How the U.S. Army uses influencers to recruit a new generation: “Support them this stable idea” | U.S. Army

fItness Influential Steven Kelly Posted A photo of a carousel Instagram Last month, including himself wearing military fatigue shots, climbing up a rope wall and aiming at a gun. Kelly has 1.3 million followers on the platform and is not enlisted – instead, it is a sponsored position created in partnership with the department. US Army.

“This experience shows me how the Army builds preparation, resilience, and discipline,” the title says. Kelly describes the experience of participating in basic training exercises. The post points followers a link in his resume to learn more about the U.S. Army opportunity.

Kelly is just one of many influential people who are creating sponsored content as part of a new U.S. Army initiative to reach potential Z recruits who may have never been exposed to military life. Many partnerships have partnered with lifestyle content creators – other examples include chefs, extreme sports enthusiasts and traveling influencers.

“These partnerships have increased the visibility of the military, raised awareness of untapped audiences, and articulated the possibilities of Army service in a unique and creative way,” said Madison Bonzo, a spokesman for the Army’s recruitment.

The strategy reveals how integral influencers can not only sell products and the entire lifestyle – enlisting is a commitment for years.

Recruitment is also continuing with the United States Military Aid Israel is against Israel as part of an increasingly unpopular war. The nearest Gallup polling It was found that less than one-third of U.S. support Israeli military operations in Gaza hunger The result of the crisis killing of Israel block assistance.

Some commenters called Kelly’s posts “propaganda” and found the positions offensive.

One person wrote: “The rich influenced the poor to do what they didn’t want to do. It gave the Hunger Games. It started a class war.”

Robert Kozinets, a professor at the University of Southern California, has written extensively about social media and marketing, and he says that the content is not that different from other types of advertising campaigns.

“We are used to endorsing celebrities or personalities of a specific product, and even if they don’t use them, they don’t have to use them themselves,” Kozinets said.

While recruitment is new, it is not the case with military influencers who publish their lives in the armed forces. Some creators, such as @onexpunchxdad Tiktok Make fun in military life and highlight some reality. recent postalFor example, three things about the military of video games are explained (one is that if you get shot, it actually hurts).

Next month, military influencers Meeting In Atlanta, including Meeting About how content creators navigate in active duty and personal lives, and boost military voice on Tiktok.

However, the recent sponsored posts are sleek and sell something more exciting than reality. In another example, Breannah Yeh is an extreme sports influencer known for her slack videos, Posted About the experience of skydiving in series with the army. “The challenge is the challenge that makes us grow,” said an Army captain in the videotape before Yeh jumped out of the plane.

“That was epic. I really felt very incredible,” Yeh said after landing on the beach, thanks to the military brand parachute. The video ends with a familiar slogan: “Do everything about you.”

The hope of the U.S. Army is that content is attracting more people to enlist.

“By the experience of participating in an immersive army with real soldiers, these influencers provide first-hand insights into military life and the possibilities of military service,” Bonzo said.

The move comes after a trend in several divisions that have not been able to achieve their enlistment goals in recent years. She said that due to the pandemic, more and more young people at home complete school remotely, so they have no chance to get into programs like ROTC.

“The whole young people entering the transition have become challenging,” Kuzminsky said.

But these numbers rebounded and recruitment rose again. Just before Memorial Day, Donald Trump During a trip to Riyadh, military recruitment rebounded more than ever under his government.

“After years of shortage of military recruitment, the enlistment of the U.S. armed forces is now at the highest in 30 years, because there is such an incredible spirit in the United States of America,” he said.

Data shows that the pattern began before Trump took office. Between 2020 and 2023, the Army miss Its annual recruitment goals. Last year, recruitment improved, it Meet Its goal. In June, the Army Announce It achieved its goal of recruiting 61,000 recruits – four months ahead of expectations.

Jess Rauchberg, assistant professor at Seton Hall University The Guardian also said that the content also has security information during unstable times.

“The military is taking advantage of this moment and saying, ‘Well, our numbers are down, Gen Z is damaging work and stable lives.’

“It’s attractive to many young people,” she added.