Good Content with Shannon McKinstrie

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 Seriously
• Episode 113: This Instagram Story Strategy Became My Biggest Sales Funnel
• Episode 118: Identity Maxxing Will Help You Find Your Ideal Audience
• Episode 119: Your Boring Life Moments are the Shortcut to Success
• Episode 125: How to Get Noticed Online for Brand Deal Opportunities
• Episode 129: Start Thinking Outside Your Niche

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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 Formula
• Episode 115: It’s Time to Get Yapping On Camera
• Episode 127: Create Trial Reels that Turn Viewers into Followers with Personalized Content
• Episode 130: Feeling Excited About Content Creation Changes Everything
• Episode 131: Two Types of Reels to Turn Viral Views into New Followers
• Episode 133: You Need a Content Schedule That Works For Your Life

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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 Clips
• Episode 121: Discover What’s Valuable Once You Start Posting
• Episode 130: Feeling Excited About Content Creation Changes Everything
• Episode 132: Creating Content For An Interest Based Algorithm

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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 Content
• Episode 95: Building Real Community with Stories and Shared Moments
• Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of Ourselves
• Episode 106: Spark Conversations with Reels Your Audience Will Want To Respond To
• Episode 109: The Human Side of Content That Sells
• Episode 124: Have More Conversations and Let Your Audience Shape Your Content

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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 1
• Fall Signature Series Ideas

Recommended episodes:

• Episode 19: Convert Viewers to Followers with the “That’s Me” Reel
• Episode 26: Start a Signature Series That People Keep Coming Back For
• Episode 118: Identity Maxxing Will Help You Find Your Ideal Audience
• Episode 120: Three Things To Set Up Before Your Content Goes Viral
• Episode 127: Create Trial Reels that Turn Viewers into Followers with Personalized Content
• Episode 130: Feeling Excited About Content Creation Changes Everything

Send a message!

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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 Explains
• Bitter Builds

Recommended episodes:

• Episode 120: Three Things To Set Up Before Your Content Goes Viral
• Episode 126: Make More Sales by Building Trust with Your Audience
• Episode 127: Create Trial Reels that Turn Viewers into Followers with Personalized Content
• Episode 128: The Rise of the Conversational Expert
• Episode 129: Start Thinking Outside Your Niche

Send a message!

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Join me in the Reels Lab!

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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 niche
• 7 Out-of-the-box things to post this week

Recommended episodes:

• 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
• Episode 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.

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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 Expectations
• Wellbysabzi: Substack / The peace of letting people
• Unpinnedwine: I drink a lot of champagne…
• The.stroke.doc: Dementia prevention hacks
• Dom_dowling: Easiest way to build happiness
• Channelallday: Money things 17 years of marriage taught me
• Drshantesays: Exposure is a form of generational wealth
• Annikaunmasked: Easier childhood
• Livelohy: 5 trips before you die

Recommended episodes:

• Episode 106: Spark Conversations with Reels Your Audience Will Want To Respond To
• Episode 109: The Human Side of Content That Sells
• Episode 115: It’s Time to Get Yapping On Camera
• Episode 118: Identity Maxxing Will Help You Find Your Ideal Audience
• Episode 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.

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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!

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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!