Good Content with Shannon McKinstrie

Hosted by Shannon McKinstrie

Business Marketing Entrepreneurship

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Episodes

128

Latest episode

Aug 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

August 18, 2026Episode 12713 min

Create Trial Reels that Turn Viewers into Followers with Personalized Content

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 busy Candleglambyperry: 320 Candles in 1 Day Macroswithem: When Diet Coke starts hitting better than alcohol Macloafe: Birkenstock Future shoe of the year Shannonmckinstrie: Your friend is “trying to be an influencer” Recommended episodes: Episode 19: Convert Viewers to Followers with the “That’s Me” Reel Episode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to You Episode 120: Three Things To Set Up Before Your Content Goes Viral Episode 122: Insider Style Content is Taking Over Social Media Episode 123: Fill in the Blanks and Start Sharing Your Insider Knowledge Episode 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 !

August 11, 2026Episode 12617 min

Make More Sales by Building Trust with Your Audience

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 Yourself Episode 113: This Instagram Story Strategy Became My Biggest Sales Funnel Episode 117: How to Start Making Money Without Fancy Funnels Episode 118: Identity Maxxing Will Help You Find Your Ideal Audience Episode 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 !

August 4, 2026Episode 12519 min

How to Get Noticed Online for Brand Deal Opportunities

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 Yourself Episode 108: Why You NEED To Take Content Creation Seriously Episode 113: This Instagram Story Strategy Became My Biggest Sales Funnel Episode 117: How to Start Making Money Without Fancy Funnels Episode 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 !

July 28, 2026Episode 12416 min

Have More Conversations and Let Your Audience Shape Your Content

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 life The.hostess.collective: What to buy for the host Toast_events: Reception crowd favorite Tangkarmen: 10 Things I do on a flight as a nutritionist Recommended episodes: Episode 113: This Instagram Story Strategy Became My Biggest Sales Funnel Episode 119: Your Boring Life Moments are the Shortcut to Success Episode 121: Discover What’s Valuable Once You Start Posting Episode 122: Insider Style Content is Taking Over Social Media Episode 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 !

July 21, 2026Episode 1238 min

Fill in the Blanks and Start Sharing Your Insider Knowledge

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 Audience Episode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to You Episode 115: It’s Time to Get Yapping On Camera Episode 118: Identity Maxxing Will Help You Find Your Ideal Audience Episode 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 !

July 14, 2026Episode 12214 min

Insider Style Content is Taking Over Social Media

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 TikToks Janeconnery: The content I want to see Emmagrede: GRWM for Wimbledon Kathrynlturner: A look at some of my favorite products Heycourtneymitchell: 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 Clips Episode 109: The Human Side of Content That Sells Episode 119: Your Boring Life Moments are the Shortcut to Success Episode 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 !

July 7, 2026Episode 12110 min

Discover What’s Valuable Once You Start Posting

For years I thought I had nothing valuable to share on social media. When I first started posting on Instagram, nothing I was sharing was mind blowing, I was just documenting. So, I started posting a little more, showed up in stories, and took people along on my journey, and suddenly I'm getting people asking me, “How do I work with you? Will you come into my office? I'll pay you.” All I was doing was documenting something I did not find valuable or interesting, but it was valuable and interesting to other people. It’s okay if you don’t have everything figured out just yet, your audience will tell you what is valuable, but first you have to hit post. Once you start posting, you learn what your audience loves the most. So I want to reassure you, even if you feel like you don't have anything valuable to share, you do. In this episode we’ll be covering: How to find inspiration when you feel stuck. Try reading a book, sitting at a coffee shop, or having a conversation with someone. You don’t need to have everything figured out yet, just start posting to figure out what works. Moving past your own self doubt to find success, you’ll be so glad when you get out of your head and start recording. Take your audience on a journey with you, document your day (even if it seems boring and basic) and share the moments that matter to you. Start posting and let your audience tell you what is valuable, it might surprise you! Featured content in this episode: ShannonMcKinstrie: Hot Dog Beach Hack Recommended episodes: Episode 104: How to Create Viral Reels From Everyday Video Clips Episode 108: Why You NEED To Take Content Creation Seriously Episode 115: It’s Time to Get Yapping On Camera Episode 116: Easy Content Ideas for When You’re Not Feeling Creative Episode 119: Your Boring Life Moments are the Shortcut to Success 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 !

June 30, 2026Episode 12010 min

Three Things To Set Up Before Your Content Goes Viral

I tell people this all the time and I don’t think they realize that you are literally just one post away from blowing up on Instagram. But here’s the thing most people don’t think about, you need to have the systems in place before it ever happens. I’m not saying don’t post your content, or use my hooks, in fact I want you to do that today! If you’re sharing online and people are connecting with you, eventually people will start reaching out, and I want to make sure you have systems in place to handle it, because trust me, once the ball starts rolling, you might feel overwhelmed. In this episode we’ll be covering: The three most important systems to have set up in case you blow up on Instagram (or other social media platforms.) How I’m leveraging ManyChat for the podcast and other ways you can use it for your business to create effortless automations that work for you around the clock. Creating a Canva account for digital products so you can start selling your expertise, I know you have something sitting in your notes that can make you money. Making sure you have a way for people to contact you, whether it’s brand collaborations or speaking opportunities, you need to have a simple way for people to get in touch with you. It’s ok to start small and simple, I used Google Docs for years, your people don’t care about the packaging, they want your brain and your knowledge. Featured content in this episode: Social.varsity is your ManyChat Expert! Recommended episodes: Episode 87: How to Get New Followers on Instagram: Trial Reels, Bios, and More! Episode 98: Start Selling on Social Media without Feeling Salesy Episode 108: Why You NEED To Take Content Creation Seriously Episode 117: How to Start Making Money Without Fancy Funnels Episode 119: Your Boring Life Moments are the Shortcut to Success 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 !

June 23, 2026Episode 11912 min

Your Boring Life Moments are the Shortcut to Success

If you feel like you are boring, or your niche is boring, I need you to hear me: you are not boring. Those random and mundane life moments are exactly what we are craving on social media right now, and if you feel like you have nothing to say on Instagram, get out of the house, go for a walk, meet with a friend, read a news article and take note of what lights you up. Go do something interesting and talk about it. We see all this content on social media and it’s so edited and perfect, sometimes we just need to feel something real. Our brains are dying for more mundane and boring, and to just connect with you over the silliest stuff. In this episode we’ll be covering: The value of “boring” content and how seemingly mundane things from your day can actually be the key to more conversations. Remember how I’ve been begging you to document your day with photos and video clips? Now is the time to use it! How to get out of a boring content rut and find some inspiration in your day. Get outside your niche, your life isn’t all business, we want to see and hear about your day. Sharing your journey helps connect with people who are on a similar path, or share the same values and beliefs. Featured content in this episode: grace_lanker: How to pick the perfect watermelon Doctora_edith: Unhinged things I’ve recommended as a pediatrician Laurennortonbeauty: The art of knowing when to stop Hollydawnkuni: Your toddler does not care if the craft is aesthetic Shannonmckinstrie: The Anti-Edit Edit Recommended episodes: Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of Ourselves Episode 104: How to Create Viral Reels From Everyday Video Clips Episode 106: Spark Conversations with Reels Your Audience Will Want To Respond To Episode 108: Why You NEED To Take Content Creation Seriously Episode 109: The Human Side of Content That Sells Episode 116: Easy Content Ideas for When You’re Not Feeling Creative 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 !

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 myself Littlebugtogs: The library books I borrowed Arthousecharlotte: I sell original local art in Charlotte, NC Taylorjackzen: Making dinner for my family The_intuition_dietitian: Convenience eater Welltraveledchild: New non-stop international flights Prestonkonrad: Simple and lux table upgrades Shannonmckinstrie: Identity Maxxing Recommended episodes: Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of Ourselves Episode 110: Become More Memorable When You Stop Overthinking and Start Repeating Episode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to You Episode 117: How to Start Making Money Without Fancy Funnels 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 !