The U.S. Army is partnering with social media influencers to target Gen Z through sponsored posts that depict military experiences. Influencer Steven Kelly posted images and captions showing him in Army combat gear and basic training as part of a Go Army sponsorship. The post's caption emphasized readiness, resilience, and discipline and directed followers to opportunities using the hashtag #Ad. Comment sections produced mixed reactions, with many accusing influencers of selling out or calling the content propaganda. The Army selects influencers by brand and audience alignment criteria and seeks authentic, relatable content that offers a glimpse into military life. Another influencer posted a skydiving video featuring Army branding.
Steven Kelly, who has more than 1.3 million Instagram followers, ordinarily posts fitness and lifestyle content, peppered with an array of shirtless photos and sponsored posts for energy drinks and supplement brands. But a post back in July shows the influencer decked out in Army combat gear, swapping the gym floor for basic military training. The post was part of a sponsored partnership with Go Army.
A second post was captioned: "This experience showed me how the Army builds readiness, resilience, and discipline, preparing Soldiers to face challenges head-on and succeed in any environment." The caption directed Kelly's followers to a link in his bio to learn more about opportunities in the Army, signed off with the hashtag #Ad. "Thanks for hanging with us, Steven!" Go Army responded in the comments.
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