Good Content with Shannon McKinstrie

Shannon McKinstrie
  • 4.9 (151)
  • MARKETING
  • UPDATED WEEKLY

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. 18H AGO

    Know When to Tune Out the Guru Advice and Trust Yourself

    Ten years ago, I never could have imagined that I would be where I am right now, and if you are feeling discouraged when it comes to social media, I want you to know that so much can change in just a year. When I first started out on social media, there were no “rules” but now Instagram is flooded with “guru’s” telling you what to do and what not to do. Not only did it suck all the fun out of social media, it can get confusing with all the conflicting information.  So instead of feeling like you’re doing everything wrong when it comes to social media, I want you to think about the advice you’re listening to, does it fit into your life? Does it make sense for you and where you are in life right now?  Human connection is the heart of social media, so don’t stress about having perfectly polished content, I want you to keep sharing your heart and making people feel seen in the process. That's such a huge gift and it's helping people become obsessed with you because you get them. How cool is it that you can post a few times a week, show up in stories, document your days in simple ways, and make people feel connected to you and like you're their friend. Featured content in this episode: What I would post for you this week Recommended episodes: Episode 30: Attract New Followers with Talk to Camera ReelsEpisode 41: Let’s Make Content Creation the Easiest Thing on Your To Do ListEpisode 74: How to Humanize Your Account When You Feel Stuck in Business ModeEpisode 92: This is the Era of Experiences and BelongingEpisode 94: You Want Your Content to Fit Your Life, Not Become Your Life 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

  2. MAR 10

    How to Create Viral Reels From Everyday Video Clips

    I just wrapped a workshop for consignment shop owners and I have a big win to share that will help you crush your next piece of content and finally get out of 200 view jail. Fun fact: your next viral video is already sitting on your phone, just waiting for the right hook. You already know that storytelling and human connection are key elements for creating good content, but today we’ll go a step further and I’ll break down the viral reel one consignment store owner created in my workshop. She shared a simple reel that landed perfectly with her audience using a three week old video clip she found in her camera roll and a touching human moment. In this episode we’ll be covering: A peek into my weekend workshop with an amazing group of women and how they finally broke out of 200 view jail.The storytelling potential I envisioned for this group of consignment shop owners.A viral reel case study: how we turned a B-roll reel about a postman into viral success by adding more context and emotional appeal.What it means to close the loop when we create a piece of content, and why it’s important!If you’re wondering how to get access to all the great trending audio sounds you hear on Instagram, I have the quick fix you need to start using those sounds asap! Featured content in this episode: Chic_and_unique_burlington: Our postman… Recommended episodes: Episode 94: You Want Your Content to Fit Your Life, Not Become Your LifeEpisode 95: Building Real Community with Stories and Shared MomentsEpisode 96: Boost Retention Rates and Create Memorable Content that Feels HumanEpisode 100: Use Identity Driven Content to Connect and Engage with Your AudienceEpisode 101: Double Your Views on Instagram with the RISE Formula 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

  3. MAR 3

    Hot Take: We’re Following Accounts Where We See a Reflection of Ourselves

    I don’t see anyone else talking about this, but it is absolutely crucial for anyone creating content in 2026. We should see ourselves mirrored in your hooks. So many people are missing this when they post, creating content that people simply consume instead of content they actually see themselves in. Taste driven content goes beyond simple product recommendations, it directly taps into our identities of who we are and who we want to be. So next time you start to tap post, I want you to ask yourself, will this grab their attention by taste alone?  In this episode we’ll be covering: How taste driven content makes your audience feel seen and connected when they are scrolling (solving 99% of your Instagram marketing problems!?)Examples of irresistible hooks, visual cues, and specific callouts that instantly align your brand with the people you truly want to serve. Creating value through connection and making sure people feel seen in your content.Using visual storytelling (B-roll, branding, and aesthetics) to quickly grab attention on Instagram and TikTok.Naming your audience’s taste with identity call outs, building instant connection and engagement. Featured content in this episode: Jkb.journal: Your cleaner shouldn’t need a warning labelJessandmissamelia: POV She kept you up all nightKaivalondon: Milestone ring stackBerlingerjewelry: Normalize smaller engagement ringsHenryjwade: Do you want to go camping?Lauramvila: When I say I want a big candleVivianshayhome: I’m an artist kitchen remodel Recommended episodes: Episode 19: Convert Viewers to Followers with the “That’s Me” ReelEpisode 83: Use the REP Hook Formula and Start Filling in the Missing PiecesEpisode 92: This is the Era of Experiences and BelongingEpisode 96: Boost Retention Rates and Create Memorable Content that Feels HumanEpisode 97: We All Love Familiarity, Here’s How to Create that Familiar Feeling in Your Content Episode 100: Use Identity Driven Content to Connect and Engage with Your Audience 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. FEB 24

    Understanding the Why and How of Your Instagram Reach

    In this episode, I dive into Instagram’s latest advice straight from the Creators account, breaking down what really drives your reach and engagement, and showing you how to actually put these tips to work. We’ll discuss why showing your personality and values matters just as much as your niche and we are officially busting the myth that Instagram’s algorithm changes all the time. We’ll walk through the practical do’s and don’ts for your content, including how authentic interactions, great lighting, and trending audio can make all the difference. In this episode we’ll be covering: Latest Reels Lab success story of how my student gained 350 followers from a single post and how your content doesn’t have to be all business.Fun fact: Instagram hasn’t changed. What’s changed is what resonates with users, that includes the type of content we want to see and how we interact with it.Understanding the Instagram algorithm and how it works for you, so that you can actually grow your account. Instagram’s official tips for how to boost your reach, focusing on authentic interactions, video quality, and trending audio.What hurts your reach the most when it comes to creating content.Additional tips to consider when you’re trying to create engaging social media content. Featured content in this episode: Shannonmckinstrie: The hook formula I swear byCreators: What helps your reach Recommended episodes: Episode 57: Repurpose Your Content for More Impact with Less EffortEpisode 79: Posting Isn’t the Only Way to Grow: Engage More Using This Simple 10-10-10 MethodEpisode 84: Train the Instagram Algorithm to Hype Up Your ContentEpisode 93: The Instagram Algorithm is Not the Villain: Being More Intentional with Your ContentEpisode 94: You Want Your Content to Fit Your Life, Not Become Your LifeEpisode 101: Double Your Views on Instagram with the RISE Formula 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!

    13 min

  5. FEB 17

    Double Your Views on Instagram with the RISE Formula

    Everything is about to fall into place for you, because I’m going to tell you exactly what to do when you create your next Instagram post. I created the RISE Formula to help boost your engagement and get more views on your content. This hook formula will not only increase your reach, but it actually converts so you get more followers and sales, while growing your community. We’ll look at content examples and break down how each fits into the RISE Formula so you can confidently start using it right away. If you’re ready to rethink your hooks and leverage what makes you and your audience unique let’s jump in! In this episode we’ll be covering: An overview of the REP Hook (Relatable, Expert, Personal) and how it is geared towards creating helpful content. What the RISE Formula is (Recognizable, Identity, Specific, Effect) and how to start using it in your next Instagram hook.Content examples to help you start creating your next hook with confidence and boost your engagement.There is no one right way to do a hook, but if your content is underperforming, it’s probably the hook.The more relevant a hook is, the more effective it is for your audience; try to use at least two or three elements of the RISE Formula, if not all four.If your content is not converting to new sales, followers, or community, then what’s the point?  Featured content in this episode: Fairwayphysiopt: POV: You’re a golfer…Feelgoodwithfi: The dinner I’ve been eatingColtonreidofficial: POV: You find the most perfect homeHer.thirties: Sunday lunch in your thirtiesAbsolutelyaustin: Mental health walk Recommended episodes: Episode 83: Use the REP Hook Formula and Start Filling in the Missing PiecesEpisode 92: This is the Era of Experiences and BelongingEpisode 94: You Want Your Content to Fit Your Life, Not Become Your LifeEpisode 96: Boost Retention Rates and Create Memorable Content that Feels Human 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!

    16 min

  6. FEB 10

    Use Identity Driven Content to Connect and Engage with Your Audience

    This episode is extra special, it's our 100th episode! Identity is everything when it comes to creating Instagram content that really resonates with and engages your audience. We’ll talk about calling out your audience’s identity and then leaning into your own identity, looking at viral examples to break down the differences. I’m sharing a client win from a recent viral reel and we’ll talk about why sharing your unique perspectives and experiences are the key to standing out online. In this episode we’ll be covering: Giving yourself permission to start things messy and embrace imperfection.How we love to learn from each other through stories and experiences.Prioritizing your messaging and understanding who your audience is when creating content.Reviewing the REP Hook Formula: Relatable, Expertise and Personal.Audiences purchase or engage based on their own identity or the creator’s identity.Leveraging personal identifiers in content hooks to resonate with your audience, such as demographics, situations, and locations. Featured content in this episode: Casuallymatthew_: POV There’s a nook on InstagramMecailabeth: I have ADHDNoahglenncarter: Kevin James sitting aloneShawnacischroeder: Classic Literature by Black AuthorsMindfullymademotherhood: Snack my family asks for on repeatBudgeters_anonymous: Our son’s net worth at 3 months Recommended episodes: Episode 53: Use Customer Insights to Create Reels That Attract and ConvertEpisode 61: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 67: The Importance of Belonging on Social MediaEpisode 83: Use the REP Hook Formula and Start Filling in the Missing PiecesEpisode 85: Start Thinking Like a Marketer So People See Themselves in Your ContentEpisode 92: This is the Era of Experiences and BelongingEpisode 95: Building Real Community with Stories and Shared Moments 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!

    19 min

  7. FEB 3

    Trusting Yourself as a Business Owner During Challenging Times

    Business owner to business owner, can we just take a moment to have a conversation about running a business during these heavy times? Between the constant news cycle and everything that’s happening in the world and in our personal lives, I want to take a moment to remind you to trust yourself. You know what’s best for you, especially as we navigate life right now.  I want to share a little about my time with CNN during some really dark and difficult times and how that experience shaped how I care for my nervous system now. I’ll touch on the responsibilities we face as content creators and business owners and why it’s important to listen to your gut when deciding what to share. I also have a quick win to help you keep your content human and transparent, even when things aren’t perfect behind the scenes, because I think we all need it right now. In this episode we’ll be covering: An honest discussion about the realities of maintaining a business when the world is on fire.The emotional toll and impact on our mental health from news overload.Following your instincts when it comes to posting content and promoting your business.How to handle expectations and public pressure when it comes to speaking out. Managing within your personal capacity and protecting your mental wellbeing.Quick win for posting content right now: less polished, personal perspectives and lived experiences that lean into transparency and belonging.  Featured content in this episode: Shannonmckinstrie: The content actually growing accounts right now Recommended episodes: Episode 67: The Importance of Belonging on Social MediaEpisode 74: How to Humanize Your Account When You Feel Stuck in Business ModeEpisode 77: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram ContentEpisode 95: Building Real Community with Stories and Shared Moments 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!

    16 min

  8. JAN 27

    Start Selling on Social Media without Feeling Salesy

    One of the biggest challenges in business is how to actually sell on social media, without feeling awkward or like a sleazy salesperson. I’m sharing my personal journey and my tried-and-true “sandwich method” for making sales feel natural, fun, and effective. Whether you’re pushing a low-ticket digital product or a high-ticket offer, I’ll walk you through exactly how I show up every day, explain my strategy for converting followers into buyers, and talk about why your excitement and real client wins make all the difference. We’ll discuss using different platforms to drive traffic where it counts, and I’ll present  you with a challenge to help you start selling with confidence, no hard sell required. In this episode we’ll be covering: My struggles with selling on social media and the early challenges I faced in my business around feeling salesy. How I was able to lean into Instagram stories as a sales tool in a way that felt comfortable and familiar. My go-to Instagram stories strategy, also called “the sandwich method” with a breakdown of each step.My personal approach to selling higher ticket vs lower ticket items on stories. Integrating client successes and testimonials into stories in a way that feels natural and shares excitement. The role of sales funnels and email marketing and how everything works together to drive sales.  Featured content in this episode: Shannonmckinstrie: First three stories to share Recommended episodes: Episode 053: Use Customer Insights to Create Reels That Attract and ConvertEpisode 056: The Reel That Had Me Clicking Buy ImmediatelyEpisode 073: Staying Top of Mind with Instagram StoriesEpisode 092: This is the Era of Experiences and Belonging 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
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4.9
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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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