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Good Content with Shannon McKinstrie – Shannon McKinstrie — Business
Good Content with Shannon McKinstrie – Shannon McKinstrie

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.

Copyright: © 2024 Good Content with Shannon McKinstrie

Latest Episodes:

Turn Your Content into Swipe-Worthy Carousel Posts Oct 29, 2024

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:

Other episodes you may have missed:

Episode 013: What You Really Need to Know About Writing Instagram Captions
Episode 024: Is Storytelling the Missing Piece in Your Content?
Episode 025: Why You Want to Use the New Instagram Features
Episode 032: We All Start at Zero: Embrace Storytelling to Connect with Your Community

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We All Start at Zero: Embrace Storytelling to Connect with Your Community Oct 22, 2024

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 Growth
Episode 004: Understanding and Meeting Your Audience's Emotional Needs
Episode 007: Relatability in Everyday Content with Instagram Stories and Reels
Episode 008: Creating Content That Starts a Conversation
Episode 027: Let Your True Personality Shine

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Navigating Content Creation When Everything Feels Overwhelming Oct 15, 2024

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 Cereal

Reel #2: Cafe Curtains

Reel #3: Spraying Perfume

Collaborative Post: Hurricane Helene Relief in WNC
Other episodes you might have missed:

Episode 004: Understanding and Meeting Your Audience's Emotional Needs

Episode 017: Turn a Simple Idea into a Reel People Will Love

Episode 029: Tailoring Successful Reel Techniques to Your Niche

Episode 030: Attract New Followers with Talk to Camera Reels

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Attract New Followers with Talk to Camera Reels Oct 08, 2024

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 2: Meal Prep

Reel 3: Where to Place Your Hooks - Example

Hooks to start your talk to camera videos

Other episodes you might have missed:

Episode 002: Uncomplicating Social Media through Simple Content

Episode 017: Turn a Simple Idea into a Reel People Will Love

Episode 018: The 4 H’s Are the Only Content Pillars You Need for Reels

Episode 024: Is Storytelling the Missing Piece in Your Content?

Episode 026: Start a Signature Series That People Keep Coming Back For

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Tailoring Successful Reel Techniques to Your Niche Oct 01, 2024

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: Friendship

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No More Gatekeeping: Why You Want to Give Away Your Best Tips Sep 24, 2024

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:

Other episodes you might have missed:

Episode 014: Why Creating Specific Content Leads to Higher Engagement

Episode 018: The 4 H’s Are the Only Content Pillars You Need for Reels

Episode 020: SEO Strategies to Optimize Your Instagram Content

Episode 024: Is Storytelling the Missing Piece in Your Content?

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Let Your True Personality Shine Sep 17, 2024

This is a topic that’s been on my mind a lot lately, the importance of showing your brand personality on social media. Inspired by a recent LinkedIn post, we are going to explore why showing your true self is key to creating compelling content, even if you feel like you are too quirky or boring. We’re discussing the NFL’s sassy TikTok responses and I’m getting vulnerable with my own experiences. I’m also highlighting a couple accounts as we talk about why being authentically you can attract the right audience, making your brand unforgettable. Tune in for a little inspiration when it comes to injecting personality into your content.

In this episode we’ll be covering:

Examples of brands showing personality in their content and their effectiveness, like Wendy’s and the NFL.
Being true to yourself matters in your content and your followers can tell when it isn’t authentic.
Building a connection with your audience so that followers feel like they know you.
Investing in a brand strategist and learning good copywriting skills will help bring more personality to your brand content.
Leveraging personal interests like oat milk and reality tv to create that connection with followers.
The growing need for genuine connections in a digitally connected yet socially distant world to address loneliness.

Links + Resources
Reel #1

Join us in Indy for the Day One Conference!
Other episodes you might have missed:

Episode 006 : Selling a Lifestyle, Not Just a Product

Episode 007: Relatability in Everyday Content with Instagram Stories and Reels

Episode 019: Convert Viewers to Followers with the “That’s Me” Reel

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Start a Signature Series That People Keep Coming Back For Sep 10, 2024

Consider this your sign to start your own signature series that keeps your audience coming back for more. In this episode, we are going all in on how to start a signature series that makes your brand instantly recognizable and keeps followers coming back again and again. I’m using real-life examples to explore how creators are leveraging this type of content to grow their follower base and convert new visitors into loyal fans.
In this episode we’ll be covering:

Why this type of content helps grow your account with loyal fans.
Familiar content and why we love it so much!
Creating brand familiarity so you are instantly recognizable.
How to create bingeable content and get more followers.
Using different content styles to create content.

Other episodes you might have missed:

Episode 025: Why You Want to Use the New Instagram Features
Episode 018: The 4 H’s Are the Only Content Pillars You Need for Reels
Episode 008: Creating Content That Starts a Conversation
Episode 007: Relatability in Everyday Content with Instagram Stories and Reels

Links + Resources:

Starting a signature series

"My Favorite Places in Asheville” Part One

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Why You Want to Use the New Instagram Features Sep 03, 2024

Here's the deal, when Instagram launches something new, they want you to hop on it, and Instagram’s latest feature has been the boost for reach and engagement you’ve been looking for. If you’ve been struggling with converting non-followers into followers or felt disheartened by low engagement, I’ve got some fresh insights for you. I’m breaking down Instagram’s new text overlay feature for carousel posts, with content ideas, and how it can boost your engagement.

In this episode we’ll be covering:

What the latest Instagram feature means for the future of carousel posts
The ways user behavior has changed over time and what they want to see right now
How your Instagram acts as a storefront for your business
What’s working best right now to convert non-followers
The strategies you can start using for your carousel posts
The effectiveness of talk to camera reels when it comes to creating content

Other episodes you might have missed:

Episode 14: Why Creating Specific Content Leads to Higher Engagement

Episode 19: Convert Viewers to Followers with the “That’s Me” Reel

Episode 20: SEO Strategies to Optimize Your Instagram Content

Links + Resources:

How to use the new Instagram features!

Talk to Camera Hooks

Stop Cross Posting Your Content Carousel

Hidden Gems at Costco Reel

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Is Storytelling the Missing Piece in Your Content? Aug 27, 2024

Instagram has always been a storytelling app and in this episode we are going all in on why your content needs storytelling. Social media apps are meant for human connection and we're diving deep into the heart of what makes social media so engaging. I’m sharing actionable tips and real examples on how you can become a captivating storyteller, even if you think you can't. You can use simple b-roll, text overlays, and talk-to-camera reels to create impactful content whether you're a business owner, a social media manager, or just looking to better connect with your audience.

In this episode we’ll be covering:

Creating imperfect content, you can use editing apps if you need to.
Why it’s important to stop hiding behind the camera and actually show your face.
How product brands successfully use storytelling to attract and build a loyal fan base.
Your audience needs relatable content to connect with you better.
SO many examples of reels that are successfully using storytelling!
Bonus: My number one tip to try if you want to grow on TikTok

Other episodes you might have missed:

Episode 3: Strategies for Genuine and Engaging Social Media Content

Episode 7: Relatability in Everyday Content with Instagram Stories and Reels

Episode 21: Getting Your Audience to Care About Your Content
Reels in this episode:
View my Founder's Story on Instagram

Emergency Contacts

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Make Your Content Pop by Knowing Why People Want to Buy Aug 20, 2024

Are you struggling with low engagement and reach on social media? Can't get your reels to convert viewers into followers? If you’re nodding yes, I've got you! In this episode, we're diving into the vital role of market research, because the biggest thing that you can do to create good content is figure out why people buy from you.

We'll also explore how knowing the outcomes and desires of your audience can truly make a difference in the way your content is received. Plus, I'll share a proven prompt that can help your reels go viral, complete with real-world examples and tips for getting your content to pop off.

In this episode we’ll be covering:

Why you need to do your market research and how understanding your audience leads to better results.
How to create content that appeals to your audience’s desires and outcomes, while avoiding this common mistake.
Crafting messages that resonate and attract the right audience with real examples of ineffective vs. effective messaging
Marketing has changed - do timeless marketing strategies still work?
Why I’ll always choose quality over quantity and you should too!
When a viral reel takes a turn for the worse and how I handled my recent experience.
Adapting to current trends with examples of seasonal themes and pop culture references.

Other episodes you might have missed:

Episode 18: The 4 H’s Are the Only Content Pillars You Need for Reels

Episode 19: Convert Viewers to Followers with the “That’s Me” Reel

Episode 21: Getting Your Audience to Care About Your Content
Come to Indy for the Day One Conference! - October 2024
Grab the Freebie: Reels that Pop Off

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Boost Your Instagram Engagement With These Simple Strategies Aug 13, 2024

Today we're diving into the topic that’s on everyone's mind right now: engagement. If you've been feeling the pinch with your social media stats lately, you don’t want to miss this episode because I’m sharing actionable tips to give your content the boost it needs. From going live and collaborating with others to actively engaging with your audience and creating scroll-stopping content, I'm breaking down the strategies that actually work.

In this episode we’ll be covering:

Observing and adapting to audience behavior trends.
Utilizing the different types of Instagram tools available to increase content visibility.
Enhance your reach and engagement by collaborating with others within your industry
Build and foster relationships through actively commenting and interacting with others.
Tailoring your content based on trending and effective formats.
Testing new content strategies and regularly tweaking for improvement.

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Getting Your Audience to Care About Your Content Aug 06, 2024

Guess what time of year it is? It’s FALL content time! August is just the beginning of fall content on Instagram and we are about to dig into creating engaging content that will impress your audience. We’ll take a look at the reels going viral right now and what makes them so effective, so you can take these tips and create reels that your audience can’t help but share. I’m also getting a little personal in this episode as we discuss expectations, so you don’t want to miss it!

In this episode we’ll be covering:

Managing real life expectations, especially when it comes to you audience
Content that uses the 3 S’s (shareable, simple and specific)
Impressing the algorithm vs impressing your audience
What makes people care about your content?
Content that actually gets engagement and shares, with real examples
Making your audience aware of a problem they didn’t realize they had

Links to the Reels highlighted in this episode:
05:39 Reel #1 - The T-Shirt
07:53 Reel #2 - 8 Saturday's Until Fall
09:29 Reel #3 - Charming Town
10:24 Reel #4 - Thriving in High Pressure

Other episodes you might have missed:
Episode 5: Create Shareable Content to Increase Your Reach with the 3 S’s

Episode 11: Breaking the Rules of Instagram Marketing

Episode 17: Turn a Simple Idea into a Reel People Will Love

Episode 19: Convert Viewers to Followers with the “That’s Me” Reel

I LOVE to hear how much you are loving the show, keep the messages coming and if you haven’t already, please go in and leave a rating + review for the show!
Grab the Freebie: Reels that Pop Off

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SEO Strategies to Optimize Your Instagram Content Jul 30, 2024

Now that you have good content, it’s time to optimize it! In this episode we’re going all in on keywords, hashtags, and SEO. There's been a lot of buzz and even some fear-mongering about changes to hashtags and how they impact your reach. But don't worry, I'm here to set the record straight and give you some practical tips to optimize your Instagram content.
We'll discuss how hashtags are still an important way to categorize your content and get discovered, even if they don't boost reach quite like they used to. I'll also share key places to incorporate keywords, like your name field, bio, on-screen text, and captions. Let's jump in and discuss how to leverage SEO principles to get your content in front of the right audience on Instagram!
In this episode we’ll be covering:

The impact of user behavior and the way people are consuming content on Instagram.
Adapting and evolving your content strategies while continuing to use your core messaging.
How to optimize your Instagram account with keywords, hashtags, and SEO.
Why categorizing content is important, leading to increased discoverability and visibility.
Continuing to use specificity in key words and phrases to enhance your Instagram bio and strengthen your reels, hooks, and captions.
Ensuring hashtags are aligned with the content so it is accurately categorized.
I’m sharing my favorite way to find the perfect keywords and phrases, all it takes is a quick search!

Episodes You May Have Missed:

Episode 14 - Why Creating Specific Content Leads to Higher Engagement
Episode 12 - Ditching the Toxic Advice on Instagram
Episode 8 - Creating Content That Starts a Conversation
Episode 5 - Create Shareable Content to Increase Your Reach with the 3 S’s

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Convert Viewers to Followers with the “That’s Me” Reel Jul 23, 2024

There is a particular reel that I swear by, one that not only brings in views, but actually converts to followers. I call it the “That’s Me” reel, meaning when your people see it, they literally go, “That's me. I am their person. I need that.” In this episode, I’ll guide you through the exact steps of this game-changing formula that have helped my clients go viral so many times. We’re also diving into why these types of reels work so well and why they not only go viral, but they bring in followers so they convert from views to followers. Stay tuned for real examples so you can start creating your own “That’s Me!” reel today!

In this episode we’ll be covering:

Real case studies where my client has gone viral multiple times
This simple formula makes it easier to put yourself out there, even as an introvert!
The reason this type of hook makes people feel seen time and time again
How the 4 H pillars show up in this type of reel
Using your market research to create this type of content that shouts out your exact person
Utilizing what your audience is familiar with to call them in with examples to get you started
Painting the desired outcome your person has that you can help them with

Links + Resources:

Grab the Freebie: Reels that Pop Off

Send a message!

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The 4 H’s Are the Only Content Pillars You Need for Reels Jul 16, 2024

If there is one thing I want this summer, it is for you to actually enjoy creating content on Instagram ...but I know a lot of you are feeling really stressed or drained when it comes to content. So, today we’re going back to basics with a refresher on the four pillars I teach all my clients. I'm breaking down each of the Four H’s (Helpful, Heard, Humor and Happenings), how to start using them, and we are looking at actual reels going viral right now that fall under these four pillars. Let’s dive into the reels that are working right now in Summer 2024!

In this episode we’ll be covering:

How to simplify your Instagram content with the Four H’s
A quick tip on copyright infringement if it happens to you
The pillar that has changed the most when it comes to creating content
Keeping your content simple, shareable and specific
The perfect timing for a one minute reel tutorial
Creating simple behind the scenes content that people love to watch
Changing and adapting older content to what works now

Grab the Freebie Reels that Pop Off for prompts and captions using the four pillars!
Missed something?

Tune into Episode 2 to hear more about the Four H’s

Tune into Episode 5 to hear more about the Three S’s

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Turn a Simple Idea into a Reel People Will Love Jul 09, 2024

In this episode, we're unpacking the magic of creating reels with simple yet effective content ideas. Inspired by my own beach adventures, we're exploring the surprising benefits of going “rogue” when it comes to creating brand content and we'll discuss how giving your audience easy, relatable ideas can lead to viral content, even if it’s not directly related to your business. Plus, I'll share some genius, easy-to-implement examples I’m loving right now.

In this episode we’ll be covering:

Using a simple idea to create relatable content
Finding balance between fun and business-related posts
Relatability to current trends such as summer or vacation mode
Utilizing everyday moments for content creation
Sharing simple hacks, ideas, and actionable tips
Using specific, relatable phrases to connect with your audience

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Overcome Social Media Overwhelm with Timeless Marketing Strategies Jul 02, 2024

What would I do if I was starting over at zero on social media? To start I would ignore all the fear tactics and conflicting advice that’s out there. Instead, I would take the time to observe and start to study what is actually working right now. Knowing your audience is key, the more you know them, the easier your content will flow. Let’s start creating good content!

In this episode we’ll be covering:

Why timeless marketing strategies always win
Knowing your capacity when you are creating content
Doing your homework and getting to know your audience
How to conduct effective market research and what to ask
Tailoring trending content to fit your industry and brand
Having fun on social media with your brand personality
The importance of your core values and how they show up in your content

Links + Resources:

Want to hear more about brand personalities? Dive into episode 6 “Selling a Lifestyle, Not Just a Product”

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Create Content So Good it Works on Your Days Off Jun 25, 2024

Consider this the official summer episode. With summer in full swing, this episode is all about creating content that works for you, even on your days off. We’re talking about posting less this summer, how I prepare my own Instagram account for time away, and having fun with your content this summer.
In this episode we’ll be covering:

Strategically using pinned posts and reels on your account
Creating the summer content everyone wants to see right now
Utilizing insights and creating content that works so you can post less this summer
Having fun with your content while you’re on vacation
How to make sure they know you’re coming back

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Why Creating Specific Content Leads to Higher Engagement Jun 18, 2024

In a recent Reels Lab Q&A, I walked my students through several reels that are going viral right now. They left with so many new ideas, I thought I'd share some of those reels with you. I’m also going to address the misleading reels that “Instagram Coaches” are sharing right now. We’ll discuss the pitfalls of clickbait tactics and why ethical, specific, and engaging content is always your best bet for success. This ten minute episode is full of actionable tips to help you create genuinely good content that will actually resonate with your audience.
In this episode we’ll be covering:

The misleading and unethical advice on Instagram on right now
Creating ethical hooks vs unethical hooks in your content
Real examples of using specificity that are actually working
One simple thing I do to understand why a video is so successful
How using specificity in your content creates a connection point

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What You Really Need to Know About Writing Instagram Captions Jun 11, 2024

If you’ve been stressing about your Instagram captions, you need to hear this episode! No more wondering how long a caption should be, I’m sharing an easy to remember formula with all the essentials. We’re discussing hooks and how to use them, the importance of your call to action (especially if your goal is to grow and sell!) with helpful examples to start writing your ideal caption.
In this episode we’ll be covering:

The Instagram Creators account and "engagement bait"
The essentials of writing an Instagram caption
Captions vs on screen text
Different types of hooks and when to use them
Writing readable content that even skimmers won’t want to miss
Keeping your caption simple to maximize engagement
Important questions to ask yourself when writing a caption

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Ditching the Toxic Advice on Instagram Jun 04, 2024

If you're feeling overwhelmed on Instagram, just know you're not the only one. It’s time to cut through the noise and bust some major social media myths that everyone is asking about. I’m calling out the biggest lies on Instagram right now (copy and pasting, editing and deleting, hashtags, and engaging with content outside your niche) and sharing the no-fluff advice you need to hear. I’ll talk about how instrumental Instagram stories have been to my business, how I use the “story test” and why you don’t need to post every single day. Remember, good content is good content, so let’s ditch the toxic advice and have fun on Instagram again!

In this episode we’ll be covering:

Impactful ways to use stories for connection and content that resonates
Encouragement to take days off from posting, without fear of penalties
Practical tips to make social media less draining and more fun
Common myths around content creation and posting on Instagram
Avoiding toxic advice and following credible sources
Joining the conversation for genuine connections and community-building
Making sure social media is actually a fun experience

Missed a few episodes? Head back to the beginning to binge all the short, ten minute episodes while you're folding laundry, in the car, or by the pool - you'll be caught up in no time!
Links + Resources:

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Breaking the Rules of Instagram Marketing May 28, 2024

How well do you know your audience? When you're creating good content, you have to know your audience. You have to know what they'll find funny. You have to know what their worries are. What are they searching for on the Internet? You have to know them that well. You may have seen these gurus saying, you have to do this, you have to stop doing this, you have to…I’m reminding you that you know your people best. There are no absolutes and what works for one person, doesn’t necessarily work for another. It’s all about what works for you and your goals.

In this episode we’ll be covering:

Doing your homework as a business owner
Not all market research has to be boring, you can make it fun!
Marketing expert red flags
The only rules you need to worry about on Instagram
Do data backed opinions and observations make it a rule?
How to know when you should throw out the “rules”

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Turning Testimonials into Engaging Content for More Sales May 21, 2024

If you have been wanting to throw out Instagram, please don’t! I know we have seen some crazy shifts on Instagram lately, which means it’s more important than ever to create good content. So let's talk about creating the type of content that gets you sales, because I know you guys are here to make money. Creating testimonial content has nothing to do with another Canva graphic, instead we're turning client success stories into engaging content that actually makes sales, even if you haven’t made any yet.

In this episode we’ll be covering:

What you need to know about the algorithm
Repurposing content and keeping it simple
Proof this actually works, I’m doing the research for you right here
The one video type I post that always leads to sales
Solutions for anyone who doesn’t want to talk to the camera
Creating content around your clients that gets sales

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Flipping the Script on Educational Content May 14, 2024

I haven’t been feisty on the podcast yet, but today’s the day. I know you’ve probably heard the algorithm is changing again. Here’s the thing, it’s not that the algorithm is changing, it’s what works is changing, and what you need to know is that Instagram favors engagement. Let's take a peek at the Reels content we created at the Annual Social Squad Society Retreat and discuss why people don’t want to be educated on Instagram anymore and what to do instead.

In this episode we’ll be covering:

Creating the simplest Reels ever
How service providers can create shareable content
Reminders we really need to hear in your content, even if you think we already know it
You can make sales without going viral
Three things to keep in mind when you’re creating your next Reel

Links + Resources:

Did you miss the episode I recorded in Savannah at the Annual Social Squad Society Retreat? Head to Episode 008: Creating Content That Starts a Conversation to listen, there’s a surprise guest at the end!

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Creating Content That Starts a Conversation May 07, 2024

Let’s dive into what’s working right now on Instagram in May 2024. Here’s the deal, a lot of people are overthinking their content. So today, we’re going to chat about creating conversational content to bring people into your world and how to keep it simple.

Did I mention this episode is coming to you from the Social Squad Society retreat in Savannah, Georgia? Make sure you stay till the end for a surprise guest!
In this episode we’ll be covering:

Sharing mind-blowing tips is easier than you think
Giving your audience a chance a chime in and join the conversation
Keeping your content simple and easy to digest
How to turn conversational content into market research
The latest stats from one of my recent Reels
Applying the 3 S’s to your content

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Relatability in Everyday Content with Instagram Stories and Reels Apr 30, 2024

It’s the end of April 2024 and creating relatable content has been on my mind all week. If you are struggling to post relatable content because you think your life is boring, nothing ever happens, or sharing your daily life just doesn’t come naturally to you, I need you to hear this: you’re not boring, the magic is in the mundane, friend!

In this episode, I’m breaking down my own success with relatable content (yes, we are going all the way back to my early days as a social media manager), how to be relatable even if your life feels too boring to share, and as always, we'll be taking a look at real examples from my Instagram feed.
In this episode we’ll be covering:

How to actually get intentional in your stories
How to marketing rule of 7 has changed over time
Using breadcrumbs and finding a connection point
Why the first three stories of the day are so important
Tips for Instagram stories while you’re in launch mode
What to do when sharing doesn’t feel natural to you
How I help my clients feel more comfortable on camera

Links + Resources:

Pinned Reel about relatable stories

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Selling a Lifestyle, Not Just a Product Apr 23, 2024

I just got back from my trip to Coachella, where my favorite beverage brand Poppi won marketing, hands down. I know a lot of you have been asking, “what is good content for products?” This episode is definitely for my product people, but if you’re a social media manager, web designer, realtor - anyone in the service industry, you’ll find this helpful too. We’re going to explore Poppi’s brand journey from a small following to the drink everyone was talking about at Coachella, because it’s all about good content that drives shares, saves, and connections.
In this episode we’ll be covering:

Creating a connection that feels like they are part of your brand journey
Going beyond simple product photos with user generated content
Creating connection and lifestyle content that people are obsessed with
Know what's going on in the world and what people are doing with their lives right now
Leverage your market research to figure out what your people are into
Understanding the cultural differences between different apps

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Create Shareable Content to Increase Your Reach with the 3 S’s Apr 16, 2024

It’s April 2024 and everyone is asking right now “how can I get my content to more non-followers?” For the majority of the people I’m talking to, non-follower reach is drastically down, and most of their content is going to their followers. If you are seeing this with your own content, this episode is for you!

In this episode we’ll be covering:

How to reach more non-followers on social media
The impact shareable content has on your reach and growth
What shareable content is and how it looks different depending on your industry
What the 3 S’s are and how to apply them to your own content
Real examples of shareable content so you can start creating today!

Want to learn more about the 4 H’s? Tune into Episode 2!

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Understanding and Meeting Your Audience's Emotional Needs Apr 09, 2024

What is your account to people? I really stopped to think about that for today’s episode as we explore the power of creating content that evokes feelings like comfort or relief. I’ll be sharing examples as we talk about the importance of knowing what your audience needs to hear, and how what works on one platform may not work on another. Alright, let’s talk about how creating good content that genuinely connects, leaves a lasting impression.

In this episode we’ll be covering:

Buying better versions of ourselves
Creating content that keeps people coming back for more
Understanding the feeling you want your content to evoke in your audience
What does it mean to create content that creates a feeling?
Why knowing why your person taps follow will help you make better content
Analyzing and adjusting your content strategy
My rule of thumb for the best time to post on social media

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Strategies for Genuine and Engaging Social Media Content Apr 09, 2024

Is growing a business and marketing going to be a lot of work? Yes, of course it is! But what I want to do is make your life a whole lot easier by making the process as simple as possible. Stay tuned because I’m revealing exactly what I do to create good content, in less than five minutes. I want to help you create better content, so let’s dive in so you can start today!

In this episode we’ll be covering:

Understanding your audience's needs and mindset for relatable content
Questions to ask yourself before making your next Instagram post
How to apply the 4 H’s when creating your content
The types of content that we save and share most
Why we follow so many people and what makes us hit that follow button

Want to hear more about the Four H's? Head over to Episode 2 for a breakdown of applying the Four H's to your content.

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Uncomplicating Social Media through Simple Content Apr 09, 2024

What I see doing really well on social media right now is simple content, in this episode we’re talking about how you might be overthinking your content and what you can do instead. I’m also sharing the four H's of content creation, with real examples of what I see working right now on Instagram, because keeping it simple really does connect with your audience.

In this episode I’ll be covering:

My thoughts behind viral content and how your excitement plays into content success
How we absorb information has changed over time
What people think quality content is vs what it really is
The types of content that resonate and why you need it
How you might be unintentionally overwhelming your audience
The new way to educate in 2024

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The Key to Creating Good Content for Social Media Growth Apr 09, 2024

One thing you should know is I am really passionate about marketing messaging AND helping people grow on social media. In this episode, I’m getting real about the ever-changing world of marketing and social media, and why being specific in your content is key to your success. So let'e get into what's working right now so you can start creating content that truly connects with your audience.

In this episode I’ll be covering:

The challenge of keeping up with social media as it is constantly evolving
Timeless marketing strategies and why they actually matter
The one book I recommend to all my clients
Adapting your message to the types of content working right now
Why specificity matters when it comes to creating content
How knowing your audience helps create effective, specific content

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Welcome to Good Content with Shannon McKinstrie Mar 18, 2024

Do you ever miss the days where you actually enjoyed showing up on social media? If you’re ready to show up and promote your business without all the extra guesswork and overwhelm, you’re in the right place. Each week we’ll be talking about actionable ideas and strategies that are working right now, so you can actually have fun on social media while growing your business with good, quality content.

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