Why Leading Brands are Investing in Influencer Incubator Programs

Editorial Team
July 14, 2023
min read
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Influencer incubator programs are an excellent strategy for brands to establish themselves as thought leaders in their respective industries. Influencer incubator are programs originally designed to help upcoming influencers find their voice in the industry. It allows new-age influencers to build relevant connections, gain expert support, and build successful careers as creators. 

But, off late big-name brands have been launching their own incubator program for influencers to foster brand advocacy, improve content quality, nurture long-term relationships with influencers, create authentic content, and gain valuable insights from the industry. 

Brands like Coca-Cola, Nike, Sephora, and L'Oreal, have their own incubator programs for influencers to: 

  • Find a fresh pool of talent that aligns with the brand image and values. 
  • Build strong long-term relationships with influencers. 
  • Enhance brand reputation and build customer trust.
  • Learn influencer marketing trends and strategies from creators.
  • Create genuine branded influencer content.

"These incubators not only benefit brands by providing them with a fresh pool of talent but also empower aspiring influencers to build their skills, network, and personal brands. One successful example is L'Oreal's Beauty Squad, which helped develop up-and-coming beauty influencers, resulting in increased brand awareness and content production," says Carol Anne, influencer marketing specialist.

In May 2023, L'Oreal Philippines launched its influencer incubator, training over 250 beauty influencers. To execute the program, the personal care and cosmetics brand partnered with TikTok and SPARK Philippines, a non-profit organization dedicated to the development and inclusivity of women, LGBTQ+, and other marginalized sectors. 

Another great example of an influencer incubator is Nike Ignite, launched by Nike to revive creativity in athlete influencers. Coca-Cola has Coca-Cola Creators Hub, which provides influencers with resources and support to create content that promotes Coca-Cola products. 

Since authenticity in content has become a crucial factor in running successful word-of-mouth campaigns, these influencer incubator programs play a vital role in helping influencers understand your product better, ensuring that their recommendations come across as genuine and trustworthy to their followers. 

Learn more about this emerging influencer marketing trend in our latest report! Get expert insights and learn how to build influencer campaigns that prioritize authenticity. Not just that. The Influencer Marketing Spring 2023 Report: Personal and Meaningful Content Takes Center Stage covers the hottest creator marketing trend 2023, along with the latest social media updates and Instagram-centric data extracted by affable.ai. 


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