A Prayer App Turns to TikTok to Find Its Flock

Style|A Prayer App Turns to TikTok to Find Its Flockhttps://www.nytimes.com/2024/03/07/style/hallow-prayer-app-tiktok-wahlberg.htmlU.S.WorldBusinessArtsLifestyleOpinionAudioGamesCookingWirecutterThe AthleticAdvertisementSKIP ADVERTISEMENTYou have a preview view of this article while we are checking your access. When we have confirmed access, the full article content will load.Supported bySKIP ADVERTISEMENTAds for Hallow, with its pitchman Mark Wahlberg, are reaching nonreligious social media users, much to their surprise.By Madison Malone KircherMarch 7, 2024Jon Schneider was mindlessly scrolling TikTok when a video caught his eye. It showed the actor Mark Wahlberg and “this guy who kind of looks like Jesus,” and they were inviting viewers to join them in prayer.Mr. Schneider, 35, thought it was a movie promotion. In reality, it was an ad for Hallow, a pay-to-pray app that offers Bible readings and sermons narrated by clergy and celebrities, including the former N.F.L. star Brett Favre...