BECOMING AN INFLUENCER QUEEN: JESS HUNICHEN’S JOURNEY TO SHINE

Written By Alli Arruda

HELLOOO from Newport Beach, California! Today, we’re diving into an epic conversation with Jess Hunichen, co-founder of Shine Talent Group. If you’re in the influencer space (or just curious about what actually goes on behind the scenes), this episode is for you. Jess and her partner built a powerhouse talent management agency that helps brands and influencers connect in the most meaningful, authentic ways. But let’s rewind and see how she got here!

A DETOUR INTO ENTREPRENEURSHIP

Jess didn’t set out to be an entrepreneur—at least, not right away. Originally from Australia, she made the big move to Toronto 11 years ago. After struggling to land a job in PR, she felt backed into a corner. No one was hiring, so she had to create her own path. And honestly? That moment of frustration turned into the best pivot ever! She met her business partner purely by chance, and within just three months, they launched Shine Talent Group. Talk about trusting the process!

BUSINESS PARTNERSHIPS THAT ACTUALLY WORK

Jess and her business partner didn’t start off as longtime besties—they met, vibed, and went all-in on their business venture. What makes their partnership work? Balance, mutual respect, and a shared vision. They approach challenges differently, but they always find a way to align without compromising their values. And here’s a golden nugget of wisdom: Any partnership can work as long as both people are heading in the same direction. Can we get an AMEN to that?

DECISION-MAKING WITHOUT THE OVERWHELM

If you’ve ever spiraled over a “right” or “wrong” decision, Jess has some advice: There’s no such thing as a wrong decision. Mind-blowing, right? She believes people put way too much pressure on decision-making when, in reality, every choice teaches you something valuable. This mindset shift takes the weight off and makes it easier to move forward confidently in business (and in life!).

INNOVATING THE INFLUENCER SPACE

Shine Talent Group isn’t just another management agency—it’s a global operation with offices in Los Angeles, Toronto, and London. But Jess and her team didn’t stop there. They also launched Thread, a project management tool designed specifically for talent managers. Why? Because they needed it themselves! Instead of waiting for a perfect solution to appear, they built one. Talk about boss moves!

THE REAL STRATEGY BEHIND INFLUENCER MARKETING

Think influencer marketing is a shiny new concept? Think again! Jess reminds us that this strategy has been around forever—it’s just evolved. Brands have always leveraged trusted voices to promote products; today, those voices just happen to be on social media. The key is authenticity. People can smell a forced, scripted ad from a mile away, so influencers who connect deeply with their audience have the upper hand.

IT’S NOT ABOUT FOLLOWER COUNT (REALLY!)

So, what do brands look for in influencers? Surprise—it’s NOT just about the number of followers. Micro and nano influencers (those with smaller but highly engaged audiences) can be just as powerful, if not more so, than big-name creators. Engagement rate, audience connection, and content quality matter far more than just hitting a big follower milestone. If you’re an aspiring creator, focus on building genuine relationships with your audience rather than obsessing over the numbers.

THE METRICS THAT MATTER

When Shine Talent Group looks for influencers, they don’t just check follower counts. The real gold? Saves and shares. These engagement metrics signal that content is truly resonating. Jess especially sees this in beauty and skincare influencers—when people save a post, it means they plan to come back to it. That’s a powerful sign for brands looking for long-term impact.

And while having multiple platforms isn’t mandatory, Jess advises creators to be in at least two spaces where they can provide value—whether that’s Instagram and TikTok, or LinkedIn and a podcast. A strong audience isn’t just about numbers—it’s about engagement and trust.

THE POWER OF A SMALL AUDIENCE

Here’s a little-known fact: Smaller audiences can actually be more valuable. A smaller community often means deeper connections, more trust, and more personal interactions. Jess points out that when you’re not constantly selling, people feel like they actually know you. This connection makes it easier to influence decisions, making small but mighty audiences a brand’s dream.

Even if you impact just one person, it’s worth it. The internet has its challenges, but it also creates incredible opportunities for connection. Those special, unexpected moments are what make content creation so rewarding.

MORNING ROUTINES & CELEBRATING WINS

Let’s talk about success habits! Jess is an early riser—6 AM wake-ups, checking emails, going for quiet walks (no music, just thoughts), and cooking to reset. Simple but effective!

And when it comes to celebrating wins? As a high achiever, Jess admits she doesn’t always take the time to recognize them. But she’s working on it—whether it’s marking milestones with a trip, a special purchase, or simply taking a moment to acknowledge growth.

FINAL THOUGHTS

Jess Hunichen’s story is a masterclass in taking chances, trusting your gut, and building something truly impactful. Whether you’re an influencer, entrepreneur, or just someone who loves hearing about smart, driven women making waves in their industry, there’s SO much to take away from her journey.

What was your favourite takeaway from this blog post? Let’s chat over on Instagram @AlliArruda!

LISTEN TO THE PODCAST HERE:

PART 1

PART 2