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. 4 DAYS AGO

    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! 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

  2. 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! 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

  3. 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! 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

  4. 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! 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. 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! 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

  6. 5 AUG

    Staying Top of Mind with Instagram Stories

    Without stories, I would not have the business or the community I have today, I truly believe that. For years I've been using Instagram stories as a way to bond with my community, not just as a tool for selling or boosting engagement, but as a real connection, sharing what’s happening throughout my day, what I’m doing, where I’m going, what I’m watching. I want that connection for you too, so I’m sharing my own experiences, like how a single Instagram Story led me to my new favorite restaurant, and simple ways to invite your community into your world, building a trusted, engaged community while keeping your audience hooked, because we want to see more than just tips and tricks, we want to get to know who you are and connect with you on a personal level.    In this episode we’ll be covering: Sharing personal, everyday moments in Stories to create deeper human connections and boost engagement.Recommending businesses and products in Stories to stay top of mind and create word-of-mouth referrals.Balancing business promotion with personal content to make your social media presence relatable and enjoyable.Leveraging Stories in a way that works for you to overcome burnout and reignite your passion for content creation.Using Instagram Stories as a space to get comfortable on camera. Recommended episodes: Episode 040: Build More Connections with Everyday MomentsEpisode 058: Embrace the Content Creator MindsetEpisode 062: Why You Don’t Need Fancy Content to Stand OutEpisode 050: Stories Work! Here’s how to make them work for YOUEpisode 072: Creator Style Content is for Everyone, Even You Send a message! 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

  7. 29 JUL

    Creator Style Content is for Everyone, Even You

    Let’s get into one of the biggest hang-ups I see with business owners on social media: the belief that if you’re not a creator, you don’t need to make creator-level content. After a recent conference, I realized just how big this disconnect still is. So today, I’m breaking down why your content needs to have that human, personal touch (just like creators and even big name brands do). I’ll walk you through real life examples from my explore page, showing you how businesses of any size can easily add more personality to their posts, because let’s face it you are a creator, whether you like it or not, and your voice deserves to be heard. In this episode we’ll be covering: How to create personal, human-focused content that drives sales and engagement on social media.Why business owners need to embrace the creator mindset, even if they don't identify as content creators.The shift away from corporate-style content toward storytelling and relatability.Examples of viral Reels and posts from travel agents, restaurants, and brands using creator-style contentAdding personality and relatability to business content for higher audience resonanceStrategies for creating shareable social media content that feels helpful, funny, or emotionally engaging.Breaking down misconceptions about "creator" content and explaining how big brands are using it successfully. Featured content in this episode: Pinch of Yum: A week of Trader Joes meal ideas (https://www.instagram.com/p/DMkwu3hxGmq/)emilyjtattoos: Tattoos I don’t have on myself (https://www.instagram.com/p/DMlNiE8NqJE/)Usemotionapp: AI assistant (https://www.instagram.com/p/C2QF3m1tqm2/)Thenitrobar_: Blueberry watermelon lemonade (https://www.instagram.com/p/DMLXBBRsi6b/) Recommended episodes: Episode 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 Personality Send a message! 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!

    10 min

  8. 22 JUL

    Start a New Instagram Account From Scratch (or Refresh Your Current One)

    Today we’re diving into something that so many of you have been asking for, how to start (or refresh!) your Instagram from scratch, without all the second guessing. Whether you’re brand new to the platform or you’ve been around a while and just need an account audit, I have tons of practical tips and golden nuggets to help you take the guesswork out of establishing a strong Instagram presence. We’ll walk through everything from the three lines every Instagram bio needs, to what your pinned posts should look like, and how to make your profile truly stand out. Plus, I’ll share some tricks for making engagement work for you right from the start, so you can stop stressing and start building a community that feels like your own little village. In this episode we’ll be covering: How to start and optimize a new or existing Instagram account for business.Auditing your Instagram profile, bio, and pinned posts regularly to keep it fresh and up to date.Clarifying your unique value and why people would follow or buy from you.Tips for writing high-impact Instagram bios and leveraging the name field with keywords.Choosing the right profile photo for brands and individuals.Why your first three pinned posts are so important and how to choose them.Leveraging engagement, following others, and using Instagram Stories to build authentic connections. Related episodes: Episode 010: Turning Testimonials into Engaging Content for More SalesEpisode 023: Create Content That Pops by Knowing Why People Want to BuyEpisode 053: Use Customer Insights to Create Reels That Attract and ConvertEpisode 068: Pin-Worthy Instagram Posts That Make Your Audience Feel Right at Home Send a message! 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
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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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