A Comparative Study of Military Communication on Instagram: A Research Note.

This article presents a comparative study of the official Instagram accounts of the Spanish, French, United States, Israeli (Israel Defense Forces, IDF), and Australian armies throughout 2021, analyzing their use of hashtags, mentions, and post content to understand how military organizations employ Instagram as a communication tool. Findings reveal that while NATO member armies (Spain, France, and the U.S.) share similar strategies emphasizing organizational culture and activities, the IDF's communication differs by including more references to adversaries and national-religious identity, reflecting its unique sociopolitical context. Posts predominantly focus on military activities and organizational culture, with variations in engagement strategies such as quizzes notably used by the French Army. The study highlights how Instagram serves as a platform for armies to shape public perceptions, reinforce institutional narratives, and engage with both military and civilian audiences, while also noting differences driven by each army's operational environment and communication objectives.