‘Green Apron Creators’ chosen for the program will receive compensation.

Starbucks will begin a pilot later this summer allowing select employees to create content for TikTok and share in ad revenue.

Starbucks announced it is the first brand to pilot custom Creator Networks in Content Suite, a new integrated offering that connects content creation and ad revenue-sharing on TikTok for employee content creators. The pilot builds on Starbucks Green Apron Creators program, which was introduced last year. For that program, Starbucks hired two full-time “global coffee creators” to capture their experiences at locations around the world.

“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.” Senior Vice President of Global Marketing Erin Silvoy said in a statement. “Collaborating with TikTok provided us with the opportunity to build a customized tool that allows us to celebrate and amplify our partners’ authentic storytelling.”

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The Creator Networks were built to allow advertisers to recruit employees or advocates to share creative briefs with and turn their content into ads. The goal is to turn user-generated content into paid ads and share a portion of that ad spend.

“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.

According to the company, Starbucks employees post three times more than employees at similar-sized retailers, which was an impetus behind the Green Apron Creators launch, which spans social media channels. The TikTok pilot leverages the chain’s 3.2 million followers on that specific platform and will be used to inform the potential expansion of a revenue-sharing model.

“On TikTok, some of the most compelling brand stories come from the people who know a brand best,” Global Head of Creative and Brand Products Andy Yang said in a statement. “With custom Creator Networks within Content Suite, we’re creating new opportunities for employees, partners, and advocates to participate in the creator economy and share authentic stories that resonate with their community. By helping brands discover, activate, and scale this trusted content, we’re enabling a more authentic and impactful approach to marketing.”

The Starbucks/TikTok pilot also marks a continued shift toward leveraging employees as brand ambassadors. Not too long ago, employees were punished or even fired for posting from work, but now they’re part of the overall marketing strategy as they convey authentic moments from behind the counter. Other brands have started to embrace similar “internal influencer” programs featuring employee-created content, including Portillo’s and First Watch.

Source https://www.nrn.com/marketing-branding/starbucks-will-pilot-employee-created-content-on-tiktok