{"id":91,"date":"2026-05-20T15:37:52","date_gmt":"2026-05-20T15:37:52","guid":{"rendered":"https:\/\/movingandmortgagehub.com\/?p=91"},"modified":"2026-05-20T15:37:52","modified_gmt":"2026-05-20T15:37:52","slug":"scientologys-extremely-online-pivot-to-video","status":"publish","type":"post","link":"https:\/\/movingandmortgagehub.com\/?p=91","title":{"rendered":"Scientology\u2019s Extremely Online Pivot to Video"},"content":{"rendered":"<article>\n<div><ul><li><span>Share on Facebook<\/span><\/li>\n<li><span>Share on Twitter<\/span><\/li><li><i><?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg>\n<\/svg><\/i><span>Share on Bluesky<\/span><\/li><li><span>Email<\/span><\/li><li><span>Comments<\/span><\/li><\/ul><\/div>\n<div>\n<p><span>If you go on TikTok<\/span> looking for information about Scientology, you\u2019ll likely encounter a young man named Gunnar Scharf, leading impassioned tours of church buildings and holding holy texts aloft. Scharf has blue eyes, spiky dirty blonde hair, a trim black vest, and an abiding passion for telling the youth just how cool, normal, and approachable his faith really is.\u00a0<\/p><p>Read more <a href=\"https:\/\/movingandmortgagehub.com\/?p=88\">Federal Judge Calls RFK Jr. an \u201cUnsafe\u201d Leader in Order Protecting Trans Youth Health Care<\/a><\/p>\n<p>\u201cInside Scientology,\u201d one video begins, with Scharf leaning against a set of swinging doors, \u201cwhat do we have that benefits all religions? Come with me.\u201d He hikes a thumb over his shoulder and leads viewers in.<\/p>\n<p>Scharf is the online face of Scientology\u2019s Twin Cities church, and since the beginning of 2025 he has starred in dozens of videos on its TikTok and Instagram pages, inviting curious outsiders to check out what the church has to offer. He shows off personality tests and e-meters\u2014the tools that Scientology uses to \u201caudit\u201d the curious and faithful alike\u2014and answers common questions, like \u201cDo Scientologists pray?\u201d (The answer is no, unless, in addition to Scientology, they also belong to a religion where prayer is practiced.)<\/p>\n<p>The account has over 10,000 followers and generates a lot of discussion\u2014much of it either focused on Scharf\u2019s looks (\u201cI could fix him,\u201d one Redditor declared) or witheringly critical (\u201cSo do I cut ties with my friends and family before or after joining?\u201d one commenter asked on a recent video).<\/p>\n<p>Scharf is just one of the young people at dozens of Scientology centers around the world who have begun making videos online, often using popular songs and trending audio, presenting a more approachable, amiable, and youthful face for the church. Many of these Instagram and TikTok accounts became especially active starting in early 2025 and have kept up an intense pace since.\u00a0<\/p>\n<div><iframe loading=\"lazy\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\" height=\"640\" src=\"https:\/\/www.youtube.com\/embed\/Ybz5ECocJ-8\" title=\"YouTube Shorts player\" width=\"560\"><\/iframe><\/div>\n<p>A TikTok account for Scientology\u2019s San Francisco chapter shows a younger male staffer leading tours. A less-active account called \u201cLife Improvement Centre\u201d shares TikToks from a Scientology mission in London, where youthful staff members brandish copies of the core Scientology text <em>Dianetics<\/em> to camera or answer questions about the church while standing near informational displays. In Las Vegas, an account presents two beaming women with long hair doing synchronized dances as onscreen text lists the \u201ctop three books to read in Scientology.\u201d And the Los Feliz mission has been especially busy; there, a group of young female Scientologists star in a series of pop psychology-flavored videos about how <em>Dianetics<\/em> can support readers through self-discovery, mental health challenges, and even breakups.\u00a0<\/p>\n<p>\u201cStop stressing, you silly little goose,\u201d one Los Feliz post declares, over a video of three female Scientologists jumping up and down in a kitchen. \u201cYou have a good heart, you\u2019re not your intrusive thoughts, and Scientology exists. The universe is on your side\u2026 You\u2019re going to be just fine.\u201d\u00a0<\/p>\n<p><span>According to Tony Ortega,<\/span> a veteran journalist and former <em>Village Voice <\/em>editor in chief who has covered Scientology for decades, the videos are part of an evolving social media strategy. \u201cThey\u2019ve been attempting to project a different impression for the past few years,\u201d he says. \u201cNow we have this online presence on TikTok and Instagram.\u201d\u00a0<\/p>\n<p>A public relations pivot was arguably necessary, and even overdue, Ortega says, as Scientology is in need of new members. \u201cThey\u2019re desperate right now,\u201d he says. \u201cIt\u2019s gotten really difficult for them. It\u2019s so hard to recruit for Scientology.\u201d\u00a0<\/p>\n<p>The videos come after years of bad press. The commenter who joked about cutting ties, for instance, was referring to just one controversial Scientology practice that became public through journalists and ex-members. They range from that concept, \u201cdisconnection,\u201d where people in the religion are said to be pressured to sever contact with those who leave, to the financial and physical abuse former Scientologists say they experienced. High-profile defectors like actor Leah Remini and investigative projects like the book and documentary <em>Going Clear<\/em> have presented narratives of control and physical abuse that people allege having suffered during their time with the church.\u00a0<\/p>\n<p>Scientology has denied all reports of abuse, and accuses critics of harboring anti-religious bias, or worse. The STAND League, a Scientology-backed organization that says it fights discrimination against Scientologists and other religions, has, for instance, called <em>Going Clear <\/em>a \u201cbigoted propaganda video,\u201d and maintains webpages devoted to denouncing its critics, including Ortega, who they label as \u201can anti-religious hate blogger.\u201d\u00a0\u00a0<\/p>\n<p>In December 2025, however, the new, more lighthearted social media strategy was on full display in a Christmas-season TikTok. Scientology staffers from several different cities and countries were edited together in a video depicting them throwing a copy of <em>Dianetics<\/em> to each other. The last to catch the book is Scotland\u2019s Amir Essalhi, a young man shown beaming in a red sweatshirt.<\/p>\n<p>Essalhi, who is no longer in the church, first got interested in Scientology when he was an 18 year old film student with a love of Tom Cruise and dreams of acting. He heard Scientology had a library. \u201cI like learning about philosophy and theology and life in general,\u201d he told me recently. \u201cThey had mental health books and books claiming to have the answer about life. They sell themselves an applied philosophy. It\u2019s not like you\u2019re joining a religion.\u201d<\/p>\n<p>Essalhi was soon tapped to work without pay managing money for the Edinburgh Scientology center. Essalhi, who lived at home with his parents, says he dropped out of school and took on gigs helping fellow Scientologists with their various businesses: \u201cAds, social media, party businesses, cleaning, admin,\u201d he says. (The church has for years faced, and denied, allegations it exploits members for money and forced labor.) It was challenging, he adds. \u201cYou don\u2019t sleep.\u201d Essalhi ultimately became the Edinburgh center\u2019s public contact secretary, another unpaid executive role tasked with \u201cgetting new people through the front door and creating as many new Scientologists as possible.\u201d\u00a0<\/p>\n<p>\u201cWe\u2019re all in a WhatsApp group\u2014or I was\u2014called Social Media Warriors,\u201d says Essalhi, who is now 21 years old. \u201cIts purpose is to get Scientology out there on as many social media platforms as possible.\u201d<\/p>\n<p>\u201cYou basically get given full creative control,\u201d he says.\u00a0<\/p>\n<p>Late last year, Essalhi decided to use his perceived autonomy in an unusual way by agreeing to appear on a podcast with Alex Barnes-Ross, a UK-based ex-Scientologist and prominent critic of the church\u2019s alleged abuses.\u00a0<\/p>\n<p>Essalhi first encountered Barnes-Ross as he protested outside a 2025 Scientology conference in East Grinstead, where the church keeps its UK headquarters. His curiosity was piqued, and after a few weeks of cautious communication, the two agreed to speak on Barnes-Ross\u2019 show. Essalhi hoped not only to defend Scientology, but to demonstrate the church\u2019s commitment to free speech.<\/p>\n<p>During the January recording, Barnes-Ross predicted their conversation would have negative repercussions for Essalhi. Essalhi disagreed: \u201cI thought I was free to speak to this guy.\u201d<\/p>\n<p>\u201cIt was a great conversation,\u201d Essalhi now says, a little ruefully, \u201cthat opened up Pandora\u2019s box. The next two weeks after that I was subjected to all sorts of punishment.\u201d\u00a0<\/p>\n<p>According to Essalhi, he spent that time being interrogated by senior Scientology officials before being ordered to do what he describes as \u201chard manual labor\u201d renovating a new Scientology building. \u201cAnd for what reason?\u201d he asks. \u201cFor talking to somebody? For talking to a critic of the organization? For encouraging open dialogue and free speech?\u201d<\/p>\n<p>After one day of construction, Essalhi decided he was done: \u201cI grabbed a grocery store bag, I grabbed all my awards, everything I was commended for, all my belongings. I went out the emergency exit, and I never returned.\u201d (A Scientology spokesperson acknowledged a request for comment for this story, but did not provide any on the record response, including to questions about Essalhi\u2019s account.)<\/p>\n<p>Barnes-Ross says he joined the church at 15, and by 2014 was director of public sales for its London branch, charged with hawking copies of <em>Dianetics<\/em> and paid courses based on the tenets of its author, L. Ron Hubbard, the science fiction writer who founded Scientology. Today, Barnes-Ross tells me that his podcast is part of his efforts to give former Scientologists \u201ca platform to share their stories and campaign for legislative changes in the UK to hold Scientology accountable for their abusive practices.\u201d He maintains a YouTube page, Apostate Alex, with over 10,000 followers.\u00a0<\/p>\n<p>Before leaving in 2016, Barnes-Ross had a similar role in London as Essalhi did in Edinburgh. He recalls pushing his supervisor in roughly 2011 to \u201cstart using social media, set up a page on Twitter and Facebook and show people what Scientology really is, because there\u2019s all these people talking rubbish about it online.\u201d Barnes-Ross says that while Scientology\u2019s central offices then had bare Facebook and Twitter pages, they mostly just offered links to the main Scientology website and basic videos. Barnes-Ross recalls no city-specific social media accounts\u2014and nothing on social media that he thought did justice to what he then saw as the benefits of Scientology texts like <em>Dianetics<\/em>.\u00a0<\/p>\n<p>According to Barnes-Ross, his supervisor said that if they asked for permission from Scientology\u2019s American headquarters, they\u2019d likely be told no; instead, they should just launch some London accounts and see if they worked.\u00a0<\/p>\n<p>\u201c\u2019Do it,\u2019\u201d Barnes-Ross remembers the supervisor telling him, \u201c\u2018but make sure you get results. If you do it and you don\u2019t sell books, we\u2019ll be in a lot of trouble.\u2019\u201d<\/p>\n<p>\u201cTrouble,\u201d Barnes-Ross says, could have meant being subjected to \u201cinterrogations on the e-meter in the form of what\u2019s called a \u2018sec check\u2019, a security check\u201d or potentially being \u201cput on hard manual labor and forced to confess my \u2018crimes.\u2019 The stakes were very high.\u201d\u00a0<\/p><p>Read more <a href=\"https:\/\/movingandmortgagehub.com\/?p=85\">The Solution to Urban Heat Is Actually Amazingly Simple<\/a><\/p>\n<p>The London accounts began \u201cpumping out content like I\u2019ve never seen before. It was like a post every single hour,\u201d Barnes-Ross said, leading a few potential recruits to come in for introductory stress tests. With the rise in that closely tracked metric, he says \u201cwe were able to justify\u201d the posting as a so-called \u201csuccessful action\u201d which, according to church doctrine, cannot be stopped.<\/p>\n<p>The posts were a forerunner of videos that were later produced by another Barnes-Ross supervisor, a fellow London Scientologist named Charlie Wakley. According to Barnes-Ross, Wakley\u2019s video content showing \u201chow cool\u201d it was to be a young Scientologist in the city made him a global figurehead, and \u201cultimately led to the social media campaigns we\u2019re seeing today.\u201d Wakley\u2019s social media pages have been inactive since 2021 and he did not respond to a request for comment.\u00a0<\/p>\n<p><span>While Scientology<\/span> has had an online presence since the earliest days of the internet, the web has always been a bit of an unfriendly neighborhood. Its most boisterous opponent has been Anonymous, the decentralized activist group, which in 2008 launched Project Chanology, which sought to raise awareness about Scientology\u2019s practices, troll the organization, and banish it from online spaces.\u00a0<\/p>\n<p>\u201cYour organization should be destroyed for the good of your followers, for the good of mankind, and for our own enjoyment,\u201d declared a video Anonymous posted announcing the campaign. \u201cWe shall proceed to expel you from the Internet and systematically dismantle the Church of Scientology in its present form.\u201d<\/p>\n<p>The church has also been an object of online mockery and pranks. Today, groups of young people on TikTok are filming themselves \u201cspeed-running\u201d Scientology buildings\u2014seeing how deep inside they can get before being thrown out. The creator of the first speedrun video, targeting\u00a0a Los Angeles church, told the <em>Hollywood Reporter<\/em> that it racked up more than 90 million views. Several of the most viral such videos have since been deleted, although it\u2019s not clear if they were taken down by TikTok or by their creators. The church, meanwhile, told the <em>Los Angeles Times<\/em> that this behavior is a \u201chate crime.\u201d\u00a0<\/p>\n<p>On a more practical level, the web has been a challenge for Scientology as critics have used it to create transparency around matters the church would prefer to keep private, and the organization\u2019s leaders and lawyers have struggled to keep negative information about it from spreading online. Those critics have often been past members. In 1997, for instance, the church sued a former Scientologist from Virginia for copyright infringement after he posted a few dozen pages of doctrinal materials online. A court ruled in the church\u2019s favor. Scientology was also successful in a similar lawsuit against the Fight Against Coercive Tactics Network, an anti-cult group founded by a former Scientologist. In that case, the church was ultimately allowed to repossess some 2000 pages of documents it claimed had been illegally copied.\u00a0<\/p>\n<p>But over time, this strategy proved fruitless and probably served, Streisand-effect-like, to only raise on- and offline awareness of anti-Scientology materials. Fundamentally, Ross-Barnes explains, \u201cthe internet is something L. Ron Hubbard didn\u2019t predict,\u201d and one the organization\u2019s lawyers and legal threats cannot overcome. \u201cThis is a huge platform and space for free speech. People can put whatever they want on the internet. That\u2019s something Scientology isn\u2019t equipped for. It thinks it can control the narrative, silence critics, and avoid accountability. Perhaps this was easier in the 60s and 70s.\u201d<\/p>\n<p>Social media has given ex-Scientologists another space and platform to criticize the church. The most prominent is Jenna Miscavige, the niece of David Miscavige, Scientology\u2019s ecclesiastical leader, who has built a large following on TikTok and YouTube talking about the neglect, isolation, and manual labor she said she suffered growing up in the Sea Org, the church\u2019s tightly-controlled workforce.\u00a0<\/p>\n<p>In April, Alex Barnes-Ross was given a copy of a digital flyer circulated by the church to a Scientologist-only online community seeking recruits for a \u201cMaster dissemination group\u201d that works to \u201cget new people into orgs through social media.\u201d Underneath an image of a team of people seated on a couch looking at laptops, tablets, and phones, the flyer\u2019s authors\u2019 claimed credit for having \u201cintroduced\u201d \u201ctens of thousands\u201d to L. Ron Hubbard, while recruiting \u201chundreds of new people onto the Bridge,\u201d Scientology\u2019s graduated path of spiritual progress.\u00a0<\/p>\n<p>The flyer reflects the Scientology PR apparatus\u2019 growing interest in harnessing church members not only to recruit members on social media, but to engineer a positive image that will drown out more critical voices.\u00a0<\/p>\n<p>\u201cScientology\u2019s strategy is to try to control the dissent online and flood Facebook and Instagram and TikTok with their propaganda so it overrules the survivor stories,\u201d Barnes-Ross explains.<\/p>\n<p>The TikTok and Instagram pages being run by individual Scientology missions are likely being carefully monitored, he adds, with how they are authorized to respond to critical comments closely coordinated with the Office of Special Affairs (OSA), which oversees church public relations.\u00a0<\/p>\n<p>\u201cOSA will basically send down orders and say, \u2018In the future, reply like this\u2019 or \u201cDon\u2019t do this,\u2019\u201d he says. \u201cThere\u2019ll be very strict guidelines on what to say or not say and how to say it.\u201d<\/p>\n<p>Essalhi confirms that OSA would instruct the social media teams on how to answer negative comments. \u201cAnyone that has to deal with the public,\u201d he explains, would \u201cget practiced on it routinely.\u201d\u00a0<\/p>\n<p><span>The church\u2019s new Instagram and TikTok presences<\/span>\u2014and, Essalhi says, an emerging emphasis on YouTube\u2014are efforts to present a gentler and more approachable face to these platforms\u2019 relatively young, unformed, audience, which is naturally an attractive population for Scientology. While Scientology claims a membership of millions, the figure seems to include anyone who\u2019s ever taken one of the Church\u2019s courses. Independent surveys have put it at fewer than 100,000 in America. A 2001 City University of New York survey estimated only about 55,000 US adults identified as Scientologists. Today, Tony Ortega pegs active membership at 20,000 to perhaps 50,000 at highest.\u00a0<\/p>\n<p>Scientology, Ortega says, \u201chas an aging population. The vast majority of members\u2026are second or third generation. They\u2019ve been raised in Scientology rather than joining. They\u2019re in a crisis in terms of membership. If they can get you while you\u2019re young, you\u2019re going to be a longstanding donor for years.\u201d\u00a0<\/p>\n<p>In 2020, Mike Rinder, a former senior church official turned critic, described Scientology as \u201csteadily shrinking\u201d in a blog post: \u201cThe vast majority of scientologists today are\u2026 65 to 75 years old. They are going to die off. Despite their claims to the contrary, scientology cannot prevent illness and disease.\u201d Rinder himself died in 2025. Today, Scientology says 44% of members are between the ages of 31 and 40, and that only 3% are over 61 years old.\u00a0<\/p>\n<p>Whatever the current numbers, Essalhi says the social media recruitment effort \u201cis not working at all.\u201d While the videos he once helped make may be \u201cdoing a good job popping up on people\u2019s For You page\u201d on TikTok, Essalhi says they\u2019re falling short of their actual goal: \u201cIf you want to talk about actually getting people in, getting products sold, selling books\u2014which is the ultimate reason why you\u2019d do it\u2014it\u2019s not working. I know, because I was in this group chat.\u201d<\/p>\n<p>\u201cAny young person nowadays who walks past Scientology and gets handed a leaflet, they\u2019re going to Google or go on TikTok,\u201d explains Barnes-Ross. \u201cThey\u2019re going to find the truth and they\u2019re not going to go into the building.\u201d\u00a0\u00a0<\/p>\n<p>Barnes-Ross also says the new, TikTok-heavy approach is, as he puts it, \u201cdoomed for failure,\u201d because with the internet, \u201cthe truth is out there\u2014and it\u2019s easy for people to engage and spread.\u201d<\/p>\n<\/div>\n<footer>\n<section><h3>Keep us relentless, independent, and free to read.<\/h3><p>For 50 years, <em>Mother Jones<\/em> has offered <strong>honest<\/strong>, <strong>investigative reporting<\/strong> you can rely on:<\/p>\n<p>\u00a0\u00a0\u00a0\u00a0\u2022 <strong>Relentless in the pursuit of truth<\/strong>, unafraid to hold the powerful to account<\/p>\n<p>\u00a0\u00a0\u00a0\u00a0\u2022 <strong>Independent from influence or agenda<\/strong> from oligarchs and corporations<\/p>\n<p>\u00a0\u00a0\u00a0\u00a0\u2022 <strong>Freely accessible to every reader<\/strong>, never behind a paywall<\/p>\n<p><strong>But we can\u2019t do any of this without you<\/strong>. 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