In recent years, the US Army has faced a recruiting crisis, failing to add enough enlisted soldiers to its ranks. Previously, the military has relied on expensive television commercials and marketing campaigns to help with recruitment. But as younger generations are spending less time in front of television screens and more time watching content on their phones, a new way to reach potential recruits has emerged: social media influencers. At nearly no cost to the Army, soldiers around the globe are able to speak directly to Gen Z through apps like Instagram and TikTok.
In January 2025, the Army started the Creative Reserve pilot program, in which eight Army-affiliated content creators brainstorm and work with the branch to navigate this new and largely unregulated territory of guerrilla marketing. The program has since been put on hold for an ethics investigation. But in its short existence, it saw some success at driving people to Army websites.
Business Insider was invited to observe a handful of influencers at Fort Knox while they made content during ROTC Cadet Summer Training.
Chapters:
00:00 – Introduction
00:13 – Meet Tyler Butterworth
01:55 – Gen Z’s views on the military
03:41 – Increased military use of influencers
05:35 – Army spending on recruiting
06:47 – Why traditional commercials no longer work
07:42 – How to make military content
09:47 – Failed partnerships
10:13 – Influencers at the Army’s 250th birthday
11:04 – Non-military influencer collaborations
12:16 – Social media guidelines
13:26 – Oversight
13:55 – Monetization
14:47 – Conclusion
15:36 – Credits
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