Starbucks announced a pilot TikTok program for employee-generated content. This summer, the brand is launching a custom Creator Network that builds off the Green Apron Creators program that it launched in 2024, which compensated employees to create content about Starbucks. Employee-generated content has gone viral for tons of other brands, most recently Staples’ Kaeden Rowland, better known as “Staples Baddie,” who posts ASMR-style videos about her job on her account with 600K followers. According to Sprout Social data, 61% of Gen Z frequently learn about products and services from employee-generated content. And since Gen Z accounts for most of Starbucks’ baristas, they’re well-positioned to create the kind of content that resonates with their peers. (Marketing Dive)
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