From TikTok to trenches: How US Army is betting big on social media influencers to recruit Gen Z

US military service members from the 1st Infantry division march along Constitution Avenue during during the Army 250th Anniversary Parade in Washington, DC on June 14, 2025.

Facing persistent recruitment challenges, the US Army is turning to TikTok and Instagram influencers to reach Gen Z audiences where they spend most of their time. Recent reports by The Guardian and Fast Company said these influencer-led posts are part of a broader initiative to boost visibility and attract young recruits.

Fast Company highlighted the example of Steven Kelly, a fitness and lifestyle influencer with more than 1.3 million Instagram followers. Known for posting shirtless gym photos and promotions for energy drinks, Kelly’s feed shifted in July when he appeared in full Army combat gear. The sponsored post, part of a collaboration with Go Army, replaced his usual content with scenes of basic training.

“This experience showed me how the Army builds readiness, resilience, and discipline, preparing Soldiers to face challenges head-on and succeed in any environment," Kelly wrote in the caption.

The post linked followers to his bio for more information about Army opportunities and ended with the hashtag #Ad. The official Go Army account responded in the comments, writing, “Thanks for hanging with us, Steven!" Responses from Kelly’s followers were mixed. Some praised the collaboration, while others accused him of selling out. “War propaganda is so back," one user wrote. Another commented, “Army cosplay?" A third added, “It’s giving Hunger Games. It’s giving Class Wars."

Explaining the strategy, Army spokesperson Madison Bonzo told Fast Company, “The Army identifies social media influencers based on specific criteria for brand guidelines and validating audience alignment."

The Army has been ramping up these efforts. In June, to mark its 250th anniversary, it invited more than 30 influencers for behind-the-scenes access and interviews with veterans and soldiers. The aim was to inspire younger audiences by letting influencers showcase Army life in new ways.

“This strategic evolution aims to reach Generation Z by engaging them on their preferred digital channels and acknowledging their life and career priorities," Bonzo said. “These partnerships increase the Army’s visibility, bring awareness to untapped audiences, and articulate the possibilities of Army service in unique and creative ways."

The push comes after years of missed targets. The Army fell short of recruitment goals by nearly 25 percent in both 2022 and 2023. It met its 2024 target of 55,000 new soldiers, though that figure had already been lowered by more than 10,000. This year the goal was raised by more than 10 percent, but in June the Army announced it had already met the number four months ahead of schedule, suggesting the influencer strategy may be paying off.