Edition 23 of the SportsBiz Spotlight sees us venture in to the world of TikTok as we sit down with Don’t Buy Media’s founder, Griffin Lilley!

Don't Buy Media


Tell us about the business? What does Don’t Buy Media do? When was it founded? 

Don’t Buy Media (DBM) was founded in early 2021 and builds Gen Z Community by Gen Z across TikTok, Instagram Reels, and Youtube Shorts. We focus on organic content and push our clients to think community first, not buying media. We provide TikTok, Reels, and Shorts community management and strategy.


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What’s the main purpose of the organisation? 

My background is in the Gen Z consulting space helping brands understand and connect with young people, over in NYC. While there I realised how much brands don’t understand Gen Z and as their future customers, how important it is they do.

During this time I also saw the rise of short-form content platforms and how their algorithm and the right approach, enabled mass connection with Gen Z. So I started DBM to help brands use TikTok, Reels, and Shorts to build huge communities obsessed with them.


@allblacks @rugbyspot we like this one better. #allblacks #rugby #haka #nz ♬ original sound – Rugby Spot

If failure wasn’t a possibility, what would be your biggest ambition? 

I would tell more stories, across more platforms, to more people. My favourite part and something that brands don’t do enough in this space is tell stories. Whether that is, what it takes to play at the highest level of sport, or the unlikely journey players have taken. Storytelling builds connection and through short-form content platforms your stories will reach more people than ever.


@therugbynetwork Is there a greater spectacle in sport than this? #rugby #allblacks #nz #haka #sivatau #rugbypass #rugbyboys #fyp #viral #sports ♬ Drive Forever Ravens Rock Spotify – Ravens Rock ★ | Guitarist

What’s your USP? 

We can build the best communities on short-form content platforms, because everyone on our team are Gen Zers who have built huge communities there already. Who better to build your community, then people who have already done it.

How many people work at Don’t Buy Media and what capacity? I.e. job roles etc. 

DBM is a team of 5 spread out across 3 continents and growing communities across the globe.


@allblacks Steve Hansen didn’t mess around. #allblacks #rugby #coach #behindscenes ♬ original sound – maxisnicee

Who are your clients? 

We have been lucky enough to work with a range of clients, from the legendary All Blacks to the largest Rugby competition in North America, Major League Rugby. Other clients we have worked with include, JOE Media, The Rugby Network (owned by RugbyPass & Sky), New England Freejacks, Nonstop Sports, and GGWP Academy to name some more.

Who would be your dream client?

I’d love to help the ECB or the Black Caps. They both have such huge global communities that can be reached through short-form content but sadly neither of them are on there yet.


@therugbynetwork Which player comes to mind when you hear ‘Big Hits’? #rugby #bighit #rugbytackle #americansports #fyp #football #rugbyboys #nfl ♬ original sound – The Rugby Network

How can people connect with Don’t Buy Media? What’s your website and socials? 

Our website is dontbuymedia.com, and my email is griffin@dontbuymedia.com. Feel free to reach out if you have any questions, or need some help, as I’m always happy to chat about anything short-form content!

Thanks to Griffin for taking behind the scenes of Don’t Buy Media and the world of TikTok!

If you would like to feature your sports based business or know of an organisation you would like to see feature on SportsBiz Spotlight, get in touch.