NATO, the military alliance of 30 countries, is turning to social media influencers to help reach a younger audience and stay relevant in the modern era. With topics like the potential accession of Ukraine and the health of the U.S. president on the agenda at its summit in Washington, NATO invited 16 influencers from countries like the U.K., Germany, and France to attend. Another 10 influencers from the U.S. were also invited by the U.S. Defense and State Departments. This move reflects a recognition that traditional media outlets may not be effectively reaching Generation Z.
The influencers invited to the NATO summit were selected based on their followings on platforms like TikTok and Instagram, with the goal of spreading NATO’s message to a younger audience. While NATO covered the travel expenses for the influencers, it did not exert any editorial control over their posts and did not pay them a fee. This approach allows for a more authentic and engaging way to connect with younger audiences, who may be less likely to engage with traditional forms of communication from long-standing institutions like NATO.
NATO’s spokesman, Tom Peyre-Costa, emphasized that the influencers attending the summit will have the opportunity to engage with experts and senior NATO officials at the NATO Public Forum. This hands-on experience aims to provide the influencers with a deeper understanding of NATO’s mission and goals, which they can then share with their followers through their social media platforms. This approach is part of NATO’s broader efforts to engage with the public and boost support, particularly in the face of calls from some politicians to reduce spending on European defense.
In addition to the influencers attending the summit, NATO has previously engaged with content creators by organizing similar programs in 2022 and inviting a group of influencers to its headquarters in Brussels to mark its 75th anniversary. This ongoing effort to collaborate with influencers reflects NATO’s commitment to adapt to the changing media landscape and connect with a diverse range of audiences. By leveraging the reach and influence of social media influencers, NATO aims to broaden its reach and engage with younger generations who may not typically engage with traditional news outlets.
One of the influencers invited to the NATO summit, Anthony Polcari, is a 25-year-old social media personality known for advocating for “vibrant masculinity.” In an interview, Polcari expressed his excitement about the opportunity to attend the summit and engage with experts and officials. Through his social media platforms, Polcari will have the chance to share insights and information about NATO’s mission and the importance of the alliance in today’s world. This collaborative approach between NATO and social media influencers highlights the importance of innovative strategies in reaching new audiences and maintaining relevance in a rapidly changing media landscape.
