Starbucks baristas can now get paid to make TikTok videos

Starbucks has decided to embrace influencing, turning some of its baristas into paid content creators.

The coffee giant is expanding its Green Apron Creators program through a new partnership with TikTok, according to a news release.

“Later this summer, we’re launching our first custom Creator Network with Starbucks, which builds on their Green Apron Creator Program, to empower employee-driven storytelling,” TikTok officials stated.

Under the pilot program, selected employees can receive content assignments, create videos about Starbucks, and share in advertising revenue generated by the posts. Starbucks will share creative briefs with employee creators, encouraging them to create content that represents the brand more authentically.

One Green Apron Creator shared a behind-the-scenes look at the process last fall, showing herself making drinks, filming and editing about three videos, and snapping photos for the brand.

@rashellehabati Let me know if there’s something you would like to know from being part of the #greenaproncontentcreator #starbucksbarista #barista #contentcreator ♬ original sound – Rashelle Habati

The company said employees already post on social media at a higher rate than workers at similar restaurant chains, The Seattle Times reported.

@joannazamore

cutesy lil barista vlog bc i haven’t done one in a while so why not :p… #workashiftwithme #cometoworkwithme #baristalife

♬ original sound – .

Starbucks trend circulating on TikTok

Meanwhile, the brand is already benefiting from viral attention on the platform. Right now, a trend is circulating on TikTok where users type “my coffee” into the search bar and then order whatever Starbucks drink pops up first.

@delylahd

this trend is so fun for trying new drinks bc i’m v indecisive ☕️🧸☁️ lmk if u try:) #mycoffeetrend #mycoffeeorder #coffee #starbuckscoffee #trending

♬ original sound – delylah★

While Starbucks may be trending now, the custom Creator Network launches later this summer, according to the news release.

“Every day, our partners (employees) 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 on social media in authentic, creative, and unique ways,” Erin Silvoy, Senior Vice President of Global Marketing at Starbucks, stated. “Collaborating with TikTok provided us with the opportunity to build a customized platform that allows us to celebrate and amplify our partners’ authentic storytelling.”

Starbucks said the effort is designed to tap into authentic employee storytelling and connect with younger consumers online.

Starbucks undergoes layoffs, brand overhaul

The social media focus is the latest move in a broader brand overhaul at Starbucks. The company announced in April that it would move or hire 2,000 workers to its new Nashville office over the next five years. That came after the coffee giant had already closed five Seattle locations and laid off 69 workers.

Then, in May, a Worker Adjustment and Retraining Notification (WARN) notice revealed that Starbucks was cutting more than 250 corporate employees, effective July 17.

The layoffs and store closures have unfolded about a year after CEO Brian Niccol said he was trying to revive the coffeehouse feel, raising questions about how the company balances cost-cutting with its push to reconnect with customers both in stores and online.

Contributing: Frank Sumrall, MyNorthwest

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