Starbucks Teams Up With TikTok to Turn Baristas Into Paid Influencers
Your next scroll on TikTok might feature a familiar face from your local Starbucks.
The coffee giant has announced a major expansion of its "Green Apron Creators" program, launching a new creator network management tool developed in partnership with TikTok. Slated for a pilot this summer, the tool allows Starbucks to share direct content briefs and ad revenue with employee-creators, officially turning baristas into paid brand ambassadors.
"Every day, our partners bring Starbucks to life... and more than ever, they are sharing those moments with the world online in authentic, creative, and unique ways," said Erin Silvoy, SVP of Global Marketing at Starbucks, noting that the tool aims to amplify this "authentic storytelling."
This move capitalizes on the massive rise of employee-generated content (EGC). The power of the trend was highlighted earlier this year when a Staples employee, dubbed the "Staples Baddie," went viral with millions of views, prompting the corporate office to lean in and amplify her posts.
Starbucks is well-positioned for this shift. According to Marketing Dive, its employees use social media at three times the rate of competing chains. The company has been testing the waters since 2024, even hiring full-time traveling content creators last year.
Beyond driving sales, the strategy is a clever talent play. "It’s also a relevant development opportunity that resonates with Gen Z, which makes up a majority of our baristas," explained Tressie Leiberman, Starbucks’ Global Chief Brand Officer.