Sergeant Major of the Army Michael R. Weimer announced that he is deactivating his personal social media accounts and will instead focus on using the Army’s official platforms.
In a video posted to X last week, Weimer explained that the decision was intended to shift focus away from individuals and reinforce the Army’s collective message.
His spokesperson, Master Sgt. Daniel Carter, stated that the move was made to extend the reach of the Army’s primary platforms, which have larger followings.
Weimer’s personal accounts on X and Instagram are expected to be completely deleted.
The decision comes as the Army explores new ways to engage with the public, including the launch of its “Creative Reserve” program, which enlists soldier influencers to share their military experiences, according to AFCEA.
The initiative, currently in its pilot phase, aims to connect with audiences in ways traditional Army marketing cannot, leveraging the personal reach and authenticity of service members who are already content creators.
Led by Kris Saling, the program includes volunteer participants who are not compensated by the Army but are given access to events and resources to help tell the Army’s story.
Among those involved in the Creative Reserve are Tyler Butterworth, who manages social media for the National Guard Bureau and has millions of followers across TikTok and Instagram, as well as Austin von Letkemann, known online as “MandatoryFunDay,” who has built a significant online presence with content about military life.
The most recently announced participant is Roksolana “Roxy” Savyuk, known online as @quuen_baby, who has a presence on platforms like Instagram and TikTok.
Another participant, known as “Viva La Vargas,” serves as a platoon sergeant at Fort Hood and has cultivated a dedicated following across multiple platforms. According to AFCEA, none of the selected influencers currently have service obligations, and some are retirement-eligible. The program does not direct participants on what to post but relies on their organic content and storytelling.
Austin von Letkemann has been a prominent figure in military social media, particularly after a viral video about parenting daughters led to an appearance on NBC’s Today Show.
However, according to The Salty Soldier, von Letkemann recently separated from his wife, Kate von Letkemann.
Kate had gained a modest following on TikTok, sharing her weight loss journey and personal reflections. As Austin’s popularity grew, Kate’s content began to reference tensions in their marriage, including posts that some interpreted as passive-aggressive toward her husband. While neither has publicly disclosed the reasons for their split, social media discussions have speculated about the impact of Austin’s rising public profile.
The shift in the Army’s approach to social media marks a contrast from the previous Sergeant Major of the Army, Michael Grinston, who engaged directly with soldiers through his own accounts.
With Weimer stepping back from personal social media and the Army investing in influencer-driven outreach, the service is exploring a new balance between official messaging and the authentic voices of soldiers sharing their experiences online.
However, this shift is also likely to fuel speculation that soldiers on social media are engaging in psychological operations (PsyOps) on behalf of the Army, a claim that has circulated in online communities. To combat these accusations and promote transparency, the Army should consider publicly releasing a full list of influencers who are directly collaborating with the Department of Defense or the U.S. government.
Such a measure could help distinguish between independent military content creators and those working in an official capacity, ensuring greater clarity for the public.
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