Good Content with Shannon McKinstrie

Shannon McKinstrie
  • 4.9 (149)
  • 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. 3H AGO

    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

  2. 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

  3. 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

  4. 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

  5. JAN 20

    We All Love Familiarity, Here's How to Create that Familiar Feeling in Your Content

    The theme for today’s episode is familiarity. We all love familiarity, it’s comforting, it feels safe, and it gives us a sense of belonging, which has a huge impact on your online presence. We’ll look at real examples from creators that cultivate this sense of familiarity through scenarios, locations, and identifiers, making their audience instantly feel seen and at home. We’ll also discuss the viral 2016 Instagram trend and the psychology behind why we tend to gravitate towards scenarios we recognize.  In this episode we’ll be covering: Making your content feel familiar to your audience and the impact it has on trust and engagement.The emotional safety and belonging that comes from familiar relationships, and how to evoke a similar feeling through your content.The role that nostalgia and simpler times plays in content right now, reminiscing about significant or everyday moments and the feelings that it creates.Why familiarity works in content, attracting and retaining viewers, offering connection and belonging.How to create familiarity in your content with trial reels, identifiers, and crafting scenarios that are relevant to everyday and lived experiences. Featured content in this episode: Inside Edition Interview on YouTubeKay.harike: Stranger Things New Years Eve PartySmillagrundholm: One day closer…Everythingemili: New taco night favAshroedl: Road trip and 2016 playlistEverydaywithmandy: Mom to momShannonmckinstrie: 2016 Trend Post Recommended episodes: Episode 081: Your Next Powerful Piece of Content is Already on Your PhoneEpisode 085: Start Thinking Like a Marketer So People See Themselves in Your ContentEpisode 087: How to Get New Followers on Instagram: Trial Reels, Bios, and More!Episode 091: Here’s What Good Content Will Look Like in 2026Episode 095: 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!

    14 min

  6. JAN 13

    Boost Retention Rates and Create Memorable Content that Feels Human

    I’ve said this before, we’re going back to basics when it comes to creating content online. In this AI age we are craving memorable content that connects us and feels human, content that feels real and tangible. There’s an increasing trend for an analog lifestyle, we’ll explore what those trends look like with lots of examples (all linked below!) and how I plan to incorporate this into my own content in 2026. We’ll talk about how the viral Topgolf story ended and what viral unplanned moments can teach us about belonging online. We’ll also discuss how important your retention rates are and why community interactions are key to engagement and growth. In this episode we’ll be covering: Reframing trendy content, especially if you feel anti-trend and don’t want to follow along.Getting people to interact with your posts and how I get so many comments.Creating content that makes people feel connected and like they belong somewhere.Why the analog trend is working so well right now and how to start incorporating it into your own content plan.How to hold audience attention, and increase retention rates and watch time with current trends. Featured content in this episode: Shannonmckinstrie: Topgolf breakdownTravelingtoretirement: Our number one money rule as a married coupleProfessorcorporate: Ways to call people stupid at workSatmasterclass: WritingAmbitiouslyalexa: January journal prompts Wordsof_emmaheaphy: Journaling on screenAskbridgetteg: Boyfriend instruction manualTheselfhelpplanner: Four goals you need for 2026Vuongdusti: Media I’ve been consuming instead of doomscrollingCheesegal: You let your kids pick the menuTahirashome: 10 Things we did to make Recommended episodes: Episode 67: The Importance of Belonging on Social MediaEpisode 88: Find Your Content Rhythm and Build a Simple Content StrategyEpisode 90: How You’re Going to Become Really Good at Content Creation in 2026 (Part 2)Episode 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!

    14 min

  7. JAN 6

    Building Real Community with Stories and Shared Moments

    Let’s kick off the new year with a little fun as I share some TikTok’s that had me laughing out loud. We’ll dive into why these viral moments were such a hit and we’re bringing it all back to community because this year we want to create content that truly connects by sharing real journeys and moments. I hope this episode reminds you that social media success starts with community and being you. So take a breath and join me for a light but meaningful start to the year. In this episode we’ll be covering: The importance of building a community on social media that sticks with you long after the initial journey ends.Sharing personal journeys and moments online helps bond with your audience, creating loyal followers.Viral videos that showcase a vibrant and engaged community rallying around a shared moment. Sharing fresh perspectives and behind-the-scenes moments.Pivoting your content doesn’t have to mean losing your audience.Getting active in comment sections and using stories to spark genuine interaction. Featured content in this episode: _tatianaforbesViral TopgolfFixed for Logan Recommended episodes: Episode 76: Create Content That Makes Them Want to Keeping Coming BackEpisode 82: How to Get New (and Old!) Followers to Binge Your ContentEpisode 91: My Personal Predictions for Instagram in 2026Episode 92: This is the Era of Experiences and BelongingEpisode 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 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!

    17 min

  8. 12/30/2025

    You Want Your Content to Fit Your Life, Not Become Your Life

    As business owners who are creating social media content, the stakes feel so high and the pressure is so heavy, but I want you to remember that your content needs to support your life and your lifestyle, not replace it. The best content doesn’t come from overthinking it or forcing ideas, it comes from living our real everyday lives and sharing those authentic moments, opinions, and experiences online. I’ll walk you through why the magic of social media lies in showcasing your personality and lived experience, and I’m sharing some fun content examples to help you get some quick wins so you can approach content creation with renewed energy as we head into 2026. In this episode we’ll be covering: How to make content creation less overwhelming by living your life, record what you're already doing and turn that into content.Sharing what your audience is too afraid to say or something that they haven't really thought of in that way.Using your lived experience to create relatable posts that connect with your followers.Why brands and products need a unique personality to succeed on social media in 2026.Content examples that drive engagement and growth using the 4H’s: helpful, humorous, heard, and happenings.. Tips for integrating content creation into your routine without it taking over your life. Featured content in this episode: Wonderfilled_life_: This coffee smells like everything is getting thrown away todayDr.zachtrevino: Merry Christmas to everyone except…Hanashappyhome: Small starter homeCharlotteetiquette: One polite habit…Lydkerr: Turns out veggies are deliciousBoringfriends: Support smaller businesses Recommended episodes: Episode 006: Selling a Lifestyle, Not Just a ProductEpisode 044: Become Their Favorite Comfort Creator with Everyday MomentsEpisode 063: Was That an Ad? Even the Big Brands are Making it PersonalEpisode 070: Instagram Growth Hacks That Actually Work and Give Your Account PersonalityEpisode 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!

    12 min
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4.9
out of 5
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About

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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