The U.S. military uniform has always represented discipline, unity, and prioritizing the mission over individual interests. Now, a new generation of service members is shaking up that tradition.
Military influencers are blending service with social media, building massive followings, and making significant money—sometimes hundreds of thousands of dollars—while skirting Pentagon ethics rules.
Army Captain Austin Von Letkemann, a 15-year veteran, has racked up nearly 120 million Instagram views in the past month alone.
“I hate the term influencer. I prefer content creator,” he said.
Von Letkemann utilizes his platform to educate both service members and civilians about military life, benefits, and career opportunities. What started as comedic videos quickly evolved into a tool for informing the public.
He participated in the Army’s now-paused “Creative Reserve” program, which recruited military influencers to help with publicity and recruitment.
The program even measured millions of dollars in advertising value generated by these creators, as reported by the Daily Mail.
Not all content stays strictly informative.
Army Psyop Hayley Lujan, with over a million TikTok followers, has posted photos in tight dresses with soldiers in the background and in a revealing Ronald McDonald outfit holding a gun, encouraging followers to buy her outfit.
Air Force medic Rylee Roast has over 100,000 Instagram followers, posting both uniformed photos and tight-fitting spandex shots that highlight her figure.
Former Marine Dominic Wakeham posts shirtless videos with heavy metal music, flexing and sometimes showing underwear. Critics question whether such posts cross ethical or professional lines.
The influencers push back. Johnny Vargas, a military influencer, said women face disadvantages in the military because they’re quickly “put in boxes.” He emphasizes that his content educates service members, veterans, and their families about available benefits and resources.
Many influencers also monetize their platforms through consulting and brand deals, sometimes earning up to $500,000 a year, far surpassing the earnings of some senior enlisted soldiers.
The legality remains a gray area. Former Army lawyer Matthew Fitzgerald said the Department of Defense’s rules clearly prohibit using military status to profit. Influencers argue that consulting, partnerships, and educational content don’t violate these rules.
Pentagon insiders note the tension: some view influencers as undermining discipline, while others see the value in reaching broader audiences.
Von Letkemann and others stress their content is about education, connection, and morale.
“I want to make people happy, make them laugh, and when I leave the military, build a brand and business as big as possible,” he said. The ethical debate continues as the military weighs its traditional values against the growing power of social media content creators.
