Brand

Starbucks Pilots TikTok Creator Network Program With Ad Revenue Sharing for Barista Creators

Published on June 26, 2026

Starbucks will pilot a custom “Creator Network” within TikTok’s Content Suite this summer, making it the first brand to pilot the newly introduced feature, the companies announced at the Cannes Lions International Festival of Creativity.

According to information shared with Marketing Dive, the program builds on Starbucks’ “Green Apron Creators” initiative, which launched in 2024 and encourages employees to post social media content about the brand. Through the pilot, Starbucks will share creative briefs with select employee creators and compensate them through ad revenue sharing. TikTok positions Creator Networks as a product that enables brands to build a customizable pool of employees, partners, or brand advocates and convert existing brand-relevant videos into paid advertising.

Starbucks employees post at a rate three times higher than employees at comparable-sized chains, according to company data. Gen Z makes up the majority of Starbucks baristas, and the “Green Apron Creators” program gives those employees an opportunity to develop their careers and online presence.

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

Employee-Generated Content as Infrastructure

The pilot responds to a broader industry movement. A 2026 DSMN8 report, which draws on insights from roughly 200 programs, describes employee advocacy as having moved “from amplification to infrastructure,” with brands building structured programs tied to measurable business outcomes.

Sprout Social data, cited by Marketing Dive, shows that 61% of Gen Z and 40% of the overall population say they frequently learn about new products through employee-generated content (EGC). The same data finds that 61% of consumers say brands should compensate employees who promote them on social media.

Starbucks reported $9.5 billion in second-quarter revenue, a 9% year-over-year increase. CEO Brian Niccol cited strong marketing efforts as a factor in the company’s Rewards program reaching 35.6 million members during the same period.