Good Content with Shannon McKinstrie

As we look toward 2025, the focus is on making content more personal and relatable. The shift from generic educational material to authentic storytelling is explored, emphasizing why sharing personal experiences resonates deeply with audiences. Examples of successful viral content highlight the effectiveness of connecting on a personal level. Listeners also receive tips on creating timely, engaging content that incorporates humor and personal anecdotes, ensuring their strategies remain relevant and impactful.

In my eleven years of managing and teaching social media, I’ve actually never been asked this question before… and it was a good one. The question was: “with all the trends and the tips and the tricks out there, how do I make sure I'm not losing my identity in my content?” Here’s the thing, everyone keeps saying nothing is original anymore and yes, that is a problem, especially with the rise of AI, but remember, your content needs to be you. So let’s talk about how to preserve your brand identity when creating content.In this episode we’ll be covering:Data based approaches vs. quick fixes when it comes to your content strategy.How the quick fixes are where people really struggle with losing their identity.Leaning too heavily on AI and the impact it has on your content and audience.Going back to basics when it comes to creating content.Using the helpful tips you see online while still keeping your brand identity in it.Other episodes you might have missed:Episode 014: Why Creating Specific Content Leads to Higher EngagementEpisode 016: Overcome Social Media Overwhelm with Timeless Marketing StrategiesEpisode 027: Let Your True Personality ShineEpisode 029: Tailoring Successful Reel Techniques to Your NicheEpisode 035: Turning Inspiration into Unique and Original ContentSend 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!

This is a really important topic that I wanted to talk about with you today and that is how to use inspiration when it comes to creating content. We’ll dig into the ethics of it all, including scrolling for inspiration, leveraging ChatGPT, and giving credit where it is due. We’ll also talk about using your own unique experiences to tailor your content and messaging to your niche - and one trick you should know about when it comes to being inspired.In this episode we’ll be covering:Leveraging ChatGPT for ideas and repurposing content. The ethics of inspiration, AI, and original content ideas. Long term strategy of tailoring your content and brand messaging.Navigating the current digital content landscape.Sharing your unique perspective and experiences when creating.Other episodes you might have missed:Episode 024: Is Storytelling the Missing Piece in Your Content?Episode 027: Let Your True Personality ShineEpisode 029: Tailoring Successful Reel Techniques to Your NicheEpisode 030: Attract New Followers with Talk to Camera ReelsEpisode 031: Navigating Content Creation When Everything Feels OverwhelmingLinks to reels  in this episode:Reel #1: The look says Anthropology but the receipt says...Reel #2: Five days of viral hooks for your reelsReel #3: Visual clutter is more exhausting than we realizeReel #4: Controversial things I say as a registered dieticianSend 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 dive into THE hot topic that's been stirring up the social media world. Instagram's head, Adam Mosseri, recently confirmed something many of us suspected—video quality on the platform dips when engagement drops. So, let’s discuss the importance of creating engaging content to keep your video quality high and your reach wide. I'll share some real-life examples of viral reels and why human connection in your content can make a huge difference. In this episode we’ll be covering:Why Instagram prioritizes content with high engagement metrics.The importance of creating specific, engaging content for reels.Content longevity and how older content with good engagement remains visible.Adapting marketing strategies to changing trends while the core message stays the same. Maintaining personal and relatable content to keep the human connection.Using specificity to call out your audience instead of creating generic content.Other episodes you might have missed:Episode 005: Create Shareable Content to Increase Your Reach with the 3 S’sEpisode 010: Turning Testimonials into Engaging Content for More SalesEpisode 014: Why Creating Specific Content Leads to Higher EngagementEpisode 019: Convert Viewers to Followers with the “That’s Me” ReelEpisode 022: Boost Your Instagram Engagement With These Simple StrategiesLinks to reels  in this episode:Reel 1: Apps and spicy margsReel 2: Orders books to support your career growthReel 3: High protein game day dipReel 4: Steal my dinners for this weekSend 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!

Carousel posts are a HOT topic right now, but are they really all that? Spoiler alert: good content always wins, regardless of the format. I'm sharing my personal tips and tricks for creating engaging carousel posts as I guide you through storytelling techniques, educational content, and how to make the best use of Instagram’s latest features. Plus, we’ll discuss how to stop overthinking your posts and flip those successful reels and captions into engaging carousels. This episode is packed with advice and examples so you can start creating your own carousel posts!In this episode we’ll be covering:Why carousel posts are so successful right now and what makes them swipeable.Start creating carousel posts right inside the Instagram app.How to flip your captions and reels into engaging carousels that also increase watch time.Using storytelling to create carousels that spark curiosity. The easy formulas I use to create my own carousel posts - with tons of examples!Creating carousels that entice and make sales with juicy hooks.Links to carousels in this episode:The Story of the Beach HouseEasy Formula for Picking Your Content Pillars: Based on the 4H’sMeet Your Content Pillars Based on the 4H’sFirst 3 Stories to Share EverydayA Week of Reels Hooks Perfect for Every NicheThe “Secret” to Using the Alogrithm to Blow Up Your ContentHow I Craft My CarouselsOther episodes you may have missed:Episode 013: What You Really Need to Know About Writing Instagram CaptionsEpisode 024: Is Storytelling the Missing Piece in Your Content?Episode 025: Why You Want to Use the New Instagram FeaturesEpisode 032: We All Start at Zero: Embrace Storytelling to Connect with Your CommunitySend 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 discuss the core of what makes social media engagement powerful: storytelling. Fresh off Taylor Swift's Era's tour stop, I'm reminding you how storytelling can transform your social media strategy. We'll explore why Instagram remains a storytelling app, the magic behind Taylor Swift's fan connection, and practical steps for incorporating storytelling into your content. We’re talking actionable tips on taking your audience behind the scenes and building a loyal community. Whether you're documenting your day or sharing personal anecdotes, storytelling is your key to relatable and engaging content. In this episode we’ll be covering:Analyzing how artists have used social media platforms to connect with fans.Tips for establishing your own daily Instagram Stories strategy.Building a community from scratch, because we all start at zero.How storytelling and connection are key elements for creating good content.Exercises you can try to get started telling your own stories.Other episodes you might have missed:Episode 001: The Key to Creating Good Content for Social Media GrowthEpisode 004: Understanding and Meeting Your Audience's Emotional NeedsEpisode 007: Relatability in Everyday Content with Instagram Stories and ReelsEpisode 008: Creating Content That Starts a Conversation Episode 027: Let Your True Personality ShineSend 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!

This is a difficult topic to navigate, especially with everything going on in the world right now. I promised you that this podcast would focus on what’s working right now - and right now you may be feeling very heavy. If you don’t want to create content right now - that’s ok - your people will understand. Just know that like you, your audience may also be feeling overwhelmed. Let’s explore effective ways to create content that brings value and a moment of relief, whether it’s through fun, relatable posts or small wins.In this episode we’ll be covering:Avoid adding to the overwhelm through simple content that gives a small win or makes someone’s day a bit brighter.Applying specificity to go beyond the surface level struggles that your audience is experiencing.Why does your audience desire this outcome? What is the reasoning behind it?Keeping your content relevant and using words that people can attach to.Realizing it’s ok to take a pause with your content, do what’s right for you. Analyzing why these types of reels catch people's attention so fast.Expanding more on last week's discussion about visual and verbal hooks.Links to Reels in this episode:Reel #1: Cookie Crisp CerealReel #2: Cafe CurtainsReel #3: Spraying PerfumeCollaborative Post: Hurricane Helene Relief in WNCOther episodes you might have missed:Episode 004: Understanding and Meeting Your Audience's Emotional NeedsEpisode 017: Turn a Simple Idea into a Reel People Will LoveEpisode 029: Tailoring Successful Reel Techniques to Your NicheEpisode 030: Attract New Followers with Talk to Camera ReelsSend 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!

Creating captivating talk-to-camera videos can be intimidating, but my most recent talk to camera reels have brought in ten times more followers than my “viral reels” with trending audio. Whether you’re a seasoned pro or just starting out, I’ll guide you through the latest verbal hooks and storytelling techniques that are working right now. Plus, if talking to the camera makes you nervous, I’ve got practical tips to help you get comfortable and embrace your authentic self. We’ll also explore some fascinating behind-the-scenes examples that are going viral, and how to use these moments to engage with your audience without the anxiety of being on camera. In this episode we’ll be covering:The advice I give to my clients for getting comfortable on camera.Incorporating B roll and capturing authentic behind the scenes moments.Formatting tips for hooks, text layouts and more when creating your own videos.Building instant trust with your audience and inviting them into your world.A great way to create a “talk to camera reel” without actually talking to the camera.Trading fancy transitions for talk to camera reels that feel like Instagram Stories.Links to Reels in this episode:Reel 1: Bride Reel 2: Meal PrepReel 3: Where to Place Your Hooks - ExampleHooks to start your talk to camera videosOther episodes you might have missed:Episode 002: Uncomplicating Social Media through Simple ContentEpisode 017: Turn a Simple Idea into a Reel People Will LoveEpisode 018: The 4 H’s Are the Only Content Pillars You Need for ReelsEpisode 024: Is Storytelling the Missing Piece in Your Content?Episode 026: Start a Signature Series That People Keep Coming Back ForSend 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!

This episode is all about exploration and observation as we discover what's currently working when it comes to Instagram Reels. You may feel like your content just isn't performing as well lately, but I promise your content can be successful too! Let's go for a scroll as we dive into real examples, exploring simple yet impactful reel structures, and discuss the importance of storytelling, clear messaging, and relatability. Remember, social media should be a fun part of your business!In this episode we’ll be covering:Social media reach concerns and why some content is underperforming.The importance of simple, shareable, specific content (the 3 S’s!)Observing and choosing effective text placement, maximizing readability.Analyzing current content trends that are working right now and how to apply it to your own..Getting clear on your messaging and knowing your audience to improve engagement.Simple helpful content that provides clear, actionable tips.Sharing relatable scenarios using real-life situations for engaging content.Links to Reels in this episode:Reel: I had no idea I was contributing to the problem...Reel: FriendshipSend 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!

This is a topic I'm incredibly passionate about, but we haven't discussed much before – gatekeeping. Grab your notepad, because I'm going to share actionable tips on why revealing the full value in your content, without sending viewers to the captions, can boost both your engagement and business growth. I’m sharing real-life examples and proven hooks to help your audience find value immediately. No more holding back, let's create good content!In this episode we’ll be covering:Why you want to avoid withholding valuable tips and secrets in your content.Using engaging hooks with examples of hooks going viral right now.Create content that is specific and detailed to attract your audience.Focus on serving your audience rather than gaining short-term likes.Ethical business practices with transparency and value.Reusing successful content by turning it into other forms such as carousels.Links to the reels in this episode:Reel #1 - Sitting All DayReel #2 - Harvest Bowl RecipeReel #3 - In Case Your Mom Didn't Teach YouReel #4 - Flamingo PoseReel #5 - Bra HackOther episodes you might have missed:Episode 014: Why Creating Specific Content Leads to Higher EngagementEpisode 018: The 4 H’s Are the Only Content Pillars You Need for ReelsEpisode 020: SEO Strategies to Optimize Your Instagram ContentEpisode 024: Is Storytelling the Missing Piece in Your Content?Send 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!