Good Content with Shannon McKinstrie

Shannon McKinstrie
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Open a bottle of pinot grigio or whip up an oat milk latte and relax with your host, Shannon McKinstrie, as she cuts through the obnoxious social media noise, answers all your burning questions, and shares exactly what’s working right now in real time. No more second-guessing, it’s time to level up your social media game the tried and true way…with good content.

  1. 12 HR AGO

    Give Your Social Media Content a Holiday Twist

    Ready or not, the holiday season is here! Let’s dive into holiday content ideas that will spark your creativity, no matter what your niche may be. From trending buzzwords to repurposing your best-performing posts with a seasonal twist, I’ll walk you through tons of actionable hooks, scenarios, and brand-specific concepts to help your content stand out this time of year. Whether you’re in real estate, food, home interiors, writing, or even a lawyer or pediatrician, I’ve got strategies that you can use too. This season can feel chaotic and stressful, but I want it to be fun!  In this episode we’ll be covering: How to train your Instagram algorithm for holiday sales and trending topics discovery.Three strategies for viral holiday reels: scenarios, buzzwords, and relatable identifiers.Ideas and examples for home decor, food, real estate, and authors to maximize holiday engagement.Tips for updating previous posts with a seasonal twist for winter, Christmas, Hanukkah and beyond..Local marketing suggestions: spotlighting holiday events, markets, and must-visit spots in your city.Featured content in this episode: Interiorjems: Ralph Lauren Christmas decor you haven’t seenBeyond_gray: Decorate your stair railing like a proBeyond_gray: How do you hang your window wreaths?Lifebyleanna: Above sink garland hackLife_of_glow: How do you get your dried citrus so perfect?Miriamobrien_: Ralph Lauren inspired Christmas on AmazonDrinkswithdanica: Your new favorite holiday cocktailSimplyeverydayliving: Christmas Shirley TempleLeahsguides: Books that make you feel like you're in a Hallmark movieXchristmas365x: Christmas breakfast ideasJingle.all.year: Ultimate Christmas movie calendarEmilywelchstyle: Soon life will feel like an early 2000’s Holiday rom-comLindsforthegirls: Perfect Christmas fleeceCozycornerkai: How we’re surviving darker daysLex_nicoleta: Gifts for the coolest girl you knowLeannebarlow: Picky girl christmasKatiegeorges: Gifts people actually want under $25Krystaldunn_: Girls craft nightRecommended episodes: Episode 057: Repurpose Your Content for More Impact with Less EffortEpisode 067: The Importance of Belonging on SocSend a message! If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response) Join me in the Reels Lab! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

    16 min

  2. 28 OCT

    Start Thinking Like a Marketer So People See Themselves in Your Content

    This episode is all about helping you think like a marketer, not just in theory, but in a way that’s practical and approachable. I’m breaking down how to connect deeply with your audience by moving beyond those generic identifiers and tapping into real-life scenarios, emotions, and storytelling that makes your content truly resonate. We’ll discuss the psychology behind great content, learn how to speak directly to your audience’s lived experiences, and you’ll leave with a quick win you can put into action this week. Whether you’re selling a product, a service, or simply trying to grow your presence on social media, the goal is to build genuine connection, community, and belonging through every piece of content you share.  In this episode we’ll be covering: How to think like a marketer by knowing and understanding your audience almost as well as you know yourself.Practical tips for creating relatable content that focuses on real-life moments and scenarios that can be used in any industry.The why behind specific identifiers  vs generic labels like “busy mom” or “small business owner”The key reasons people choose to follow and buy: connection, community, and belonging, and making sure they are in any content you create. Featured content in this episode: Masseya: Home cooked meal for your kids Recommended episodes: Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 067: The Importance of Belonging on Social MediaEpisode 076: Create Content That Makes Them Want to Keeping Coming BackEpisode 080: A Crash Course in Social Media Marketing Send a message! If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response) Join me in the Reels Lab! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

    12 min

  3. 21 OCT

    Train the Instagram Algorithm to Hype Up Your Content

    How do we get the algorithm to be your hype man? You make it easy for the algorithm to know exactly who to show your content to. I’m breaking down how the algorithm actually works and sharing practical tips so you can train it to be your ultimate hype man. We’ll talk about how Instagram’s shift toward interest-based content is shaping what you see in your feed, why keywords and identifiers are more powerful now than ever, and how using strategic hooks, hashtags, and local references can get your posts seen by the audience who really wants them. With a few simple tweaks, you’ll be equipped to make the algorithm work for you.  In this episode we’ll be covering: Understanding the Instagram algorithm shift from relationship-based to interest-based content delivery.How to train the Instagram algorithm to become your personal hype man, getting your content in front of more right fit people.Using identifiers and keywords to find and connect with your ideal audience.Leveraging SEO strategies (keywords, hashtags) to help Instagram categorize and serve your content.Real-time examples showing how Instagram algorithm recommendations reflect user behavior and interests. Featured content in this episode: Nataliembode: Fall wardrobe upgradesInourhouseandhom: One sentence responseSaraparkerdesign: Your interior design styleShannonmckinstrie: The thing people won’t tell you Recommended episodes: Episode 064: POV: They’re hitting follow… Immediately.Episode 067: The Importance of Belonging on Social MediaEpisode 069: Why Slow Summer Vibes and 90’s Nostalgia are Stopping the Scroll This SummerEpisode 081: Your Next Powerful Piece of Content is Already on Your Phone Send a message! If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response) Join me in the Reels Lab! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

    12 min

  4. 14 OCT

    Use the REP Hook Formula and Start Filling in the Missing Pieces

    Grab your notebook because today we’re talking about nailing your messaging with the REP hook formula. I just spent some time in Indy with our mastermind and I’ve brought back some seriously powerful insights for you. In this episode, we’re getting into what makes content really click, and how nailing your messaging and understanding psychological triggers can transform your posts, reel in new followers, and boost your sales (like one mastermind participant who gained 600 followers and $500 in sales in less than 24 hours!). If you’re stuck on what to say in your hooks, feeling lost when it comes to filling in those blanks, or just frustrated that your Instagram isn’t delivering results, you’re going to hear proven strategies and prompts that are working right now. In this episode we’ll be covering: A breakdown of my REP Hook Formula: relatable, expertise, and personal connection and how to apply each part to your own content.The importance of using relatable recognition and identity marketing when creating content and why words matter in your script, copy, and captions. Positioning yourself as a trusted source of insider knowledge, sharing your expertise as a job title or personal experiences.Highlighting the  curiosity gap with personal words (like I, my, we, us) making hooks more personal to foster authority and relatability.Actionable hook prompts and how to personalize them (even if you feel stuck!) using specific, situational language to increase relevance and stakes. Featured content in this episode: Shannonmckinstrie: Steal my proven hooks Recommended episodes: Episode 060: Nail Your Short Form Videos with This Simple FormulaEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 067: The Importance of Belonging on Social MediaEpisode 076: Create Content That Makes Them Want to Keeping Coming BackEpisode 077: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram Content  Send a message! If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response) Join me in the Reels Lab! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

    12 min

  5. 7 OCT

    How to Get New (and Old!) Followers to Binge Your Content

    Creating your own signature series should not feel overwhelming, and if it does I’m here to change your mind because it is absolutely doable for you. In this episode, I’m breaking down how to create binge-worthy, repeatable content that's not only uniquely you, but also fits naturally into your business and life. I’m sharing tons of real-life examples and clever series ideas from all kinds of creators to inspire your own irresistible content, because we want your audience to seek you out, even if the algorithm isn’t cooperating.  In this episode we’ll be covering: How to create bingeable, return-worthy Instagram content your audience looks forward to every week.Simple, repeatable ideas for launching a content series that actually fits your brand.Tips for incorporating your personal journey or business process into a signature series.Real examples of successful series for artists, food bloggers, designers, and brick-and-mortars.Creative prompts and hooks for building a series that attracts your target audience and increases visibility. Featured content in this episode: Vnessali: Day one of trying a new hobby to recover from burnoutElla_mobbs_art: Revealing my art until it reaches my audienceZarasmixtapes: Albums every music lover should listen toOrenmeetsworld: Are you buying the product or are your buying the brandIngrid.j.j: If you’re naturally attracted to these types of menEatingwellish: Great American RestaurantsLittlejoycoffee: Day one of trying new drinks for our fall menuCalebulf: Little luxuries: $500 Smart LampJenneatsgoood: 10 Days of fall dinner Recommended episodes: Episode 069: Why Slow Summer Vibes and 90’s Nostalgia are Stopping the Scroll This SummerEpisode 074: How to Humanize Your Account When You Feel Stuck in Business ModeEpisode 076: Create Content That Makes Them Want to Keeping Coming BackEpisode 078: Your Winning Content Strategy is Hiding in Plain SightEpisode 081: Your Next Powerful Piece of Content is Already on Your Phone Send a message! If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response) Join me in the Reels Lab! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

    14 min

  6. 30 SEPT

    Your Next Powerful Piece of Content is Already on Your Phone

    Your next incredible piece of content is probably already hiding in your camera roll. In this episode, we’re talking about the B-roll moments that are already on your phone, how to use simple visuals to tell stories, and the magic of finding the right identifiers (aka the words and phrases that make your audience feel truly seen). We’ll dive into those identifiers, exploring what your community calls themselves, how to call them out directly in your content, and why that can boost your engagement, reach, and sales to the next level.  In this episode we’ll be covering: The importance of B-roll and using video clips or photos that tell a story, making your content feel more relatable and engaging.Tips and examples for creating high-performing Instagram reels that call out your target audience to boost engagement and reach.Using ChatGPT, real conversations from DM’s, and testimonials to discover the exact language your audience identifies with.How to use those identifiers and specific language that will help your followers feel seen and connected.The impact of creating a sense of community and belonging in your social media strategies. Featured content in this episode: Prestonkonrad: If you want your bedroom to look…Thewed: Groom Portrait IdeasBylillianzhang: Four things you need to start doing… Recommended episodes: Episode 019: Convert Viewers to Followers with the “That’s Me” ReelEpisode 042: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 049: Relatable Humor That Says “They Get Me!”Episode 053: Use Customer Insights to Create Reels That Attract and ConvertEpisode 067: The Importance of Belonging on Social MediaEpisode 077: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram Content Send a message! If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response) Join me in the Reels Lab! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

    9 min

  7. 23 SEPT

    A Crash Course in Social Media Marketing

    Today, I’m giving you the ultimate ten minute crash course in social media marketing. We’re diving into the real differences between traditional marketing (think billboards, sales copy, and campaigns) and the world of social media, where connection, community, and belonging matter more than ever. I’ll share why selling shouldn’t be your primary focus on social platforms and how to shift your mindset to prioritize genuine human connection, because showing up as yourself is the fastest way to grow. In this episode we’ll be covering: How social media marketing is about building connection and belonging, not just making sales.Traditional marketing vs Social Media marketing, moving beyond features and benefits into storytelling and connection.Social media users want to feel something, seeking entertainment or connection, not just sales pitches.Creating content that reflects your core values and personal stories while building trust and authority with followers.Mixing humor, tips, and authenticity creates a sense of community and makes your audience feel seen.Leading with connection in your content, driving better results on your favorite social platforms. Featured content in this episode: Readyjetroam: Eight apps we never travel without_wildgreens: Life with plantsElevateetiquette: I may know the difference between Recommended episodes: Episode 032: We All Start at Zero: Embrace Storytelling to Connect with Your CommunityEpisode 040: Build More Connections with Everyday MomentsEpisode 054: Is There Enough “You” In Your Content?Episode 056: ​​The Reel That Had Me Clicking Buy ImmediatelyEpisode 067: The Importance of Belonging on Social MediaEpisode 073: Staying Top of Mind with Instagram StoriesEpisode 074: How to Humanize Your Account When You Feel Stuck in Business Mode Send a message! If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response) Join me in the Reels Lab! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

    12 min

  8. 16 SEPT

    Posting Isn’t the Only Way to Grow: Engage More Using This Simple 10-10-10 Method

    Social media isn’t just about churning out endless posts, it’s also about genuine engagement and community building. Even if you only have a few minutes a day, you can still build engagement into your daily routine. I'll walk you through my signature 10-10-10 Method aka The Shannon Method, for intentional engagement, and share stories of how meaningful conversations, (yes, real convos in the DMs!) can lead to unexpected friendships, collaborations, and business growth. Whether you’re managing a brand, just starting out, or simply feeling overwhelmed with social media, you can take this simple engagement strategy, customize it, and run with it! In this episode we’ll be covering: My 10-10-10 Method for Instagram engagement and community building, breaking down each step.Sparking real conversations and connections with meaningful comments instead of boring generic comments that get overlooked.How daily, consistent engagement still leads to account growth with minimal posting.Engaging with hashtags and accounts your target audience follows, including local businesses or influencers.Building genuine relationships through the DMs and connecting over shared experiences or interests.Thinking of social media as a networking opportunity and perfect for introverts wanting to grow their business. Recommended episodes: Episode 034: Is Engagement the Most Important Metric on Instagram?Episode 043: We’re Getting Back to Basics and Loving Our ContentEpisode 062: Why You Don’t Need Fancy Content to Stand OutEpisode 070: Instagram Growth Hacks That Actually Work and Give Your Account Personality Send a message! If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response) Join me in the Reels Lab! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

    7 min
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Open a bottle of pinot grigio or whip up an oat milk latte and relax with your host, Shannon McKinstrie, as she cuts through the obnoxious social media noise, answers all your burning questions, and shares exactly what’s working right now in real time. No more second-guessing, it’s time to level up your social media game the tried and true way…with good content.

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