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Social media seen as means to ensure survival of a church suffering from declining numbers
Father Cosimo Schena says his church’s attendance has doubled since he started using Facebook and TikTok
If it weren’t for the dog collar, the robes and occasional background of a church, one would be forgiven for thinking, judging by his Instagram profile, that Father Ambrogio Mazzai was a fitness influencer rather than a man of faith.
Pictures of him playing the guitar or biking in the mountains have animated a following who are presumably just as interested in the good word as they are in his good looks.
“What a beautiful guy our Father is!” wrote one follower on Father Mazzai’s account. “You are very beautiful and very elegant!” said another.
While some puritans might sniff at the idea that religion needs to be made cool to have modern appeal, a group of priests including Father Mazzai are using social media to make a powerful case to the contrary.
He shares photos and videos with his 460,000 followers on TikTok and Instagram almost every day and counts Matteo Salvini, Italy’s deputy prime minister, among his fans.
Continued below.

Father Cosimo Schena says his church’s attendance has doubled since he started using Facebook and TikTok
If it weren’t for the dog collar, the robes and occasional background of a church, one would be forgiven for thinking, judging by his Instagram profile, that Father Ambrogio Mazzai was a fitness influencer rather than a man of faith.
Pictures of him playing the guitar or biking in the mountains have animated a following who are presumably just as interested in the good word as they are in his good looks.
“What a beautiful guy our Father is!” wrote one follower on Father Mazzai’s account. “You are very beautiful and very elegant!” said another.
While some puritans might sniff at the idea that religion needs to be made cool to have modern appeal, a group of priests including Father Mazzai are using social media to make a powerful case to the contrary.
He shares photos and videos with his 460,000 followers on TikTok and Instagram almost every day and counts Matteo Salvini, Italy’s deputy prime minister, among his fans.
Continued below.