United States Army

Overview

The United States Army isn't your average content creator – it's a global institution using social media to connect with the world! Primarily on Instagram, where they boast over 5 million followers, they offer a unique glimpse into military life, technology, and the people who serve. While their reach is impressive, ranking them in the top 100% of creators globally, their content goes beyond recruitment, aiming to educate, entertain, and inform. They’re not just soldiers; they're storytellers.

Performance At A Glance

The Army's Instagram presence is strong, with a massive following that's steadily growing. They're expanding at a rate of 1.47% over the last 30 days. While their global and country rankings place them in the top 100%, there's still room to climb! Their fans are super engaged, with an average engagement rate of 2.61%, which is solid for an account of this size. Their CreatorDB score is 59/100, indicating good performance but suggesting potential for optimization and growth.

What They Create

The U.S. Army's content is diverse, spanning YouTube videos and Shorts, alongside Instagram posts and Reels. They cover a range of topics, from military technology and documentaries to news and even a bit of entertainment. One recent Short, "DISCIPLINE is key," racked up over 28,000 views by offering a quick, impactful glimpse into the core values of Army life. Another video highlighted the Army Corps of Engineers' work rebuilding after the LA fires, showcasing their commitment to communities. Their content stands out by blending informative updates with human-interest stories, making complex topics accessible and engaging.

Why They're Great & Where They Can Grow

The U.S. Army excels at showcasing the human side of the military, highlighting diverse roles, and providing educational content about their operations. They also do a solid job of tapping into trending short-form video formats. An exciting opportunity would be to further leverage user-generated content from soldiers themselves to boost authenticity and relatability. Another possibility is diving deeper into specific career paths within the Army through longer-form documentary-style content.

Bottom Line

For brands looking to partner with an organization with immense reach and a focus on community service, the U.S. Army is an ideal choice. For the Army itself, focusing on more interactive content like Q&As and polls could boost engagement even further. Experimenting with more personalized stories and showcasing individual soldier experiences could also help level up their connection with their audience.