In a new initiative, the army is partnering with social media creators to show young adults possibilities of military life
F
itness influencer Steven Kelly posted a carousel of photos on Instagram last month that included shots of himself dressed in military fatigues climbing a rope wall and aiming a firearm. Kelly, who has 1.3 million followers on the platform, isn’t enlisted in any military branch – instead it was a sponsored post created in partnership with the US army.
“This experience showed me how the Army builds readiness, resilience, and discipline,” the caption said, as Kelly described the experience of taking part in basic training exercises. The post pointed followers to a link in his bio to learn more about the US army’s opportunities.
Kelly is just one of a number of influencers who are creating sponsored content as part of a new initiative by the US army to reach potential gen-Z recruits who may not have ever had exposure to military life. Many of the partnerships are with lifestyle content creators – other examples include a chef, an extreme sports enthusiast and travel influencers.
