This seems like an odd match.

TikTok has announced a new “Veterans Voices” initiative, which will see the company pledge $1 million to 10 non-profits that are dedicated to supporting veterans and their families.

As explained by TikTok:

“Veterans Voices focuses on key challenges afflicting this community – mental health, affordable housing, and employment. Together, these trusted organizations will leverage TikTok’s influential community of creators and engage audiences to provide critical support to those in need.”

The funding will be via a combination of direct cash and TikTok ad credits, which the chosen groups will then be able to use to raise further awareness of their projects.

TikTok and veterans. Seems like an odd match, though maybe that’s only because veterans are often associated with older returned service people, and not those who’ve played a part in more recent initiatives.

And apparently, there are a lot of veterans that are active in the app. TikTok says that 1 in 3 U.S. veterans report using TikTok monthly.

Which is also why TikTok’s launching a new veterans Creator Spotlight.

These veteran creators, who are actively working to educate TikTok users of the impacts of service, and the challenges that they face, will also be part of TikTok’s expanded veteran initiative, working with selected partner organizations to highlight ongoing fundraising and awareness efforts.

Selected partner organizations will also receive TikTok training to help them maximize their in-app presence, while TikTok’s also launching a new donation sticker, which will enable users to support the chosen groups.

Finally, TikTok’s also announced a new “SOAR Together Veteran Business Accelerator”, which will help 15 veteran entrepreneurs by providing professional coaching and mentorship to help them thrive in their communities.

“As a part of this program, TikTok will also be piloting a Veterans internship program in summer 2025 along with announcing a new yearlong paid military leave policy.”

It’s an interesting consideration, that TikTok could play a key role in highlighting veteran-related groups and causes, and could help to connect returned service communities.

While also ensuring that younger users are aware of the sacrifices and impacts of such on their own lives. In this respect, it’s an important initiative, and it’ll be interesting to see how TikTok can help to raise awareness of military service, and connect users to more info.

You can find out more about TikTok’s new veteran initiatives here.