"You don't want the faith to become merchandise," she said. "If any of us are influencing for anything, it's to influence people to know Jesus."
Still, digital missionaries have to navigate a balance between humility and vanity, aiming to share their faith widely without being tempted by the lust for followers or likes.
"There's always discernment anytime you post a video," McGrady said. "Am I posting this because I'm trying to make a sale or because I want to go viral? Or am I posting this because it's informative? ... It's about being truthful and good rather than just grifting my way through clicks and likes to earn a quick buck."
Here's how several Catholic content creators approach their missions.
Laura Kelly Fanucci (Instagram: @thismessygrace)
Laura Kelly Fanucci's deeply personal Instagram account probes grief, suffering and the struggle to live with faith and hope, topics the Twin Cities, Minnesota-area author has addressed in books and in her longtime blog. Nine years ago, she and her husband had twin daughters who died after being born prematurely, and in 2023, Fanucci was diagnosed with cancer.
"I always joke that I wish my brand was happiness and everything going well, but I write a lot about the harder parts of life," said Fanucci, 44, who is now cancer-free. "I was saying things out loud that others weren't willing to say."
Even if her issues weren't necessarily someone else's, she said, being willing to share them made her relatable to others going through turmoil.
Fanucci hopes to foster conversations and community among her 30,000 followers, exploring how believers can discern divine presence and direction during life's most challenging times. While she's enjoyed plenty of positive feedback, occasional haters surface too – especially as Fanucci feels increasingly compelled to post about the iniquities she sees.
"There's so much injustice going on in the world and in our own country, and I don't think people of faith can keep silent about that," she said. "As I've spoken up, there's people who get angry, who unfollow or who tell you to stay in your own lane. ... What any given individual puts out into the world is not for everyone."