The following research study is an analysis of Catholic lay influencer activities on the TikTok platform in the context of digital religion. The goal is to apply a previously developed model of influencer communication strategies to Polish-language Catholic TikTokers and to identify the media forms through which these strategies are implemented. The study is a qualitative content analysis based on a previously developed and established model of influencer communication. We analyzed 1790 presentations on TikTok published during a single liturgical year (2024–2025) by ten influencers who were selected using a proven methodology. The results indicate the presence of eight key strategies: narrative, linguistic, interactive, community building, multimedia, creativity, adaptation of TikTok trends, and visualization of religious content. The analysis reveals a strong personal message that unites the sacred sphere and religious experiences with daily life, including organizing the successful communications according to the logic and aesthetics of the social platform. Simultaneously, we can see that there is limited innovation among Catholic influencers. The risk of superficiality stemming from the short video format is also highlighted. This article organizes the communication strategies of lay Catholic influencers and proposes a model for their analysis that can be used in further research.
Wyrostkiewicz et al. (Fri,) studied this question.