Why is now the time for TikTok?
The world of golf is evolving, and so is its audience. Gone are the days when traditional advertising was enough to fill tee sheets and sell memberships. To connect with the next generation of golfers, the industry must embrace the platforms they use every day, TikTok.
This article explores why we think the short form video giant is your most powerful marketing tool today.
The numbers don’t lie
TikTok has fundamentally changed how young people discover, research, and engage with brands and places.
| Statistic | Relevance for the Golfing Community |
| 30+ Million monthly users in the UK alone. | Massive Reach: Your potential new audience is already here and highly active. |
| 74% of users are aged 18-24. | Target the Future: This is the next generation of full-fee paying members and passionate golfers. |
| 40% of young people now turn to TikTok or Instagram instead of Google for information. | Discovery Engine: If you’re not on TikTok, you are invisible to a huge segment of new consumers during their initial information search. |
| The platform offers a more relaxed feel and showcases brand personality. | Break Down Barriers: Challenge the ‘stuffy’ image of golf and present your club or brand as fun, accessible, and social. |
| Higher ability to go viral through experimental content. | Democratised Marketing: Smaller clubs and brands can compete with industry giants with a single, highly engaging video. |
The perception is changing and celebrity interest is making golf a cool sport on the platform. Check out Dunhill Links Tiktok for a great example of this!
Caddie’s Corner: Our Five Key Tips for Starting Your Own TikTok
TikTok’s main appeal comes from its unique format, which combines short, engaging videos with music and creative effects. To succeed, you must think like a creator, not an advertiser.
1. Keep it Short and Sweet (The 3-Second Hook)
The goal is to stop the scroll. Your video needs an irresistible hook within the first 1-3 seconds. Don’t waste time and get straight to the action, the joke, or the question.
2. Creative Visuals are King
Use trending audio, in-app text overlays, and fast cuts. Showcase the beauty of your course, a hilarious blooper, a cool trick shot, or an engaging ‘behind-the-scenes’ look at your pro or grounds crew at work. High production value is less important than high authenticity.
3. Personal Feel Over Polished Product
Audiences on TikTok crave authenticity. Don’t just post a corporate ad; show the human side of your brand. Feature your staff, members having fun, or relatable golf struggles. This is about building a connection and a community.
4. Keep it Lighthearted and Fun
The platform’s culture is anti-hard-sell. Your primary focus should be on entertainment and value. Make people laugh, offer a quick tip, or show a cool moment. Sales will follow the engagement, not lead it.
5. Engage with Trends and the Community
Monitor TikTok’s trending sounds and hashtags. Create your own version of a popular challenge or use a viral sound in a golf-related context. Reply to comments and foster a two-way conversation to make your followers feel like part of your brand’s story.