How The US Army Is Using Influencers To Fix Its $1 Billion Recruiting Crisis | Boot Camp

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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. 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 MORE BUSINESS INSIDER VIDEOS: What It Takes To Survive Navy Officer Candidate School | Boot Camp https://www.youtube.com/watch?v=LBqeiB7jx-I Every Tool An Air Force Survival Specialist Takes Into The Wilderness | Loadout https://www.youtube.com/watch?v=sPZebkT92Qk How This Special Forces Combat Cameraman Survived An IED In Afghanistan | War Journal https://www.youtube.com/watch?v=v-82Lg1rTMs ------------------------------------------------------ #businessinsider #usarmy #recruitment #bootcamp Business Insider tells you all you need to know about business, finance, tech, retail, and more. Visit our homepage for the top stories of the day: https://www.businessinsider.com Business Insider on Facebook: https://www.facebook.com/businessinsider Business Insider on Instagram: https://www.instagram.com/businessinsider Business Insider on Twitter: https://www.twitter.com/businessinsider Business Insider on Snapchat: https://www.snapchat.com/discover/Business_Insider/5319643143 Business Insider on TikTok: https://www.tiktok.com/@businessinsider