Good Content with Shannon McKinstrie

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 adult
• Sabrinakaylor: I own three coffee shops in GA
• Hindirlane: Smartest things we did was create a family email
• The thirty second yap formula

Recommended episodes:

• Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of Ourselves
• Episode 108: Why You NEED To Take Content Creation Seriously
• Episode 109: The Human Side of Content That Sells
• Episode 114: Intellectual Property vs. Content Inspiration: Protecting Your Work as a Creator

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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 Content
• Episode 42: Your Simple B-Roll Can Become Easy Reels That Actually Convert
• Episode 63: Was That an Ad? Even the Big Brands are Making it Personal
• Episode 95: Building Real Community with Stories and Shared Moments
• Episode 107: Where To Find Content Ideas So You’re Always Ready To Post
• Episode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to You

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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 Out
• Episode 72: Creator Style Content is for Everyone, Even You
• Episode 73: Staying Top of Mind with Instagram Stories
• Episode 95: Building Real Community with Stories and Shared Moments
• Episode 109: The Human Side of Content That Sells

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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” Reel
• Episode 40: Build More Connections with Everyday Moments
• Episode 70: Instagram Growth Hacks That Actually Work and Give Your Account Personality
• Episode 85: Start Thinking Like a Marketer So People See Themselves in Your Content
• Episode 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 Audience
• Episode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to You

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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 views

Recommended episodes:

• Episode 92: This is the Era of Experiences and Belonging
• Episode 100: Use Identity Driven Content to Connect and Engage with Your Audience
• Episode 101: Double Your Views on Instagram with the RISE Formula
• Episode 109: The Human Side of Content That Sells

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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 Content
• Episode 96: Boost Retention Rates and Create Memorable Content that Feels Human
• Episode 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 Ourselves
• Episode 107: Where To Find Content Ideas So You’re Always Ready To Post
• Episode 108: Why You NEED To Take Content Creation Seriously

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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 here
• Glenwildartstudio: Dollar Tree DIY
• Gadget.life.withme: Handy gadget you didn’t know existed
• Candaces_canvasses x ​​glazedoverstudio: Diet Coke
• Candaces_canvasses x ​​glazedoverstudio: Paint my tomato basil mozzarella plate
• Thehousethatholds: How can I help?
• Simplywell.lydia: No counter space but do have
• Plant.forward.families: I wish more people knew
• Dermarkologist: I wish more people knew (list)

Recommended episodes:

• Episode 56: The Reel That Had Me Clicking Buy Immediately
• Episode 60: Nail Your Short Form Videos with This Simple Formula
• Episode 83: Use the REP Hook Formula and Start Filling in the Missing Pieces
• Episode 92: This is the Era of Experiences and Belonging
• Episode 100: Use Identity Driven Content to Connect and Engage with Your Audience
• Episode 108: Why You NEED To Take Content Creation Seriously

Send a message!

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I don’t want you to think of yourself as just a business owner or a service provider, instead start thinking of yourself as a creator, because that's the type of content that drives engagement (likes, follows, shares, comments) in today’s social media. Brands big and small are embracing unpolished, creator style content to connect and engage with their audiences. Whether you’re a social media manager, a solo entrepreneur, or aspiring UGC creator, I’m sharing actionable strategies to help you think like a marketer, stand out online, and create content that resonates. I'm also sharing a few ideas for getting noticed by your favorite brands and explain how UGC can open up revenue streams and life-changing opportunities. 

In this episode we’ll be covering:

• From polished to unpolished content, what really works best for creators right now on social media because the type of content you post matters most.
• Advice for getting started with user generated content (UGC) no matter what type of business or profession you are in.
• Tailoring a post concept to your niche (without copying or plagiarizing content) to stand out among other creators.
• Tips for small businesses, entrepreneurs, and solo creators to create lifestyle brand content.
• How to get noticed by your favorite brands with UGC, with brand shoutouts and relatable reels.
• The importance of content specificity, using identity-driven hooks, and clear messaging for engagement.

Featured content in this episode:

• Tacobell: How many drinks we need after this week
• Fishwife: Quick lunch break at work
• Kaylaskitchandfix x PotteryBarn: Chocolate Bunny Cafe
• ShannonMcKinstrie: What I would post for you this week

Recommended episodes:

• Episode 72: Creator Style Content is for Everyone, Even You
• Episode 85: Start Thinking Like a Marketer So People See Themselves in Your Content
• Episode 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 Audience
• Episode 107: Where To Find Content Ideas So You’re Always Ready To Post

Send a message!

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Let’s dive into one of my favorite topics: where to find content ideas so you never run out of inspiration. I’m sharing all my favorite strategies for uncovering endless ideas, starting with questions I receive directly from you! I share how listening to your audience, keeping an eye on news updates and industry changes, and using tools like Google Alerts help you stay ahead and create content that keeps your audience engaged.

This means leveraging places like Reddit, YouTube, and TikTok comments, as well as tapping into magazines, books, and even TV segments, which is perfect for you if scrolling social media gets overwhelming. We’ll look at real examples so you know exactly how to apply this to your own content with viral hook strategies and repurposing winning content structures from other niches. I’m sharing plenty of actionable tactics you can implement right away on Instagram, TikTok, LinkedIn, Facebook, or whatever platform you choose, and don’t forget your homework this week!

In this episode we’ll be covering:

• My number one place for finding content ideas and where you can find inspiration when you’re just starting out. 
• Staying in the know for your industry so you become the trusted go-to for new and updated information.
• How to use a hook or trend thats completely unrelated to your niche and make it work perfectly for your audience.
• Other placed to find content inspiration, especially when social media becomes too overwhelming.
• My quick hack for what to do if you’re stuck and too nervous to be on camera.

Your homework this week: Find something that is brand new happening and turn it into content.

Make sure you’ve joined the Hook Hotline! You’ll find my broadcast channel in my Instagram bio.

Featured content in this episode:

• Dermguru: Unsexy Drugstore HairCare
• Thriftyblondeblog: Becoming “That Girl”
• Euge.park: Heavyweight T-Shirts
• Shannonmckinstrie: I fixed these hooks

Recommended episodes:

• Episode 60: Nail Your Short Form Videos with This Simple Formula
• Episode 83: Use the REP Hook Formula and Start Filling in the Missing Pieces
• Episode 85: Start Thinking Like a Marketer So People See Themselves in Your Content
• Episode 101: Double Your Views on Instagram with the RISE Formula

Send a message!

If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response)

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Are you ready for a challenge? This weekend I was sitting in the airport with my husband. I told him I was going to grab a video already on his phone, post it, and by the time we land it will have quadruple the number of views he normally has. The result? It’s already over 10,000 views and he normally gets around 300 to 400. I see him overthinking his content and I know you are too. We are in a loneliness epidemic, people want to connect and we connect through conversations and storytelling. If your content feels personal, your audience will see themselves in your story and engage. Don’t overthink it, let your personality shine and watch your community grow. Human moments drive good content, trust me, it works!

In this episode we’ll be covering:

• How this era of social media focuses on authentic human connection and relatable storytelling.
• Building relationships and finding connection on social platforms through storytelling and relatable posts.
• Easy-to-weigh-in content drives engagement, such as local recommendations or trending (and sometimes controversial) topics.
• Using real-life conversations to inspire attention-grabbing hooks and content that gets more views
• A simple exercise to try this week: What conversations have you had with strangers that came up and are business related? Use that energy in your content for human connection.

Featured content in this episode:

• Petfriendlyhomesfl: POV: You’re in Florida
• Iam_alisanporter: The Bachelorette
• Takai.raashid: Weight loss
• Breakthroughbyjill: Weird rules we follow

Recommended episodes:

• Episode 67: The Importance of Belonging on Social Media
• Episode 81: Your Next Powerful Piece of Content is Already on Your Phone
• Episode 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 Ourselves
• Episode 104: How to Create Viral Reels From Everyday Video Clips

Send a message!

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