"Tyler Butterworth's only dedicated follower on social media used to be his mom. The Army National Guard sergeant first class said his entire social media footprint amounted to a Facebook account where he occasionally posted photos of his dog. His mom liked them. That was it. About three years later, Butterworth has over 6 million combined followers across Instagram, TikTok, Facebook, and YouTube."
""I used social media as a tool to assist me with recruiting," he told Business Insider's Jake Gabbard during a visit to Fort Knox in July, shown in the video below. "It worked very well at getting the information out there." John Howell, a major in the Washington Army National Guard, tells a similar story. During his time at a command village in a rural part of Washington, he was tasked with growing the base from 50 soldiers to 132 soldiers, he said."
Tyler Butterworth grew his social media presence from a single dedicated follower to over 6 million followers across Instagram, TikTok, Facebook, and YouTube by using social media to assist recruiting. John Howell similarly used personal social media to help expand a Washington command village from 50 to over 100 soldiers. Recruiters are increasingly using informal, humorous, and relatable content on personal accounts to reach young people who spend more time online. Traditional recruiting methods such as phone calls and school visits have become less effective as fewer teenagers are eligible or interested in service. The Army and Navy have still exceeded recruiting goals despite the shifting tactics.
Read at Business Insider
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