Starbucks announces a new program that pays baristas to create TikTok videos, reflecting a wider trend of using employee-generated content to reach younger audiences. According to reports, the initiative begins later this summer and allows participating baristas to earn a portion of advertising revenue tied to their videos. The company also sets content standards: baristas’ TikToks must receive Starbucks approval before they can be used, ensuring brand alignment. The program is positioned as part of Starbucks’ broader marketing approach, using employees as creators rather than relying solely on outside influencers or traditional advertising. The rollout is expected to follow growing industry interest in content formats favored on TikTok, including short-form videos that can drive engagement and visibility. Both outlets describe the arrangement as a direct incentive for employees and indicate that it may serve as a model for other brands considering similar strategies. The exact details of eligibility, the percentage of revenue, and the scope of participating locations are not specified in the provided summaries.