Good Content with Shannon McKinstrie

Shannon McKinstrie
  • 4.9 (166)
  • 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. 6d ago

    Two Types of Reels to Turn Viral Views into New Followers

    If you’ve ever had a reel go viral with thousands of views, but you didn’t really gain any new followers from it, this happens more often than you think. Just because a reel goes viral, doesn’t mean all those views suddenly convert into new followers. I have found two types of reels that consistently bring in new followers, a signature series and what I like to call a “that’s me!” reel. We’ll talk about why I love these two types of reels so much and I’ll share how my new signature series is doing. If you’ve been on the fence about creating either of these types of reels, or if you’re looking for more followers on Instagram or TikTok, take this as your sign to turn those views into follows! In this episode we’ll be covering: What to do when your reel goes viral, but those views don’t turn into new followers.Recap of what a “That’s Me!” reel looks like and my favorite hooks that tend to attract and convert really well for this type of reel.Creating a signature series that works for your account and we’ll chat about what my new signature series looks like right now!Continue posting regularly, testing and using trial reels to reach your ideal audience, sometimes all it takes is a little tweak to find the right people. How to discover what series your audience wants to see from you so your new viewers want to stay for more.  Featured content in this episode: Content Playdate: Episode 1Fall Signature Series Ideas Recommended episodes: Episode 19: Convert Viewers to Followers with the “That’s Me” ReelEpisode 26: Start a Signature Series That People Keep Coming Back ForEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 120: Three Things To Set Up Before Your Content Goes ViralEpisode 127: Create Trial Reels that Turn Viewers into Followers with Personalized ContentEpisode 130: Feeling Excited About Content Creation Changes Everything 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!

  2. Sep 8

    Feeling Excited About Content Creation Changes Everything

    If you’ve ever wondered about going viral on Instagram and what it really takes to grow your business through content creation, I’m sharing stories about how I recently helped two different accounts skyrocket over 30,000 followers using a simple, strategic reel with a powerful hook and how you can prepare if something similar happens to you. We’ll talk about the importance of having systems in place to capture and communicate with your new audience, and how I use tools like ManyChat to build my email list. I’m also taking a moment to reflect on my own business journey, including the recent explosion of my new content series that earned me thousands of new followers in just days, and why slow, steady growth can be just as valuable as an overnight viral moment. Remember, every growth journey looks a little different, so experiment a little and have fun creating!  In this episode we’ll be covering: How finding success always looks a little different for everyone and a quick look at two different accounts that gained 30K followers from one reel. Preparation for going viral by having systems and tools in place to manage the influx of followers and messages, especially important for new creators!Having fun with content creation will help you create better content, and most often the simplest content performs the best!Overnight growth vs. slow and steady, a reflection of my own business journey (spoiler: I wouldn’t change a thing!) Featured content in this episode: Chelsea ExplainsBitter Builds Recommended episodes: Episode 120: Three Things To Set Up Before Your Content Goes ViralEpisode 126: Make More Sales by Building Trust with Your AudienceEpisode 127: Create Trial Reels that Turn Viewers into Followers with Personalized ContentEpisode 128: The Rise of the Conversational ExpertEpisode 129: Start Thinking Outside Your Niche 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!

  3. Sep 1

    Start Thinking Outside Your Niche

    If you feel stuck in the cycle of strictly business content, consider this your permission to start thinking beyond your niche. For your next post I want you to experiment and have some fun, show us who you are and what you’re up to. We’ll discuss why posting about your random interests can spark engagement and attract new followers and how curiosity and connection will always be the heart of social media success. Make sure to tune into the next episode for part two! In this episode we’ll be covering: Try this “Ask me about” exercise to start thinking beyond your niche to connect with your audience on a personal level.There’s value in posting seemingly “random” content that ventures outside your niche.Embrace your interests! You aren’t confusing the algorithm by posting beyond your niche, the algorithm favors interest and curiosity, and you can still reach aligned followers.Skip product only posts, share your stories and humanize your brand, there is growth and sales potential for any brand with heart.  Featured content in this episode: Stop only posting within your niche7 Out-of-the-box things to post this week Recommended episodes: Episode 109: The Human Side of Content That SellsEpisode 119: Your Boring Life Moments are the Shortcut to SuccessEpisode 121: Discover What’s Valuable Once You Start PostingEpisode 127: Create Trial Reels that Turn Viewers into Followers with Personalized 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!

  4. Aug 25

    The Rise of the Conversational Expert

    This episode might just change your life. We’re discussing a particular style of video that is exploding right now, it’s unpolished and feels like you’re having an off the cuff Facetime call with a friend. We’re in a new era of talk to camera reels that I like to think of as the conversational expert, and I really need you to understand just how powerful this type of reel is. If you’ve been feeling stuck when it comes to your content, make this talk to camera reel this week. It’s not difficult and I’m sharing lots of viral examples as we talk through why these reels were so successful, so you can start creating your own today. In this episode we’ll be covering: Creating talk to camera reels where you show up and speak authentically, while also calling out identity.How the conversational reel captures attention when we are already running on short attention spans. What’s going viral right now, we’ll analyze several examples to understand exactly what elements resonate and connect right now. Applying storytelling and attention grabbing details to your talk to camera reels.The fall of authority driven content and how authority is perceived today, in what I like to refer to as soft authority. Featured content in this episode: Wellbysabzi: Substack / No ExpectationsWellbysabzi: Substack / The peace of letting peopleUnpinnedwine: I drink a lot of champagne…The.stroke.doc: Dementia prevention hacksDom_dowling: Easiest way to build happinessChannelallday: Money things 17 years of marriage taught meDrshantesays: Exposure is a form of generational wealthAnnikaunmasked: Easier childhoodLivelohy: 5 trips before you die Recommended episodes: Episode 106: Spark Conversations with Reels Your Audience Will Want To Respond ToEpisode 109: The Human Side of Content That SellsEpisode 115: It’s Time to Get Yapping On CameraEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 120: Three Things To Set Up Before Your Content Goes Viral 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!

  5. Aug 18

    Create Trial Reels that Turn Viewers into Followers with Personalized Content

    I wanted to take today to talk about creating trial reels and making your content feel human again. (And yes, this applies to all the social media apps, not just Instagram!) The old advice of removing “I” and “my” from your content actually makes your content less engaging, and switching to more personalized hooks can make a massive difference in your engagement rates. I’m taking you on a scroll to share real examples, demonstrating how to apply them to your niche, whether you’re selling products or sharing your own lived experiences. I also break down my approach to trial reels, why lived-in, authentic moments work, and how to test out different hooks that make your ideal audience feel seen. In this episode we’ll be covering: The myth of “personalized” content, why it doesn’t work and how to create relatable and engaging content around “I” and “my”.Examples of successful content that uses “I” and “my” and how they stand out from generic content.Using a lived experience to build a strong hook that actually reaches and resonates with the right audience, instead of a weak hook that gets lost in the scroll.Adding elements of your human experience and personality to create value and connect with like minded people.Application of the 4H’s to real content, with examples so you can add your own twist! Featured content in this episode: Dietcoke: Don’t text I’m busyCandleglambyperry: 320 Candles in 1 DayMacroswithem: When Diet Coke starts hitting better than alcoholMacloafe: Birkenstock Future shoe of the yearShannonmckinstrie: Your friend is “trying to be an influencer” Recommended episodes: Episode 19: Convert Viewers to Followers with the “That’s Me” ReelEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to YouEpisode 120: Three Things To Set Up Before Your Content Goes ViralEpisode 122: Insider Style Content is Taking Over Social MediaEpisode 123: Fill in the Blanks and Start Sharing Your Insider KnowledgeEpisode 124: Have More Conversations and Let Your Audience Shape Your 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!

  6. Aug 11

    Make More Sales by Building Trust with Your Audience

    We’re getting personal in this episode! I'm sharing my thoughts on imposter syndrome and ethical marketing, but I’m also breaking down the huge Reels Lab sale that I just had, with numbers, and why this was so important to me. We’ll talk about two key marketing strategies that no one else is talking about (building trust and sharing your values) that made this sale a major success. PS. I’m sharing everything, how many emails went out, social media posts, how many story views I had, and how much I actually made, because I want you to walk away from this episode feeling inspired and know that this is possible for you too. In this episode we’ll be covering: Revisiting my early days as a baby social media manager and the unethical sales and marketing techniques many of us experience.Real number transparency: I’m pulling out actual data from this $140K four day sale so you can see exactly what happened behind the scenes, all while I was relaxing at the beach.Building trust with your audience will help you make more sales, especially now as very weary customers.Sharing your values to reach and resonate with the right people, we want to know who we are working with and that we share common ideals.Ethical marketing and trusting your instincts when it comes to buying, plus a look at my approach when it comes to The Reels Lab (and any other offers)! Featured content in this episode: Itsmommysalami: I think the library is cooler than Target Recommended episodes: Episode 105: Know When to Tune Out the Guru Advice and Trust YourselfEpisode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 117: How to Start Making Money Without Fancy FunnelsEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 121: Discover What’s Valuable Once You Start Posting 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. Aug 4

    How to Get Noticed Online for Brand Deal Opportunities

    Are brand deals on your radar? This episode is going to set you on the right track for landing brand partnerships (and a little extra income!), even if you’ve never been interested in them before today. I’ve got a lot of insider advice from some of my closest friends so you’re going to walk away from this episode with tons of little golden nuggets. We’ll talk about optimizing your profile so you’re easy to reach, creating a media kit, and I even have a few ideas for cold pitching if you want to jump right in. Don’t be fooled by the size of your account, brand partnerships can be for small creators just as much as creators with huge account followings, so don’t let that stop you. In this episode we’ll be covering: How to set the stage for future partnership opportunities, start sharing your values to create connection and build an engaged audience.Optimizing your Instagram profile to make it easy to get in touch, add a contact email and don’t forget to add your location!Tagging your favorite brands every chance you get, in your stories, in carousels, everywhere, just make sure to tag them.Setting and negotiating your rates for brand deals and whether you really need an agency representative. Recommended episodes: Episode 105: Know When to Tune Out the Guru Advice and Trust YourselfEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 117: How to Start Making Money Without Fancy FunnelsEpisode 124: Have More Conversations and Let Your Audience Shape Your 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!

  8. Jul 28

    Have More Conversations and Let Your Audience Shape Your Content

    If you’re the person who is stuck right now and you don’t know what to post, I need you to get out and start having more conversations. Once you start having these conversations, notice what sparks interest. My audience shapes everything I do, from offers to website content to taglines, and noticing the smallest details can start meaningful conversations that help grow your brand. I’ll share how conversations have impacted my content and helped me get brand deals. We’ll also look at real content examples and hooks that you can use, even as an introvert or someone who hates talking on camera. In this episode we’ll be covering: Sharing things you notice throughout your day without exposing every last detail of your life.Observe reactions and take people behind the scenes recording little things that someone on the outside has never seen before.Start noticing when you’re out or working with clients, what is unexpected? What do they ask about? Use this to create content that people will find interesting and start a conversation.Using easy to understand language that anyone can connect with.  Featured content in this episode: Gesoderberg: Expensive things that changed my lifeThe.hostess.collective: What to buy for the hostToast_events: Reception crowd favoriteTangkarmen: 10 Things I do on a flight as a nutritionist Recommended episodes: Episode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 119: Your Boring Life Moments are the Shortcut to SuccessEpisode 121: Discover What’s Valuable Once You Start PostingEpisode 122: Insider Style Content is Taking Over Social MediaEpisode 123: Fill in the Blanks and Start Sharing Your Insider Knowledge 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!

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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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