Good Content with Shannon McKinstrie

Shannon McKinstrie
  • 4.9 (165)
  • 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. 3d ago

    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!

  2. Jul 21

    Fill in the Blanks and Start Sharing Your Insider Knowledge

    I hope you did your homework last week because we’re jumping right in with some prompts to help you start sharing your insider experiences. This type of content works for any industry, whether you’re a stay at home parent, a grad student, or you work a 9 to 5, we want all of your unique insider knowledge. We’ll walk through multiple high performing content ideas, with easy prompts and I’m sharing lots of ideas to help you fill in the blanks. Today, we’re embracing identity, taste, and real life experiences to create irresistible content that actually works.  In this episode we’ll be covering: Using your unique insider knowledge and experiences to connect with your audience. Content ideas for the next week with five prompts including examples to help you fill in the blanks so you can start creating right away.How to create the insider experience with your unique perspectives and experiences, building trust with your audience. Featured content in this episode: ShannonMcKinstrie: The best content ideas I saved for you this week Recommended episodes: 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 YouEpisode 115: It’s Time to Get Yapping On CameraEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 122: Insider Style Content is Taking Over Social Media 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. Jul 14

    Insider Style Content is Taking Over Social Media

    We have entered yet another new era of content creation and it all leads back to human connection. One of the biggest and most underrated growth hacks on social media is bonding with your audience, and for a while people forgot the whole reason we are on social media to begin with. Well I think we’ve all realized what was missing and now we are looking for people to connect with and feel seen. And when we look at what’s really working on Instagram right now, its content based on lived experiences, personal journeys, beliefs, and perspectives. Think less influencer and more insider, and that doesn’t mean the end of influencers or that every single thing you share needs to be behind the scenes content, but it does mean that we want to see more from the people working behind the scenes. In this episode we’ll be covering: Why sharing your inside perspective is going to change everything for content creation, we don’t like to feel like outsiders, we want to experience an insider's perspective.Taking what you’re already doing and things you see everyday that your audience doesn’t, and turning it into content that changes your life.How to build trust with your audience through insider style content, when trust is at its lowest right now.Trade influencer style content for insider style content, with behind the scenes content that actually connects and builds trust. Why big corporations are paying their employees to create video content right now and what this means for content. Featured content in this episode: ShannonMcKinstrie: Starbucks is paying baristas to make TikToksJaneconnery: The content I want to seeEmmagrede: GRWM for WimbledonKathrynlturner: A look at some of my favorite productsHeycourtneymitchell: What I’m wearing at Anthropologie as a full time stylist Recommended episodes: Episode 97: We All Love Familiarity, Here’s How to Create that Familiar Feeling in Your Content Episode 104: How to Create Viral Reels From Everyday Video ClipsEpisode 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 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!

  4. Jul 7

    Discover What’s Valuable Once You Start Posting

    For years I thought I had nothing valuable to share on social media. When I first started posting on Instagram, nothing I was sharing was mind blowing, I was just documenting. So, I started posting a little more, showed up in stories, and took people along on my journey, and suddenly I'm getting people asking me, “How do I work with you? Will you come into my office? I'll pay you.” All I was doing was documenting something I did not find valuable or interesting, but it was valuable and interesting to other people. It’s okay if you don’t have everything figured out just yet, your audience will tell you what is valuable, but first you have to hit post. Once you start posting, you learn what your audience loves the most. So I want to reassure you, even if you feel like you don't have anything valuable to share, you do.  In this episode we’ll be covering: How to find inspiration when you feel stuck. Try reading a book, sitting at a coffee shop, or having a conversation with someone.You don’t need to have everything figured out yet, just start posting to figure out what works.Moving past your own self doubt to find success, you’ll be so glad when you get out of your head and start recording.Take your audience on a journey with you, document your day (even if it seems boring and basic) and share the moments that matter to you.Start posting and let your audience tell you what is valuable, it might surprise you! Featured content in this episode: ShannonMcKinstrie: Hot Dog Beach Hack Recommended episodes: Episode 104: How to Create Viral Reels From Everyday Video ClipsEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 115: It’s Time to Get Yapping On CameraEpisode 116: Easy Content Ideas for When You’re Not Feeling CreativeEpisode 119: Your Boring Life Moments are the Shortcut to Success 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. Jun 30

    Three Things To Set Up Before Your Content Goes Viral

    I tell people this all the time and I don’t think they realize that you are literally just one post away from blowing up on Instagram. But here’s the thing most people don’t think about, you need to have the systems in place before it ever happens. I’m not saying don’t post your content, or use my hooks, in fact I want you to do that today! If you’re sharing online and people are connecting with you, eventually people will start reaching out, and I want to make sure you have systems in place to handle it, because trust me, once the ball starts rolling, you might feel overwhelmed.  In this episode we’ll be covering: The three most important systems to have set up in case you blow up on Instagram (or other social media platforms.)How I’m leveraging ManyChat for the podcast and other ways you can use it for your business to create effortless automations that work for you around the clock.Creating a Canva account for digital products so you can start selling your expertise, I know you have something sitting in your notes that can make you money.Making sure you have a way for people to contact you, whether it’s brand collaborations or speaking opportunities, you need to have a simple way for people to get in touch with you. It’s ok to start small and simple, I used Google Docs for years, your people don’t care about the packaging, they want your brain and your knowledge.  Featured content in this episode: Social.varsity is your ManyChat Expert! Recommended episodes: Episode 87: How to Get New Followers on Instagram: Trial Reels, Bios, and More!Episode 98: Start Selling on Social Media without Feeling SalesyEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 117: How to Start Making Money Without Fancy FunnelsEpisode 119: Your Boring Life Moments are the Shortcut to Success 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. Jun 23

    Your Boring Life Moments are the Shortcut to Success

    If you feel like you are boring, or your niche is boring, I need you to hear me: you are not boring. Those random and mundane life moments are exactly what we are craving on social media right now, and if you feel like you have nothing to say on Instagram, get out of the house, go for a walk, meet with a friend, read a news article and take note of what lights you up. Go do something interesting and talk about it. We see all this content on social media and it’s so edited and perfect, sometimes we just need to feel something real. Our brains are dying for more mundane and boring, and to just connect with you over the silliest stuff. In this episode we’ll be covering: The value of “boring” content and how seemingly mundane things from your day can actually be the key to more conversations.Remember how I’ve been begging you to document your day with photos and video clips? Now is the time to use it!How to get out of a boring content rut and find some inspiration in your day. Get outside your niche, your life isn’t all business, we want to see and hear about your day.Sharing your journey helps connect with people who are on a similar path, or share the same values and beliefs.  Featured content in this episode: grace_lanker: How to pick the perfect watermelonDoctora_edith: Unhinged things I’ve recommended as a pediatricianLaurennortonbeauty: The art of knowing when to stopHollydawnkuni: Your toddler does not care if the craft is aesthetic Shannonmckinstrie: The Anti-Edit Edit Recommended episodes: Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of OurselvesEpisode 104: How to Create Viral Reels From Everyday Video ClipsEpisode 106: Spark Conversations with Reels Your Audience Will Want To Respond ToEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 109: The Human Side of Content That SellsEpisode 116: Easy Content Ideas for When You’re Not Feeling Creative 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. Jun 16

    Identity Maxxing Will Help You Find Your Ideal Audience

    Identity maxxing is taking over Instagram right now and I’m here for it. We are getting thrown so much content these days, that you need something to help you stand out from everyone else. Because we don’t want to simply blend in, we want to create content that resonates and connects with our audience. This looks like sharing pieces of you (aka your identity) that other people can connect with so they see themselves and stop, thinking “wait, that’s me!” If you’re struggling with low views or you just want to stop the scroll, I have tons of examples (linked below!) to help you start owning your identity on Instagram. In this episode we’ll be covering: What is “identity maxxing" and how to start using it when you create content for Instagram.How identity influences connections online and in person, and how our identity goes beyond simple demographics.Discussing identity based content hooks to call out our audience and increase engagement.How the Instagram algorithm serves content based on your specific identity and tastes. Multiple content examples and POV ideas for identity maxxing your posts. Featured content in this episode: Noellebybee: Rules I have for myselfLittlebugtogs: The library books I borrowedArthousecharlotte: I sell original local art in Charlotte, NCTaylorjackzen: Making dinner for my familyThe_intuition_dietitian: Convenience eaterWelltraveledchild: New non-stop international flightsPrestonkonrad: Simple and lux table upgradesShannonmckinstrie: Identity Maxxing Recommended episodes: Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of OurselvesEpisode 110: Become More Memorable When You Stop Overthinking and Start RepeatingEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to YouEpisode 117: How to Start Making Money Without Fancy Funnels 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. Jun 9

    How to Start Making Money Without Fancy Funnels

    I know a lot of people make it seem easy, they have a viral reel, sell a bunch of stuff and then suddenly become millionaires. Fun fact: It's actually not that easy, because if it was, we would all be millionaires. I know it appears to happen overnight, but for most people they’ve been doing this for a long time, myself included. My Reels Lab recently hit over $2 million in sales and I’m going to tell you exactly how I did the dang thing without fancy funnels. In this episode we’ll be covering: How those overnight successes aren’t so overnight, in fact they are often years in the making.A peek into my business journey and how I started monetizing my Instagram account.How I started building my business, showing up and getting my name out there.Early marketing strategies including personal outreach to family and friends, even if they didn’t need what I was offering. Building my local community in person at networking events and workshops.Evolution of my services and price points, and how I ensured they were the right offers for my community and for me. Recommended episodes: Episode 98: Start Selling on Social Media without Feeling SalesyEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 109: The Human Side of Content That SellsEpisode 113: This Instagram Story Strategy Became My Biggest Sales Funnel 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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