Jess Hunichen (Shine Influencers)
Powered by RedCircle
On this episode of Marketing News Canada, Shelley McArthur Everett interviews Jess Hunichen, the Founder of Shine Influencers.
Jess and her partner Emily both come from public relations backgrounds and they saw a need in the industry. Shine is a communications agency that creates bespoke networks for its clients through media relations, social media, influencer relations and events. With a deep understanding of influencers and the industry, Jess is able to provide the best solutions for both the brands and the influencers.
Something Jess drew attention to is younger generations such as Generation Z, care more about what brands stand for than what their products do. For example, hair care, younger consumers care more about if the bottle is recyclable and if the product is sustainable than what the actual product does for their hair.
When deciding if an influencer is right for Shine, there are multiple factors Jess takes into consideration. When viewing their Instagram feed she looks at their aesthetic and notes if they are doing something that makes them stand out among other influencers. Another factor she takes into consideration are metrics, and this is more than vanity metrics. Vanity metrics include followers and likes, she does not determine those to be a serious factor as they can be easily bought. So she takes into consideration metrics such as story views, or how many users save these influencer’s posts.
Advice Jess has for influencers that are just starting out includes, do not be concerned about what other people are doing, produce content that speaks to you. Another thing she stated was, “do not focus on growth, it is more important to focus on the audience you do have.” When an influencer is marketing a product, it is important to not highlight too many benefits as the audience will often become lost in the key message. So although a brand might be inclusive, sustainable, and have a great price point, an influencer should only discuss the key benefits relevant to their audience. That is why having a niche and knowing how to communicate with that target audience is important to an influencer.
When asked a series of Rapid Fire questions, Jess answered as followed:
Marketing book you’d recommend?
A podcast you’d recommend?
Newspaper or Journal you'd recommend?
Jess has a diverse marketing and public relations background, with her drive and ambition is what makes her so successful today as the Founder of Shine Influencers.
Sign up for the Marketing News Canada e-newsletter at www.marketingnewscanada.com.
Follow Marketing News Canada:
Follow Shelley McArthur Everett
Instagram (SMC Communications)
Follow Jess Hunichen: