How The US Army Is Sliding Into Gen Z Feeds To Woo Recruits

Last Updated:August 28, 2025, 22:02 IST

The US Army, facing shortfalls in recruitment, is turning to sponcon (sponsored content) to reach the Gen Z.

Instagram influencer Steven Kelly, seen here in an Army-sponsored post from July, drew mixed reactions after swapping his usual fitness content for combat gear as part of a Go Army partnership. (IMAGE: Instagram)

Facing recruitment shortfalls, the US Army is using sponcon (sponsored content) to reach out to the Gen Z. Reports by the Guardian and Fast Company said that that these posts are part of a new initiative to reach potential Gen Z recruits and increase the Army’s visibility.

The Fast Company said influencers like Steven Kelly, who has more than 1.3 million Instagram followers and others were recently seen getting out of their niche to produce content to woo in fresh blood.

Kelly known for his fitness and lifestyle posts, usually shares shirtless photos and promotions for energy drinks and supplements. But in July, his feed took a different turn as he appeared in full Army combat gear, trading the gym floor for basic training as part of a sponsored partnership with Go Army.

In another post, Kelly wrote: “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 on Kelly’s post directed followers to a link in his bio to learn more about Army opportunities, ending with the hashtag #Ad. “Thanks for hanging with us, Steven!" the official Go Army account replied in the comments. The rest of the responses were mixed, with several users accusing him of selling out. “War propaganda is so back," one wrote. “Army cosplay?" asked another. “It’s giving Hunger Games. It’s giving Class Wars," added a third.

Why Is The Army Using Social Media

“The Army identifies social media influencers based on specific criteria for brand guidelines and validating audience alignment. The Army identifies social media influencers based on specific criteria for brand guidelines and validating audience alignment," US Army spokesperson Madison Bonzo was quoted as saying by the Fast Company.

In June, as part of its 250th anniversary celebrations, the Army hosted more than 30 influencers, giving them behind-the-scenes access and chances to interview veterans and soldiers in a bid to reach new audiences and inspire the next generation to enlist.

Washington D.C., United States of America (USA)

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