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

    Create Trial Reels that Turn Viewers into Followers with Personalized Content

    I wanted to take today to talk about creating trial reels and making your content feel human again. (And yes, this applies to all the social media apps, not just Instagram!) The old advice of removing “I” and “my” from your content actually makes your content less engaging, and switching to more personalized hooks can make a massive difference in your engagement rates. I’m taking you on a scroll to share real examples, demonstrating how to apply them to your niche, whether you’re selling products or sharing your own lived experiences. I also break down my approach to trial reels, why lived-in, authentic moments work, and how to test out different hooks that make your ideal audience feel seen. In this episode we’ll be covering: The myth of “personalized” content, why it doesn’t work and how to create relatable and engaging content around “I” and “my”.Examples of successful content that uses “I” and “my” and how they stand out from generic content.Using a lived experience to build a strong hook that actually reaches and resonates with the right audience, instead of a weak hook that gets lost in the scroll.Adding elements of your human experience and personality to create value and connect with like minded people.Application of the 4H’s to real content, with examples so you can add your own twist! Featured content in this episode: Dietcoke: Don’t text I’m busyCandleglambyperry: 320 Candles in 1 DayMacroswithem: When Diet Coke starts hitting better than alcoholMacloafe: Birkenstock Future shoe of the yearShannonmckinstrie: Your friend is “trying to be an influencer” Recommended episodes: Episode 19: Convert Viewers to Followers with the “That’s Me” ReelEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to YouEpisode 120: Three Things To Set Up Before Your Content Goes ViralEpisode 122: Insider Style Content is Taking Over Social MediaEpisode 123: Fill in the Blanks and Start Sharing Your Insider KnowledgeEpisode 124: Have More Conversations and Let Your Audience Shape Your Content 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. Aug 11

    Make More Sales by Building Trust with Your Audience

    We’re getting personal in this episode! I'm sharing my thoughts on imposter syndrome and ethical marketing, but I’m also breaking down the huge Reels Lab sale that I just had, with numbers, and why this was so important to me. We’ll talk about two key marketing strategies that no one else is talking about (building trust and sharing your values) that made this sale a major success. PS. I’m sharing everything, how many emails went out, social media posts, how many story views I had, and how much I actually made, because I want you to walk away from this episode feeling inspired and know that this is possible for you too. In this episode we’ll be covering: Revisiting my early days as a baby social media manager and the unethical sales and marketing techniques many of us experience.Real number transparency: I’m pulling out actual data from this $140K four day sale so you can see exactly what happened behind the scenes, all while I was relaxing at the beach.Building trust with your audience will help you make more sales, especially now as very weary customers.Sharing your values to reach and resonate with the right people, we want to know who we are working with and that we share common ideals.Ethical marketing and trusting your instincts when it comes to buying, plus a look at my approach when it comes to The Reels Lab (and any other offers)! Featured content in this episode: Itsmommysalami: I think the library is cooler than Target Recommended episodes: Episode 105: Know When to Tune Out the Guru Advice and Trust YourselfEpisode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 117: How to Start Making Money Without Fancy FunnelsEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 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!

  3. Aug 4

    How to Get Noticed Online for Brand Deal Opportunities

    Are brand deals on your radar? This episode is going to set you on the right track for landing brand partnerships (and a little extra income!), even if you’ve never been interested in them before today. I’ve got a lot of insider advice from some of my closest friends so you’re going to walk away from this episode with tons of little golden nuggets. We’ll talk about optimizing your profile so you’re easy to reach, creating a media kit, and I even have a few ideas for cold pitching if you want to jump right in. Don’t be fooled by the size of your account, brand partnerships can be for small creators just as much as creators with huge account followings, so don’t let that stop you. In this episode we’ll be covering: How to set the stage for future partnership opportunities, start sharing your values to create connection and build an engaged audience.Optimizing your Instagram profile to make it easy to get in touch, add a contact email and don’t forget to add your location!Tagging your favorite brands every chance you get, in your stories, in carousels, everywhere, just make sure to tag them.Setting and negotiating your rates for brand deals and whether you really need an agency representative. Recommended episodes: Episode 105: Know When to Tune Out the Guru Advice and Trust YourselfEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 117: How to Start Making Money Without Fancy FunnelsEpisode 124: Have More Conversations and Let Your Audience Shape Your Content 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 28

    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!

  5. 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!

  6. 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!

  7. 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!

  8. 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!

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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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