Good Content with Shannon McKinstrie

Latest Episodes:

POV: They’re Hitting Follow…Immediately Jun 03, 2025

Show notes

We’re diving into one of my favorite categories from my signature 4H Method. If you’ve ever felt overwhelmed by all the advice about content calendars, conversion posts, and complicated strategies, I’ve got you, friend! I’ll break down why making your audience feel heard is so important when it comes to creating your Instagram content, plus I’m sharing some of my most effective hooks and viral examples that have actually converted viewers into followers.

In this episode we’ll be covering:

An overview of the 4H Method and the real reason I created it.
Why “traditional” content pillars didn’t work for me and why they probably don’t work for you either.
Creating content that evokes feeling and emotion, creating a safe space for your audience.
Viral hooks and reels that actually work, converting viewers to followers immediately.
Trading basic inspirational and motivational content for content that makes people feel like you actually see and understand them.
Giving your audience an identity or a name that makes them feel like they actually belong.

Featured content in this episode:

Recommended episodes:

Episode 43: We’re Getting Back to Basics and Loving Our Content
Episode 49: Relatable Humor That Says “They Get Me!”
Episode 54: Is There Enough “You” In Your Content?
Episode 63: 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)

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!

Was That an Ad? Even the Big Brands are Making it Personal May 27, 2025

Show notes

This summer is going to be amazing for your content and we are going to kick it off by exploring how today’s biggest brands (think Oreo, Taco Bell, and DSW) are embracing a more personal, relatable approach in their content marketing. We’ll walk through some big brand reels breaking down how they fit into the REP hook, discussing why the best marketing doesn’t feel like marketing, and how being human and relatable always wins, even in a world driven by trends and algorithms.

In this episode we’ll be covering:

Viral reels, trolls, and using the latest content trends for inspiration, not copyright infringement.
The importance of adding your personal spin to trends and hooks on social media.
The content shifts toward personalization and examples of how the big brands are adapting.
The power of using the REP hook and moving beyond boring how to content.

Links to reels in this episode:

Reel: “Don’t Steal People’s Content”

Other episodes you might have missed:

Episode 058: Embrace the Content Creator Mindset
Episode 059: Are You Talking About What You Love?
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 062: Why You Don’t Need Fancy Content to Stand Out

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!

Why You Don’t Need Fancy Content to Stand Out May 20, 2025

Show notes

Today’s episode is a bit extra special, because I’m recording from our very own beach house at the Outer Banks! I’m sharing the wild, emotional journey of how I was able to buy the lot next to my grandmother’s original cottage and how content creation made it all possible.

We’ll also talk about why the best content these days looks and feels like it’s coming from a real person, and I’ll break down strategies for simple, relatable posts that make you the friend people want to follow, no matter your business size or follower count. Plus, I’ll highlight real examples as inspiration so you can create easy, authentic content that fits right into your life.

In this episode we’ll be covering:

The power of posting authentic, relatable content rooted in real life.
A huge follower count does not necessarily equate success.
Instagram’s new Blend feature and creative ways to use it for marketing insights.
Why posting like a person, not a brand, connects and resonates better with audiences.
Creating low-stress, effective content by simply documenting moments from your daily life.

Links to reels in this episode:

Other episodes you might have missed:

Episode 058: Embrace the Content Creator Mindset
Episode 059: Are You Talking About What You Love?
Episode 060: Nail Your Short Form Videos with This Simple Formula
Episode 061: Use The Relatable Expert Hook to Create Your Next Helpful Reel

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!

Use The Relatable Expert Hook to Create Your Next Helpful Reel May 13, 2025

Show notes

When you create content you’re passionate about, your audience feels it, and that authenticity leads to better engagement and faster growth for your brand. Today, we’re talking about my tried and true R.E.P. hook formula: Relatable, Expertise, and Personal. We’ll discuss how to infuse these elements into your reels, using relatable words, recognizable brands or phrases, and personal storytelling to create effortless, trust-building content. I also share tips on structuring your hooks on screen, demoing in your videos for maximum impact, and using your own expertise without overthinking it.

In this episode we’ll be covering:

What it really means for your Instagram content to go viral.
How to craft your on screen hooks using the R.E.P. formula: Relatable, Expertise, and Personal.
Overcoming content creation overwhelm by focusing on what truly excites you.
Real-life example from a client who had a reel go viral using this exact formula.
Tips for integrating personal stories and professional expertise to build trust and relatability.
Examples of effective hooks for different industries like nutrition, fitness, and design.

Links to reels in this episode:

The REP Reel

Other episodes you might have missed:

Episode 051: Start Talking About Yourself in Your Content
Episode 054: Is There Enough “You” In Your Content?
Episode 059: Are You Talking About What You Love?
Episode 060: Nail Your Short Form Videos with This Simple Formula

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!

Nail Your Short Form Videos with This Simple Formula May 06, 2025

Show notes

Let’s break down exactly how to nail your short form videos without feeling overwhelmed, whether you’re creating Reels, YouTube Shorts, or TikTok videos. I’m sharing examples of reels that have exploded with engagement and how the 3 S’s apply every single time. We’ll discuss why certain words work so well to make your videos more relatable and actionable, and why specificity in your hooks helps connect with your audience and increase shares. We also cover how to benchmark what viral really means for you, what average engagement rates look like, and how to leverage trends that make your content instantly relatable.

In this episode we’ll be covering:

Quickly creating reels that focus on the 3 S’s: Simplicity, Specificity, and Shareability.
What going viral could look like for your account and typical engagement rates you can expect.
Importance of using relatable and specific hooks to increase engagement.
Why showing the desired end result first grabs attention quickly in short form videos.
Using intentional word choices to create easy, actionable content.
Leveraging specificity in video hooks such as locations, occasions, and brands.

Featured content in this episode:

Design and Delights Stamp vs Wallpaper (link expired)
All Inclusive Resort
Mental Load Kids Clothing Swap
Jaws Trend

Recommended episodes:

Episode 5: Create Shareable Content to Increase Your Reach with the 3 S’s
Episode 21: Getting Your Audience to Care About Your Content
Episode 42: Your Simple B-Roll Can Become Easy Reels That Actually Convert
Episode 55: We Love B-Roll Because Simple, Shareable Content Never Goes Out of Style

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!

Are You Talking About What You Love? Apr 29, 2025

Show notes

Let’s talk about self-awareness in marketing and why truly loving your topic is your secret sauce for both content creation and business growth. I have a question for you today: what’s that one thing you could jump on national TV and feel confident sharing? Because when you tap into that area of expertise, your excitement lights up your audience, and your content becomes magnetic. We’ll walk through real examples where you can sense the creator’s passion, and discuss how borrowing popular words, phrases, or brands can help make your content relatable and attention-grabbing. If your social content feels bland or forced, this episode is your permission slip to reset, pivot, or even rebrand if what you’re talking about no longer excites you.

In this episode we’ll be covering:

Self awareness in digital marketing and creating content you genuinely love.
Discovering the one topic you can passionately talk about, even on national TV.
Going beyond simple tips and creating genuine connection that your audience can feel.
Using popular phrases, brands, and hooks to make your content more relatable.
The importance of being the go-to expert in your unique area of expertise.
Ways to make content relevant to current events and seasons for increased engagement.

Featured content in this episode:

Build Your Grown Woman Wardrobe (link expired)
Color Combos that Look Expensive in Summer (link expired)
McDonald’s Migraine Hack
Never Order an Uber to the Airport

Recommended episodes:

Episode 21: Getting Your Audience to Care About Your Content
Episode 27: Let Your True Personality Shine
Episode 37: Personalization is the Key to Your 2025 Content Strategy
Episode 54: Is There Enough “You” In Your Content?
Episode 58: Embrace the Content Creator Mindset

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!

Embrace the Content Creator Mindset Apr 22, 2025

Show notes

Sometimes it’s the most simple yet powerful tweaks that can take your content from just okay to truly engaging, and in a recent Reels Lab coaching call, we did just that. You may not realize just how much of a difference one or two small changes can make, whether it’s adding a descriptive word or slightly tweaking your messaging to make your content feel more relatable. I’m sharing examples from various industries like travel, real estate, and home decor, and showing you exactly how these creators have crafted content that instantly captures your attention and builds a sense of belonging. We’ll talk about the importance of personal branding, especially as a business owner, and why treating your business account like a personal account is key to building real community online.

In this episode we’ll be covering:

How small tweaks in your reels text or hooks can boost engagement and relatability.
Creating content based on feelings, like nostalgia, helpfulness, or a sense of belonging.
Using hyper specific, identifying words and personal brand storytelling in your content.
Treat your business account like a personal account for genuine connection and community.
Using Instagram stories and behind the scenes content to build stronger relationships.

Featured content in this episode:

THE Wine Stopper on Amazon (link expired)
No Passport Needed (link expired)
Probably Needed a Hug…
DIY’s that make your home look more expensive

Recommended episodes:

Episode 7: Relatability in Everyday Content with Instagram Stories and Reels
Episode 27: Let Your True Personality Shine
Episode 40: Build More Connections with Everyday Moments
Episode 49: Relatable Humor That Says “They Get Me!”
Episode 54: Is There Enough “You” In 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)

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!

Repurpose Your Content for More Impact with Less Effort Apr 15, 2025

Show notes

Do you want to save hours of your time when it comes to creating content on social media? I know you do! That’s why we are going all in on how to repurpose your content with ease across various platforms. We’ll discuss the difference between reposting and repurposing, why repurposing is the way to go, and how content performs differently across platforms like LinkedIn, TikTok, and Instagram. We’ll also look at what typical engagement rates are, and review real examples as I walk you through how I would repurpose those posts if they were my own.

In this episode we’ll be covering:

Why everyone should be repurposing content for social media marketing.
The difference between repurposing and simply reposting.
Strategies for tailoring content to different platforms like LinkedIn and TikTok.
Converting your content into multiple formats, from reels to newsletters, with minimal effort.
Real examples of how I would repurpose viral content for various industries.

Links in this episode:

Content I’ve Repurposed:

Other episodes you might have missed:

Episode 010: Turning Testimonials into Engaging Content for More Sales
Episode 033: Turn Your Content into Swipe-Worthy Carousel Posts
Episode 053: Use Customer Insights to Create Reels That Attract and Convert

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!

The Reel That Had Me Clicking Buy Immediately Apr 08, 2025

Show notes

Did you know only 3% of your audience is ready to buy right now? That’s an interesting number, isn’t it? Typically, someone needs to see your content 77 times before they are ready to buy, but there are occasions where someone is ready to buy instantly, just like I was this weekend. This reel stopped my scroll and had me hooked immediately. I was ready to buy without hesitation, and I’m breaking down exactly why this particular reel was so effective, so you can recreate your own.

In this episode we’ll be covering:

Social Media Marketing World recap, I am so honored to have been a speaker this year!
The fascinating stats I learned during Brenna McGowan’s session on Anticipation Marketing.
Consistency in your content marketing strategy, building trust and awareness through repeated exposure.
Not relying on a single platform to market your business, instead diversifying your content and creating multiple touchpoints for your audience to connect with you.
The formula I want you to try this week to create your own reel that makes people want to buy instantly.
Plus, a sneak peek of what we’ll discuss on next week’s episode!

Links to reels in this episode:

Reel: POV You…

Other episodes you might have missed:

Episode 023: Create Content That Pops by Knowing Why People Want to Buy
Episode 032: We All Start at Zero: Embrace Storytelling to Connect with Your Community
Episode 035: Turning Inspiration into Unique and Original Content
Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert
Episode 050: Stories Work! Here’s how to make them work for YOU

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!

We Love B-Roll Because Simple, Shareable Content Never Goes Out of Style Apr 01, 2025

Show notes

You have probably heard that b-roll is boring and that’s why your content isn’t performing well. That’s simply not true. B-roll has been around forever, it’s not new, social media didn’t invent it, it’s always been there. In fact, “boring b-roll” isn’t the problem, pair it with a good trending audio and quality copy and it works. Remember, it's not about the fancy shots and edits, but the story your content tells, making people feel seen and heard.

In this episode we'll be covering:

Step by step instructions on how to find the perfect trending audio on Instagram to pair with your b-roll video clips, including what key indicators I look for when picking out a sound.
A quick peek at what my journey into social media marketing looked like, all the way back to high school when I always had a camera in my hand.
Always quality over quantity, you don't need to post daily. Instead, focus on creating quality content that resonates with your audience.
B-roll is far from dead! It's a timeless tool that can add depth and context to your stories. Pair it with trending audio and captivating text, and your b-roll will be anything but boring.
Keeping your marketing strategies timeless with content that's simple and specific, yet shareable. Make them feel heard, introduce humor, or share helpful tips to build genuine connections.

Links to reels in this episode:

Other episodes you might have missed:

Episode 005: Create Shareable Content to Increase Your Reach with the 3 S’s
Episode 026: Start a Signature Series That People Keep Coming Back For
Episode 029: Tailoring Successful Reel Techniques to Your Niche
Episode 040: Build More Connections with Everyday Moments
Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert

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!

Our TOPPODCAST Picks

Follow Us

Stay Connected

Good Content with Shannon McKinstrie

Related Podcasts

Links

Stay Connected