How Starbucks Is Using Employee TikTok to Reach Gen Z

Gen Z learns about new products differently than older generations. They skip past brand ads and click on content created by people like themselves. Starbucks noticed this shift and is now piloting a program that turns its own employees into TikTok creators, according to Marketing Dive (June 23, 2026).

Why Employee Content Wins

The reason Starbucks is doing this: Gen Z discovers new products through employee-generated content, not corporate messaging. When a barista posts a video about a new drink or seasonal item, it carries weight that a Starbucks brand account never will. It looks real because it is.

This matters for any business selling to younger customers. A shop owner, contractor, or manufacturer whose staff creates authentic content about what they make or sell speaks louder to Gen Z than a polished product page ever could.

How This Works for Your Business

• Give employees a framework for creating short, casual product videos on TikTok
• Focus on new products, behind-the-scenes moments, or how-to content
• Let them use their own voices and posting style, authenticity is the point
• Monitor which posts drive engagement and product interest

You don't need a production team or a massive budget. You need staff who are willing to create short videos and a clear understanding of which products or services you want highlighted.

Source: Marketing Dive, 'Starbucks pilots TikTok program for boosting employee-generated content,' June 23, 2026.