscripted moments. That is what connects.”
She also emphasized that Reels should tell a micro-story. Even in 15 seconds, there should be a hook, a moment, and a takeaway. Churches that just post sermon clips with no context are missing the point.
How Often Should Churches Post
Allie’s answer surprised me. She does not push for daily posting. Instead, she recommends consistency over frequency. Three to four quality posts per week will outperform seven mediocre ones. The algorithm rewards engagement, not volume. If your posts are generating comments, saves, and shares, you are winning.
Optimizing Your Church’s Social Media
Allie shared some practical optimization tips that any church can implement right away:
- Update your bio regularly. Your Instagram bio should always reflect what is happening now, whether that is a sermon series, an upcoming event, or an invitation to visit.Use location tags and hashtags strategically. Local hashtags help your content get discovered by people in your community who are not yet following you.Engage with your followers. Responding to comments and DMs is not optional. That is where relationships are built online.
Knowing What Kind of Content to Post
Allie broke content down into categories that I thought were really helpful. She said churches should think about their content in three buckets: give, ask, and connect. “Give” content provides value like a devotional thought or a practical tip. “Ask” content invites people to something, like a Sunday service or an event. “Connect” content shows the personality of the church, like behind-the-scenes moments or team highlights.
The rule of thumb is to give more than you ask. If every post is an invitation, people tune out. But if you lead with value and connection, the invitations land much harder when they come.
When is Excellence Necessary
We also talked about the tension between excellence and authenticity. Allie’s take was balanced. She said your Sunday morning production should aim for excellence because that is the front door of your church. But your social media can be more raw and real. “Excellence does not mean expensive,” she told me. “It means intentional.”
Final Thought
If you are a pastor who knows your church needs to step up its social media game but does not know where to start, check out what Allie and her team are doing at HVNSNT. And if you want to combine strong social media with targeted Facebook and Instagram ads to drive new guests to your church, that is exactly what we do at ChurchCandy. Let’s get your church in front of the people who need it most.
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