Good Content with Shannon McKinstrie

Today, I’m giving you the ultimate ten minute crash course in social media marketing. We’re diving into the real differences between traditional marketing (think billboards, sales copy, and campaigns) and the world of social media, where connection, community, and belonging matter more than ever. I’ll share why selling shouldn’t be your primary focus on social platforms and how to shift your mindset to prioritize genuine human connection, because showing up as yourself is the fastest way to grow.In this episode we’ll be covering:How social media marketing is about building connection and belonging, not just making sales.Traditional marketing vs Social Media marketing, moving beyond features and benefits into storytelling and connection.Social media users want to feel something, seeking entertainment or connection, not just sales pitches.Creating content that reflects your core values and personal stories while building trust and authority with followers.Mixing humor, tips, and authenticity creates a sense of community and makes your audience feel seen.Leading with connection in your content, driving better results on your favorite social platforms.Featured content in this episode:Readyjetroam: Eight apps we never travel without_wildgreens: Life with plantsElevateetiquette: I may know the difference betweenRecommended episodes:Episode 032: We All Start at Zero: Embrace Storytelling to Connect with Your CommunityEpisode 040: Build More Connections with Everyday MomentsEpisode 054: Is There Enough “You” In Your Content?Episode 056: ​​The Reel That Had Me Clicking Buy ImmediatelyEpisode 067: The Importance of Belonging on Social MediaEpisode 073: Staying Top of Mind with Instagram StoriesEpisode 074: How to Humanize Your Account When You Feel Stuck in Business ModeSend 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!

Explore the power of genuine engagement in social media, where posting is just the tip of the iceberg. Discover the innovative 10-10-10 Method for building community connections and meaningful conversations. Hear personal success stories of unexpected friendships and collaborations that arise from engaging with your audience. Learn how consistent interaction can fuel your growth, particularly for introverts looking to thrive. The podcast emphasizes transforming social media into a rich networking opportunity, making it accessible for everyone.

If you’ve been looking for your winning content strategy: it’s hiding in plain sight! We’ll discuss our favorite type of content right now: personal and less polished, while we break down real examples with viral hooks. Plus, I'm going beyond just Instagram today, I’ll let you in on my favorite carousels taking both Instagram and TikTok by storm (with links!) and we’ll talk about studying your own scrolling and buying habits to unlock the kind of content that drives engagement and sales, all while keeping things authentic and fun.In this episode we’ll be covering:Discovering your winning content strategy through observation, leaning into what's already working on Instagram and TikTok.A real-life listener success story: growing to 126,000 followers in just one year using content hooks I’ve shared on this podcast!How to analyze viral brands outside your niche to inspire fresh and effective content ideas.The Nitro Bar's repeating, human-focused content formulas that keep outperforming the typical marketing guru advice.Creating your own carousel posts with candid photos and overlaying text.Human connection, emotional storytelling, and authenticity are more powerful than overly-polished, scripted posts.A little self-reflection on your own buying and scrolling behavior to help shape your unique content strategy.Featured content in this episode:Cozycornerkai: Solo dates I loveAshleyKburns: The stuff Zillow won’t tell youKaylaskitchandfix: Carousel dayChacekitchen: Soup season CarouselCourthaynes4: How to heal from anxiety Btswsuki: Websites I can’t live withoutMita.studioo: Next projects on my sewing listInspirewithyas_: Books I think every highly sensitive girl should readAnnnamiller: Top books I recommend as a Christian therapistRecommended episodes:Episode 062: Why You Don’t Need Fancy Content to Stand OutEpisode 074: How to Humanize Your Account When You Feel Stuck in Business ModeEpisode 076: Create Content That Makes Them Want to Keeping Coming BackEpisode 077: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram ContentSend 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!

Sometimes creating new, original content just isn’t in the cards. It’s been a busy, chaotic week here, so I’m sharing my go-to for creating content when life gets too busy to plan, edit, and create something new. I’m sharing how I use intentional B-roll days, compelling hooks, and the magic of repurposing to consistently show up on social media without burning out. We’ll discuss practical tips for capturing your own engaging B-roll, along with tons of examples using my favorite hooks that will help you feel inspired, no fancy editing or crazy carousel posts required.In this episode we’ll be covering:Tips for creating easy, low-effort Instagram and TikTok content using simple B-roll footage.How to plan and schedule B-roll days for consistent, stress-free social media posts when you don’t have the time.Repurposing old captions and footage to save time and consistently post “new” content.Viral B-roll content ideas for business owners with limited time for social media.Using relatable, human moments and industry-specific B roll to boost engagement.Effective examples of hooks and captions that connect with viewers and continue to drive followers into your funnel.Featured content in this episode:Onebodycoaching: Full disrespect…Wildzanksy: You want to stop being a miserable mom?Jonwilliamsfitness: Protein bowls I eat on repeat…Flashesofstyle: It’s ok diva fall is comingShannonmckinstrie: Batch record B-roll with meRecommended episodes:Episode 041: Let’s Make Content Creation the Easiest Thing on Your To Do ListEpisode 042: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 055: We Love B-Roll Because Simple, Shareable Content Never Goes Out of StyleEpisode 057: Repurpose Your Content for More Impact with Less EffortEpisode 075: Here’s What I Would Post for You on Instagram This WeekSend 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!

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!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!

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!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!

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!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!