Good Content with Shannon McKinstrie

Feeling burned out by content creation? Discover how to break free from tired strategies! Personalize your brand and build genuine connections with your audience. Embrace storytelling and share your unique vibe to keep followers engaged. It's all about authenticity and fun—move away from numbers and focus on cultivating a community. Learn practical tips for showcasing your personality and making your content relatable. Get ready to create an inviting space that people want to revisit!

Struggling with Instagram content? Discover a week’s worth of captivating posts tailored for various businesses. Learn the importance of showcasing your personality and engaging your audience with random thoughts and POV storytelling. Dive into creating relatable demos and humorous carousels that resonate. Plus, get tips on crafting easy carousels and behind-the-scenes snippets that your community will love. This guide is perfect for those wanting to elevate their social media game!

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 StoriesSend 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!

Discover how Instagram Stories can transform your business by fostering authentic connections. Learn the art of sharing personal moments to engage your community and spark word-of-mouth referrals. The discussion emphasizes balancing personal content with promotions, making your social media presence relatable. Find out how to reignite your passion for content creation and embrace being on camera. Tune in to explore the impact of genuine storytelling on consumer behavior and community building.

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 PersonalitySend 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!

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 HomeSend 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!

What really drives growth on social media? It might not be what you think. If you’ve ever felt stuck in a niche or worried your content is too personal to help your business, you need to hear this. I’m sharing how my mentor Sara Wiles exploded her Instagram following just by posting what she’s passionate about, and how big brands are nailing social by being, well, more human. We’ll break down my top two Instagram growth hacks, focusing on bonding with your audience and creating content that’s all you, even if it feels a little uncomfortable. I’ll discuss real content examples for inspiration, and make sure you don’t miss your assignment at the end! Whether you’re a business owner, service provider, or just wanting to have more fun online, this episode is packed with advice to remind you why social media can be enjoyable and effective.In this episode we’ll be covering:My two favorite Instagram growth hacks that I’ve been using for years. How to get outside your niche to attract followers and boost your engagement.Reminder to include "I" and "my" in your content to humanize your brand.How authentic interactions can trigger organic Instagram follower growth.The importance of posting non-business content for relatable momentsWhy entertaining, personal posts drive brand awareness, ditching icky marketing tactics.Embracing trending challenges and sharing life moments to bond with others on social media.Featured content in this episode:Reel: New trend!Carousel: Popular Juice CompanyOther episodes you might have missed:Episode 062: Why You Don’t Need Fancy Content to Stand OutEpisode 063: Was That an Ad? Even the Big Brands are Making it PersonalEpisode 064: POV: They’re hitting follow… ImmediatelyEpisode 067: The Importance of Belonging on Social MediaSend 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!

Let’s unpack what’s really working on social media right now, it’s all about feeling and nostalgia. In this episode I’m diving into why people are craving content that’s emotional, specific, and makes them feel something. I share real examples of trending content, including two major summer trends that I’m loving, plus actionable ways you can apply these trends to your own business, whether you’re in real estate, education, hospitality, or any other industry. We’ll discuss how specificity and a little nostalgia can turn even the most standard tip or post into something people want to save, share, and return to, because let’s be honest, boring hooks are out. Tune in and let’s create content that makes people reflect, laugh, or just pause and exhale!In this episode we’ll be covering:How important emotion-driven content is and why it works so well. Quick recap of the 4H Method (Heard, Helpful, Humor, and Happenings) and how it fits into this summer’s hottest trending content. Real examples of viral reels with an emphasis on nostalgia, like having a 90s summer.Adding specificity to your hooks to take it from bland and boring to evoking emotions and feelings, no matter what industry you’re in.Leveraging ChatGPT to help generate specific, emotion evoking content ideas.Links to content in this episode:Carousel: I want to be that houseReel: Reminder to frame your momentosReel: Top five morningsReel: Blood TestsReel: Don’t ask me for adviceOther episodes you might have missed:Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 053: Use Customer Insights to Create Reels That Attract and ConvertEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 064: POV: They’re hitting follow… ImmediatelySend 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!

It’s time to wrap up our deep dive into the power of belonging in your social media marketing. In this episode, we’ll discuss creating “heard” content, evergreen strategies like the “you’re not alone” messaging and why pinning empathetic, relatable posts or reintroducing yourself can establish a welcoming vibe for new and returning visitors. With an emphasis on storytelling, we’ll talk about using customer wins, founder stories, and everyday relatable moments to spark a “that’s me!” reaction, inviting your audience to participate and trust your brand.In this episode we’ll be covering:The power of belonging in social media marketing and how it drives audience engagement.Creating content that helps your followers feel seen and heard.Strategies for crafting “you are not alone” messaging to build a strong online community.Tips for creating evergreen, relatable content that resonates with your audience and boosts loyalty, including a reintroduction post or a founder’s story.Encouragement to use authentic stories, humor, and personality to nurture a sense of community and connection.Links to reels in this episode:Reel: Elizabeth’s ReintroductionOther episodes you might have missed:Episode 019: Convert Viewers to Followers with the “That’s Me” ReelEpisode 040: Build More Connections with Everyday MomentsEpisode 049: Relatable Humor That Says “They Get Me!”Episode 067: The Importance of Belonging on Social MediaSend 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!

At the heart of every thriving social media presence is a feeling of belonging, and in this episode I’m breaking down why cultivating a sense of belonging isn’t just a nice extra, it’s a non-negotiable. Inspired by a stand-out Instagram reel and a real-life story of resilience, we’ll discuss helping your audience feel truly seen, heard, and part of something special, whether you’re a solo entrepreneur or a big brand. Plus, I’ll give you a simple assignment to start infusing that sense of belonging into your own content and a preview of what’s coming up next week, where we’ll dig even deeper.In this episode we’ll be covering:Why belonging is crucial, especially during challenging times, and how to adapt the concept to your content.People want to connect with accounts and businesses that make them feel seen, heard, and accepted.How creating a sense of belonging can be achieved through your core values, vibe, and beliefs expressed online.The contrast between traditional advertising and community-focused marketing.Links to reels in this episode:Reel: This is a trial reelReel: Liking your regular life is the goalOther episodes you might have missed:Episode 054: Is There Enough “You” In Your Content?Episode 058: Embrace the Content Creator MindsetEpisode 064: POV: They’re hitting follow… Immediately.Episode 065: How to Start Using Trial Reels for Your Instagram AccountSend 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!