Starbucks and Dell Hire Employees as Tiktok Creators for Marketing

WHO:

Entrepreneur - Starbucks employees, specifically baristas, are involved in creating content for TikTok.

Inc - Dell is also hiring employees to create TikTok content.

WHAT:

Entrepreneur - Starbucks is implementing a revenue-sharing program for employees who create viral content on TikTok.

Inc - Companies like Starbucks and Dell are turning regular employees into paid TikTok creators to enhance their marketing strategies.

WHERE:

Entrepreneur - The initiative is taking place at Starbucks locations, which are compared to similar chains.

WHY:

Entrepreneur - Starbucks baristas post three times more content than employees at similar chains, providing an opportunity for the brand to leverage this engagement.

Inc - The motivation behind hiring employees as creators is to identify potential breakout creators already on payroll before competitors do.

HOW:

Inc - The process involves spotting employees who have the potential to create engaging content for TikTok, thus integrating them into the marketing strategy.

(UPDATED June 30, 2026 19:46 UTC)

Starbucks is launching a revenue-sharing program that allows baristas to create viral content on TikTok, a move that positions them alongside Dell, which is also hiring employees for similar purposes. This initiative is particularly significant as Starbucks baristas generate three times more content than those at comparable chains, giving the brand a unique opportunity to harness that engagement. By identifying and integrating potential breakout creators from their own workforce, both companies aim to enhance their marketing strategies and stay ahead of the competition.