Good Content with Shannon McKinstrie

Latest Episodes:

Train the Instagram Algorithm to Hype Up Your Content Oct 21, 2025

Show notes

How do we get the algorithm to be your hype man? You make it easy for the algorithm to know exactly who to show your content to. I’m breaking down how the algorithm actually works and sharing practical tips so you can train it to be your ultimate hype man. We’ll talk about how Instagram’s shift toward interest-based content is shaping what you see in your feed, why keywords and identifiers are more powerful now than ever, and how using strategic hooks, hashtags, and local references can get your posts seen by the audience who really wants them. With a few simple tweaks, you’ll be equipped to make the algorithm work for you.

In this episode we’ll be covering:

Understanding the Instagram algorithm shift from relationship-based to interest-based content delivery.
How to train the Instagram algorithm to become your personal hype man, getting your content in front of more right fit people.
Using identifiers and keywords to find and connect with your ideal audience.
Leveraging SEO strategies (keywords, hashtags) to help Instagram categorize and serve your content.
Real-time examples showing how Instagram algorithm recommendations reflect user behavior and interests.

Featured content in this episode:

Nataliembode: Fall wardrobe upgrades
Inourhouseandhom: One sentence response
Saraparkerdesign: Your interior design style
Shannonmckinstrie: The thing people won’t tell you

Recommended episodes:

Episode 064: POV: They’re hitting follow… Immediately.
Episode 067: The Importance of Belonging on Social Media
Episode 069: Why Slow Summer Vibes and 90’s Nostalgia are Stopping the Scroll This Summer
Episode 081: Your Next Powerful Piece of Content is Already on Your Phone

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Use the REP Hook Formula and Start Filling in the Missing Pieces Oct 14, 2025

Show notes

Grab your notebook because today we’re talking about nailing your messaging with the REP hook formula. I just spent some time in Indy with our mastermind and I’ve brought back some seriously powerful insights for you. In this episode, we’re getting into what makes content really click, and how nailing your messaging and understanding psychological triggers can transform your posts, reel in new followers, and boost your sales (like one mastermind participant who gained 600 followers and $500 in sales in less than 24 hours!). If you’re stuck on what to say in your hooks, feeling lost when it comes to filling in those blanks, or just frustrated that your Instagram isn’t delivering results, you’re going to hear proven strategies and prompts that are working right now.

In this episode we’ll be covering:

A breakdown of my REP Hook Formula: relatable, expertise, and personal connection and how to apply each part to your own content.
The importance of using relatable recognition and identity marketing when creating content and why words matter in your script, copy, and captions.
Positioning yourself as a trusted source of insider knowledge, sharing your expertise as a job title or personal experiences.
Highlighting the curiosity gap with personal words (like I, my, we, us) making hooks more personal to foster authority and relatability.
Actionable hook prompts and how to personalize them (even if you feel stuck!) using specific, situational language to increase relevance and stakes.

Featured content in this episode:

Shannonmckinstrie: Steal my proven hooks

Recommended episodes:

Episode 060: Nail Your Short Form Videos with This Simple Formula
Episode 061: Use The Relatable Expert Hook to Create Your Next Helpful Reel
Episode 067: The Importance of Belonging on Social Media
Episode 076: Create Content That Makes Them Want to Keeping Coming Back
Episode 077: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram Content

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How to Get New (and Old!) Followers to Binge Your Content Oct 07, 2025

Show notes

Creating your own signature series should not feel overwhelming, and if it does I’m here to change your mind because it is absolutely doable for you. In this episode, I’m breaking down how to create binge-worthy, repeatable content that's not only uniquely you, but also fits naturally into your business and life. I’m sharing tons of real-life examples and clever series ideas from all kinds of creators to inspire your own irresistible content, because we want your audience to seek you out, even if the algorithm isn’t cooperating.

In this episode we’ll be covering:

How to create bingeable, return-worthy Instagram content your audience looks forward to every week.
Simple, repeatable ideas for launching a content series that actually fits your brand.
Tips for incorporating your personal journey or business process into a signature series.
Real examples of successful series for artists, food bloggers, designers, and brick-and-mortars.
Creative prompts and hooks for building a series that attracts your target audience and increases visibility.

Featured content in this episode:

Vnessali: Day one of trying a new hobby to recover from burnout
Ella_mobbs_art: Revealing my art until it reaches my audience
Zarasmixtapes: Albums every music lover should listen to
Orenmeetsworld: Are you buying the product or are your buying the brand
Ingrid.j.j: If you’re naturally attracted to these types of men
Eatingwellish: Great American Restaurants
Littlejoycoffee: Day one of trying new drinks for our fall menu
Calebulf: Little luxuries: $500 Smart Lamp
Jenneatsgoood: 10 Days of fall dinner

Recommended episodes:

Episode 069: Why Slow Summer Vibes and 90’s Nostalgia are Stopping the Scroll This Summer
Episode 074: How to Humanize Your Account When You Feel Stuck in Business Mode
Episode 076: Create Content That Makes Them Want to Keeping Coming Back
Episode 078: Your Winning Content Strategy is Hiding in Plain Sight
Episode 081: Your Next Powerful Piece of Content is Already on Your Phone

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Your Next Powerful Piece of Content is Already on Your Phone Sep 30, 2025

Show notes

Your next incredible piece of content is probably already hiding in your camera roll. In this episode, we’re talking about the B-roll moments that are already on your phone, how to use simple visuals to tell stories, and the magic of finding the right identifiers (aka the words and phrases that make your audience feel truly seen). We’ll dive into those identifiers, exploring what your community calls themselves, how to call them out directly in your content, and why that can boost your engagement, reach, and sales to the next level.

In this episode we’ll be covering:

The importance of B-roll and using video clips or photos that tell a story, making your content feel more relatable and engaging.
Tips and examples for creating high-performing Instagram reels that call out your target audience to boost engagement and reach.
Using ChatGPT, real conversations from DM’s, and testimonials to discover the exact language your audience identifies with.
How to use those identifiers and specific language that will help your followers feel seen and connected.
The impact of creating a sense of community and belonging in your social media strategies.

Featured content in this episode:

Prestonkonrad: If you want your bedroom to look…
Thewed: Groom Portrait Ideas
Bylillianzhang: Four things you need to start doing…

Recommended episodes:

Episode 019: Convert Viewers to Followers with the “That’s Me” Reel
Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert
Episode 049: Relatable Humor That Says “They Get Me!”
Episode 053: Use Customer Insights to Create Reels That Attract and Convert
Episode 067: The Importance of Belonging on Social Media
Episode 077: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram 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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A Crash Course in Social Media Marketing Sep 23, 2025

Show notes

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 plants
Elevateetiquette: I may know the difference between

Recommended episodes:

Episode 032: We All Start at Zero: Embrace Storytelling to Connect with Your Community
Episode 040: Build More Connections with Everyday Moments
Episode 054: Is There Enough “You” In Your Content?
Episode 056: The Reel That Had Me Clicking Buy Immediately
Episode 067: The Importance of Belonging on Social Media
Episode 073: Staying Top of Mind with Instagram Stories
Episode 074: How to Humanize Your Account When You Feel Stuck in Business Mode

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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Posting Isn’t the Only Way to Grow: Engage More Using This Simple 10-10-10 Method Sep 16, 2025

Show notes

Social media isn’t just about churning out endless posts, it’s also about genuine engagement and community building. Even if you only have a few minutes a day, you can still build engagement into your daily routine. I'll walk you through my signature 10-10-10 Method aka The Shannon Method, for intentional engagement, and share stories of how meaningful conversations, (yes, real convos in the DMs!) can lead to unexpected friendships, collaborations, and business growth. Whether you’re managing a brand, just starting out, or simply feeling overwhelmed with social media, you can take this simple engagement strategy, customize it, and run with it!

In this episode we’ll be covering:

My 10-10-10 Method for Instagram engagement and community building, breaking down each step.
Sparking real conversations and connections with meaningful comments instead of boring generic comments that get overlooked.
How daily, consistent engagement still leads to account growth with minimal posting.
Engaging with hashtags and accounts your target audience follows, including local businesses or influencers.
Building genuine relationships through the DMs and connecting over shared experiences or interests.
Thinking of social media as a networking opportunity and perfect for introverts wanting to grow their business.

Recommended episodes:

Episode 034: Is Engagement the Most Important Metric on Instagram?
Episode 043: We’re Getting Back to Basics and Loving Our Content
Episode 062: Why You Don’t Need Fancy Content to Stand Out
Episode 070: Instagram Growth Hacks That Actually Work and Give Your Account Personality

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Your Winning Content Strategy is Hiding in Plain Sight Sep 09, 2025

Show notes

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 love
AshleyKburns: The stuff Zillow won’t tell you
Kaylaskitchandfix: Carousel day
Chacekitchen: Soup season Carousel
Courthaynes4: How to heal from anxiety
Btswsuki: Websites I can’t live without
Mita.studioo: Next projects on my sewing list
Inspirewithyas_: Books I think every highly sensitive girl should read
Annnamiller: Top books I recommend as a Christian therapist

Recommended episodes:

Episode 062: Why You Don’t Need Fancy Content to Stand Out
Episode 074: How to Humanize Your Account When You Feel Stuck in Business Mode
Episode 076: Create Content That Makes Them Want to Keeping Coming Back
Episode 077: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram 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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Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram Content Sep 02, 2025

Show notes

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 coming
Shannonmckinstrie: Batch record B-roll with me

Recommended episodes:

Episode 041: Let’s Make Content Creation the Easiest Thing on Your To Do List
Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert
Episode 055: We Love B-Roll Because Simple, Shareable Content Never Goes Out of Style
Episode 057: Repurpose Your Content for More Impact with Less Effort
Episode 075: Here’s What I Would Post for You on Instagram This Week

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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Create Content That Makes Them Want to Keep Coming Back Aug 26, 2025

Show notes

This episode is an absolute wake-up call for anyone feeling overwhelmed, bored, or even frustrated by the never-ending content creation cycle. I’m not here to make you feel like you’re doing something wrong, because you’re not! Instead, I want to get real about what’s actually working in the world of content right now. Spoiler: it’s not hacks or gimmicks, and it’s definitely not boring, impersonal posts. Instead, we’re talking about humanizing your brand, sharing your vibe, and making your account feel like the kind of place people genuinely want to keep coming back to. I’m sharing lots of examples of content that’s resonating right now (find the links below!), explaining why building community is key, and giving you permission to have some honest, authentic fun online.

In this episode we’ll be covering:

Breaking free from the basic level content creation with real, personal, and humanized social media strategies that I see working right now.
Building a genuine online community instead of chasing empty follower numbers, because we don’t need more unengaged followers.
Start using more “me-centric” hooks and personal stories that boost engagement with examples.
Simple steps to start showcasing your vibes, style, and personality on your business account to make your content more relatable and shareable.
How to grow your brand with a little more fun and individuality, because we love to see it!

Featured content in this episode:

mimi_drabik: Dumb things that make life more fun
justina.franklin: Here’s how you're instantly going to make your life better
tara_langdale: Things I find incredibly unchic
candicedenise: Here’s some things you need to do to level up
outsideeric: Making life a little more joyful
courtney_hirsch: I don’t do it all

Recommended episodes:

Episode 005: Create Shareable Content to Increase Your Reach with the 3 S’s
Episode 006: Selling a Lifestyle, Not Just a Product
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 053: Use Customer Insights to Create Reels That Attract and Convert
Episode 061: Use The Relatable Expert Hook to Create Your Next Helpful Reel
Episode 062: Why You Don’t Need Fancy Content to Stand Out

Join my Broadcast Channel on Instagram where we break down even more viral reels!

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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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Here’s What I Would Post for You on Instagram This Week Aug 19, 2025

Show notes

Consider your next five Instagram posts done! This week I’m sharing what I would post to your Instagram account if I was your social media manager, so you can stop wondering what to post. I’ll walk you through exactly what I would be posting if I was running your account, whether you’re a coffee shop owner, realtor, or run a bigger business. We’re talking about random thoughts to educational demos, with POV storytelling, community-building content, and the easy carousels that we’re all loving right now. I’ll break down each post type, with examples and hooks to get you started, plus, we’ll touch on the pressure of niching down and having a perfectly (un)curated grid.

In this episode we’ll be covering:

Step-by-step content plan for business owners, whether it’s just you or your part of a larger business entity, this is exactly what I would post for you this week.
Reminder of the importance of showing your human side and personality when you are creating content.
How sharing random thoughts, hot takes, and POVs can boost your account engagement online.
Using demos and conversational tips to create relatable, helpful Reels that resonate with your audience.
Leveraging trending carousels, humor, and behind-the-scenes “happenings” for fresh content your community loves to see.

Featured content in this episode:

chelsea_explains: I get to…
Isabellapaige_: What my type is
the.rosie.home: Are you even a girls girl?
rebeccajade___: Of course everything is falling apart
scottbrysonbts: Parking lot safety tips
balancebymacy: 5 Articles that helped me fall back in love with life
leadershipheather: I can tell by your emails
shannonmckinstrie: The one friend who creates the Instagram story
shannonmckinstrie: How our dream beach house came to be
dietcoke: OOO

Recommended episodes:

Episode 019: Convert Viewers to Followers with the “That’s Me” Reel
Episode 030: Attract New Followers with Talk to Camera Reels
Episode 049: Relatable Humor That Says “They Get Me!”
Episode 060: Nail Your Short Form Videos with This Simple Formula
Episode 066: Static Images vs Carousels vs Reels: Which Instagram Content Type Actually Works Best?
Episode 067: The Importance of Belonging on Social Media

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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