TikTok has launched the “Veteran Voices” initiative, which includes $10 million in support for veteran-focused organizations, new creator partnerships, and business development programs targeting the veteran community.

The platform commits $1 million each to ten non-profits, split between $500,000 in direct funding and $500,000 in advertising credits. Recipients include the Wounded Warrior Project, Team Rubicon, and the Veterans of Foreign Wars.

According to GWI Core data from Q2 2024, cited by TikTok, one in three U.S. veterans report using TikTok monthly. 

The platform aims to leverage this engagement through partnerships with ten veteran creators, including Deshauna Barber, the first active-duty soldier to win Miss USA, and Johnny Vargas, a senior enlisted service member who reaches millions of accounts monthly with veterans benefits information.

“After 20+ years serving our nation’s post-9/11 veterans, Wounded Warrior Project is excited to bring our passion for veteran quality of life and total well-being to the TikTok community through this partnership,” said Brea Kratzert Todd, Business Development VP at Wounded Warrior Project, in a news release.

The initiative includes three new programs:

• A donation sticker feature launching this fall
• The SOAR Together Veteran Business Accelerator, providing mentorship to 15 veteran entrepreneurs
• A Veterans internship program starting summer 2025

TikTok also introduces a yearlong paid military leave policy, though the release does not disclose specific details.

Participating creators represent diverse military backgrounds and content focuses. They include Brian Firebaugh, a Texas cattle rancher, and Netflix personality; Dwayne and Wayne Haneline, Vietnam veterans who perform as a duo; and Asena Johnson, a former Army Staff Sergeant who creates content about Polynesian culture and military life.

Non-profit partners will receive specialized training in platform features, including LIVE streaming, content creation, and safety protocols. Team Rubicon’s CEO, Art Delacruz, stated the partnership will help “engage and inspire a new generation to honor and support those who have bravely served.”

According to the release, the initiative addresses mental health, affordable housing, and employment challenges within the veteran community.