The Vatican's New Social Media Strategy? Hot Priests

They’re sexy, they’re single, they’re celibate.

In what appears to be their latest bid to bring younger generations into the fold and develop a greater online presence, the Catholic Church is rolling out an eyebrow-raising new digital advertising strategy: promoting attractive priests.

Last week, the Vatican hosted a thousand Catholic influencers from around the globe as they rethink their digital content strategy. Among them are scores of handsome priests with massive social media followings across platforms like Instagram, TikTok, YouTube, and Facebook. And it’s these holy hunks – and their hundreds of thousands of social media followers – that the Vatican is relying on to drive conversions in the coming years.

Meet the Holy Heartthrobs

If not for their telltale clergy collar, you may mistake their feeds as that of a fitness or lifestyle influencer. Father Ambrogio Mazzai (follower count: 105k) often posts photos of himself gently strumming his acoustic guitar, or riding on his mountain bike.

Then there’s Father Cosimo Schena (follower count: 458k), often posing with his dogs in a clergy shirt which can barely contain his biceps.

And there’s also Father Giuseppe Fusari (follower count: 63k), who is affectionately called the “bodybuilder priest” by his followers. He shares brief video sermons with his followers, his eyes intimately locked on the camera – as if he’s directly speaking to the viewer.

A Winning Strategy?

Those are just a few of the social media savvy priests redefining how the Catholic Church engages with young people, which is becoming a major priority within the Vatican. Pope Francis was an advocate of meeting the youth where they are – and right now that’s on places like TikTok and Instagram.

Pope Leo is continuing Francis’ strategy, bringing experience with social media on numerous platforms prior to his election to the pontificate. Within the Vatican, there’s a concerted effort to be a church of the 21st century and creatively utilize social media to their advantage. 

And if having some handsome priests post a few so-called "thirst traps" is the way to bring the Holy Spirit to a new generation? Then so be it.

So far, it seems the strategy is paying off. Father Schena reports that his own church attendance has doubled since he started using social media to engage with the public.

Speaking at the influencer summit, Pope Leo stressed that the human element of faith cannot be forgotten amidst all the posting. “It is not simply a matter of generating content, but of creating an encounter between hearts,” he stated. “It is up to us – to each one of you – to ensure that this culture remains human.” 

What do you think of the Vatican’s latest social media strategy? Do scripture and sex appeal mix?