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. 18 HR AGO

    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

  2. 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

  3. 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

  4. 9 SEPT

    Your Winning Content Strategy is Hiding in Plain Sight

    If you’ve been looking for your winning content strategy: it’s hiding in plain sight! We’ll discuss our favorite type of content right now: personal and less polished, while we break down real examples with viral hooks. Plus, I'm going beyond just Instagram today, I’ll let you in on my favorite carousels taking both Instagram and TikTok by storm (with links!) and we’ll talk about studying your own scrolling and buying habits to unlock the kind of content that drives engagement and sales, all while keeping things authentic and fun. In this episode we’ll be covering: Discovering your winning content strategy through observation, leaning into what's already working on Instagram and TikTok.A real-life listener success story: growing to 126,000 followers in just one year using content hooks I’ve shared on this podcast!How to analyze viral brands outside your niche to inspire fresh and effective content ideas.The Nitro Bar's repeating, human-focused content formulas that keep outperforming the typical marketing guru advice.Creating your own carousel posts with candid photos and overlaying text.Human connection, emotional storytelling, and authenticity are more powerful than overly-polished, scripted posts.A little self-reflection on your own buying and scrolling behavior to help shape your unique content strategy. Featured content in this episode: Cozycornerkai: Solo dates I loveAshleyKburns: The stuff Zillow won’t tell youKaylaskitchandfix: Carousel dayChacekitchen: Soup season CarouselCourthaynes4: How to heal from anxiety Btswsuki: Websites I can’t live withoutMita.studioo: Next projects on my sewing listInspirewithyas_: Books I think every highly sensitive girl should readAnnnamiller: Top books I recommend as a Christian therapist Recommended episodes: Episode 062: Why You Don’t Need Fancy Content to Stand OutEpisode 074: How to Humanize Your Account When You Feel Stuck in Business ModeEpisode 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!

    17 min

  5. 2 SEPT

    Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram Content

    Sometimes creating new, original content just isn’t in the cards. It’s been a busy, chaotic week here, so I’m sharing my go-to for creating content when life gets too busy to plan, edit, and create something new. I’m sharing how I use intentional B-roll days, compelling hooks, and the magic of repurposing to consistently show up on social media without burning out. We’ll discuss practical tips for capturing your own engaging B-roll, along with tons of examples using my favorite hooks that will help you feel inspired, no fancy editing or crazy carousel posts required. In this episode we’ll be covering: Tips for creating easy, low-effort Instagram and TikTok content using simple B-roll footage.How to plan and schedule B-roll days for consistent, stress-free social media posts when you don’t have the time.Repurposing old captions and footage to save time and consistently post “new” content.Viral B-roll content ideas for business owners with limited time for social media.Using relatable, human moments and industry-specific B roll to boost engagement.Effective examples of hooks and captions that connect with viewers and continue to drive followers into your funnel. Featured content in this episode: Onebodycoaching: Full disrespect…Wildzanksy: You want to stop being a miserable mom?Jonwilliamsfitness: Protein bowls I eat on repeat…Flashesofstyle: It’s ok diva fall is comingShannonmckinstrie: Batch record B-roll with me Recommended episodes: Episode 041: Let’s Make Content Creation the Easiest Thing on Your To Do ListEpisode 042: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 055: We Love B-Roll Because Simple, Shareable Content Never Goes Out of StyleEpisode 057: Repurpose Your Content for More Impact with Less EffortEpisode 075: Here’s What I Would Post for You on Instagram This Week 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!

    15 min

  6. 26 AUG

    Create Content That Makes Them Want to Keep Coming Back

    This episode is an absolute wake-up call for anyone feeling overwhelmed, bored, or even frustrated by the never-ending content creation cycle. I’m not here to make you feel like you’re doing something wrong, because you’re not! Instead, I want to get real about what’s actually working in the world of content right now. Spoiler: it’s not hacks or gimmicks, and it’s definitely not boring, impersonal posts. Instead, we’re talking about humanizing your brand, sharing your vibe, and making your account feel like the kind of place people genuinely want to keep coming back to. I’m sharing lots of examples of content that’s resonating right now (find the links below!), explaining why building community is key, and giving you permission to have some honest, authentic fun online.  In this episode we’ll be covering: Breaking free from the basic level content creation with real, personal, and humanized social media strategies that I see working right now.Building a genuine online community instead of chasing empty follower numbers, because we don’t need more unengaged followers.Start using more “me-centric” hooks and personal stories that boost engagement with examples.Simple steps to start showcasing your vibes, style, and personality on your business account to make your content more relatable and shareable.How to grow your brand with a little more fun and individuality, because we love to see it! Featured content in this episode: mimi_drabik: Dumb things that make life more funjustina.franklin: Here’s how you're instantly going to make your life bettertara_langdale: Things I find incredibly unchiccandicedenise: Here’s some things you need to do to level upoutsideeric: Making life a little more joyfulcourtney_hirsch: I don’t do it all   Recommended episodes: Episode 005: Create Shareable Content to Increase Your Reach with the 3 S’sEpisode 006: Selling a Lifestyle, Not Just a ProductEpisode 018: The 4 H’s Are the Only Content Pillars You Need for ReelsEpisode 024: Is Storytelling the Missing Piece in Your Content?Episode 053: Use Customer Insights to Create Reels That Attract and ConvertEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 062: Why You Don’t Need Fancy Content to Stand Out Join my Broadcast Channel on Instagram where we break down even more viral reels!  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!

    15 min

  7. 19 AUG

    Here’s What I Would Post for You on Instagram This Week

    Consider your next five Instagram posts done! This week I’m sharing what I would post to your Instagram account if I was your social media manager, so you can stop wondering what to post. I’ll walk you through exactly what I would be posting if I was running your account, whether you’re a coffee shop owner, realtor, or run a bigger business. We’re talking about random thoughts to educational demos, with POV storytelling, community-building content, and the easy carousels that we’re all loving right now. I’ll break down each post type, with examples and hooks to get you started, plus, we’ll touch on the pressure of niching down and having a perfectly (un)curated grid. In this episode we’ll be covering: Step-by-step content plan for business owners, whether it’s just you or your part of a larger business entity, this is exactly what I would post for you this week.Reminder of the importance of showing your human side and personality when you are creating content.How sharing random thoughts, hot takes, and POVs can boost your account engagement online.Using demos and conversational tips to create relatable, helpful Reels that resonate with your audience.Leveraging trending carousels, humor, and behind-the-scenes “happenings” for fresh content your community loves to see. Featured content in this episode: chelsea_explains: I get to…Isabellapaige_: What my type isthe.rosie.home: Are you even a girls girl?rebeccajade___: Of course everything is falling apartscottbrysonbts: Parking lot safety tipsbalancebymacy: 5 Articles that helped me fall back in love with lifeleadershipheather: I can tell by your emailsshannonmckinstrie: The one friend who creates the Instagram storyshannonmckinstrie: How our dream beach house came to bedietcoke: OOO Recommended episodes: Episode 019: Convert Viewers to Followers with the “That’s Me” ReelEpisode 030: Attract New Followers with Talk to Camera ReelsEpisode 049: Relatable Humor That Says “They Get Me!”Episode 060: Nail Your Short Form Videos with This Simple FormulaEpisode 066: Static Images vs Carousels vs Reels: Which Instagram Content Type Actually Works Best?Episode 067: The Importance of Belonging on Social Media 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!

    15 min

  8. 12 AUG

    How to Humanize Your Account When You Feel Stuck in Business Mode

    I’ve been seeing and preaching this major shift on Instagram and across social platforms for a while. Yes, I’m talking about the move away from cold, expert-only content back to building authentic, human connection, so let’s get into why it matters, how it can make your business thrive, and what it really looks like in action. I’m sharing real examples, honest client stories, and practical advice to help you start blending your expertise with personality so your audience can actually relate to your content. Whether you love sharing life updates or prefer keeping things tip-focused, I’ll show you why letting us into your world, even just a little, can supercharge your growth without losing your authority. In this episode we’ll be covering: The big shift back to human connection on all social media platforms like Instagram, LinkedIn, and TikTok.How to start showing more personality online, weaving personal stories into expert content.Moving away from strictly educational “how to” content to more relatable “how I” and personal experience sharing.Strategies for blending your expertise with humor and relatability as a business owner, without sacrificing credibility or authority.How to start using your Instagram Stories to build deeper relationships with your community. Featured content in this episode: Guided.cosmos: Four years of therapy in one minute (https://www.instagram.com/p/DIhCwQkTc0E/)Designclassicshomes: Let’s make your house more magical (https://www.instagram.com/p/DMvZfoaA0xm/) Erinondemand: Millionaire year (https://www.instagram.com/p/DK-N-nOxCH6/)Erinondemand: Having a husband who is your cheat code to life (https://www.instagram.com/p/DMY_1NmxbBn/) Recommended episodes: Episode 054: Is There Enough “You” In Your Content?Episode 067: The Importance of Belonging on Social MediaEpisode 072: Creator Style Content is for Everyone, Even YouEpisode 073: Staying Top of Mind with Instagram Stories 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!

    11 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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