Making religious content relevant to a young audience.
Kirkko ja kaupunki · Finland's most widely distributed parish publication and online media
Company
Kirkko ja kaupunki
Timing
11/2021, collaboration ongoing
Channels
TikTok
My role
Strategy · formats · production
8,000
new followers
500K+
views / month at peak
330K
views on the top episode
Content and audience
Challenge
Religion is an especially difficult category for youth social media. The content had to stay true to the publication's values without feeling institutional.
Starting point
- Followers: 0
- No TikTok presence
- A difficult topic for youth
Insight
Religion becomes interesting when it connects to questions young people already think about: life, values and meaning.
Strategy
Audience
Young TikTok users
Hypothesis
A repeatable format beats one-off experiments
Formats
Street interviews, photo + voiceover, the Is It Right? series
Distribution
Organic TikTok
Execution
The strongest format became Is It Right?, where a priest answers everyday questions. Over 15 episodes were filmed in a few hours on one production day.
Testing and iteration
Few ideas work perfectly at first. I test, learn and make the next version better.
Version A
Individual videos without a series
What we learned
A recognisable concept builds anticipation and awareness
Version B
The recurring Is It Right? series
Result
2nd video 28K, 6th over 100K, top episode 330K views
Results
28K
2nd video
100K+
6th video
330K
Top episode
15+
Episodes / production day
Numbers are based on analytics data.
Data behind the numbers
I don't want you to simply trust the results. I'm happy to show where the numbers come from.
- Episode views: 120K, 107K, 104K, 93K, 87K and 77K
- A scalable format produced consistent reach
- A difficult subject reached a young audience
What I learned
One repeatable concept carries further than constant reinvention.
When the audience knows what the account offers, it comes back.
Existing material can become strong content without constant new filming.
Want to see more?
Some projects also include a deeper report covering the strategy, data and results in more detail.