Good Content with Shannon McKinstrie

Let’s unpack what’s really working on social media right now, it’s all about feeling and nostalgia. In this episode I’m diving into why people are craving content that’s emotional, specific, and makes them feel something. I share real examples of trending content, including two major summer trends that I’m loving, plus actionable ways you can apply these trends to your own business, whether you’re in real estate, education, hospitality, or any other industry. We’ll discuss how specificity and a little nostalgia can turn even the most standard tip or post into something people want to save, share, and return to, because let’s be honest, boring hooks are out. Tune in and let’s create content that makes people reflect, laugh, or just pause and exhale!In this episode we’ll be covering:How important emotion-driven content is and why it works so well. Quick recap of the 4H Method (Heard, Helpful, Humor, and Happenings) and how it fits into this summer’s hottest trending content. Real examples of viral reels with an emphasis on nostalgia, like having a 90s summer.Adding specificity to your hooks to take it from bland and boring to evoking emotions and feelings, no matter what industry you’re in.Leveraging ChatGPT to help generate specific, emotion evoking content ideas.Links to content in this episode:Carousel: I want to be that houseReel: Reminder to frame your momentosReel: Top five morningsReel: Blood TestsReel: Don’t ask me for adviceOther episodes you might have missed:Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 053: Use Customer Insights to Create Reels That Attract and ConvertEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 064: POV: They’re hitting follow… ImmediatelySend 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!

It’s time to wrap up our deep dive into the power of belonging in your social media marketing. In this episode, we’ll discuss creating “heard” content, evergreen strategies like the “you’re not alone” messaging and why pinning empathetic, relatable posts or reintroducing yourself can establish a welcoming vibe for new and returning visitors. With an emphasis on storytelling, we’ll talk about using customer wins, founder stories, and everyday relatable moments to spark a “that’s me!” reaction, inviting your audience to participate and trust your brand.In this episode we’ll be covering:The power of belonging in social media marketing and how it drives audience engagement.Creating content that helps your followers feel seen and heard.Strategies for crafting “you are not alone” messaging to build a strong online community.Tips for creating evergreen, relatable content that resonates with your audience and boosts loyalty, including a reintroduction post or a founder’s story.Encouragement to use authentic stories, humor, and personality to nurture a sense of community and connection.Links to reels in this episode:Reel: Elizabeth’s ReintroductionOther episodes you might have missed:Episode 019: Convert Viewers to Followers with the “That’s Me” ReelEpisode 040: Build More Connections with Everyday MomentsEpisode 049: Relatable Humor That Says “They Get Me!”Episode 067: The Importance of Belonging on Social MediaSend 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!

At the heart of every thriving social media presence is a feeling of belonging, and in this episode I’m breaking down why cultivating a sense of belonging isn’t just a nice extra, it’s a non-negotiable. Inspired by a stand-out Instagram reel and a real-life story of resilience, we’ll discuss helping your audience feel truly seen, heard, and part of something special, whether you’re a solo entrepreneur or a big brand. Plus, I’ll give you a simple assignment to start infusing that sense of belonging into your own content and a preview of what’s coming up next week, where we’ll dig even deeper.In this episode we’ll be covering:Why belonging is crucial, especially during challenging times, and how to adapt the concept to your content.People want to connect with accounts and businesses that make them feel seen, heard, and accepted.How creating a sense of belonging can be achieved through your core values, vibe, and beliefs expressed online.The contrast between traditional advertising and community-focused marketing.Links to reels in this episode:Reel: This is a trial reelReel: Liking your regular life is the goalOther episodes you might have missed:Episode 054: Is There Enough “You” In Your Content?Episode 058: Embrace the Content Creator MindsetEpisode 064: POV: They’re hitting follow… Immediately.Episode 065: How to Start Using Trial Reels for Your Instagram AccountSend 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!

Discover the dynamic world of Instagram content as hosts explore the unique strengths of static images, carousels, and reels. They emphasize the importance of engaging hooks that can elevate your posts across all formats. The conversation highlights the trend toward authentic, personable storytelling, making content more relatable. Listeners are encouraged to mix content types and analyze what truly resonates with their audience for improved engagement and satisfaction.

Curious about maximizing your Instagram game? Discover the magic of trial reels as the host shares tested hooks and content styles. Learn how storytelling and engaging intros can captivate viewers. Get step-by-step tips for testing and optimizing your reels effectively. Explore creative prompts like POV intros and personalized captions. Uncover how to analyze variations to see what really resonates. It's all about finding the perfect formula to grow your audience!

We’re diving into one of my favorite categories from my signature 4H Method. If you’ve ever felt overwhelmed by all the advice about content calendars, conversion posts, and complicated strategies, I’ve got you, friend! I’ll break down why making your audience feel heard is so important when it comes to creating your Instagram content, plus I’m sharing some of my most effective hooks and viral examples that have actually converted viewers into followers.In this episode we’ll be covering:An overview of the 4H Method and the real reason I created it.Why “traditional” content pillars didn’t work for me and why they probably don’t work for you either.Creating content that evokes feeling and emotion, creating a safe space for your audience.Viral hooks and reels that actually work, converting viewers to followers immediately.Trading basic inspirational and motivational content for content that makes people feel like you actually see and understand them.Giving your audience an identity or a name that makes them feel like they actually belong.Featured content in this episode:Middle TravelersFlorida RealtorSummer CountdownThis VibeRecommended episodes:Episode 43: We’re Getting Back to Basics and Loving Our ContentEpisode 49: Relatable Humor That Says “They Get Me!”Episode 54: Is There Enough “You” In Your Content?Episode 63: Was That an Ad? Even the Big Brands are Making it PersonalSend 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 summer is going to be amazing for your content and we are going to kick it off by exploring how today’s biggest brands (think Oreo, Taco Bell, and DSW) are embracing a more personal, relatable approach in their content marketing. We’ll walk through some big brand reels breaking down how they fit into the REP hook, discussing why the best marketing doesn’t feel like marketing, and how being human and relatable always wins, even in a world driven by trends and algorithms. In this episode we’ll be covering:Viral reels, trolls, and using the latest content trends for inspiration, not copyright infringement.The importance of adding your personal spin to trends and hooks on social media.The content shifts toward personalization and examples of how the big brands are adapting.The power of using the REP hook and moving beyond boring how to content.Links to reels in this episode:Reel: “Don’t Steal People’s Content”Other episodes you might have missed:Episode 058: Embrace the Content Creator MindsetEpisode 059: Are You Talking About What You Love?Episode 060: Nail Your Short Form Videos with This Simple FormulaEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 062: Why You Don’t Need Fancy Content to Stand OutSend 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!

Today’s episode is a bit extra special, because I’m recording from our very own beach house at the Outer Banks! I’m sharing the wild, emotional journey of how I was able to buy the lot next to my grandmother’s original cottage and how content creation made it all possible.We’ll also talk about why the best content these days looks and feels like it’s coming from a real person, and I’ll break down strategies for simple, relatable posts that make you the friend people want to follow, no matter your business size or follower count. Plus, I’ll highlight real examples as inspiration so you can create easy, authentic content that fits right into your life.In this episode we’ll be covering:The power of posting authentic, relatable content rooted in real life.A huge follower count does not necessarily equate success.Instagram’s new Blend feature and creative ways to use it for marketing insights.Why posting like a person, not a brand, connects and resonates better with audiences.Creating low-stress, effective content by simply documenting moments from your daily life.Links to reels in this episode:Reel #1: Two player board gamesReel #2: Person with this initial owes you a beer…Reel #3: Solution to my problemsReel #4: Color mixing stationOther episodes you might have missed:Episode 058: Embrace the Content Creator MindsetEpisode 059: Are You Talking About What You Love?Episode 060: Nail Your Short Form Videos with This Simple FormulaEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelSend 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!

When you create content you’re passionate about, your audience feels it, and that authenticity leads to better engagement and faster growth for your brand. Today, we’re talking about my tried and true R.E.P. hook formula: Relatable, Expertise, and Personal. We’ll discuss how to infuse these elements into your reels, using relatable words, recognizable brands or phrases, and personal storytelling to create effortless, trust-building content. I also share tips on structuring your hooks on screen, demoing in your videos for maximum impact, and using your own expertise without overthinking it.In this episode we’ll be covering:What it really means for your Instagram content to go viral.How to craft your on screen hooks using the R.E.P. formula: Relatable, Expertise, and Personal.Overcoming content creation overwhelm by focusing on what truly excites you.Real-life example from a client who had a reel go viral using this exact formula.Tips for integrating personal stories and professional expertise to build trust and relatability.Examples of effective hooks for different industries like nutrition, fitness, and design.Links to reels in this episode:The REP ReelOther episodes you might have missed:Episode 051: Start Talking About Yourself in Your ContentEpisode 054: Is There Enough “You” In Your Content?Episode 059: Are You Talking About What You Love?Episode 060: Nail Your Short Form Videos with This Simple FormulaSend 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!

Let’s break down exactly how to nail your short form videos without feeling overwhelmed, whether you’re creating Reels, YouTube Shorts, or TikTok videos. I’m sharing examples of reels that have exploded with engagement and how the 3 S’s apply every single time. We’ll discuss why certain words work so well to make your videos more relatable and actionable, and why specificity in your hooks helps connect with your audience and increase shares. We also cover how to benchmark what viral really means for you, what average engagement rates look like, and how to leverage trends that make your content instantly relatable.In this episode we’ll be covering:Quickly creating reels that focus on the 3 S’s: Simplicity, Specificity, and Shareability.What going viral could look like for your account and typical engagement rates you can expect.Importance of using relatable and specific hooks to increase engagement.Why showing the desired end result first grabs attention quickly in short form videos.Using intentional word choices to create easy, actionable content.Leveraging specificity in video hooks such as locations, occasions, and brands.Featured content in this episode:Design and Delights Stamp vs Wallpaper (link expired)All Inclusive ResortMental Load Kids Clothing SwapJaws TrendRecommended episodes:Episode 5: Create Shareable Content to Increase Your Reach with the 3 S’sEpisode 21: Getting Your Audience to Care About Your ContentEpisode 42: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 55: We Love B-Roll Because Simple, Shareable Content Never Goes Out of StyleSend 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!