The Atlanta CoG has an unusual approach to their social media. Everything I have seen is kept to about 3 minutes and with a lot of graphics. I think it is meant to create interest but not give away too much. People seeing these releases should end up with a desire to visit the church to experience it in person.
The Mormons do a great job with social media but I have not wanted to visit their services. People normally visit a church because they were invited by a friend.