The reason some say the Mormon Church pays influencers and others say it does not is a matter of semantics.
The Church of Jesus Christ of Latter-Day Saints contracts with advertising agencies just like many other churches and nonprofits do. The agency created a campaign where they hired influencers to create content.
A representative from the Mormon Church’s communications department explained that they want to engage with content creators who are skilled at what they do.
So while it is not a direct brand partnership, the church pays the advertising agency, and the agency uses its budget to meet the campaign goals. I wish the Church were a little more straightforward in its response to questions about this, because there is absolutely nothing wrong with compensating people for their time and labor. Creating videos takes A TON of time. As a content creator myself, storytelling is a popular way to connect with people, and even what looks like a simple video takes FOREVER to do right.
I am an active member of the Church of Jesus Christ of Latter-Day Saints and converted at the age of 20. I also have a BBA in Marketing and an MBA.
All Churches advertise in one way or another, and advertising campaigns have different goals. There are many reasons churches advertise. Yes, of course, all churches would love to attract new people who are interested in their message, but that’s only one component of what the goal(s) may be. Other goals may be: creating awareness in general about the religion or church, connect with the community, teach and spread knowledge about certain principles, combatting stereotypes and misinformation (one thing we have to correct a lot is that we believe in Jesus Christ! Despite Jesus Christ being in the official name of the Church, many simply don’t know that), promoting humanitarian efforts, and also to engage current members.
I don’t know what the specific goals are for the Mormon Church’s current campaign but I’m betting there are multiple goals.
You may have seen other religions or churches advertise in the following ways:
-postcards in the mail
-pithy sayings on church signs
-billboards
-having a logo and/or specific fonts
-ads in the paper
-flyers and pamphlets
-hosting community events
-websites
-TV commercials (recall the Christian Super Bowl commercials “He gets us”)
-sponsoring Little League teams
-social media pages
-email marketing
-digital ads
And now…influencers!!!
It really isn’t anything that different from what has always been done, just a different medium. Rather than a paid actor reciting lines for a commercial, people are sharing their beliefs and feelings in their own words in a different type of video format.
There are entire agencies that specialize in religious advertising. There are numerous advertising networks catering to specific religious affiliations.
It is really interesting once you look into the Mormon Church. Hope this helps!
Yeah but if they are paid to promote something the are REQUIRED to disclose that it’s a paid partnership! Sounds like they aren’t doing that if people are just now finding out the creators are paid to promote the church. The FTC could come down on the Church if they are not doing that…
As an active member of The Church of Jesus Christ of Latter Day Saints, I appreciate your clarity on this matter.