Advertise on podcast: Good Content with Shannon McKinstrie

This isn’t a typical episode, but I want to talk honestly about what it’s like to continue to show up on social media when things feel like they’re falling apart. Maybe you’ve experienced this and you can relate, or if you haven’t had that experience, I hope this gives you some advice and permission to do what’s best for you, whether its pressing pause, slowing down, or getting extra support. Social media can be deceiving, it looks like everyone is always on and everything is business as usual, but the fact is things aren’t always great and times do get tough. In this episode we’ll be covering: You’ve got options. We’ll talk about what you can do from hiring help and getting support, to repurposing your content, or simply taking a break.Your audience won’t notice if you take a quick breather, and when they do I’m sure they will be just as supportive as ever.How being a business owner exposes everything, it really forces you to look at who you are and gives you permission to be yourself.I’m getting up close and personal here, I’ve struggled with my own things this year and I’m sharing how I have handled my social media content and just life in general (hint: it’s ok to ask for help).Take the pressure off and trust yourself. Consider this your permission slip to be yourself and do what you need to do when life gets hard.  Recommended episodes: Episode 57: Repurpose Your Content for More Impact with Less EffortEpisode 116: Easy Content Ideas for When You’re Not Feeling CreativeEpisode 119: Your Boring Life Moments are the Shortcut to SuccessEpisode 124: Have More Conversations and Let Your Audience Shape Your ContentEpisode 133: You Need a Content Schedule That Works For Your LifeEpisode 135: Building a World for Your Brand 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! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

I hear from everyone all the time “My life is too boring. My product is too boring. My service is too boring.” Well friend, I am here to help you make it unboring by showing you what it means to create an entire world around your brand. We’ll talk about inviting your audience into your world through your content and Instagram stories, making your brand a place people actually want to revisit, just like their favorite tv show. Plus, I’m sharing examples from big brands to show how they’ve built unique online communities of fans rooted in taste and identity along with tips to leverage UGC, collaborating with other businesses, and simply letting your authentic self shine. You're not just creating content, you're creating a world for people. You're creating something for people to walk into, feel invited into, and feel safe in. You want them to align with who you are, your tastes, your identity, so stop hiding who you are. In this episode we’ll be covering: Creating a world people want to be a part of and keep coming back to, whether that is a product, a service, or a brand.Inviting people into your world, into your way of thinking, your perspective, even your life story through your content.You’re not boring. As business owners, we get so wrapped up in our world that we think we have nothing of interest to say to others around us, and that’s not true. Building worlds through identities and taste, and building a community where people want t open Instagram and go to your account to see it. Discovering and developing your personal brand by talking and sharing, so you start learning and opening up about who you are and what your taste and identity is. Featured content in this episode: Fishwife: Cutest Eye Masks You’ve Ever Seen Recommended episodes: Episode 108: Why You NEED To Take Content Creation SeriouslyEpisode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 119: Your Boring Life Moments are the Shortcut to SuccessEpisode 125: How to Get Noticed Online for Brand Deal OpportunitiesEpisode 129: Start Thinking Outside Your Niche 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!

Editing reels does not need to take up hours of your time and I am going to share exactly what I do each week to simplify the process. I’m breaking down how I make editing reels faster by leaning on the Edits app and using templates, and we’ll discuss duplicating projects and saving your favorite sounds and fonts so you’re always ready to create. I’ll also show you how to incorporate the RISE method to create irresistible hooks for reels, keeping the content creation process simple, saving you hours each week. In this episode we’ll be covering: My approach to editing Instagram Reels quickly (without spending hours on content creation)Saving time by using templates and the Edits app to streamline your workflow.Step-by-step process for duplicating and repurposing templates for recurring signature series.Using the RISE method to create scroll-stopping hooks in your talk-to-camera videos.Practical editing features like overlays, captions, and sound effects to boost engagement. Featured content in this episode: How I edit my videos Recommended episodes: Episode 101: Double Your Views on Instagram with the RISE FormulaEpisode 115: It’s Time to Get Yapping On CameraEpisode 127: Create Trial Reels that Turn Viewers into Followers with Personalized ContentEpisode 130: Feeling Excited About Content Creation Changes EverythingEpisode 131: Two Types of Reels to Turn Viral Views into New FollowersEpisode 133: You Need a Content Schedule That Works For Your Life 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!

Did you know you’re more likely to hit post on your content when it feels easier and it actually works with your life? I don’t know if you’ve ever noticed, but I tend to avoid posting heavy content on Friday, leaning into content that is low lift and a little more fun. I actually plan out all my content in a way that fits into my busy schedule and I have some advice to share when it comes to posting routines and squeezing content into your busy workdays. I have some ideas for low lift, low energy content days and why you don’t need to be posting three times a day, every day (I don’t) because I want you to walk away feeling inspired to create content that feels easy and truly works with your life.  In this episode we’ll be covering: Posting your content at optimum times that make sense for you and your audience, think 7am coffee run.Embracing the idea of low-effort reels and relatable content, sometimes we just need something simple and that's okay!How I keep ideas ready when I’m out of energy and need quick and easy Instagram content inspiration.Building content creation into my week in a way that works with my schedule, not against it. Featured content in this episode: Mosseri: Ranking on Instagram Recommended episodes: Episode 104: How to Create Viral Reels From Everyday Video ClipsEpisode 121: Discover What’s Valuable Once You Start PostingEpisode 130: Feeling Excited About Content Creation Changes EverythingEpisode 132: Creating Content For An Interest Based Algorithm 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!

Rumor has it that social media as we know it, is dead. In a sense, yes, social media is dead as we once knew it, but social media is still a place to be social and it’s still a place to build community, it just looks a lot different from what it was six to ten years ago. Now, instead of seeing all your friends and their new dog or their vacation, our feeds are interest based, which means we are seeing content around what we are showing interest in. If I send my husband a golf video, I’m going to be seeing a lot of golf related videos on my feed. So, what does that mean for you as a content creator? I’m breaking it all down for you in this episode. In this episode we’ll be covering: How the algorithm adjusts to your interests to keep you engaged and on the app longer.Don’t stress out about losing followers, let’s change the perspective on what it means when someone chooses not to follow you anymore.Start sharing your interests on social media, I’m giving you permission, because there is more to you than just business.Get to know your people and know them really well. Post in stories, ask questions, pay attention, and listen to what people are talking about.What conversations are happening in your industry? Take the time to listen to what people are frustrated with or what they are excited about.  Recommended episodes: Episode 84: Train the Instagram Algorithm to Hype Up Your ContentEpisode 95: Building Real Community with Stories and Shared MomentsEpisode 103: Hot Take: We’re Following Accounts Where We See a Reflection of OurselvesEpisode 106: Spark Conversations with Reels Your Audience Will Want To Respond ToEpisode 109: The Human Side of Content That SellsEpisode 124: Have More Conversations and Let Your Audience Shape 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!

If you’ve ever had a reel go viral with thousands of views, but you didn’t really gain any new followers from it, this happens more often than you think. Just because a reel goes viral, doesn’t mean all those views suddenly convert into new followers. I have found two types of reels that consistently bring in new followers, a signature series and what I like to call a “that’s me!” reel. We’ll talk about why I love these two types of reels so much and I’ll share how my new signature series is doing. If you’ve been on the fence about creating either of these types of reels, or if you’re looking for more followers on Instagram or TikTok, take this as your sign to turn those views into follows! In this episode we’ll be covering: What to do when your reel goes viral, but those views don’t turn into new followers.Recap of what a “That’s Me!” reel looks like and my favorite hooks that tend to attract and convert really well for this type of reel.Creating a signature series that works for your account and we’ll chat about what my new signature series looks like right now!Continue posting regularly, testing and using trial reels to reach your ideal audience, sometimes all it takes is a little tweak to find the right people. How to discover what series your audience wants to see from you so your new viewers want to stay for more.  Featured content in this episode: Content Playdate: Episode 1Fall Signature Series Ideas Recommended episodes: Episode 19: Convert Viewers to Followers with the “That’s Me” ReelEpisode 26: Start a Signature Series That People Keep Coming Back ForEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 120: Three Things To Set Up Before Your Content Goes ViralEpisode 127: Create Trial Reels that Turn Viewers into Followers with Personalized ContentEpisode 130: Feeling Excited About Content Creation Changes Everything 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!

If you’ve ever wondered about going viral on Instagram and what it really takes to grow your business through content creation, I’m sharing stories about how I recently helped two different accounts skyrocket over 30,000 followers using a simple, strategic reel with a powerful hook and how you can prepare if something similar happens to you. We’ll talk about the importance of having systems in place to capture and communicate with your new audience, and how I use tools like ManyChat to build my email list. I’m also taking a moment to reflect on my own business journey, including the recent explosion of my new content series that earned me thousands of new followers in just days, and why slow, steady growth can be just as valuable as an overnight viral moment. Remember, every growth journey looks a little different, so experiment a little and have fun creating!  In this episode we’ll be covering: How finding success always looks a little different for everyone and a quick look at two different accounts that gained 30K followers from one reel. Preparation for going viral by having systems and tools in place to manage the influx of followers and messages, especially important for new creators!Having fun with content creation will help you create better content, and most often the simplest content performs the best!Overnight growth vs. slow and steady, a reflection of my own business journey (spoiler: I wouldn’t change a thing!) Featured content in this episode: Chelsea ExplainsBitter Builds Recommended episodes: Episode 120: Three Things To Set Up Before Your Content Goes ViralEpisode 126: Make More Sales by Building Trust with Your AudienceEpisode 127: Create Trial Reels that Turn Viewers into Followers with Personalized ContentEpisode 128: The Rise of the Conversational ExpertEpisode 129: Start Thinking Outside Your Niche 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!

If you feel stuck in the cycle of strictly business content, consider this your permission to start thinking beyond your niche. For your next post I want you to experiment and have some fun, show us who you are and what you’re up to. We’ll discuss why posting about your random interests can spark engagement and attract new followers and how curiosity and connection will always be the heart of social media success. Make sure to tune into the next episode for part two! In this episode we’ll be covering: Try this “Ask me about” exercise to start thinking beyond your niche to connect with your audience on a personal level.There’s value in posting seemingly “random” content that ventures outside your niche.Embrace your interests! You aren’t confusing the algorithm by posting beyond your niche, the algorithm favors interest and curiosity, and you can still reach aligned followers.Skip product only posts, share your stories and humanize your brand, there is growth and sales potential for any brand with heart.  Featured content in this episode: Stop only posting within your niche7 Out-of-the-box things to post this week Recommended episodes: Episode 109: The Human Side of Content That SellsEpisode 119: Your Boring Life Moments are the Shortcut to SuccessEpisode 121: Discover What’s Valuable Once You Start PostingEpisode 127: Create Trial Reels that Turn Viewers into Followers with Personalized 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!

This episode might just change your life. We’re discussing a particular style of video that is exploding right now, it’s unpolished and feels like you’re having an off the cuff Facetime call with a friend. We’re in a new era of talk to camera reels that I like to think of as the conversational expert, and I really need you to understand just how powerful this type of reel is. If you’ve been feeling stuck when it comes to your content, make this talk to camera reel this week. It’s not difficult and I’m sharing lots of viral examples as we talk through why these reels were so successful, so you can start creating your own today. In this episode we’ll be covering: Creating talk to camera reels where you show up and speak authentically, while also calling out identity.How the conversational reel captures attention when we are already running on short attention spans. What’s going viral right now, we’ll analyze several examples to understand exactly what elements resonate and connect right now. Applying storytelling and attention grabbing details to your talk to camera reels.The fall of authority driven content and how authority is perceived today, in what I like to refer to as soft authority. Featured content in this episode: Wellbysabzi: Substack / No ExpectationsWellbysabzi: Substack / The peace of letting peopleUnpinnedwine: I drink a lot of champagne…The.stroke.doc: Dementia prevention hacksDom_dowling: Easiest way to build happinessChannelallday: Money things 17 years of marriage taught meDrshantesays: Exposure is a form of generational wealthAnnikaunmasked: Easier childhoodLivelohy: 5 trips before you die Recommended episodes: Episode 106: Spark Conversations with Reels Your Audience Will Want To Respond ToEpisode 109: The Human Side of Content That SellsEpisode 115: It’s Time to Get Yapping On CameraEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 120: Three Things To Set Up Before Your Content Goes Viral 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!

I wanted to take today to talk about creating trial reels and making your content feel human again. (And yes, this applies to all the social media apps, not just Instagram!) The old advice of removing “I” and “my” from your content actually makes your content less engaging, and switching to more personalized hooks can make a massive difference in your engagement rates. I’m taking you on a scroll to share real examples, demonstrating how to apply them to your niche, whether you’re selling products or sharing your own lived experiences. I also break down my approach to trial reels, why lived-in, authentic moments work, and how to test out different hooks that make your ideal audience feel seen. In this episode we’ll be covering: The myth of “personalized” content, why it doesn’t work and how to create relatable and engaging content around “I” and “my”.Examples of successful content that uses “I” and “my” and how they stand out from generic content.Using a lived experience to build a strong hook that actually reaches and resonates with the right audience, instead of a weak hook that gets lost in the scroll.Adding elements of your human experience and personality to create value and connect with like minded people.Application of the 4H’s to real content, with examples so you can add your own twist! Featured content in this episode: Dietcoke: Don’t text I’m busyCandleglambyperry: 320 Candles in 1 DayMacroswithem: When Diet Coke starts hitting better than alcoholMacloafe: Birkenstock Future shoe of the yearShannonmckinstrie: Your friend is “trying to be an influencer” Recommended episodes: Episode 19: Convert Viewers to Followers with the “That’s Me” ReelEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to YouEpisode 120: Three Things To Set Up Before Your Content Goes ViralEpisode 122: Insider Style Content is Taking Over Social MediaEpisode 123: Fill in the Blanks and Start Sharing Your Insider KnowledgeEpisode 124: Have More Conversations and Let Your Audience Shape 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!

We’re getting personal in this episode! I'm sharing my thoughts on imposter syndrome and ethical marketing, but I’m also breaking down the huge Reels Lab sale that I just had, with numbers, and why this was so important to me. We’ll talk about two key marketing strategies that no one else is talking about (building trust and sharing your values) that made this sale a major success. PS. I’m sharing everything, how many emails went out, social media posts, how many story views I had, and how much I actually made, because I want you to walk away from this episode feeling inspired and know that this is possible for you too. In this episode we’ll be covering: Revisiting my early days as a baby social media manager and the unethical sales and marketing techniques many of us experience.Real number transparency: I’m pulling out actual data from this $140K four day sale so you can see exactly what happened behind the scenes, all while I was relaxing at the beach.Building trust with your audience will help you make more sales, especially now as very weary customers.Sharing your values to reach and resonate with the right people, we want to know who we are working with and that we share common ideals.Ethical marketing and trusting your instincts when it comes to buying, plus a look at my approach when it comes to The Reels Lab (and any other offers)! Featured content in this episode: Itsmommysalami: I think the library is cooler than Target Recommended episodes: Episode 105: Know When to Tune Out the Guru Advice and Trust YourselfEpisode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 117: How to Start Making Money Without Fancy FunnelsEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 121: Discover What’s Valuable Once You Start Posting 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 brand deals on your radar? This episode is going to set you on the right track for landing brand partnerships (and a little extra income!), even if you’ve never been interested in them before today. I’ve got a lot of insider advice from some of my closest friends so you’re going to walk away from this episode with tons of little golden nuggets. We’ll talk about optimizing your profile so you’re easy to reach, creating a media kit, and I even have a few ideas for cold pitching if you want to jump right in. Don’t be fooled by the size of your account, brand partnerships can be for small creators just as much as creators with huge account followings, so don’t let that stop you. In this episode we’ll be covering: How to set the stage for future partnership opportunities, start sharing your values to create connection and build an engaged audience.Optimizing your Instagram profile to make it easy to get in touch, add a contact email and don’t forget to add your location!Tagging your favorite brands every chance you get, in your stories, in carousels, everywhere, just make sure to tag them.Setting and negotiating your rates for brand deals and whether you really need an agency representative. Recommended episodes: Episode 105: Know When to Tune Out the Guru Advice and Trust YourselfEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 117: How to Start Making Money Without Fancy FunnelsEpisode 124: Have More Conversations and Let Your Audience Shape 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!

If you’re the person who is stuck right now and you don’t know what to post, I need you to get out and start having more conversations. Once you start having these conversations, notice what sparks interest. My audience shapes everything I do, from offers to website content to taglines, and noticing the smallest details can start meaningful conversations that help grow your brand. I’ll share how conversations have impacted my content and helped me get brand deals. We’ll also look at real content examples and hooks that you can use, even as an introvert or someone who hates talking on camera. In this episode we’ll be covering: Sharing things you notice throughout your day without exposing every last detail of your life.Observe reactions and take people behind the scenes recording little things that someone on the outside has never seen before.Start noticing when you’re out or working with clients, what is unexpected? What do they ask about? Use this to create content that people will find interesting and start a conversation.Using easy to understand language that anyone can connect with.  Featured content in this episode: Gesoderberg: Expensive things that changed my lifeThe.hostess.collective: What to buy for the hostToast_events: Reception crowd favoriteTangkarmen: 10 Things I do on a flight as a nutritionist Recommended episodes: Episode 113: This Instagram Story Strategy Became My Biggest Sales FunnelEpisode 119: Your Boring Life Moments are the Shortcut to SuccessEpisode 121: Discover What’s Valuable Once You Start PostingEpisode 122: Insider Style Content is Taking Over Social MediaEpisode 123: Fill in the Blanks and Start Sharing Your Insider Knowledge 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!

I hope you did your homework last week because we’re jumping right in with some prompts to help you start sharing your insider experiences. This type of content works for any industry, whether you’re a stay at home parent, a grad student, or you work a 9 to 5, we want all of your unique insider knowledge. We’ll walk through multiple high performing content ideas, with easy prompts and I’m sharing lots of ideas to help you fill in the blanks. Today, we’re embracing identity, taste, and real life experiences to create irresistible content that actually works.  In this episode we’ll be covering: Using your unique insider knowledge and experiences to connect with your audience. Content ideas for the next week with five prompts including examples to help you fill in the blanks so you can start creating right away.How to create the insider experience with your unique perspectives and experiences, building trust with your audience. Featured content in this episode: ShannonMcKinstrie: The best content ideas I saved for you this week Recommended episodes: Episode 100: Use Identity Driven Content to Connect and Engage with Your AudienceEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to YouEpisode 115: It’s Time to Get Yapping On CameraEpisode 118: Identity Maxxing Will Help You Find Your Ideal AudienceEpisode 122: Insider Style Content is Taking Over 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! Love this conversation? Make sure to follow and subscribe so you never miss an episode. Connect with me on Instagram!

We have entered yet another new era of content creation and it all leads back to human connection. One of the biggest and most underrated growth hacks on social media is bonding with your audience, and for a while people forgot the whole reason we are on social media to begin with. Well I think we’ve all realized what was missing and now we are looking for people to connect with and feel seen. And when we look at what’s really working on Instagram right now, its content based on lived experiences, personal journeys, beliefs, and perspectives. Think less influencer and more insider, and that doesn’t mean the end of influencers or that every single thing you share needs to be behind the scenes content, but it does mean that we want to see more from the people working behind the scenes. In this episode we’ll be covering: Why sharing your inside perspective is going to change everything for content creation, we don’t like to feel like outsiders, we want to experience an insider's perspective.Taking what you’re already doing and things you see everyday that your audience doesn’t, and turning it into content that changes your life.How to build trust with your audience through insider style content, when trust is at its lowest right now.Trade influencer style content for insider style content, with behind the scenes content that actually connects and builds trust. Why big corporations are paying their employees to create video content right now and what this means for content. Featured content in this episode: ShannonMcKinstrie: Starbucks is paying baristas to make TikToksJaneconnery: The content I want to seeEmmagrede: GRWM for WimbledonKathrynlturner: A look at some of my favorite productsHeycourtneymitchell: What I’m wearing at Anthropologie as a full time stylist Recommended episodes: Episode 97: We All Love Familiarity, Here’s How to Create that Familiar Feeling in Your Content Episode 104: How to Create Viral Reels From Everyday Video ClipsEpisode 109: The Human Side of Content That SellsEpisode 119: Your Boring Life Moments are the Shortcut to SuccessEpisode 121: Discover What’s Valuable Once You Start Posting 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!