Scientology’s Extremely Online Pivot to Video
Scientology has shifted its outreach strategy by utilizing social media platforms like TikTok and Instagram to attract younger audiences. Young members, such as Gunnar Scharf, are creating engaging content that presents the church in a more approachable light. This pivot comes as the organization faces challenges in recruiting new members amid ongoing controversies.
- ▪Gunnar Scharf leads online tours of Scientology buildings and promotes the church on social media.
- ▪The church's TikTok and Instagram accounts have gained significant traction, with over 10,000 followers.
- ▪Scientology's social media strategy aims to counter negative perceptions and attract younger members.
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.single.title-split #header-image .wp-caption-text { background: none; }Share on Facebook Share on Twitter Share on BlueskyEmailComments Get your news from a source that’s not owned and controlled by oligarchs. Sign up for the free Mother Jones Daily. If you go on TikTok looking for information about Scientology, you’ll likely encounter a young man named Gunnar Scharf, leading impassioned tours of church buildings and holding holy texts aloft. Scharf has blue eyes, spiky dirty blonde hair, a trim black vest, and an abiding passion for telling the youth just how cool, normal, and approachable his faith really is.
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