Good Content with Shannon McKinstrie

Shannon McKinstrie
  • 4.9 (148)
  • 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. 9H AGO

    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

  2. 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 067: The Importance of Belonging on Social MediaEpisode 088: Find Your Content Rhythm and Build a Simple Content StrategyEpisode 090: How You’re Going to Become Really Good at Content Creation in 2026 (Part 2)Episode 092: This is the Era of Experiences and BelongingEpisode 096: 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

  3. 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 076: Create Content That Makes Them Want to Keeping Coming BackEpisode 082: How to Get New (and Old!) Followers to Binge Your ContentEpisode 091: My Personal Predictions for Instagram in 2026Episode 092: This is the Era of Experiences and BelongingEpisode 093: The Instagram Algorithm is Not the Villain: Being More Intentional with Your ContentEpisode 094: 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

  4. 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

  5. 12/23/2025

    The Instagram Algorithm is Not the Villain: Being More Intentional with Your Content

    If you’ve been feeling confused, overwhelmed, or just simply stressed out by Instagram this past year, it’s time to change your approach for 2026. It’s not 2020 anymore and content strategies have changed. Going into the new year, we’re focusing on crafting a more intentional content strategy that’s all about authentic connection, powerful storytelling, and understanding exactly what your audience craves. We’ll discuss a major Instagram update from this past week (hashtags aren’t dead), how to best apply the change to your own content, and why it might feel like the algorithm is the enemy (it’s really not!). Let’s make 2026 our best year yet! In this episode we’ll be covering: The latest update from Instagram: New hashtag update limits usage to three to five relevant hashtags per post.Prioritizing intentional content, with keyword-rich captions and on-screen text.Keeping audiences engaged and increasing retention rates through storytelling and humanizing your content.Using me-centric storytelling hooks and relatable language that builds emotional connection, driving shares and saves.Doing audience research and speaking directly to followers' needs, interests, and lifestyles for optimal reach.The algorithm myths: Instagram rewards valuable content that genuinely resonates with people. Featured content in this episode: Hashtag Update Recommended episodes: Episode 088: Find Your Content Rhythm and Build a Simple Content StrategyEpisode 089: How You’re Going to Become Really Good at Content Creation in 2026 (Part 1)Episode 090: How You’re Going to Become Really Good at Content Creation in 2026 (Part 2)Episode 091: My Personal Predictions for Instagram in 2026Episode 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!

    22 min

  6. 12/16/2025

    This is the Era of Experiences and Belonging

    We’re diving into what truly makes your content stand out, especially as we look ahead to 2026. I’ve seen so many trends come and go over the years, but the most impactful strategy remains the same: creating an experience and a sense of belonging. Whether you’re a brick-and-mortar shop owner, a realtor, fitness coach, business mentor, or product creator, what sets you apart is inviting your audience to feel something. In this episode, I’ll break down how to transform your content from “teachy and generic” to ME-centric and lived-experience focused. We’ll talk about crafting carousels and reels that put your followers in the story with actionable ways to make your messaging familiar, cozy, and inviting. In this episode we’ll be covering: Why lived experiences matter more than generic “value” posts that sound like Google or ChatGPT.Shifting focus to Me-Centric hooks where you share real experiences, recommendations, and stories.Creating a sense of belonging and community allowing your audience to see themselves in your content, while also helping them feel safe.The growing desire for memorable, interactive experiences both online and in-person.Leveraging familiarity with hyperlocal content that mentions specific cities, states and other locations.Personalizing your content to speak to specific people making them feel seen and like they belong.  Featured content in this episode: ShannonMcKinstrie: 5 Subtle Content Shifts Driving Massive Growth in 2026 Recommended episodes: Episode 067: The Importance of Belonging on Social MediaEpisode 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 088: Find Your Content Rhythm and Build a Simple Content Strategy 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!

    11 min

  7. 12/09/2025

    Here’s What Good Content Will Look Like in 2026

    I absolutely cannot wait for 2026 and in this episode I’m sharing my predictions for social media trends that we’ll see next year and beyond. We’re talking about simple POV hooks that are personal and relatable, content inspiration that’s literally right outside your window, and the core reason for all social media. We’ll do a reel breakdown discussing key elements and why they work, revisiting the REP hook formula, and making sure your content is always specific to your audience.  In this episode we’ll be covering: Finding content inspiration through relevant and current events to create content that is personal, relatable, and actually connects.The core reason for all social media, because genuine content that connects and resonates keeps us coming back for more.A content breakdown of what’s really working right now, we’ll review different key elements and why they work.How to weave relatable words, proof of expertise, and personal touches into content that resonates with your audience.The ultimate reel hack that keeps people coming back. Featured content in this episode: Becomingdrdevore: Whole FoodsShannonmckinstrie: 7 Simple things to start doingHolistichealingla: Trader Joe’s Recommended episodes: Episode 043: We’re Getting Back to Basics and Loving Our ContentEpisode 063: Was That an Ad? Even the Big Brands are Making it PersonalEpisode 083: Use the REP Hook Formula and Start Filling in the Missing PiecesEpisode 085: Start Thinking Like a Marketer So People See Themselves in Your ContentEpisode 086: Give Your Social Media Content a Holiday TwistEpisode 089: How You’re Going to Become Really Good at Content Creation in 2026 (Part 1)Episode 090: How You’re Going to Become Really Good at Content Creation in 2026 (Part 2) 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!

    11 min

  8. 12/02/2025

    How You’re Going to Become Really Good at Content Creation in 2026 (Part 2)

    Are you ready for part two of Becoming Really Good at Content Creation in 2026? In the last episode, we laid the groundwork for simplifying your social media process and how creating relatable scenarios is more important than ever. If you completed last week’s homework assignment, this episode is all about putting it into action. I’ll share the results of my own experiment (I focused on wedding photographers, but this applies to your industry too!) and show you how to apply those scenarios, making them uniquely yours. I’ll walk you through practical content prompts and how to use them, revisiting the posts we discussed in part one. Whether you’re feeling inspired after last week or still a little stuck, I’ve got you covered! In this episode we’ll be covering: Why human connection and storytelling are so important to your content going into 2026.Using scenario and situation based content in your content strategy to resonate with your specific audience.Back-to-basics of social media focusing on storytelling, personal journeys, and genuine conversations that serve your audience and build genuine connections.Examples! Crafting content hooks and storytelling techniques for services and products that use emotional triggers and personal stories.Thinking like a marketer and understanding the human psychology behind content with specific examples of effective prompts and scenarios. Featured content in this episode: The 4 H Method™️| Content Strategy Masterclass Recommended episodes: Episode 080: A Crash Course in Social Media MarketingEpisode 085: Start Thinking Like a Marketer So People See Themselves in Your ContentEpisode 088: Find Your Content Rhythm and Build a Simple Content StrategyEpisode 089: How You’re Going to Become Really Good at Content Creation in 2026 (Part 1) 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!

    11 min
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4.9
out of 5
148 Ratings

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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