Niche Market: Military Influencers, a Growing Niche?

What niche is on your mind when trying to find an influencer? Beauty? Food? Pets? What about the military? In the US, military influencers are a growing niche. This isn’t that surprising, considering that 87% of Americans trust the army as an institution. But would this also work in the Netherlands?

Why is the niche for military influencers growing?

Military influencers are hot in the US. You probably know that America is pretty fond of its army. In the United States, national security and defense have always been the number one priority. But the popularity of military influencers can be explained by other reasons, too:

  • Military influencers represent various races
  • Military influencers are trained in such a way that they are highly disciplined and driven
  • Military influencers have a well-built body thanks to their job, and often lack arrogance
  • Many of them support a charitable cause

Their followers are mostly mainstream American families. This is exactly the target group that makes the most purchases online.

Top 5 military influencers in the US

Let’s look at some examples of successful American influencers who have served in the military.

1. Dakota Meyer

Dakota Meyer is basically a kind of self-help guru. He has received the Medal of Honor because he risked his life in Afghanistan to save his fellow members. Now he motivates his followers to get the best out of life. He has 271,000 followers on Instagram and more than 20,000 subscribers on his YouTube channel. 

2. Don Shipley

Don Shipley retired in 2010 after serving as a SEAL Senior Chief in the Navy for 24 years. Then he decided to bust stolen-valor phonies. He even hunted them down in their home town and recorded everything in his YouTube videos. Unfortunately, his channel has been suspended, but he still managed to get some 180.000 followers.

3. Jacqueline Carrizosa

This former marine has more than 146,000 followers on Instagram and now works as a model.

4. Max Uriarte

Max Uriarte got sent to Iraq twice and has been with the Marine Corps for four years. In 2010, he created the comic strip Terminal Lance. This comic strip became super popular in the military. With 378,000 followers on Instagram, he’s doing pretty well.

5. Dulce Candy

Dulce Candy worked in Iraq for 15 months before starting her own YouTube beauty channel in the US. Now she’s got over a million followers.

Is the niche of military influencers also on the rise in the Netherlands?

Like the Americans, the Dutch seem to trust the military more than before. Military influencers are everywhere, especially in the sports sector. They work as personal trainers, fitness instructors, and health gurus. So, yes, military influencers are likely to have a great future in the Netherlands as well.


Like America, military influencers are becoming increasingly popular in the Netherlands. Especially in the sports sector. Do you want to reach mainstream families? Then military influencers might be an interesting niche to reach out to. If you need some help finding the right influencers, Join will make this quest a lot easier for you.