Church YouTube Shorts Strategy: How to Reach Gen Z Seekers in 60 Seconds
Gen Z isn’t abandoning faith—they’re abandoning institutions that feel irrelevant, inaccessible, and out of touch. While only 27% of Gen Z identifies as actively religious (compared to 41% of Millennials at the same age), research shows 78% consider themselves spiritual and 62% are actively searching for meaning, purpose, and community.
The question isn’t whether Gen Z is seeking—it’s where they’re seeking. And the answer is increasingly short-form vertical video: YouTube Shorts, TikTok, Instagram Reels.
Church YouTube Shorts strategy meets Gen Z where they already spend time (average 4.5 hours daily on social media), delivering bite-sized spiritual truth in formats native to their digital experience. With YouTube Shorts generating 50+ billion daily views and TikTok’s explosive growth among 18-25 year olds, churches that master short-form content access the largest unchurched generation in American history.
This guide provides comprehensive church YouTube Shorts strategy specifically designed for reaching Gen Z seekers—covering content frameworks, technical production, platform optimization, and conversion tactics that transform 60-second videos into doorways to discipleship.
Understanding Gen Z’s Digital and Spiritual Landscape
Effective church YouTube Shorts strategy starts with understanding Gen Z’s unique characteristics, values, and media consumption patterns.
Gen Z Profile (Born 1997-2012):
Current Ages: 13-28 years old
US Population: 68+ million (20% of population)
Defining Characteristics:
- True digital natives (no memory of pre-smartphone world)
- Socially conscious and justice-oriented
- Pragmatic and financially cautious
- Mentally health-aware
- Diverse and inclusive
- Skeptical of institutions and advertising
Media Consumption Patterns:
Platform Preferences:
- YouTube: 95% of teens use (Pew Research)
- TikTok: 67% of teens use
- Instagram: 62% of teens use
- Snapchat: 59% of teens use
- Facebook: 32% of teens use (significant decline)
Video Format Preferences:
- Short-form (under 60 seconds): Primary discovery format
- Long-form (10+ minutes): Deep-dive content for topics of interest
- Vertical video: Native mobile viewing
- Authentic, unpolished: Prefer genuine over perfect
- Participatory: Want to engage, not just consume
Attention Metrics:
- Average attention span: 8 seconds (for initial hook)
- Average time to decide if content is worth watching: 3 seconds
- Willingness to watch long content: High (if initial hook succeeds)
Spiritual Landscape Among Gen Z:
The Paradox:
- Declining religious affiliation
- Increasing spiritual seeking
- Hunger for meaning and purpose
- Skepticism toward organized religion
What Gen Z Seeks Spiritually:
Authenticity Over Performance:
“Show me your real struggles, not your Sunday best”;
- Vulnerability and transparency valued
- Polished perfection perceived as fake
- Leaders who admit doubt and struggle trusted more
Justice and Action Over Doctrine:
“What does your faith do, not just what does it believe”
- Social justice, racial equity, environmental care
- Lived values more important than stated theology
- Hypocrisy is dealbreaker
Community Over Institution:
“I want belonging, not membership”
- Relational connection valued over organizational structure
- Small, authentic community preferred to large impersonal gatherings
- Digital community is real community
Meaning Over Moralism:
“Help me find purpose, don’t just tell me what’s wrong”
- Life purpose and calling questions
- Mental health and wholeness
- Practical wisdom for real challenges
Experience Over Explanation:
“Let me encounter something, don’t just tell me about it”
- Experiential spirituality (worship, meditation, service)
- Mystery and wonder embraced
- Less interest in theological arguments
Strategic Implications for Church YouTube Shorts:
Your short-form content must:
- Lead with authenticity, not production value
- Address justice and real-world impact
- Build community and conversation (not monologue)
- Provide practical wisdom and meaning
- Create experiential moments
- Respect skepticism while offering truth
- Meet Gen Z in their native digital spaces
The opportunity is massive: millions of spiritually hungry Gen Z seeking exactly what Jesus offers—purpose, community, unconditional love, transformative hope—but missing connection to churches. Church YouTube Shorts builds that bridge.
The 60-Second Church Content Framework
Creating effective church YouTube Shorts requires understanding short-form video structure. Every second matters when you have 60 or less.
The 3-Part Short-Form Video Structure:
Part 1: The Hook (First 3 Seconds)
Purpose: Stop scrolling and capture attention
Hook Strategies That Work for Faith Content:
The Bold Statement Hook:
“The Bible says something about anxiety that most churches won’t tell you…"
“I was atheist until this one thing changed everything…"
“Churches get this completely wrong about mental health…”
The Visual Pattern Interrupt:
- Start mid-action (worship moment, baptism splash, serving food)
- Unexpected visual (person in unique setting, striking imagery)
- Text on screen creating curiosity
The Question Hook:
“Ever wonder why God allows suffering?"
“What if everything you think about prayer is backwards?"
“Can Christians struggle with depression?”
The Relatable Moment Hook:
“POV: You’re anxious at 2am and remember this Bible verse…"
“When someone asks if you’ve prayed about it but you’re still struggling…"
“That feeling when…”
Common Hook Mistakes:
❌ Lengthy introduction: “Hey guys, welcome back to our channel…"
❌ Asking for engagement first: “Make sure to like and subscribe…"
❌ Slow build-up: Taking 10 seconds to get to point
❌ Generic opening: “Today we’re talking about…”
✅ Immediate value or intrigue
✅ Visual and verbal alignment
✅ Creates curiosity gap ("I need to keep watching")
Part 2: The Value Delivery (Seconds 4-50)
Purpose: Fulfill hook promise, provide genuine value
Content Delivery Strategies:
The Fast-Paced Teaching:
- One clear point (not three)
- Scripture reference with practical application
- No fluff or filler words
- Rapid delivery maintains energy
Example (45 seconds):
“Philippians 4:6-7 doesn’t say ‘don’t be anxious.’ It says ‘don’t be anxious about ANYTHING.’ That includes the thing keeping you up right night. Instead, pray with thanksgiving. Not ‘please fix this,’ but ‘thank you that you’re with me in this.’ The peace that follows doesn’t make sense. It won’t match your circumstances. But it guards your heart. Not because your problem is solved, but because you’re not facing it alone. That’s the difference.”
The Testimony Snippet:
- Personal story arc in 45 seconds
- Clear before/after transformation
- Authentic emotion (not overly dramatic)
- Relatable struggle
The Myth-Busting Format:
“3 Things Christians Get Wrong About [Topic]”
- Myth stated
- Truth revealed
- Quick explanation
The Practical How-To:
“How to Pray When You Don’t Know What to Say”
- 3-5 simple steps
- Immediately applicable
- No theological jargon
The Scripture Meditation:
- Beautiful visuals
- Verse spoken slowly
- Brief context or application
- Space for reflection
Pacing Tips:
- Speak 20% faster than normal conversation
- Cut pauses in editing
- Jump cuts every 3-5 seconds (maintains energy)
- No dead space
- Visual changes frequent
Part 3: The Call-to-Action (Final 5-10 Seconds)
Purpose: Guide viewer to next step
CTA Options for Church Shorts:
Engagement CTA:
“Comment your prayer request below"
“Share this with someone who needs to hear it"
“Which Bible verse helps your anxiety? Tell me in comments”
Educational CTA:
“Part 2 breaks down the Greek meaning - link in bio"
“Watch my full sermon on this - pinned comment"
“Want to go deeper? Check out [series name]”
Relational CTA:
“Follow for daily faith content"
“We’re creating a community of Gen Z believers - join us”
Action CTA:
“Try this prayer practice today"
“Screenshot this verse"
“Download our free devotional [link in bio]”
Soft Invitation CTA:
“If you’re in [city], we’d love to meet you at [church]"
“Visiting this Sunday? Here’s what to expect [link]”
CTA Best Practices:
✅ One clear CTA (not three)
✅ Easy to accomplish (low friction)
✅ Genuine value offered (not just “for us")
✅ Natural integration (not tacked on)
❌ “Smash that like button!"
❌ Multiple asks
❌ Pushy or manipulative tone
The Complete 60-Second Framework Applied:
Example Short: “When Prayer Feels Pointless"
Hook (0:00-0:03):
[Visual: Person sitting on bed, head in hands at night]
Text on screen: “What to do when prayer feels pointless"
Voiceover: “If prayer feels like talking to the ceiling, try this…”
Value Delivery (0:04-0:52):
“Jesus’ disciples had the same problem. They asked Him, ‘Teach us to pray.’ Not ‘Is prayer real?’ but ‘How do we actually do this?’
Here’s what most miss: Prayer isn’t magic words that manipulate God. It’s conversation that transforms you.
When prayer feels pointless, I do three things:
One - I get honest. ‘God, this feels fake right now’ is a prayer. Bring the doubt TO God, not away from Him.
Two - I pray scripture. Can’t find words? Use His. ‘The Lord is my shepherd’ from Psalm 23. Just speak it.
Three - I wait in silence. Sometimes the point isn’t you talking. It’s you listening.
Prayer changes when you stop performing and start being present.”
CTA (0:53-0:60):
“What makes prayer hard for you? Comment below. And follow for more honest faith content."
[Visual: Text overlay “Follow @ChurchName"]
Total: 60 seconds, complete framework, genuine value, clear next step.
Production and Technical Tips for Church Shorts
Creating engaging church YouTube Shorts doesn’t require expensive equipment—but it does require technical understanding.
Equipment Essentials:
Minimum Viable Setup ($100-200):
- Smartphone (iPhone XR+, flagship Android from last 3 years)
- Phone tripod with remote ($15-30)
- Natural lighting or ring light ($25-50)
- Lavalier microphone for smartphone ($20-40)
- Free editing app (CapCut, Instagram Reels editor, YouTube create app)
This setup can produce viral Shorts. Production value matters less than content value for Gen Z audiences.
Enhanced Setup ($500-800):
- Dedicated camera (used Canon M50, Sony ZV-1) for better image quality
- Better audio (Rode VideoMicro, wireless lav system)
- LED panel lighting for consistent look
- Paid editing software (Adobe Premiere Rush, Final Cut Pro)
Filming Best Practices:
Vertical Format (9:16 Aspect Ratio):
- Always film vertically (portrait, not landscape)
- Frame subject in upper 2/3 (leave room for text overlays)
- Tight shots (close-ups work better on mobile than wide shots)
Lighting:
- Face camera toward window/light source
- Avoid overhead lighting (creates shadows)
- Golden hour (sunrise/sunset) = natural beautiful light
- Consistent lighting across video (no major shifts)
Audio:
- Audio quality matters MORE than video quality
- External microphone essential (smartphone mics insufficient)
- Eliminate background noise
- Clear speech more important than perfect grammar
Composition:
- Eye level or slightly above camera (never below, creates unflattering angle)
- Center subject in frame
- Leave “headroom” (space above head)
- Simple, uncluttered background
Editing Techniques That Increase Watch Time:
Jump Cuts:
- Cut every 3-5 seconds to new angle or slightly different position
- Removes pauses and “ums”
- Maintains energy and pace
- Creates dynamic feel
Text Overlays:
- Add key words/phrases on screen as you say them
- 80% of social video watched without sound
- Use bold, easy-to-read fonts
- Contrasting colors (white text on dark background, etc.)
Visual Variety:
- Switch between:
- Speaker talking to camera
- B-roll illustrating points
- Text-only screens
- Multiple camera angles
- Change visual every 3-5 seconds
Captions:
- Auto-generated captions (all platforms offer this)
- Edit for accuracy (especially Scripture references, theological terms)
- Stylized captions trend on TikTok (emotive, dynamic)
Music/Sound Design:
- Background music at 20-30% volume (speech remains primary)
- Use trending sounds when appropriate (check platform trends)
- Worship music clips (ensure copyright compliance)
- Silence can be powerful (don’t feel obligated to fill every second)
Trending Effects (Use Sparingly, Strategically):
Text Animations:
- Words appearing in rhythm with speech
- Emphasized words scale/bounce
- Kinetic typography
Transitions:
- Quick cuts (standard, effective)
- Whoosh transitions (occasional)
- Avoid overly-gimmicky effects (distract from message)
Filters and Color Grading:
- Slight color correction (consistency)
- Avoid heavy filters (feels inauthentic)
- Bright, warm tones perform well
Thumbnail and Title Optimization (YouTube Shorts Specific):
Unlike TikTok/Reels, YouTube Shorts appear in search and browse features where titles and thumbnails matter:
Titles:
- Front-load keywords: “Prayer Strategies When You’re Struggling | Christian Faith”
- Create curiosity: “The Bible Verse That Changed How I See Anxiety”
- 60-70 characters optimal
Thumbnails:
- Face with clear emotion (even though it’s vertical video, thumbnail extracted)
- Readable text (3-5 words max)
- Bright, high-contrast
Hashtag Strategy:
YouTube Shorts:
- #Shorts (essential for algorithm)
- #ChristianTikTok or #FaithTok (community tags)
- #GenZChristian
- Topic-specific (#BibleVerse, #Prayer, #ChristianLife)
TikTok:
- #ChristianTikTok (massive community)
- #FaithTok
- #GenZChristians
- #BibleTok
- Trending non-faith hashtags when relevant
Instagram Reels:
- #FaithBasedContent
- #ChristianReels
- #YoungAdultMinistry
- Topic tags
Batch Production Workflow:
Monthly Batch Day (3 hours produces 20-30 Shorts):
Prep (30 minutes):
- Script/outline 20-30 Short ideas
- Set up filming area (lighting, background, camera)
- Charge equipment, clear phone storage
Recording (90 minutes):
- Record all talking-head segments consecutively
- 3-5 takes per Short
- B-roll capture session (worship moments, church spaces, nature shots)
Editing (60 minutes):
- Rapid editing workflow (templates speed this up)
- Add captions, text, music
- Export for multiple platforms
Scheduling (15 minutes):
- Schedule across platforms
- Stagger timing (don’t post all at once)
- Plan posting times based on audience activity
Output: Month’s worth of Shorts content in one batch session.
Content Ideas: 30 Church YouTube Shorts Topics for Gen Z
Practical Faith (Daily Life Application):
- “How to Pray When You’re Too Anxious to Form Words”
- “What the Bible Actually Says About Mental Health”
- “Christian Response to Toxic Positivity”
- “How to Read the Bible When It Feels Boring”
- “Prayer Practices for ADHDers”
Myth-Busting (Addressing Misconceptions):
- “3 Things Christians Get Wrong About Depression”
- “What the Bible Doesn’t Say About [Hot Topic]”
- “Biggest Myth About Christianity, Debunked”
- “Things Jesus Never Said (But Christians Quote)”
- “Church Hurt vs. God: What’s the Difference?”
Honest Struggles (Vulnerability Content):
- “When You Love Jesus But Hate Going to Church”
- “Doubting Your Faith and Still Calling Yourself Christian”
- “When You’re Angry at God (And That’s Okay)”
- “Following Jesus in a Toxic Church Environment”
- “Being LGBTQ+ and Navigating Faith”
Quick Theology (Accessible Teaching):
- “What Is Grace? (Explained in 60 Seconds)”
- “Heaven, Hell, and What Jesus Actually Taught”
- “Why Did Jesus Have to Die? (Simple Explanation)”
- “Trinity Explained Without Confusing Metaphors”
- “Old Testament God vs. New Testament Jesus?”
Scripture Spotlight:
- “The Bible Verse I Text Myself When I’m Anxious”
- “One Verse That Wrecked My Perspective”
- “The Most Misquoted Bible Verse”
- “Scripture for When You Feel Alone”
- “The Hardest Thing Jesus Ever Said”
Social Justice + Faith:
- “What Does Jesus Say About [Current Social Issue]?”
- “Christianity and Racism: The Hard Conversation”
- “Biblical Justice vs. ‘Cancel Culture’”
- “Why Climate Care Is Biblical”
- “Faith Without Works: What James Really Meant”
Each topic has high search potential and addresses genuine Gen Z spiritual questions.
Distribution and Algorithm Optimization
Creating great church YouTube Shorts is half the battle—strategic distribution ensures they reach target audiences.
Platform-Specific Strategies:
YouTube Shorts
Algorithm Factors:
- Watch completion rate (did viewers watch all 60 seconds?)
- Engagement (likes, comments, shares)
- Viewer retention on your channel after Short
- Topic relevance to viewer interests
Optimization Tactics:
- Upload as dedicated Shorts (not clips from long videos)
- 60 seconds or less (hard limit)
- Include #Shorts in title or description
- Vertical 9:16 format
- Engaging thumbnail (appears in search/browse)
- Keyword-optimized title
Posting Strategy:
- 3-5 Shorts weekly (consistency matters)
- Vary posting times (algorithm tests different audiences)
- Monitor analytics for optimal timing
Conversion Path:
- Use Shorts to drive viewers to long-form content
- Pin comment with link to full sermon/teaching
- End screen directing to channel subscription
TikTok
Algorithm Factors:
- Immediate engagement (first 3 seconds crucial)
- Watch completion
- Re-watches (viewers watching multiple times)
- Shares and saves
- Comments
Optimization Tactics:
- Use trending sounds when aligned with message
- Participate in faith-based trends (#ChristianTikTok challenges)
- Stitch/Duet with other faith creators (collaboration)
- Post 1-2 times daily for best growth
- Engage authentically in comments (algorithm rewards creator engagement)
Content Approach:
- More casual, conversational tone
- Embrace platform’s authentic, unpolished vibe
- Participate in trends (faith-based versions)
- Use platform-native editing tools
Conversion Path:
- Link in bio to linktree with church info, resources
- “Follow for Part 2” hooks (return viewership)
- Comment engagement builds community
Instagram Reels
Algorithm Factors:
- Engagement (saves especially valuable)
- Shares to Stories
- Account follows from Reel
- Watch time and completion
Optimization Tactics:
- Reels tab vs. Feed posting (Reels tab for discovery)
- Use Instagram’s native tools (text, effects)
- Cover image optimization (appears in grid)
- Strategic hashtags (3-5 relevant)
Content Approach:
- Slightly more polished than TikTok
- Strong visual aesthetic (platform is image-focused)
- Community building (responding to DMs/comments)
Conversion Path:
- Link in bio
- “Send this to someone who needs it” (DM shares)
- Story engagement (polls, questions)
Cross-Platform Repurposing:
Same core content, platform-specific optimization:
- Create Master Version (highest quality, all elements)
- TikTok Version: Add trending sound, platform-specific text style
- Instagram Reels: Adjust aspect ratio if needed, Instagram-native tools
- YouTube Shorts: Optimize title/description for search, add #Shorts
- Facebook Reels (bonus): Older demographic reach
Don’t just duplicate—adapt for each platform’s culture and algorithm.
Analytics to Monitor:
YouTube Shorts:
- Average view duration (target: 80%+ completion)
- Traffic sources (Shorts feed, search, browse)
- Subscriber conversion (Shorts viewers who subscribe)
- Click-through to long-form content
TikTok:
- Average watch time
- Watch completion rate
- Follower conversion rate
- Comment engagement rate
Instagram Reels:
- Reach (followers vs. non-followers)
- Saves (high-value metric)
- Shares to Stories
- Profile visits from Reels
Optimization Cycle:
- Post content
- Monitor first 24 hours (algorithm testing period)
- Analyze performance (what worked/didn’t work)
- Identify patterns (common elements of high performers)
- Adjust future content (double down on what works)
- Repeat
Data-driven iteration beats guesswork.
Conversion: From Viewer to Visitor (Gen Z Specific)
Engagement metrics matter, but spiritual transformation is the ultimate goal. Strategic conversion pathways move Gen Z viewers toward genuine faith community.
The Gen Z Conversion Journey:
Stage 1: Discovery
Short-form content creates awareness and trust
Stage 2: Engagement
Continued viewing and interaction builds relationship
Stage 3: Community Connection
Digital relationship moves to deeper participation
Stage 4: In-Person or Committed Digital Involvement
Attends church, joins online small group, commits to discipleship
Not all reach Stage 4—but short-form content starts the journey.
Conversion Tactics That Respect Gen Z:
1. Meet Them Where They Are (Don’t Demand They Come to You):
❌ “You need to visit our church to understand"
✅ “Here’s what we believe, here’s how to connect digitally first”
Offer multiple entry points:
- Online small groups via Discord/Zoom
- Instagram DM prayer support
- Email devotional series
- YouTube live Q&A sessions
- Eventually: In-person invitation when relationship established
2. Transparency About What to Expect:
Gen Z’s top barrier to church attendance: “I don’t know what to expect and don’t want to look stupid”
Solution: “What to Expect” content:
- “First-time visitor guide” Short
- “What we actually do in church” video
- “You don’t have to dress up” reassurance
- “It’s okay to not know when to stand/sit” normalization
Remove anxiety = remove barrier to attendance.
3. Address Justice and Action (Not Just Belief):
Gen Z wants to see faith lived:
- Showcase service projects in Shorts
- Highlight social justice engagement
- Feature environmental stewardship
- Demonstrate inclusivity and diversity
Actions speak louder than doctrinal statements.
4. Build Authentic Digital Community:
Don’t just broadcast—create space for belonging:
- Reply to every comment (genuinely)
- Create Discord server or Facebook group
- Host monthly Instagram Live Q&As
- Feature community members’ stories
Digital community is real community—treat it that way.
5. Destigmatize Mental Health and Struggle:
Gen Z values mental health openness:
- Share content about therapy + faith
- Normalize medication and mental health treatment
- Address anxiety, depression openly
- Provide crisis resources (suicide prevention, counseling)
Church that acknowledges struggle is church worth attending.
Practical Conversion CTAs for Shorts:
Low-Commitment CTAs (Early Stage):
- “Follow for more honest faith content”
- “Comment your biggest faith question”
- “Save this for when you need it”
Medium-Commitment CTAs (Building Relationship):
- “DM me your prayer request”
- “Join our Discord community [link in bio]”
- “Download our free young adult devotional”
Higher-Commitment CTAs (Later Stage):
- “Join our online small group”
- “We’d love to see you this Sunday [details in bio]”
- “Sign up for our young adult event”
Conversion Funnel Example:
Week 1: Gen Z viewer discovers your Short on anxiety
Week 2: Watches 5 more Shorts, follows account
Week 3: Comments on Short about prayer
Week 4: You respond genuinely to comment
Week 5: Viewer DMs prayer request
Week 6: You reply with prayer and invitation to online small group
Week 7: Viewer attends Zoom small group
Month 3: Viewer visits in-person service
Patient, relational, authentic progression—not aggressive sales funnel.
Onewrk’s Church YouTube Shorts Production Services
Creating consistent, engaging church YouTube Shorts while pastoring Gen Z requires time and expertise most churches lack.
Onewrk provides specialized Shorts production services designed for churches reaching younger generations.
Our Church Shorts Packages:
Shorts Starter Package - $699/month
Perfect for: Churches beginning short-form content
- 12 professionally-edited Shorts per month
- Script consultation and topic ideation
- Editing from your provided footage
- Text overlays, captions, music
- Platform optimization (YouTube, TikTok, Instagram)
- Hashtag strategy
- Monthly performance analytics
Complete Shorts Growth Package - $1,299/month
Perfect for: Churches scaling short-form reach
- 20 professionally-edited Shorts per month
- Content strategy and scripting
- Editing from provided footage
- Advanced editing (transitions, effects, trending formats)
- Multi-platform optimization
- Community management (comment responses)
- A/B testing for optimization
- Bi-weekly analytics and strategy calls
Full-Service Shorts System - $2,199/month
Perfect for: Churches wanting comprehensive Shorts ministry
- 30+ professionally-edited Shorts monthly
- Complete content strategy and scripting
- On-site filming (monthly, if local) or remote direction
- Advanced production and editing
- Multi-platform distribution and optimization
- Trending sound/format integration
- Influencer collaboration coordination
- Paid promotion management
- Weekly performance reviews
Special Offer: Churches mentioning this guide receive 20% off first month.
Contact: [Website] | [Email] | [Phone]
Conclusion: Meeting Gen Z in Their Digital Space
Church YouTube Shorts strategy isn’t about being trendy—it’s about being present where Gen Z already is, speaking their native digital language, and offering the timeless hope of Jesus in 60-second accessible formats.
Every Short is an invitation, every authentic testimony a bridge, every honest answer to hard questions a step toward faith.
Gen Z isn’t lost—they’re searching. And they’re searching on the platforms where your Shorts can meet them.
Start Today:
- Film one 60-second testimony
- Share one practical faith tip
- Answer one genuine question
Consistency compounds. Start small, start authentic, start now.
Related Resources:
- Church Video Marketing Strategy: Complete 2025 Playbook
- Gen Z Ministry Marketing: Understanding and Reaching the Next Generation
- Church YouTube SEO: Ranking for Local Searches
- Multi-Platform Church Social Media Strategy
About Onewrk:
Onewrk specializes in video marketing for churches, with particular expertise in reaching younger generations through short-form content. We combine digital marketing excellence with ministry sensitivity.
Learn more: [Website] | [Email] | [Phone]