Whatever You Do, Don’t Do This…
…build your ministry on Clickbait.
That’s it. That’s the article. Don’t build your ministry on Clickbait.
It’s a very real temptation for us in ministry whether we like to admit it or not. This is true as a youth pastor who feels like he is competing against for students attention, and it’s true for me as I build Youth Pastor Theologian. Obviously, this article is a tongue-in-cheek embodiment of this allure. You probably even clicked because the title is clickbait’y.
The gospel, however, is not Clickbait. It is good news of great joy for all people, and yet it comes with simplicity, the often garners little more than a yawn in today’s post-Christian culture. Article titles about “How to teach the holiness of God to teenagers” isn’t going to get as many views as an article like “What your youth ministry is missing” or “The gospel according to Taylor Swift.”
But what happens to us when we give ourselves over to clickbait ministry? What do we exchange when we lose the former kind of article (or sermon series) and rely on the latter instead?
Clickbait leaves no room for meaningful thought and reflection, which undermines the nature of biblical discipleship. You’re reading for entertainment, the buzz of controversy, or to simply confirm your own opinion about the topic. That’s why many people who read this article aren’t even reading this very paragraph. They clicked the link, read the first two lines, then skipped to the bullet points below and moved along to the next thing in their social media feeds.
When we build our youth group teaching series around clickbait titles or when we plan youth events with clickbait names, it does effect the way students engage with those things. Below are some short, bite-sized reflections about what I do and don’t mean.
How We Build on Clickbait
Titillating Sermon or Event Names. It’s one thing to give a sermon or series or an event a title that’s provocative or interesting. Prompting students to lean into their curiosity to hear more is simply good and effective communication. But it’s another thing altogether to use titles and graphics that are childish or give the impression of something crude. For example, a certain popular curriculum company has multiple series and games with innuendos and childish humor.
Bait and Switch Evangelism: “Camp is going to be so much fun! There will be paintball and a dodgeball tournament and sailing lessons and the food is even good!” Most youth workers agree that it’s wrong to promote an event for how fun it’ll be, only to switch it up once students are there to make it a Bible Study. But do you do that same thing in your sermon series titles or in other areas of ministry by leading students to think they’re getting something other than what you’re delivering? And if you have to give your teaching a “fun” name but then don’t switch it up, then does that mean you’re avoiding difficult or deep topics? It’s something to consider…
Over-promising and Under-delivering. This usually comes from a good motivation, but it leaves people feeling either like there’s something wrong with them or like they got taken advantage of. This can look like, “If you want your relationship with God to go to the next level, come to our retreat next month to transform your faith.” But can you really promise that? No, you can’t. Some students might experience this (I hope they all would!), but what about those who don’t? Don’t promise things you can’t deliver.
Extreme Discipleship! A decade ago this took the shape of being “radical” for Jesus, or inviting students to “do hard things.” Those are perfectly fine messages, but when we build our entire discipleship plan around it then that can become gimmicky too. Today, I’ve seen the mostly through those who tell teenagers, “You are the revival generation!” “The gospel is at stake!” or “It’s never been this difficult to be a Christian before!” These are extreme statements that grab attention and make unsubstantiated grandiose claims.
Incentivizing Discipleship. This is a topic we’ve already addressed previously, but it fits in this discussion too. If we lure students into attendance or participation with worldly rewards, then how are we calling them away from the world and towards Christ? The article above clarifies that there’s a difference between tossing a Hershey’s Kiss at a student for reading Scripture and putting students’ name in a raffle to win an iPad because they’re a visitor or brought a visitor.
What to do Instead
Check Your Heart. What do you desire most? Are you chasing attendance or depth? I know those two aren’t always at odds with each other, so don’t mishear me. But if the first thing that comes to mind when you think about “growth” is higher attendance then you’ll be tempted to grow through clickbait.
Build on the Bible. I know this might sound cliche or obvious, but honestly… do you genuinely trust God’s Word to speak to students? Do you trust that Christ will build his Church (that includes your youth ministry) through the faithful teaching of His Word? Do not be ashamed of being a Bible teacher.
Stir Students’ Imaginations, Not Their Fancies. Be creative. Stir their imagination. Prompt your teenagers to lean in with curiosity so they want to hear more and so they want to participate in your ministry. But do it in a way that sparks a holy curiosity, rather than in a way that appeals to worldly desires.
Teach With Skill. God’s Word speaks through the power of the Holy Spirit. We believe that. We also believe that it is good to learn how to preach and teach with skill. Maybe the solution for your teaching ministry isn’t cooler titles or trendier graphics, but for you to attend a preaching seminar so you can teach with simplicity, clarity, and biblical depth? This article and the accompanying video might help with this.
Don’t Compete With the World. The Lord has called you to minister to these youth. Don’t give into discouragement because you see them chasing worldliness. The gospel really is the best news, don’t cheapen it by making it look like the newest fad. Preach the gospel and teach the Bible with genuine conviction that it is the power of God for salvation to those who believe.
