The coffee giant is partnering with TikTok for the launch of an employee creator network that encourages workers to post content
Starbucks is tapping into the creator economy by paying some of its own employees to promote the brand on TikTok.
The pilot, which launches this summer, will allow Starbucks to send creative briefs to participating employees while compensating select creators through ad revenue sharing. The company says the program is intended to elevate the authentic voices of baristas already building audiences online.
“Every day, our partners bring Starbucks to life by creating moments of connection with our customers and with each other. And more than ever, they are sharing those moments with the world online in authentic, creative and unique ways,” Erin Silvoy, Starbucks’ senior vice president of global marketing, said in a statement, according to Marketing Dive. “Collaborating with TikTok provided us with the opportunity to build a customized tool that allows us to celebrate and amplify our partners’ authentic storytelling,” Silvoy added.
Starbucks says its employees already post about the company at three times the rate of workers at comparable restaurant chains, giving the brand a deep pool of organic content that can now be repurposed for paid campaigns.
TikTok said its Creator Networks are designed to help brands organize communities of employees, partners, and advocates while allowing creators to earn revenue generated from their content.
“As we continue to innovate in the employee creator space, we see this pilot as an opportunity to learn, test, and evolve what comes next,” Silvoy said.
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Source: Black Enterprise
