Good Content with Shannon McKinstrie

Latest Episodes:

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

Show notes

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

Show notes

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

Show notes

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:

Get the Grow Your Gram Guide

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Breaking the Rules of Instagram Marketing May 28, 2024

Show notes

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

Show notes

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

Show notes

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

Show notes

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

Send 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)

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

Show notes

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

Show notes

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

Send 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!

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

Show notes

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!

Send 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!

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