On social media, religion is going strong

In the United States, one of the publishing successes of 2024 is represented by the boom in popularity of the Bible. This year, sales of the sacred text in the country have increased by over 20%: a remarkable figure, especially when compared to the overall growth of less than 1% in the printed book market. As reported by the Wall Street Journal, the increase is most likely fueled by growing concerns about the economy, international conflicts, and political uncertainty, particularly among Gen Z. However, there’s more: publishers attribute the renewed interest in the Bible to targeted marketing strategies and the spread of specific content on social media. In recent years, new editions of the sacred text with minimalist and modern designs have been published, attracting a younger and more diverse audience. The Alabaster brand specializes in exactly this: the company produces high-quality sacred texts and religious books, focusing heavily on aesthetics. For instance, the Bible sold by Alabaster consists of over twenty publications characterized by elegant covers, curated layouts, and refined imagery—enriching the reading experience and making the sacred text more accessible and visually engaging.

There are various versions of the Bible. The Christian Bible is divided into two main sections: the Old Testament, which among other things tells the story of the creation of the world according to Jewish tradition, and the New Testament, which narrates the life, teachings, death, and resurrection of Jesus. The Alabaster brand doesn’t just offer the entire Bible, presented as a high-quality collection (costing over €400), but also offers individual publications that comprise it. The Gospels, for instance, are sold for the equivalent of €25 each—placing them in the same price range as a fashion or interior design magazine. «These are not ordinary religious books,» commented Vox. The American journal wrote that the brand’s publications «feature a vaguely Scandinavian mood reminiscent of Kinfolk».

Understanding the success of #ChristianTok

The rise in the popularity and sales of the Bible is not entirely coincidental. For some time, a niche of religious figures like priests, nuns, and preachers has been active on major social media platforms, spreading teachings and spiritual reflections. In recent years, this phenomenon has attracted a growing number of users from Gen Z—a generation statistically less interested in religion than previous ones. In Italy, the phenomenon has become evident thanks to personalities such as Benedetta Palella, a content creator with over 40,000 followers on TikTok who, among other things, hosts live streams reciting the rosary. Recently, Palella participated in the program GenZex, a podcast on sexuality hosted by Martina Socrate, where she delved into her spiritual journey, addressing topics like chastity or premarital sex.

Similarly, the content creator Cleide Bellia uses TikTok to talk about Christianity, aiming to convey the principles described in the Bible in a more accessible way, adapting religious themes to the informal language typical of digital platforms. These and other personalities fuel the so-called #ChristianTok, a collection of videos shared on the Chinese social media platform that range from prayers to discussions about the meaning of faith in everyday life, helping some users connect with spirituality. Often, the success of these contents lies in the ability of certain content creators to discuss religion with a language and approach capable of capturing Gen Z's attention, making it more understandable and engaging. The podcast Muschio Selvaggio, which for several years has been one of the most loved and popular online entertainment products in Italy, has frequently addressed the topic of religion. Recently, Fedez stated that the program almost succeeded in organizing an episode that would have featured the Pope as a guest. However, not always and not everywhere in the world is discussing religion on digital platforms viewed favorably. Recently, for instance, in the Buddhist community, a debate emerged regarding the use of TikTok by monks: on one side, some consider it a controversial tool to be used with great caution, if not outright avoided, while others see it as a useful means to engage more followers. The central point is that many religions often discourage behaviors that lead the faithful to excessively draw attention to themselves, an approach that clashes with the very nature and dynamics of social media.