The Commercialization of Cool: Starbucks' TikTok Payoff As the world becomes increasingly digitized and saturated with social media, brands are scrambling to get in on the action.
But when Starbucks announced this summer that it would pay its baristas to create content for TikTok, something about it felt off kilter.
The coffee giant's bid to co opt the platform's attention grabbing potential raises more questions than answers.