NATO turns to influencers to reach Gen Z

Like most 75-year-olds, NATO needs some help reaching out to the younger generation.

This week, the military alliance is grappling with topics as heady as the possible accession of Ukraine and the poor health of the octogenarian US president. To stay relevant in the modern era, it turned to a group of 20-something influencers to spread its message.

The North Atlantic Treaty Organization has invited 16 content creators from countries including the United Kingdom, Germany and France, with followers on TikTok, Instagram and other social media platforms, to participate in its summit in Washington from 9 to 11 July. Another 10 US influencers will come at the invitation of the US Departments of Defense and State.

The move is a recognition that traditional media outlets, which offer full coverage of the summit, may not be reaching Gen Z.

It also shows how long-standing institutions like NATO increasingly need to think outside the box to bolster public support – especially at a time when former President Donald Trump and other Republicans have advocated for the US to reduce spending on European defense.

The alliance paid content creators’ travel expenses, but does not exercise any editorial control over their posts and will not pay them any fees, according to its spokesman Tom Peyre-Costa.

He did not confirm the names of the guest influencers, but NATO’s official social media accounts feature an explainer video about the origins of the alliance, narrated by a 25-year-old D.C. social media fixture and a supporter of “vibrant masculinity”, Antonio Polcari.

“Creators will have the opportunity to participate in the NATO Public Forum and interact with various experts and senior officials from NATO and allies,” Peyre-Costa said in an email. And it’s not the first time: a group of content creators visited NATO headquarters in Brussels in April to mark its 75th anniversary. A similar program was organized in 2022.

Polcari said in an interview that he was invited to help with the introductory video, but was unable to join the influencer program during the meeting due to a scheduling conflict. He believes content creators like him can help convey NATO’s message to a generation poised to take power.

“Our generation will assume the reins of power very soon. Many people, much smarter than me, will lead this country,” he said. “I think it’s up to these organizations to make sure younger generations know what they do.”

Necessary organization

At the Canadian embassy in Washington on Tuesday, a 22-year-old Amanda Rodada sat in the media section listening to Prime Minister Justin Trudeau’s speech on the security implications of climate change. She listened intently, thinking about how to convey the day’s events to her 161,700 TikTok followers.

Round said members of his generation don’t really consume traditional media, especially if it’s behind a paywall. They tend to get information from social media, she said.

She has seen misinformation and misinformation spread like wildfire and sees NATO’s invitation as an important opportunity to help her audience – mostly girls and young women aged 16 to 24 – understand the importance of NATO .

“I believe it is a necessary organization, obviously in our current political climate in terms of defense, but also in terms of other imminent threats like climate change,” she said in an interview. “I would encourage young people to get more involved in this.”

The group of nearly 30 influencers in Washington this week has an audience of about 40 million across social media channels, a State Department spokesperson said in an email.

“We know that more and more people are getting their news through social media channels, including through content creators,” the spokesperson said. “During the NATO Summit, we are engaging with these voices to reach additional audiences and explain the importance of the alliance and its 75th anniversary.”