You Don't Need to Go Viral: How Shrines Can Use Social Media to Reach Local Residents
"My follower count isn't growing..."—many shrine officials feel this way.
However, should shrine social media accounts really be chasing follower counts? In this article, I would like to reconsider the "true purpose" of using social media for shrines.
Who should shrine social media actually reach?
In corporate social media marketing, follower counts and reach are considered key metrics. However, the most important people for a shrine are its parishioners and local visitors.
In other words, there is no need to go viral nationwide. The people you need to reach are the "neighbors" living within a few kilometers. Having local residents think, "Oh, this is what my local deity's shrine looks like right now," is the greatest achievement for a shrine's social media.
Three points for social media posts that reach locals
1. Take fixed-point photos of the "seasonal shrine grounds"
Cherry blossoms, fresh greenery, autumn leaves, snowy landscapes—the changing seasons captured from the same spot provide local residents with familiar information about what the shrine looks like now. You don't need professional-grade photos; a smartphone is enough. What matters is consistently delivering the "current state" of the shrine grounds.
2. Post "announcements" for festivals and events
"We will be holding the Nagoshi no Harae (Summer Purification) next Sunday," "Applications for Shichi-Go-San are now open"—these advance notices are exactly the information local residents want most. Instead of reporting on events after they happen, share "upcoming plans." The motivation to visit always starts with "knowing."
3. Use hashtags like "Location Name + Shrine"
Rather than popular nationwide tags, hashtags that include the location name, such as "#CityNameShrine" or "#DistrictName Shrine," are more effective. This makes it easier for people searching for shrines in the area to find you. Try to focus on being discovered by local residents first, rather than tourists.
Sustainable operation is the secret to longevity
There is no need to feel pressured to post every day. Even posting photos of the shrine grounds or event information once or twice a week is enough to reach local residents. If the shrine is run by the head priest alone, even a few times a month is fine. The important thing is to keep going without stopping.
Summary
The purpose of a shrine's social media is not to go viral. It is a modest bridge to convey the "current state" of the shrine to local parishioners and visitors, and to make them think, "I'd like to go visit."
Try sharing the "now" of your shrine grounds at your own pace, without overexerting yourself. Surely, the number of people watching over your shrine will gradually increase.