Good Content with Shannon McKinstrie

Latest Episodes:

How to Humanize Your Account When You Feel Stuck in Business Mode Aug 12, 2025

Show notes

I’ve been seeing and preaching this major shift on Instagram and across social platforms for a while. Yes, I’m talking about the move away from cold, expert-only content back to building authentic, human connection, so let’s get into why it matters, how it can make your business thrive, and what it really looks like in action. I’m sharing real examples, honest client stories, and practical advice to help you start blending your expertise with personality so your audience can actually relate to your content. Whether you love sharing life updates or prefer keeping things tip-focused, I’ll show you why letting us into your world, even just a little, can supercharge your growth without losing your authority.

In this episode we’ll be covering:

The big shift back to human connection on all social media platforms like Instagram, LinkedIn, and TikTok.
How to start showing more personality online, weaving personal stories into expert content.
Moving away from strictly educational “how to” content to more relatable “how I” and personal experience sharing.
Strategies for blending your expertise with humor and relatability as a business owner, without sacrificing credibility or authority.
How to start using your Instagram Stories to build deeper relationships with your community.

Featured content in this episode:

Guided.cosmos: Four years of therapy in one minute (https://www.instagram.com/p/DIhCwQkTc0E/)
Designclassicshomes: Let’s make your house more magical (https://www.instagram.com/p/DMvZfoaA0xm/)
Erinondemand: Millionaire year (https://www.instagram.com/p/DK-N-nOxCH6/)
Erinondemand: Having a husband who is your cheat code to life (https://www.instagram.com/p/DMY_1NmxbBn/)

Recommended episodes:

Episode 054: Is There Enough “You” In Your Content?
Episode 067: The Importance of Belonging on Social Media
Episode 072: Creator Style Content is for Everyone, Even You
Episode 073: Staying Top of Mind with Instagram Stories

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Staying Top of Mind with Instagram Stories Aug 05, 2025

Show notes

Without stories, I would not have the business or the community I have today, I truly believe that. For years I've been using Instagram stories as a way to bond with my community, not just as a tool for selling or boosting engagement, but as a real connection, sharing what’s happening throughout my day, what I’m doing, where I’m going, what I’m watching. I want that connection for you too, so I’m sharing my own experiences, like how a single Instagram Story led me to my new favorite restaurant, and simple ways to invite your community into your world, building a trusted, engaged community while keeping your audience hooked, because we want to see more than just tips and tricks, we want to get to know who you are and connect with you on a personal level.

In this episode we’ll be covering:

Sharing personal, everyday moments in Stories to create deeper human connections and boost engagement.
Recommending businesses and products in Stories to stay top of mind and create word-of-mouth referrals.
Balancing business promotion with personal content to make your social media presence relatable and enjoyable.
Leveraging Stories in a way that works for you to overcome burnout and reignite your passion for content creation.
Using Instagram Stories as a space to get comfortable on camera.

Recommended episodes:

Episode 040: Build More Connections with Everyday Moments
Episode 058: Embrace the Content Creator Mindset
Episode 062: Why You Don’t Need Fancy Content to Stand Out
Episode 050: Stories Work! Here’s how to make them work for YOU
Episode 072: Creator Style Content is for Everyone, Even You

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Creator Style Content is for Everyone, Even You Jul 29, 2025

Show notes

Let’s get into one of the biggest hang-ups I see with business owners on social media: the belief that if you’re not a creator, you don’t need to make creator-level content. After a recent conference, I realized just how big this disconnect still is. So today, I’m breaking down why your content needs to have that human, personal touch (just like creators and even big name brands do). I’ll walk you through real life examples from my explore page, showing you how businesses of any size can easily add more personality to their posts, because let’s face it you are a creator, whether you like it or not, and your voice deserves to be heard.

In this episode we’ll be covering:

How to create personal, human-focused content that drives sales and engagement on social media.
Why business owners need to embrace the creator mindset, even if they don't identify as content creators.
The shift away from corporate-style content toward storytelling and relatability.
Examples of viral Reels and posts from travel agents, restaurants, and brands using creator-style content
Adding personality and relatability to business content for higher audience resonance
Strategies for creating shareable social media content that feels helpful, funny, or emotionally engaging.
Breaking down misconceptions about "creator" content and explaining how big brands are using it successfully.

Featured content in this episode:

Pinch of Yum: A week of Trader Joes meal ideas (https://www.instagram.com/p/DMkwu3hxGmq/)
emilyjtattoos: Tattoos I don’t have on myself (https://www.instagram.com/p/DMlNiE8NqJE/)
Usemotionapp: AI assistant (https://www.instagram.com/p/C2QF3m1tqm2/)
Thenitrobar_: Blueberry watermelon lemonade (https://www.instagram.com/p/DMLXBBRsi6b/)

Recommended episodes:

Episode 044: Become Their Favorite Comfort Creator with Everyday Moments
Episode 063: Was That an Ad? Even the Big Brands are Making it Personal
Episode 070: Instagram Growth Hacks That Actually Work and Give Your Account Personality

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Start a New Instagram Account From Scratch (or Refresh Your Current One) Jul 22, 2025

Show notes

Today we’re diving into something that so many of you have been asking for, how to start (or refresh!) your Instagram from scratch, without all the second guessing. Whether you’re brand new to the platform or you’ve been around a while and just need an account audit, I have tons of practical tips and golden nuggets to help you take the guesswork out of establishing a strong Instagram presence. We’ll walk through everything from the three lines every Instagram bio needs, to what your pinned posts should look like, and how to make your profile truly stand out. Plus, I’ll share some tricks for making engagement work for you right from the start, so you can stop stressing and start building a community that feels like your own little village.

In this episode we’ll be covering:

How to start and optimize a new or existing Instagram account for business.
Auditing your Instagram profile, bio, and pinned posts regularly to keep it fresh and up to date.
Clarifying your unique value and why people would follow or buy from you.
Tips for writing high-impact Instagram bios and leveraging the name field with keywords.
Choosing the right profile photo for brands and individuals.
Why your first three pinned posts are so important and how to choose them.
Leveraging engagement, following others, and using Instagram Stories to build authentic connections.

Related episodes:

Episode 010: Turning Testimonials into Engaging Content for More Sales
Episode 023: Create Content That Pops by Knowing Why People Want to Buy
Episode 053: Use Customer Insights to Create Reels That Attract and Convert
Episode 068: Pin-Worthy Instagram Posts That Make Your Audience Feel Right at Home

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Instagram Growth Hacks That Actually Work and Give Your Account Personality Jul 15, 2025

Show notes

What really drives growth on social media? It might not be what you think. If you’ve ever felt stuck in a niche or worried your content is too personal to help your business, you need to hear this. I’m sharing how my mentor Sara Wiles exploded her Instagram following just by posting what she’s passionate about, and how big brands are nailing social by being, well, more human. We’ll break down my top two Instagram growth hacks, focusing on bonding with your audience and creating content that’s all you, even if it feels a little uncomfortable. I’ll discuss real content examples for inspiration, and make sure you don’t miss your assignment at the end! Whether you’re a business owner, service provider, or just wanting to have more fun online, this episode is packed with advice to remind you why social media can be enjoyable and effective.

In this episode we’ll be covering:

My two favorite Instagram growth hacks that I’ve been using for years.
How to get outside your niche to attract followers and boost your engagement.
Reminder to include "I" and "my" in your content to humanize your brand.
How authentic interactions can trigger organic Instagram follower growth.
The importance of posting non-business content for relatable moments
Why entertaining, personal posts drive brand awareness, ditching icky marketing tactics.
Embracing trending challenges and sharing life moments to bond with others on social media.

Featured content in this episode:

Reel: New trend!
Carousel: Popular Juice Company

Other episodes you might have missed:

Episode 062: Why You Don’t Need Fancy Content to Stand Out
Episode 063: Was That an Ad? Even the Big Brands are Making it Personal
Episode 064: POV: They’re hitting follow… Immediately
Episode 067: The Importance of Belonging on Social Media

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Why Slow Summer Vibes and 90’s Nostalgia are Stopping the Scroll This Summer Jul 08, 2025

Show notes

Let’s unpack what’s really working on social media right now, it’s all about feeling and nostalgia. In this episode I’m diving into why people are craving content that’s emotional, specific, and makes them feel something. I share real examples of trending content, including two major summer trends that I’m loving, plus actionable ways you can apply these trends to your own business, whether you’re in real estate, education, hospitality, or any other industry. We’ll discuss how specificity and a little nostalgia can turn even the most standard tip or post into something people want to save, share, and return to, because let’s be honest, boring hooks are out. Tune in and let’s create content that makes people reflect, laugh, or just pause and exhale!

In this episode we’ll be covering:

How important emotion-driven content is and why it works so well.
Quick recap of the 4H Method (Heard, Helpful, Humor, and Happenings) and how it fits into this summer’s hottest trending content.
Real examples of viral reels with an emphasis on nostalgia, like having a 90s summer.
Adding specificity to your hooks to take it from bland and boring to evoking emotions and feelings, no matter what industry you’re in.
Leveraging ChatGPT to help generate specific, emotion evoking content ideas.

Links to content in this episode:

Other episodes you might have missed:

Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert
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 064: POV: They’re hitting follow… Immediately

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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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Love this conversation? Make sure to follow and subscribe so you never miss an episode.

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Pin-Worthy Instagram Posts That Make Your Audience Feel Right at Home Jul 01, 2025

Show notes

It’s time to wrap up our deep dive into the power of belonging in your social media marketing. In this episode, we’ll discuss creating “heard” content, evergreen strategies like the “you’re not alone” messaging and why pinning empathetic, relatable posts or reintroducing yourself can establish a welcoming vibe for new and returning visitors. With an emphasis on storytelling, we’ll talk about using customer wins, founder stories, and everyday relatable moments to spark a “that’s me!” reaction, inviting your audience to participate and trust your brand.

In this episode we’ll be covering:

The power of belonging in social media marketing and how it drives audience engagement.
Creating content that helps your followers feel seen and heard.
Strategies for crafting “you are not alone” messaging to build a strong online community.
Tips for creating evergreen, relatable content that resonates with your audience and boosts loyalty, including a reintroduction post or a founder’s story.
Encouragement to use authentic stories, humor, and personality to nurture a sense of community and connection.

Links to reels in this episode:

Reel: Elizabeth’s Reintroduction

Other episodes you might have missed:

Episode 019: Convert Viewers to Followers with the “That’s Me” Reel
Episode 040: Build More Connections with Everyday Moments
Episode 049: Relatable Humor That Says “They Get Me!”
Episode 067: The Importance of Belonging on Social Media

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The Importance of Belonging on Social Media Jun 24, 2025

Show notes

At the heart of every thriving social media presence is a feeling of belonging, and in this episode I’m breaking down why cultivating a sense of belonging isn’t just a nice extra, it’s a non-negotiable. Inspired by a stand-out Instagram reel and a real-life story of resilience, we’ll discuss helping your audience feel truly seen, heard, and part of something special, whether you’re a solo entrepreneur or a big brand. Plus, I’ll give you a simple assignment to start infusing that sense of belonging into your own content and a preview of what’s coming up next week, where we’ll dig even deeper.

In this episode we’ll be covering:

Why belonging is crucial, especially during challenging times, and how to adapt the concept to your content.
People want to connect with accounts and businesses that make them feel seen, heard, and accepted.
How creating a sense of belonging can be achieved through your core values, vibe, and beliefs expressed online.
The contrast between traditional advertising and community-focused marketing.

Links to reels in this episode:

Reel: This is a trial reel
Reel: Liking your regular life is the goal

Other episodes you might have missed:

Episode 054: Is There Enough “You” In Your Content?
Episode 058: Embrace the Content Creator Mindset
Episode 064: POV: They’re hitting follow… Immediately.
Episode 065: How to Start Using Trial Reels for Your Instagram Account

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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Static Images vs Carousels vs Reels: Which Instagram Content Type Actually Works Best? Jun 17, 2025

Show notes

Today, we’re diving into something that trips up so many entrepreneurs and content creators: understanding the strengths and differences between static images, carousels, and reels on Instagram. These formats have evolved so much over the years, and in this episode I’ll break down what makes each one unique, why you don’t need to choose just one, and how to play to your strengths and your audience’s preferences.

We’ll talk about the shifts in content trends, like the rise of “me” and “I” centric copy, how big brands are nailing it with simple, story-driven posts, and how you can use your favorite hooks not only for reels, but also for carousels and captions. If you’ve ever struggled with your reach or felt overwhelmed by different content options, this episode is for you!

In this episode we’ll be covering:

Content formats explained: The key differences between static images, photo dumps, carousels, and reels.
Importance of powerful hooks for increasing engagement and how hooks work for reels, carousels, and captions interchangeably.
Mixing and matching content formats, testing and analyzing what resonates with your audience and what makes you happy.
Shift toward authentic, personable, "me” centric messaging, spotlighting your experience or perspective.

Links from this episode:

Other episodes you might have missed:

Episode 033: Turn Your Content into Swipe-Worthy Carousel Posts
Episode 054: Is There Enough “You” In Your Content?
Episode 058: Embrace the Content Creator Mindset
Episode 061: Use The Relatable Expert Hook to Create Your Next Helpful Reel
Episode 063: Was That an Ad? Even the Big Brands are Making it Personal

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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How to Start Using Trial Reels for Your Instagram Account Jun 10, 2025

Show notes

Have you ever felt puzzled by how trial reels actually work, or wondered what type of content actually pops off for non-followers? You’re not alone! I’ve been experimenting with trial reels since they first launched, testing out different hooks and content styles, and I’m here to share what’s really working. We’ll explore why storytelling and clear elevator pitch style intros just might be the secret sauce for trial reels, plus I’ll walk you through my step by step process so you can test, duplicate, and optimize your content with ease. There’s no magic one size fits all code, but I’ll break down exactly how to find the formula that works for you, and how to repeat it.

In this episode we’ll be covering:

Tips for using Instagram trial reels to test content before sharing with your main feed.
How to duplicate reels for both trial reels and your public Instagram feed.
The importance of clear, storytelling hooks that introduce your account and vibe.
Prompts and ideas for trial reels, including POV introductions and personalized captions.
Testing multiple reel variations and analyzing which ones actually gain traction.

Other episodes you might have missed:

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 063: Was That an Ad? Even the Big Brands are Making it Personal
Episode 064: POV: They’re hitting follow… Immediately.

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.

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