Good Content with Shannon McKinstrie

Latest Episodes:

Is There Enough “You” In Your Content? Mar 25, 2025

Show notes

Can you remember why we all hopped on social media in the first place? I think we've strayed a bit too far with all the perfectly curated content, replicating the endless cycle of tips and value posts that sometimes, let's be honest, feel a bit impersonal.

So, let’s talk about the shift back to basics, where real, human connections spark genuine engagement. Whether it's a simple story about a surprise happy hour at home or sharing those seemingly mundane moments that make us who we are, it's time to bring YOU back into the social media equation.

In this episode we’ll be covering:

The real purpose of social media and why you need to share your personal stories and experiences.
Trading in perfectly curated grids to embrace storytelling and sharing real, less edited content.
Sharing personal stories from your daily life or business that maintain the human element to connect and engage with others.
What to pin at the top of your grid, including my favorite!
Using timelines in your content to draw people into your experience and build a more engaging narrative (yesterday, last week, etc.)

Links to reels in this episode:

Other episodes you might have missed:

Episode 040: Build More Connections with Everyday Moments
Episode 043: We’re Getting Back to Basics and Loving Our Content
Episode 044: Become Their Favorite Comfort Creator with Everyday Moments
Episode 051: Start Talking About Yourself in Your Content

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Use Customer Insights to Create Reels That Attract and Convert Mar 18, 2025

Show notes

What are your customers really telling you? If you did last week’s homework (go back to episode 52 if you missed it!) you should have some great market research right now. In this episode, we are going to put it all into action with two viral reels prompts: "POV: You find/found" and "Not to be dramatic". Our goal is to attract and convert, so we’ll walk through examples of how to showcase your feedback and testimonials, pairing them with simple B roll and text for reels you can create in a matter of minutes.

In this episode we’ll be covering:

How to put these two viral reels prompts into action with tons of examples!
Creating connection through stories and experiences to attract ideal customers and make sales.
Making sure that clients and customers feel seen and heard in your content.
How client stories and testimonials can offer new insights in how your product or service is used or perceived.
Using visual storytelling for showcasing products and services.

Other episodes you might have missed:

Episode 010: Turning Testimonials into Engaging Content for More Sales
Episode 016: Overcome Social Media Overwhelm with Timeless Marketing Strategies
Episode 038: How to Make ChatGPT Work for Your Business (and Three Prompts to Get You Started)
Episode 052: You’ll Want to Start Using This Brilliant Marketing Strategy

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You’ll Want to Start Using This Brilliant Marketing Strategy Mar 11, 2025

Show notes

Today we're diving into the way you create content and connect with your audience. First up, I'll share a brilliant marketing strategy that shows us how shifting focus from the product to the experience can make all the difference. We'll discuss the value of using customer testimonials and feedback (aka their own words) to craft compelling marketing materials that actually resonates. Stay tuned til the end, where I'll break down three key questions to ask, even if you're just starting out, so you can elevate your messaging, captivate your audience, and boost your sales. Trust me, you won't want to miss this episode!

In this episode we’ll be covering:

How a focus on customer experiences creates more engaging content.
Incorporating the words and experiences clients and customers use into your marketing content to engage potential buyers.
Analyzing websites and reviews can provide insights into creating effective messaging.
Collecting testimonials and feedback to help refine your messaging and understand the client's perspective.
Conducting interviews with previous clients or ideal customers can provide valuable insights into why they chose your product or service.
Three key questions to ask past or ideal clients: why they bought, how they felt before their purchase, and why they would recommend it.

Featured content in this episode:

TikTok Video

Recommended episodes:

Episode 6: Selling a Lifestyle, Not Just a Product
Episode 10: Turning Testimonials into Engaging Content for More Sales
Episode 16: Overcome Social Media Overwhelm with Timeless Marketing Strategies
Episode 19: Convert Viewers to Followers with the “That’s Me” Reel
Episode 23: Create Content That Pops by Knowing Why People Want to Buy

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Start Talking About Yourself in Your Content Mar 04, 2025

Show notes

I know you’ve been told time and time again NOT to talk about yourself and it’s because of this that content has become kind of boring, it took out the connection piece. You need to talk about yourself in your content! We want to hear from you, your journey, why YOU choose to do something a certain way. So today, we’re talking about this type of reel and I want you to try it, because not only can it lead to sales and new followers, but also conversations.

In this episode we’ll be covering:

We’ll look at examples of viral reels that are using I, Me, and Our in the hooks.
Why we love to see demos of your process!
What creating valuable content really looks like (it’s not educating…)
The importance of storytelling and showing your personal journey, creating human connection.
Putting yourself into the content to take a hook from basic to feeling like you’re talking to a friend.
Studying these reels and applying these strategies to your own content (without copying!)

Featured content in this episode:

Recommended episodes:

Episode 18: The 4 H’s Are the Only Content Pillars You Need for Reels
Episode 30: Attract New Followers with Talk to Camera Reels
Episode 40: Build More Connections with Everyday Moments
Episode 49: Relatable Humor That Says “They Get Me!”

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Stories Work! Here’s How to Make Them Work for YOU Feb 25, 2025

Show notes

If the “experts” are telling you not to post on stories, I wholeheartedly disagree. Instagram stories changed everything for me, so we’re going all in and discussing how to make stories work for YOU! Stories can be magical for your business, use them, love them, and have fun with them! Whether your goal is to boost engagement or increase sales, we’ll chat through some of my tried and true strategies that you can start using today.

In this episode we’ll be covering:

My own business journey with Instagram Stories and how they changed everything.
Finding the best way to tailor stories to your business and lifestyle - there’s no wrong way!
Strategically using stories to make sales (I’ll walk you through my go-to method!)
Sharing daily stories and connecting over mundane day to day activities.
Using your goals to define your story strategy.

More episodes:

Episode 007: Relatability in Everyday Content with Instagram Stories and Reels
Episode 032: We All Start at Zero: Embrace Storytelling to Connect with Your Community
Episode 040: Build More Connections with Everyday Moments
Episode 043: We’re Getting Back to Basics and Loving Our Content

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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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Relatable Humor That Says “They Get Me!” Feb 18, 2025

Show notes

We're diving into the world of funny and relatable content and how it can strengthen your social media presence and connect you with your audience like never before. We'll cover different strategies to infuse humor into your content, from evergreen prompts to trending memes, and I’ll share tips to leverage tools like ChatGPT to generate creative ideas. Whether you're looking to boost engagement or wanting to add a touch of lightheartedness to your feed, you’ll find tons of ideas help you create good content that people can't help but share.

In this episode we’ll be covering:

How relatable content, especially humor, bonds people.
Humor isn’t for everyone, many viral accounts succeed without humor, so don’t feel the pressure to create something that doesn’t feel right for you.
Try using ChatGPT prompts to generate creative content ideas that your audience will connect with.
We’ll talk through three common types of funny content for regular posting.
Create evergreen content that doesn't rely on trends.
Embrace trial and error through testing and tweaking content strategies for success.

Featured content in this episode:

Drinking + Golfing

Recommended episodes:

Episode 19: Convert Viewers to Followers with the “That’s Me” Reel
Episode 38: How to Make ChatGPT Work for Your Business (and Three Prompts to Get You Started)
Episode 40: Build More Connections with Everyday Moments
Episode 41: Let’s Make Content Creation the Easiest Thing on Your To Do List

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THIS is the Secret to Success on Instagram Feb 11, 2025

Show notes

Today, we're diving deep into the secret sauce for success on social media, the three S's of content creation: Simple, Shareable, and Specific. We'll be talking about how you can tap into these elements to create engaging content that resonates across platforms like Instagram and TikTok. We'll also review real examples from content creators who've nailed one or more of these S's, resulting in viral reels that capture attention and inspire shares.

In this episode we’ll be covering:

Creating and sharing platform specific content: knowing your audience and the types of content that are successful.
The importance of having a solid message to share with your audience.
Test, try, and tweak!
Content planning around specific events and holidays that your audience might be looking for.
Creating simple and specific content, use scenarios and identifiers that enhance relatability.
Group chat hero? We’ll look at what makes content shareable and how to start applying it.
The role of humor in content (PS: Stay tuned for an upcoming episode around humor!)

Links to reels in this episode:

Other episodes you might have missed:

Episode 017: Turn a Simple Idea into a Reel People Will Love
Episode 029: Tailoring Successful Reel Techniques to Your Niche
Episode 034: Is Engagement the Most Important Metric on Instagram?
Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert

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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)

Join me in the Reels Lab!

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Making Sense of the Instagram Algorithm Feb 04, 2025

Show notes

Let’s talk about the Instagram algorithm, it’s not that scary, I promise! The overall goal is simple: keep users on the app. Remember, the algorithm rewards good content! I’m going to walk you through the differences between connected and unconnected reach, along with key factors like watch time, likes, and shares. We’ll also look at a few viral reels right now and I’m sharing some easy ideas you can run with!

In this episode we’ll be covering:

Understanding the goal of the Instagram algorithm and how to make it work for you.
Do some types of engagement matter more than others? We’ll talk through the different types of engagement, like shares, likes and saves.
Two types of content reach: connected vs. unconnected.
Content engagement metrics and key indicators that can affect your content ranking.

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 029: Tailoring Successful Reel Techniques to Your Niche
Episode 030: Attract New Followers with Talk to Camera Reels
Episode 034: Is Engagement the Most Important Metric on Instagram?

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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Hashtags Are Not Dead: Here's How to Use Them in 2025 Jan 28, 2025

Show notes

Today is the day that we have a conversation about hashtags. I’ve been hearing a lot of rumors about how hashtags don’t work anymore or how they decrease your reach, and I know you’ve been hearing them too. So are they dead? Or are they still a powerful tool for your content? We’ll look at how hashtags (and keywords) can still be an effective way to maximize your reach and categorize your content.

In this episode we’ll be covering:

Remember my experiment with testing longer reels? The initial results are in!
How hashtags work, how many to use, and how to use them to categorize your content so it reaches the right audience.
The evolution of hashtags over the years, including their effectiveness and different strategies.
Hashtags, keywords and the algorithm - how it all works together to make sure the right content gets to the right people.
We’re reviewing real time examples and what results I am currently seeing in my own clients' content.
Integrating keywords into your content strategy and where to find the best ones related to your niche!

Featured content in this episode:

Recommended episodes:

Episode 12: Ditching the Toxic Advice on Instagram
Episode 14: Why Creating Specific Content Leads to Higher Engagement
Episode 20: SEO Strategies to Optimize Your Instagram Content
Episode 34: Is Engagement the Most Important Metric on Instagram?

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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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Navigating Social Media Changes: Instagram Updates and Save Time Editing Videos Jan 21, 2025

Show notes

I don't know about you, but my head is spinning from the whirlwind of social media updates from this past weekend. From the roller coaster of TikTok's (brief) ban to Instagram's new grid layout and the introduction of three-minute reels, there's a lot to unpack. I'll also be sharing my favorite editing tips using InShot to make your talk-to-camera reels even more engaging and don't worry, I've got some viral reels to share with you to inspire your content this week!

In this episode we’ll be covering:

All the Instagram updates that happened over the weekend and how to make the most of the changes.
Impacts of the new Instagram grid update and how you might be able to adapt, even if it isn’t ideal.
I’m sharing my go-to tool for editing short form videos for Instagram and TikTok, plus I’ll walk you through my favorite features!
How I got my start editing video - you may not have heard this story yet!
Diversifying content platforms, while you may have a favorite, it’s still good to repurpose content to use on others.

Featured content in this episode:

Recommended episodes:

Episode 25: Why You Want to Use the New Instagram Features
Episode 29: Tailoring Successful Reel Techniques to Your Niche
Episode 32: We All Start at Zero: Embrace Storytelling to Connect with Your Community

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

Connect with me on Instagram!