[{"data":1,"prerenderedAt":778},["ShallowReactive",2],{"item:\u002Fbarista-skills\u002Fmorgan-eckroth-on-fighting-tiktoks-algorithm-and-celebrating-cafe-life":3,"platform:site":260,"more:\u002Fbarista-skills\u002Fmorgan-eckroth-on-fighting-tiktoks-algorithm-and-celebrating-cafe-life":712},{"id":4,"title":5,"aiRevisedAt":6,"authors":7,"body":12,"canonical":183,"category":184,"categorySlugs":195,"cid":196,"cover":197,"description":203,"extension":204,"featured":205,"language":206,"meta":207,"navigation":208,"noindex":205,"ogImage":209,"path":210,"publishedAt":211,"readingMinutes":212,"recipe":183,"related":213,"revisedAt":183,"seo":245,"seoDescription":203,"seoTitle":5,"sortKey":183,"sources":246,"stem":250,"tagSlugs":251,"tags":253,"translations":256,"type":257,"url":258,"__hash__":259},"platformItems\u002Fplatform\u002Fitems\u002F53614.md","Morgan Eckroth: Building Coffee Education Beyond the Algorithm","2026-10-20T11:21:07.000Z",[8],{"name":9,"slug":10,"role":11},"Sam Morgan","sam-morgan","author",{"type":13,"value":14,"toc":179},"minimark",[15,19,22,25,33,36,39,45,48,55,60,65,70,73,76,81,84,87,90,95,98,103,108,111,114,119,122,125,130,133,136,141,144,150,156,159,162,165,170,173,176],[16,17,18],"p",{},"Morgan Eckroth started posting on TikTok roughly six years ago, when the account served mainly as a digital portfolio for the marketing degree she had just finished. Film-making had long interested her, and as the platform grew, short-form video turned into a side pursuit that clicked with viewers.",[16,20,21],{},"Her reach extends well past TikTok. Eckroth is a recognized coffee authority and an award-winning barista who claimed first place at the 2022 United States Barista Championships and went on to represent the U.S. internationally that same year. Across TikTok (6.2 million followers) and YouTube (1.4 million), she has carried an audience along through content centered on building drinks, hospitality, and teaching.",[16,23,24],{},"In many of her short videos, Eckroth performs both parts: the barista and the customer. One clip illustrates the intent behind these sketches. Playing the barista, she serves a cortado, then turns to tidying the cafe. The customer, also Eckroth, tastes the drink and sets it down. The barista registers this, pours a glass of water, and brings it over. The customer, pleasantly caught off guard, thanks her.",[16,26,27],{},[28,29],"img",{"alt":5,"height":30,"src":31,"width":32},683,"\u002Fuploads\u002Fa56bece23feee225e299.webp",1024,[16,34,35],{},"A moment that slight has drawn more than 1.7 million views and close to 100,000 likes. Underneath, commenters respond to the gesture of care—customers who value that standard of service, and baristas who enjoy doing the small things that signal a welcome. A recurring note in those comments is that Eckroth's videos feel like a warm hug.",[16,37,38],{},"Content creation is no longer a hobby for Eckroth but a full-time occupation. In a field sometimes labeled elitist, and against pop-culture images of baristas as gruff and unwelcoming, she wants to carve out an online space where baristas come across as warm and enjoyable, and where inclusive environments encourage curiosity through small gestures.",[16,40,41],{},[42,43,44],"strong",{},"What was TikTok like in the beginning for you?",[16,46,47],{},"When I started, there was this very large community of young folks my age who worked in service and hospitality. There was this communal bonding over discussing scenarios and happenings in the service industry.",[16,49,50,51,54],{},"Initially, ",[42,52,53],{},"@MorganDrinksCoffee"," was just an outlet for sharing these experiences, and a lot of my content was more sassy. It was not necessarily about looking at the positive side of hospitality, but it was just poking fun at all of it.",[16,56,57],{},[28,58],{"alt":5,"height":32,"src":59,"width":30},"\u002Fuploads\u002F44ae66ad4acdb51e508c.webp",[16,61,62],{},[28,63],{"alt":5,"height":32,"src":64,"width":30},"\u002Fuploads\u002F3e3645ade9bee6cf1243.webp",[16,66,67],{},[42,68,69],{},"How did the platform begin to shift?",[16,71,72],{},"When I started making these barista videos, the comments were often, “Oh, it’s just coffee, it’s not that serious. Don’t be so intense about it.” That’s when I started to try and figure out how to push back on that a little bit, but in a friendly way. If you choose to care about your work, it can be so much more than just a little phase in your life that you pass through while in school or something like that.",[16,74,75],{},"There is always this idea that you need a lot of understanding [of coffee] to get started, but you don’t. Once you get into it and start taking it seriously, you begin to develop both the soft skills of hospitality plus the hard skills of coffee, brewing, drink creation, etc. It’s a lot of information and a lot of time to become really good at it.",[16,77,78],{},[42,79,80],{},"How have you tried to shift the idea that “it’s just coffee”?",[16,82,83],{},"One of the things that I had to do was reckon with my content. About two and a half years ago, I made the transition from making lighthearted, pointed content to something a little bit more empathetic—a bit more human-driven rather than the flashy Internet comedy sort of sector.",[16,85,86],{},"I could talk about coffee science and brewing all day long, but the engagement I was getting on those pieces was so much less because they almost feel like lessons. So that’s when I started focusing on the softer side of things, more of the hospitality side of coffee and barista work.",[16,88,89],{},"The sketches took a sharp turn into something a lot more of an everyday type of experience, things that if you experienced them in a cafe, you would leave that space saying, “I feel better.” I think it was one of the first really big shifts I took to hopefully broaden others’ understanding of barista work.",[16,91,92],{},[42,93,94],{},"What was the response like?",[16,96,97],{},"Everyone was so confused. It was honestly my favorite thing. I still get comments like this to this day, but in the beginning, there were a lot of people saying things like, “This is making me feel something, but I don’t know what it’s making me feel. I’m crying, and I don’t know why.”",[16,99,100],{},[28,101],{"alt":5,"height":32,"src":102,"width":30},"\u002Fuploads\u002F73920093ac4b6a1b60ad.webp",[16,104,105],{},[28,106],{"alt":5,"height":32,"src":107,"width":30},"\u002Fuploads\u002Fd516414cca8e300b69c6.webp",[16,109,110],{},"All of these videos are based on real events. I don’t think I’ve ever made a single video that hasn’t either happened to me or that I’ve seen done in a cafe or I’ve done as a barista. They’re all very real moments.",[16,112,113],{},"It’s about highlighting the foresight necessary in hospitality. It’s about noticing the intention and the skill that goes into creating those moments. My goal with my content is that people can walk away and then the next time they have something like that happen to them, there’s a greater recognition or appreciation—where we’re just looking out for each other and taking care of each other.",[16,115,116],{},[42,117,118],{},"Your videos are so joyful and kind. Have viewers ever shared what your videos mean to them? What has your experience been as the content creator, and seeing the impact you’ve made?",[16,120,121],{},"Some of the most special comments have been ones where someone says, “Hey, I’ve been following for X amount of years, and I’m starting my first barista shift today.” It always makes me a bit emotional—and stuff like that makes this all feel a little more real. I think at some point, it can feel like we’re just making content, but it all has real-world impact.",[16,123,124],{},"It’s also really fun to encourage discussion, especially on places like YouTube. Coffee is such a global and cultural force that when I’m showcasing different brewing methods, I aim to create a conversation because we’re all coming to it from different perspectives. I don’t ever want to present what I’m doing as the one way—I also want to hear how you do it. As a result, I’m constantly learning from my audience.",[16,126,127],{},[42,128,129],{},"What is something you have learned from your audience?",[16,131,132],{},"Maybe this is a small thing, but one of my favorite things I’ve done in the last few years is look at cultural coffee drinks. Like a cafe Cubano or other foundational coffee drinks from around the world.",[16,134,135],{},"I do my research and present it as equitably as possible, but one of my absolute favorite things is to dig into comments and see everyone’s variations afterward, like how their grandmother made it, or how they make it with a slightly different coffee—and then getting to go back to my studio and make all those different versions. It’s really one of the best parts.",[16,137,138],{},[42,139,140],{},"How do you try to push people to see coffee as something more than just a drink?",[16,142,143],{},"It’s a slower process than anyone wants it to be. I believe the root of all of it is storytelling and getting people to create spaces where people can tell their own stories.",[16,145,146],{},[28,147],{"alt":5,"height":32,"src":148,"width":149},"\u002Fuploads\u002F49dbe51ac1fef5fa5941.webp",682,[16,151,152],{},[28,153],{"alt":5,"height":32,"src":154,"width":155},"\u002Fuploads\u002F406c07a818d4e02b9fe5.webp",680,[16,157,158],{},"But alongside that, and especially in the marketing world, everything is so media-driven that there are all these algorithms you have to play with. There are all these rules when creating content—there are so many other boundaries you have to work within while also trying to create freedom for people to just share what they want to share.",[16,160,161],{},"I think being story-driven in a way that gives something back to the consumer is very, very important. It is one of the principles that I try to always implement in content. No matter if it’s for a brand or for myself, there needs to be an equal trade between the content and the consumer of the content. Whatever strategy you’re implementing, there has to be something given back. And I think that sort of balance is hard to achieve, but is very, very important to making people care, especially about coffee.",[16,163,164],{},"One of my goals next year is to start building out my website to be much more of an education hub and have unique content that is solely education-focused outside of the algorithm that people can go to and actually use.",[16,166,167],{},[42,168,169],{},"If you didn’t have to focus so much on the algorithm, do you think you’d focus more on education?",[16,171,172],{},"I dream of that! I think my content would shift if I didn’t have to care quite as much. It’s such a dream to not be at the whims of the algorithm. One of the tricky parts about MorganDrinksCoffee as a brand is that there has to be some level of my face being attached to things.",[16,174,175],{},"But on my end, what I am really interested in moving into, and what I’m slowly working towards as we figure out what MDC looks like, is content that is able to showcase other people’s stories. I still want to be the creative force behind the content creation, the videography, and all of that storytelling, but then also lean on and showcase the expertise of others and use that to lean more into education.",[16,177,178],{},"That’s what I’m really interested in and passionate about right now. 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