By Van Mylar for REALCLEAR RELIGION
Meta is testing Instagram on television. Pinterest has acquired a connected-TV ad-buying platform. Social media content is becoming one of the most-watched video types on American television. And YouTube is leading the way, with tens of millions of Americans now watching YouTube on the biggest screen in the house.
YouTube’s move into creator-led, 24/7 “Stations” points to something larger: digital and social platforms are no longer simply competing with television. They are becoming television.
For nonprofits and ministries, this is not a passing media trend. It is a strategic signal.
The migration of social behavior back to the living room represents a fundraising, awareness and discipleship opportunity too large to ignore. It is also a warning to organizations still treating television, streaming, social, direct mail, radio and email as disconnected channels.
That means the old channel-by-channel mindset is no longer enough. Direct mail, television, radio, email, YouTube, social media and connected television must work together as one integrated donor journey.
