Good Content with Shannon McKinstrie

Hosted by Shannon McKinstrie

Business Marketing Entrepreneurship

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Episodes

118

Latest episode

Jun 2026

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EN-US

About the show

Open a bottle of pinot grigio or whip up an oat milk latte and relax with your host, Shannon McKinstrie, as she cuts through the obnoxious social media noise, answers all your burning questions, and shares exactly what’s working right now in real time. No more second-guessing, it’s time to level up your social media game the tried and true way…with good content.

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60 recent

June 16, 2026Episode 11812 min

Identity Maxxing Will Help You Find Your Ideal Audience

Identity maxxing is taking over Instagram right now and I’m here for it. We are getting thrown so much content these days, that you need something to help you stand out from everyone else. Because we don’t want to simply blend in, we want to create content that resonates and connects with our audience. This looks like sharing pieces of you (aka your identity) that other people can connect with so they see themselves and stop, thinking “wait, that’s me!” If you’re struggling with low views or you just want to stop the scroll, I have tons of examples (linked below!) to help you start owning your identity on Instagram.In this episode we’ll be covering:What is “identity maxxing" and how to start using it when you create content for Instagram.How identity influences connections online and in person, and how our identity goes beyond simple demographics.Discussing identity based content hooks to call out our audience and increase engagement.How the Instagram algorithm serves content based on your specific identity and tastes. Multiple content examples and POV ideas for identity maxxing your posts.Featured content in this episode:Noellebybee: Rules I have for myselfLittlebugtogs: The library books I borrowedArthousecharlotte: I sell original local art in Charlotte, NCTaylorjackzen: Making dinner for my familyThe_intuition_dietitian: Convenience eaterWelltraveledchild: New non-stop international flightsPrestonkonrad: Simple and lux table upgradesShannonmckinstrie: Identity MaxxingRecommended episodes:Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of OurselvesEpisode 110: Become More Memorable When You Stop Overthinking and Start RepeatingEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to YouEpisode 117: How to Start Making Money Without Fancy FunnelsSend 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!

June 9, 2026Episode 11715 min

How to Start Making Money Without Fancy Funnels

I know a lot of people make it seem easy, they have a viral reel, sell a bunch of stuff and then suddenly become millionaires. Fun fact: It's actually not that easy, because if it was, we would all be millionaires. I know it appears to happen overnight, but for most people they’ve been doing this for a long time, myself included. My Reels Lab recently hit over $2 million in sales and I’m going to tell you exactly how I did the dang thing without fancy funnels.In this episode we’ll be covering:How those overnight successes aren’t so overnight, in fact they are often years in the making.A peek into my business journey and how I started monetizing my Instagram account.How I started building my business, showing up and getting my name out there.Early marketing strategies including personal outreach to family and friends, even if they didn’t need what I was offering. Building my local community in person at networking events and workshops.Evolution of my services and price points, and how I ensured they were the right offers for my community and for me.Recommended episodes:Episode 98: Start Selling on Social Media without Feeling SalesyEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 109: The Human Side of Content That SellsEpisode 113: This Instagram Story Strategy Became My Biggest Sales FunnelSend 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!

June 2, 2026Episode 11616 min

Easy Content Ideas for When You’re Not Feeling Creative

I’ve been navigating this strange “white space” after a whirlwind few weeks filled with nonstop busyness now that everything has slowed down. Instead of feeling relaxed, I was hit with a wave of anxiety and feeling like maybe I’m not doing enough. So, I’m working on letting myself just be, that means no big launches, no new projects, just enjoying where I’m at right now.If you’re running on empty or stuck in a creative slump, remember that it’s okay to repurpose your content or simply take a break. The truth is, our audiences won’t vanish if we step back or reuse a great post from a few months ago. If you still want to show up, there are easy content hacks you can lean on like reaction videos or sharing relatable moments, they really work when your creativity is all tapped out. So here’s your permission to give yourself some grace this summer, trust that “enough” is truly enough, and know I’m right there with you. In this episode we’ll be covering:Navigating busy seasons and down time in life without the pressure of expectations. Permission to pause for rest and resisting the temptation to work on new projects and ideas.How to maintain a social media presence while taking a summer break or vacation.Creative content ideas like sharing trending articles and familiar brands.What the BENS (Big, Easy, New, Safe) Method is and how to apply it to your posts.Hooks and formats for high-engagement reels, including borrowed familiarity and relatable momentsFeatured content in this episode:Shannonmckinstrie: How to Yap without RamblingZakbcreates: The new status symbol nobody talks aboutHeart.led.wellness: Using food as a buffer from lifeThestomachdoc: If peas get their marketing rightRecommended episodes:Episode 57: Repurpose Your Content for More Impact with Less EffortEpisode 94: You Want Your Content to Fit Your Life, Not Become Your LifeEpisode 97: We All Love Familiarity, Here’s How to Create that Familiar Feeling in Your Content Episode 107: Where To Find Content Ideas So You’re Always Ready To PostEpisode 110: Become More Memorable When You Stop Overthinking and Start RepeatingSend 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!

May 26, 2026Episode 11515 min

It’s Time to Get Yapping On Camera

Right now is the easiest time to grow on social media, especially with the rise of yapping videos. What is yapping exactly? It’s basically just a talk to camera reel. Whether the idea of yapping on camera feels scary for you or you’re just not sure where to start, I’m going to walk you through my favorite tips and a simple formula to help you start creating your own yapping videos.In this episode we’ll be covering:Why we all love yapping videos on Instagram so much right now, especially with the rise of AI content. Do yap videos actually convert? We'll look at real examples of successful yapping videos.How to create yap videos when speaking on camera feels scary and the real reason you hate how you sound on camera.A peek behind the scenes of creating a yapping reel and why I usually do three takes of all my videos.A walkthrough of my simple 30 Second Reel Formula.Featured content in this episode:Lonelinessdoctor: Making friends as an adultSabrinakaylor: I own three coffee shops in GAHindirlane: Smartest things we did was create a family emailThe thirty second yap formulaRecommended episodes:Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of OurselvesEpisode 108: Why You NEED To Take Content Creation SeriouslyEpisode 109: The Human Side of Content That SellsEpisode 114: Intellectual Property vs. Content Inspiration: Protecting Your Work as a CreatorSend 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!

May 19, 2026Episode 11413 min

Intellectual Property vs. Content Inspiration: Protecting Your Work as a Creator

We're diving into a hot topic: content copying. I’m breaking down the difference between inspiration vs copying, how to protect your intellectual property, and I’m sharing personal experiences of copyright infringement and the best ways to handle it all.We'll talk about what you can do when your content is taken without credit, the right and wrong ways to get inspired, and why it's so important to celebrate your own originality in the online space. If you’ve ever wondered when to shout someone out or how to make sure your ideas are protected, this episode is for you!In this episode we’ll be covering:The difference between content copying, inspiration, and intellectual property and why it matters. My own experiences with copyright infringement, how I handled it and what I wish I had done differently.Deciding when to take legal action vs. letting things go and what options are available to you for dealing with content theft.Trending or viral content vs Intellectual Property: enjoying when others use the concept and knowing what’s “teachable” vs. just “inspired content.”Best practices when it comes to other people's content: obtaining explicit, written permission before reposting others’ content and knowing when to tag another creator to give credit where it is due. My method for handling content inspiration when I can’t recall the original creator.Recommended episodes:Episode 35: Turning Inspiration into Unique and Original ContentEpisode 42: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 63: Was That an Ad? Even the Big Brands are Making it PersonalEpisode 95: Building Real Community with Stories and Shared MomentsEpisode 107: Where To Find Content Ideas So You’re Always Ready To PostEpisode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to YouSend 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!

May 12, 2026Episode 11315 min

This Instagram Story Strategy Became My Biggest Sales Funnel

Instagram Stories have become my biggest sales funnel to date, even rivaling my email list, and I’m going to walk you through my proven strategy that works for both launches and daily content. This strategy includes how I start my day, incorporating interactive elements like stickers and sliders, with a mix of both business and personal content to keep followers engaged. I’ll break down how I structure stories like a sales page from introducing offers to sharing testimonials and we’ll also touch on real life marketing brilliance that leans on nostalgia and relatability to build trust and boost conversions. In this episode we’ll be covering:How Instagram Stories became my most powerful sales funnel for business growth.My step by step Instagram Stories strategy for launching high-ticket offers.Mixing personal life and business in Stories to encourage audience interactions.Using Instagram insights to analyze which Stories get the most engagement.Increasing Story conversions with link stickers, sliders and ManyChat.Recommended episodes:Episode 62: Why You Don’t Need Fancy Content to Stand OutEpisode 72: Creator Style Content is for Everyone, Even YouEpisode 73: Staying Top of Mind with Instagram StoriesEpisode 95: Building Real Community with Stories and Shared MomentsEpisode 109: The Human Side of Content That SellsSend 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!

May 5, 2026Episode 11219 min

Multiply Your Views by Adding These Five Things to Your Hooks

This past week was a pivotal moment in my career, from my early days with a bulky video camera to standing on stage as a keynote speaker at Social Media Marketing World, I am so grateful for this journey I am on. There may be a few tears as I reflect on how my lifelong love for documenting memories and making people feel seen has come full circle, and I hope it reminds us all that your unique stories matter in business and online marketing. This week I want to focus on your hooks, so I’m sharing actionable content tips that I want you to start using right away, because these five simple things have helped my clients 10x the views on their content. In this episode we’ll be covering:The five easy tweaks to personalize your hooks and make them uniquely yours so they stand out.How to use identifiers in your content to attract the right audience.Using something recognizable that the audience can attach to, this could be as simple as particular as a location or product.Be more descriptive in your hook by getting specific, this helps your content get in front of the right people.Share something relevant by using what’s happening right now, this could be an upcoming event or holiday, but lean on what’s trending right now.Make your content feel personal using the words “I and my” this builds trust and it helps people feel seen. Recommended episodes:Episode 19: Convert Viewers to Followers with the “That’s Me” ReelEpisode 40: Build More Connections with Everyday MomentsEpisode 70: Instagram Growth Hacks That Actually Work and Give Your Account PersonalityEpisode 85: Start Thinking Like a Marketer So People See Themselves in Your ContentEpisode 97: We All Love Familiarity, Here’s How to Create that Familiar Feeling in Your Content 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 YouSend 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!

April 28, 2026Episode 11110 min

It’s How You Fill in the Blanks That Makes the Hook Unique to You

If you’re struggling with what to put in the blank for the “fill in the blank hooks” I share with you each week, I’m going to help you figure out exactly where to start. These hooks are templates waiting for you to add your own personality so you don’t sound like every other person posting on Instagram. We’ll discuss using specificity and identifiers that your audience will relate to, while still tapping into those trends and experiences that really makes your content stand out. Then, I want you to take what we talk about in this episode and run with it, don’t overthink it, just run with it. In this episode we’ll be covering:The five hooks I’m begging you to use this week to quadruple your views.Why your hooks blend into the scroll and sound just like everyone else’s.How to make sure your hooks are unique to you and resonate with your audience.Step by step examples to show you what’s actually working and how these templates can easily be personalized. Using these trending hooks with personal identifiers to be recognizable and showcase your unique stories and experiences. Featured content in this episode:Shannonmckinstrie: Hooks I’m begging you to use this week to quadruple your viewsRecommended episodes:Episode 92: This is the Era of Experiences and BelongingEpisode 100: Use Identity Driven Content to Connect and Engage with Your AudienceEpisode 101: Double Your Views on Instagram with the RISE FormulaEpisode 109: The Human Side of Content That SellsSend 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!

April 21, 2026Episode 11014 min

Become More Memorable When You Stop Overthinking and Start Repeating

We need to talk about something that I hope will change everything for you as far as being more consistent, stopping overthinking, growing your account, and getting more sales. I think this might be one of the biggest struggles a lot of my clients still have, but you need to start repeating yourself. You can say the same thing 100 times and that's not going to drive anyone away, it's actually going to keep them around. We're looking for content that reflects exactly what we want to see, that may be what's coming up in our lives, something to make life easier, or something we love right now. Repetition in your content is not lazy, it’s strategic and the smartest creators are leveraging it to grow their accounts, boost sales, and become memorable. In this episode we’ll be covering:Why you shouldn't be scared of repeating yourself, because what consumers really want is to binge content related to their current life stage.Social media thrives on familiarity and repetition helps you become more recognizable and memorable.Marketing is all about repetition and saying the same thing over and over again in new ways.Your new content marketing strategy: utilizing your account insights and repurposing your top performing reels, updating and tweaking hooks and formats as needed.Advice for getting started as a brand new content creator if you don’t have any content to repurpose (yet!)Recommended episodes:Episode 77: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram ContentEpisode 96: Boost Retention Rates and Create Memorable Content that Feels HumanEpisode 97: We All Love Familiarity, Here’s How to Create that Familiar Feeling in Your Content Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of OurselvesEpisode 107: Where To Find Content Ideas So You’re Always Ready To PostEpisode 108: Why You NEED To Take Content Creation SeriouslySend 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!

April 14, 2026Episode 10916 min

The Human Side of Content That Sells

Get your notes app ready, my friend, because we’re going in today. If you’re still feeling a little confused when it comes to specificity and filling in the blanks for all the hooks I share with you, this episode will help everything fall into place. Have you noticed that the people growing the fastest on Instagram right now, are not the most polished, they’re the most human? This is what is working right now, and we are seeing it everywhere from huge corporate brands to smaller brands who have grown their audiences exponentially. We’ll look at examples from big brands, viral trends and everyday creators to show you how specificity and sharing your unique perspective can help you connect with your audience and grow your business. In this episode we’ll be covering:The problem with generic advice and what’s really working on Instagram right now. The type of content helping people grow the fastest right now is human content. Building real relationships with your audience when there is such a lack of trust online right now.How to turn a generic hook into content tailored to your niche using identifiers and specificity that will resonate with the right people.Finding the personal connection for your business content by sharing YOU (hint: sharing doesn’t mean oversharing!)Featured content in this episode:Ourwintonhome: Imagine having your kids grow up hereGlenwildartstudio: Dollar Tree DIYGadget.life.withme: Handy gadget you didn’t know existedCandaces_canvasses x glazedoverstudio: Diet CokeCandaces_canvasses x glazedoverstudio: Paint my tomato basil mozzarella plateThehousethatholds: How can I help?Simplywell.lydia: No counter space but do havePlant.forward.families: I wish more people knewDermarkologist: I wish more people knew (list)Recommended episodes:Episode 56: The Reel That Had Me Clicking Buy ImmediatelyEpisode 60: Nail Your Short Form Videos with This Simple FormulaEpisode 83: Use the REP Hook Formula and Start Filling in the Missing PiecesEpisode 92: This is the Era of Experiences and BelongingEpisode 100: Use Identity Driven Content to Connect and Engage with Your AudienceEpisode 108: Why You NEED To Take Content Creation SeriouslySend 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!