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U.S. Army’s Influencer Strategy Drives Early Recruitment Success Amid Gen Z Outreach

Published on August 27, 2025

The U.S. Army is reporting early success with its strategy of partnering with social media influencers to reach Gen Z recruits, having hit its 2025 recruitment goal four months ahead of schedule, despite raising the target by more than 10% from the previous year.

The initiative comes as military branches face significant recruitment challenges, with Army spokesperson Madison Bonzo confirming to Fast Company that the partnerships aim to “increase the Army’s visibility, bring awareness to untapped audiences, and articulate the possibilities of Army service in unique and creative ways.”

High-profile content creators like Steven Kelly, who commands 1.3 million Instagram followers, and slackliner Breannah Yeh have produced sponsored content showcasing military training and activities. Kelly’s posts feature him in Army combat gear participating in basic training, while Yeh shared footage of skydiving with an Army-branded parachute.

In June, the Army invited more than 30 influencers to its 250th anniversary parade, providing behind-the-scenes access and opportunities to interview veterans and soldiers.

Simultaneously, the Army is developing policies for service members who have built substantial social media followings. Former Army Secretary Christine Wormuth announced in October 2024 that the military aims to leverage the reach of soldier-influencers while maintaining a hands-off approach to content oversight.

Some enlisted personnel already command larger audiences than official military channels. National Guard recruiter Sgt. 1st Class Tyler Butterworth has more than 2 million Instagram followers, compared to fewer than 80,000 on the Army’s official recruiting page.

Declining Interest in Military Service

The strategy shift responds to a documented decline in military interest among younger Americans. A Government Accountability Office report revealed Gen Z’s favorability toward military service dropped from 46% in 2016 to 35% in 2021.

After missing recruitment goals by nearly 25% in 2022 and by around 20% in 2023, the Army met its 2024 target of 55,000 new soldiers only after lowering the goal by more than 10,000. The current campaign appears to be reversing this trend, with the Army achieving its higher 2025 recruitment target significantly ahead of schedule.