Good Content with Shannon McKinstrie

Shannon McKinstrie
  • 4.9 (158)
  • 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

    It’s Time to Get Yapping On Camera

    Right now is the easiest time to grow on social media, especially with the rise of yapping videos. What is yapping exactly? It’s basically just a talk to camera reel. Whether the idea of yapping on camera feels scary for you or you’re just not sure where to start, I’m going to walk you through my favorite tips and a simple formula to help you start creating your own yapping videos. In this episode we’ll be covering: Why we all love yapping videos on Instagram so much right now, especially with the rise of AI content. Do yap videos actually convert? We'll look at real examples of successful yapping videos.How to create yap videos when speaking on camera feels scary and the real reason you hate how you sound on camera.A peek behind the scenes of creating a yapping reel and why I usually do three takes of all my videos.A walkthrough of my simple 30 Second Reel Formula. Featured content in this episode: Lonelinessdoctor: Making friends as an adultSabrinakaylor: I own three coffee shops in GAHindirlane: Smartest things we did was create a family emailThe thirty second yap formula Recommended episodes: Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of OurselvesEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 109: The Human Side of Content That SellsEpisode 114: Intellectual Property vs. Content Inspiration: Protecting Your Work as a Creator 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

  2. May 19

    Intellectual Property vs. Content Inspiration: Protecting Your Work as a Creator

    We're diving into a hot topic: content copying. I’m breaking down the difference between inspiration vs copying, how to protect your intellectual property, and I’m sharing personal experiences of copyright infringement and the best ways to handle it all. We'll talk about what you can do when your content is taken without credit, the right and wrong ways to get inspired, and why it's so important to celebrate your own originality in the online space. If you’ve ever wondered when to shout someone out or how to make sure your ideas are protected, this episode is for you! In this episode we’ll be covering: The difference between content copying, inspiration, and intellectual property and why it matters. My own experiences with copyright infringement, how I handled it and what I wish I had done differently.Deciding when to take legal action vs. letting things go and what options are available to you for dealing with content theft.Trending or viral content vs Intellectual Property: enjoying when others use the concept and knowing what’s “teachable” vs. just “inspired content.”Best practices when it comes to other people's content: obtaining explicit, written permission before reposting others’ content and knowing when to tag another creator to give credit where it is due. My method for handling content inspiration when I can’t recall the original creator. Recommended episodes: Episode 35: Turning Inspiration into Unique and Original ContentEpisode 42: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 63: Was That an Ad? Even the Big Brands are Making it PersonalEpisode 95: Building Real Community with Stories and Shared MomentsEpisode 107: Where To Find Content Ideas So You’re Always Ready To PostEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to You 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

  3. May 12

    This Instagram Story Strategy Became My Biggest Sales Funnel

    Instagram Stories have become my biggest sales funnel to date, even rivaling my email list, and I’m going to walk you through my proven strategy that works for both launches and daily content. This strategy includes how I start my day, incorporating interactive elements like stickers and sliders, with a mix of both business and personal content to keep followers engaged. I’ll break down how I structure stories like a sales page from introducing offers to sharing testimonials and we’ll also touch on real life marketing brilliance that leans on nostalgia and relatability to build trust and boost conversions.  In this episode we’ll be covering: How Instagram Stories became my most powerful sales funnel for business growth.My step by step Instagram Stories strategy for launching high-ticket offers.Mixing personal life and business in Stories to encourage audience interactions.Using Instagram insights to analyze which Stories get the most engagement.Increasing Story conversions with link stickers, sliders and ManyChat. Recommended episodes: Episode 62: Why You Don’t Need Fancy Content to Stand OutEpisode 72: Creator Style Content is for Everyone, Even YouEpisode 73: Staying Top of Mind with Instagram StoriesEpisode 95: Building Real Community with Stories and Shared MomentsEpisode 109: The Human Side of Content That Sells 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. May 5

    Multiply Your Views by Adding These Five Things to Your Hooks

    This past week was a pivotal moment in my career, from my early days with a bulky video camera to standing on stage as a keynote speaker at Social Media Marketing World, I am so grateful for this journey I am on. There may be a few tears as I reflect on how my lifelong love for documenting memories and making people feel seen has come full circle, and I hope it reminds us all that your unique stories matter in business and online marketing. This week I want to focus on your hooks, so I’m sharing actionable content tips that I want you to start using right away, because these five simple things have helped my clients 10x the views on their content.  In this episode we’ll be covering: The five easy tweaks to personalize your hooks and make them uniquely yours so they stand out.How to use identifiers in your content to attract the right audience.Using something recognizable that the audience can attach to, this could be as simple as particular as a location or product.Be more descriptive in your hook by getting specific, this helps your content get in front of the right people.Share something relevant by using what’s happening right now, this could be an upcoming event or holiday, but lean on what’s trending right now.Make your content feel personal using the words “I and my” this builds trust and it helps people feel seen.  Recommended episodes: Episode 19: Convert Viewers to Followers with the “That’s Me” ReelEpisode 40: Build More Connections with Everyday MomentsEpisode 70: Instagram Growth Hacks That Actually Work and Give Your Account PersonalityEpisode 85: Start Thinking Like a Marketer So People See Themselves in Your ContentEpisode 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 AudienceEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to You 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

  5. Apr 28

    It’s How You Fill in the Blanks That Makes the Hook Unique to You

    If you’re struggling with what to put in the blank for the “fill in the blank hooks” I share with you each week, I’m going to help you figure out exactly where to start. These hooks are templates waiting for you to add your own personality so you don’t sound like every other person posting on Instagram. We’ll discuss using specificity and identifiers that your audience will relate to, while still tapping into those trends and experiences that really makes your content stand out. Then, I want you to take what we talk about in this episode and run with it, don’t overthink it, just run with it.  In this episode we’ll be covering: The five hooks I’m begging you to use this week to quadruple your views.Why your hooks blend into the scroll and sound just like everyone else’s.How to make sure your hooks are unique to you and resonate with your audience.Step by step examples to show you what’s actually working and how these templates can easily be personalized. Using these trending hooks with personal identifiers to be recognizable and showcase your unique stories and experiences.  Featured content in this episode: Shannonmckinstrie: Hooks I’m begging you to use this week to quadruple your views Recommended episodes: Episode 92: This is the Era of Experiences and BelongingEpisode 100: Use Identity Driven Content to Connect and Engage with Your AudienceEpisode 101: Double Your Views on Instagram with the RISE FormulaEpisode 109: The Human Side of Content That Sells 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!

    10 min

  6. Apr 21

    Become More Memorable When You Stop Overthinking and Start Repeating

    We need to talk about something that I hope will change everything for you as far as being more consistent, stopping overthinking, growing your account, and getting more sales. I think this might be one of the biggest struggles a lot of my clients still have, but you need to start repeating yourself. You can say the same thing 100 times and that's not going to drive anyone away, it's actually going to keep them around. We're looking for content that reflects exactly what we want to see, that may be what's coming up in our lives, something to make life easier, or something we love right now. Repetition in your content is not lazy, it’s strategic and the smartest creators are leveraging it to grow their accounts, boost sales, and become memorable.  In this episode we’ll be covering: Why you shouldn't be scared of repeating yourself, because what consumers really want is to binge content related to their current life stage.Social media thrives on familiarity and repetition helps you become more recognizable and memorable.Marketing is all about repetition and saying the same thing over and over again in new ways.Your new content marketing strategy: utilizing your account insights and repurposing your top performing reels, updating and tweaking hooks and formats as needed.Advice for getting started as a brand new content creator if you don’t have any content to repurpose (yet!) Recommended episodes: Episode 77: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram ContentEpisode 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 103: Hot Take: We’re Following Accounts Where We See a Reflection of OurselvesEpisode 107: Where To Find Content Ideas So You’re Always Ready To PostEpisode 108: Why You NEED To Take Content Creation Seriously 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. Apr 14

    The Human Side of Content That Sells

    Get your notes app ready, my friend, because we’re going in today. If you’re still feeling a little confused when it comes to specificity and filling in the blanks for all the hooks I share with you, this episode will help everything fall into place. Have you noticed that the people growing the fastest on Instagram right now, are not the most polished, they’re the most human?  This is what is working right now, and we are seeing it everywhere from huge corporate brands to smaller brands who have grown their audiences exponentially. We’ll look at examples from big brands, viral trends and everyday creators to show you how specificity and sharing your unique perspective can help you connect with your audience and grow your business.  In this episode we’ll be covering: The problem with generic advice and what’s really working on Instagram right now. The type of content helping people grow the fastest right now is human content. Building real relationships with your audience when there is such a lack of trust online right now.How to turn a generic hook into content tailored to your niche using identifiers and specificity that will resonate with the right people.Finding the personal connection for your business content by sharing YOU (hint: sharing doesn’t mean oversharing!) Featured content in this episode: Ourwintonhome: Imagine having your kids grow up hereGlenwildartstudio: Dollar Tree DIYGadget.life.withme: Handy gadget you didn’t know existedCandaces_canvasses x ​​glazedoverstudio: Diet CokeCandaces_canvasses x ​​glazedoverstudio: Paint my tomato basil mozzarella plateThehousethatholds: How can I help?Simplywell.lydia: No counter space but do havePlant.forward.families: I wish more people knewDermarkologist: I wish more people knew (list) Recommended episodes: Episode 56: The Reel That Had Me Clicking Buy ImmediatelyEpisode 60: Nail Your Short Form Videos with This Simple FormulaEpisode 83: Use the REP Hook Formula and Start Filling in the Missing PiecesEpisode 92: This is the Era of Experiences and BelongingEpisode 100: Use Identity Driven Content to Connect and Engage with Your AudienceEpisode 108: Why You NEED To Take Content Creation Seriously 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. Apr 7

    Why You NEED To Take Content Creation Seriously

    I don’t want you to think of yourself as just a business owner or a service provider, instead start thinking of yourself as a creator, because that's the type of content that drives engagement (likes, follows, shares, comments) in today’s social media. Brands big and small are embracing unpolished, creator style content to connect and engage with their audiences. Whether you’re a social media manager, a solo entrepreneur, or aspiring UGC creator, I’m sharing actionable strategies to help you think like a marketer, stand out online, and create content that resonates. I'm also sharing a few ideas for getting noticed by your favorite brands and explain how UGC can open up revenue streams and life-changing opportunities.  In this episode we’ll be covering: From polished to unpolished content, what really works best for creators right now on social media because the type of content you post matters most.Advice for getting started with user generated content (UGC) no matter what type of business or profession you are in.Tailoring a post concept to your niche (without copying or plagiarizing content) to stand out among other creators.Tips for small businesses, entrepreneurs, and solo creators to create lifestyle brand content.How to get noticed by your favorite brands with UGC, with brand shoutouts and relatable reels.The importance of content specificity, using identity-driven hooks, and clear messaging for engagement. Featured content in this episode: Tacobell: How many drinks we need after this weekFishwife: Quick lunch break at workKaylaskitchandfix x PotteryBarn: Chocolate Bunny CafeShannonMcKinstrie: What I would post for you this week Recommended episodes: Episode 72: Creator Style Content is for Everyone, Even YouEpisode 85: Start Thinking Like a Marketer So People See Themselves in Your ContentEpisode 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 AudienceEpisode 107: Where To Find Content Ideas So You’re Always Ready To Post 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
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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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