How the US army is using influencers to recruit a new generation: ‘Promise them this idea of stability’

In a new initiative, the army is partnering with social media creators to show young adults possibilities of military life

Fitness 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.