Jessica Henig, Founder and CEO of Unlocked Branding, is leveraging her 15 years of experience in the influencer marketing industry to guide a new generation of talent. “I felt like it was the right time to create a woman-founded and fronted business that protected especially young female talent,” she says.

Jessica’s journey began as an intern after studying media and popular culture at university. She has worked with talent across industries, from managing Olympic medalists to consulting at Universal Music Group. This diverse background gave Jessica a keen understanding of the emerging social media landscape. “It was good timing for when the industry changed and pivoted and I could see that gap,” she explains. 

Unlocked Branding, now seven years old, has established a strong presence in the UK and US and recently expanded to the UAE and Netherlands. The company’s success is rooted in Jessica’s ability to anticipate the industry’s direction and her commitment to fostering talent. “In my experience at various businesses I felt like there wasn’t as much mentorship or guidance for women,” she recalls. Despite working long hours, she often felt overlooked and undervalued. This experience fueled her determination to create a different kind of agency. At Unlocked Branding, she has cultivated a collaborative environment where every team member’s and client’s perspective is valued, regardless of role or age. “17-year-olds are teaching me things,” she says. This reciprocal mentorship is a key differentiator for Unlocked Branding.  

Protecting and Guiding Young Creators: Unlocked Branding’s Approach

Unlocked Branding’s core mission is to break down barriers in the influencer marketing industry and protect young women in the creator economy. The company aims to fill the gap in nurturing and guiding talent as businesswomen, rather than just as social media personalities. “There’s got to be financial planning, there has to be an understanding that there could be a bad month, of what is the next step when Instagram goes down or TikTok gets banned in the US? What’s going to happen?” she says. “It’s more about the long-term and longevity of the talent and the business,” she adds.  To achieve these goals, Unlocked Branding offers a comprehensive range of services, including talent management, strategy development, partnerships, and content creation. 

The company’s sister agency, Unlocked Creative Agency, houses in-house videographers, photographers, and filmographers to produce high-quality content for brands and talent. “We talent manage in a 360 dynamic,” says Jessica. “We also do music marketing, we do press, there’s multiple avenues and ways in which we speak to the talent every single day, to build that presence and to make them great income.” With its holistic approach to talent management and dedication to empowering young women in the industry, Unlocked Branding is working to reshape the creator economy and ensure the long-term success of its clients.

Challenges and Misconceptions: The Realities of Being an Influencer

Despite the growing recognition of influencer marketing as a valuable industry, content creators still face numerous challenges and misconceptions. According to Jessica, one of the most significant challenges is managing a busy schedule while maintaining authenticity and mental well-being. “Once you’ve got that trajectory and you’re on your way, how are you organizing your day and how are you fitting everything in and being authentic to yourself in a way that’s not overbearing,” she explains. Balancing multiple commitments, such as brand collaborations and events, can be demanding for influencers. Jessica cites an example of a client who recently traveled to LA for a Kylie Cosmetics event with Kylie Jenner and then immediately attended a Prada Beauty concert upon returning home. Managing jet lag, creating high-quality content, and prioritizing rest and mental health can be challenging in such situations.

Another common misconception about being an influencer is that it is not a “real job” and that “it’s the easiest thing to do,” Jessica explains. She strongly disagrees with this notion, emphasizing the various skills and qualities required to succeed in the industry. “It’s one thing being a content creator online and perfecting your content. But there are also other skills, time management, knowing how to speak to a room, researching, being on time, all the things you would have in a normal job are very much transferable to being a content creator.” Jessica believes that as the influencer marketing industry continues to grow and evolve, it is crucial to recognize the dedication and professionalism required to succeed in this field.

The Key to Success: Authentic Brand Collaborations

Authenticity is at the core of Unlocked Branding’s approach to brand collaborations. The company ensures that the content created by its talent reflects their genuine interests and aligns with their personal brands. “We always try and do content that reflects the talent,” says Jessica. She emphasizes that the agency is selective about the partnerships they pursue, often declining opportunities that do not align with their values or the talent’s authentic selves. This commitment to authenticity has led to numerous success stories for Unlocked Branding’s talent. Jessica cites the examples of Millie Leer, Alice Nevin, and Alicia Breuer, who were signed at the age of 17 and have since developed into influential figures in the beauty and fashion industries. “Millie Leer was with Kylie Jenner in LA at the Kylie Cosmetics launch, while we had the same day, Alicia Breuer, with Chanel in the south of France,” she shares. “We work with Prada, beauty, YSL beauty, Rabanne, H&M, the list really goes on.”

The agency also focuses on transforming one-off partnerships into long-term relationships that benefit both the talent and the brand. “If it’s just a one-off partnership, we try and make it into maybe a 3 to 6-month deal or a year deal,” she says. By prioritizing authenticity and strategic partnerships, Unlocked Branding has positioned its talent at the forefront of the industry, working with prestigious brands and creating meaningful, impactful content.

Jessica’s Insights and Advice for Aspiring Influencers

As the creator economy continues to evolve, Jessica believes digital talent and the agencies that manage them must adapt to the changing landscape. She highlights the importance of consistency and long-form content in the current market. “I think being consistent with content is an easy thing to say, but I’m talking about the lighting, the look, how you’re actually putting on the makeup, we’ve had some of our talent do classes in makeup or perfect their craft, so it’s even better,” Jessica  explains.

She also notes the growing popularity of long-form content, such as YouTube videos and TV series, as more people consume content while working remotely. However, Jessica emphasizes that engagement and relatability remain crucial factors in building a strong connection with the audience. “We’re about being the best friend. We’re like, ‘You can do this too. Or you could buy this too’,” she says, describing Unlocked Branding’s approach to creating authentic and accessible content.

For young individuals looking to make their mark in the digital space, Jessica offers valuable advice. “Focus on your own journey and know what your strengths are and be really honest and accountable for that,” she says, encouraging aspiring creators to identify and develop their unique skills. She also stresses the importance of seeking guidance from trusted mentors and collaborating with others who share similar values and goals. “Focus on your own journey and try and work with people that you have fun with and you respect,” she advises.

Finally, she reminds creators that success in the industry requires resilience, humility, and the ability to adapt to change. “This industry will change and you have to pivot. So that’s another thing, make sure you understand that there’s always another thing and another person, so you have to really keep on it and pivot where necessary,” she concludes.

The Joy of Making a Difference: Growing with Creators

Jessica reflects on the unique opportunities and personal fulfillment that come with working in the creator economy. “I think what’s amazing about this job that people I’ve not seen really speak about is that the opportunities every day are so different, and they come from all different places,” she shares. 

She cites the example of working on a brand deal with Ariana Grande’s R.E.M. Beauty while simultaneously collaborating with a music label on an album launch, highlighting the exciting synergy between various aspects of the industry. Jessica emphasizes that the dynamic nature of the job extends beyond just transactional relationships with influencers. “I also think it’s such a privilege to be in a position where the day could change drastically from a conversation, and also you’re also implementing and changing people’s trajectory of their careers and life,” she says.

As Unlocked Branding celebrates its seventh anniversary, Jessica reflects on the profound impact the journey has had on her own life. “I just think I’ve taken a lot more from it than what I thought,” she admits, suggesting that the true value of her work extends far beyond the typical measures of success often discussed in the industry. With her unique perspective and dedication to nurturing talent, Jessica  continues to foster an environment where authenticity, collaboration, and personal growth thrive.