‘Authentic’ | Starbucks bets on employee-generated content with launch of TikTok scheme

Starbucks is ramping up its investment in employee-led marketing with the launch of a new pilot scheme in partnership with TikTok.

Through the “Creator Network” programme, the coffee giant will issue briefs to employee creators and compensate them for the content they produce through a share of advertising revenues.

The partnership with the social media platform marks an ongoing investment in employee-generated content (EGC) at Starbucks, an increasingly popular marketing tool in which staff are directly encouraged to post about the brand or organisation they work for.

Starbucks & TikTok launch EGC partnership

The partnership between Starbucks and TikTok, per Marketing Dive, was announced at Cannes Lions, a major festival for the marketing industry.