Good Content with Shannon McKinstrie

One of the biggest challenges in business is how to actually sell on social media, without feeling awkward or like a sleazy salesperson. I’m sharing my personal journey and my tried-and-true “sandwich method” for making sales feel natural, fun, and effective. Whether you’re pushing a low-ticket digital product or a high-ticket offer, I’ll walk you through exactly how I show up every day, explain my strategy for converting followers into buyers, and talk about why your excitement and real client wins make all the difference. We’ll discuss using different platforms to drive traffic where it counts, and I’ll present  you with a challenge to help you start selling with confidence, no hard sell required.In this episode we’ll be covering:My struggles with selling on social media and the early challenges I faced in my business around feeling salesy. How I was able to lean into Instagram stories as a sales tool in a way that felt comfortable and familiar. My go-to Instagram stories strategy, also called “the sandwich method” with a breakdown of each step.My personal approach to selling higher ticket vs lower ticket items on stories. Integrating client successes and testimonials into stories in a way that feels natural and shares excitement. The role of sales funnels and email marketing and how everything works together to drive sales. Featured content in this episode:Shannonmckinstrie: First three stories to shareRecommended episodes:Episode 053: Use Customer Insights to Create Reels That Attract and ConvertEpisode 056: The Reel That Had Me Clicking Buy ImmediatelyEpisode 073: Staying Top of Mind with Instagram StoriesEpisode 092: This is the Era of Experiences and BelongingSend 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!

Familiarity fosters trust and engagement. The host shares personal stories that evoke warmth and belonging. Listeners explore how nostalgia from the 2016 Instagram trend shapes connections. Practical tips include using relatable identifiers and scenarios to resonate with niche audiences. From showcasing local shops to drawing on shared experiences, creators are urged to document everyday moments. The discussion reveals how the comfort of familiarity drives audience loyalty and keeps viewers coming back for more.

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 makeRecommended 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 MomentsSend 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!

Kick off the new year with laughs and insights as Shannon explores the power of community in content creation. Discover why sharing personal stories fosters genuine connections with audiences. Learn how viral moments can rally communities and spark collective action, like the inspiring Topgolf net incident. Pivoting content? It can strengthen your bond with followers if you start with shared experiences. Engage actively in comments and stories to deepen those relationships, proving that a loyal community beats sheer follower count.

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 businessesRecommended 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 BelongingSend 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!

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 UpdateRecommended 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 BelongingSend 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!

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 2026Recommended 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 StrategySend 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!

Get ready for a sneak peek into content trends of 2026! Discover how to find inspiration in your surroundings and leverage personal experiences for better connection. Shannon reveals the significance of relatable hooks that keep audiences engaged. Learn about the effective REP hook formula and how specific details dramatically enhance viewer relatability. Plus, explore real-world examples and tips for tailoring content to resonate with your audience's needs. Excitement for genuine connection is building!

Explore the power of storytelling and human connection in content creation for 2026. Dive into practical examples of emotional marketing tailored to niche audiences like wedding photographers. Learn how to transform prompts into engaging reels and carousel ideas while ensuring they feel personal and local. Shannon shares her journey from corporate to creator, emphasizing the return to authenticity in social media. With insights on using AI to brainstorm and effective hooks that resonate, it's all about making your content truly connect with your audience.

Unlock your content creation potential just in time for the holiday rush! Discover relatable storytelling techniques that resonate with your audience, whether you're promoting a product or offering a service. Learn how to use scenario-led hooks to drive engagement and boost brand partnerships. Even small accounts can go viral with the right approach! Plus, get a must-try ChatGPT prompt to ignite your creativity with tailored content ideas. It's all about making content feel personal and effortless!