Catholic missionaries in Latin America are increasingly using social media to engage younger generations as religious identity and church attendance decline. The Vatican has recognized social media as a new frontier for evangelization, a move that gained momentum during COVID-19 lockdowns when religious content and celebrations moved online.
Content on TikTok from these religious figures varies widely, including holy water tutorials, reflections, comedy, and late-night raves. Last year, a trio of Austrian octogenarian nuns leveraged their online clout to avoid eviction and documented their dramatic escape from a church-assigned nursing home.
While the late Pope Francis encouraged local churches to support digital missions, Pope Leo, who began a tour of South America on Friday, has taken a more cautious tone. However, global Catholic summits continue to provide media training and support for digital creators.
Mexican priest and filmmaker Heriberto Garcia, 38, of Jalisco, views online platforms as a bridge to bring people back to religion in person. Garcia began by posting videos of charreria, a Mexican horsemanship tradition, before transitioning to religious reflections for young people facing mental health issues. His audience grew during the pandemic, and he now has over 2.7 million followers across various platforms. Garcia, who films intimate sermons in close-up headshots, stated in an interview that many people lack access to a priest or psychologist nearby but do have social media. Despite his online success, Garcia noted he still feels more comfortable at a physical pulpit.
Rafael Beltran, a Colombian deacon, serves on a Vatican committee established after the 2024 Synod of Bishops to support digital creators in Latin America. Beltran noted that shared culture helps influencers reach across borders, but he warned that the unregulated nature of influencing has made some leaders wary. He stated, "Everyone with a mobile phone can share something about our faith, but criticism has arisen partly because there's a lot of freedom, or lack of control."
The Vatican identifies Latin America as the region with the most Catholics. The religion remains dominant despite sexual abuse scandals and a divergence between traditional teachings and national reforms regarding abortion and same-sex rights. In Brazil, which hosts the world's largest Catholic population, the Church remains influential even as evangelical Christianity grows.
Carla Angelini, who coordinates the Brazilian branch of Catholics for the Right to Choose, reported difficulties with online algorithms. She claimed that social media companies "take down our accounts and censor our content if we talk about abortion," and mentioned another Catholic group attempted to sue them to change their name.
Angelini highlighted the power of social media in politics, noting that two years ago, a bill to increase abortion prison sentences failed after a mass social media mobilization involving K-pop fan groups. Conversely, an anti-misogyny bill passed unanimously this year despite opposition from lawmakers who feared it would limit religious teachings. Angelini stated, "We have to think strategically because clearly there are people out there who support our cause. There are other ways of understanding religion, and our faith empowers us to denounce injustices and advance human rights."
