Good Content with Shannon McKinstrie – Details, episodes & analysis

Instagram has always been a storytelling app and in this episode we are going all in on why your content needs storytelling. Social media apps are meant for human connection and we're diving deep into the heart of what makes social media so engaging. I’m sharing actionable tips and real examples on how you can become a captivating storyteller, even if you think you can't. You can use simple b-roll, text overlays, and talk-to-camera reels to create impactful content whether you're a business owner, a social media manager, or just looking to better connect with your audience.

In this episode we’ll be covering:

• Creating imperfect content, you can use editing apps if you need to.
• Why it’s important to stop hiding behind the camera and actually show your face.
• How product brands successfully use storytelling to attract and build a loyal fan base.
• Your audience needs relatable content to connect with you better.
• SO many examples of reels that are successfully using storytelling!
• Bonus: My number one tip to try if you want to grow on TikTok

Other episodes you might have missed:

Episode 3: Strategies for Genuine and Engaging Social Media Content

Episode 7: Relatability in Everyday Content with Instagram Stories and Reels

Episode 21: Getting Your Audience to Care About Your Content


Reels in this episode:

View my Founder's Story on Instagram

Emergency Contacts 

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Are you struggling with low engagement and reach on social media? Can't get your reels to convert viewers into followers? If you’re nodding yes, I've got you! In this episode, we're diving into the vital role of market research, because the biggest thing that you can do to create good content is figure out why people buy from you. 

We'll also explore how knowing the outcomes and desires of your audience can truly make a difference in the way your content is received. Plus, I'll share a proven prompt that can help your reels go viral, complete with real-world examples and tips for getting your content to pop off. 

In this episode we’ll be covering:

• Why you need to do your market research and how understanding your audience leads to better results.
• How to create content that appeals to your audience’s desires and outcomes, while avoiding this common mistake.
• Crafting messages that resonate and attract the right audience with real examples of ineffective vs. effective messaging
• Marketing has changed - do timeless marketing strategies still work?
• Why I’ll always choose quality over quantity and you should too!
• When a viral reel takes a turn for the worse and how I handled my recent experience. 
• Adapting to current trends with examples of seasonal themes and pop culture references.

Other episodes you might have missed:

Episode 18: The 4 H’s Are the Only Content Pillars You Need for Reels

Episode 19: Convert Viewers to Followers with the “That’s Me” Reel

Episode 21: Getting Your Audience to Care About Your Content


Come to Indy for the Day One Conference! - October 2024

Grab the Freebie: Reels that Pop Off

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In a recent Reels Lab Q&A, I walked my students through several reels that are going viral right now. They left with so many new ideas, I thought I'd share some of those reels with you. I’m also going to address the misleading reels that “Instagram Coaches” are sharing right now. We’ll discuss the pitfalls of clickbait tactics and why ethical, specific, and engaging content is always your best bet for success. This ten minute episode is full of actionable tips to help you create genuinely good content that will actually resonate with your audience.

In this episode we’ll be covering:

• The misleading and unethical advice on Instagram on right now
• Creating ethical hooks vs unethical hooks in your content
• Real examples of using specificity that are actually working 
• One simple thing I do to understand why a video is so successful
• How using specificity in your content creates a connection point 

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If you’ve been stressing about your Instagram captions, you need to hear this episode! No more wondering how long a caption should be, I’m sharing an easy to remember formula with all the essentials. We’re discussing hooks and how to use them, the importance of your call to action (especially if your goal is to grow and sell!) with helpful examples to start writing your ideal caption.

In this episode we’ll be covering:

• The Instagram Creators account and "engagement bait"
• The essentials of writing an Instagram caption
• Captions vs on screen text
• Different types of hooks and when to use them
• Writing readable content that even skimmers won’t want to miss
• Keeping your caption simple to maximize engagement
• Important questions to ask yourself when writing a caption 

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If you're feeling overwhelmed on Instagram, just know you're not the only one. It’s time to cut through the noise and bust some major social media myths that everyone is asking about. I’m calling out the biggest lies on Instagram right now (copy and pasting, editing and deleting, hashtags, and engaging with content outside your niche) and sharing the no-fluff advice you need to hear. I’ll talk about how instrumental Instagram stories have been to my business, how I use the “story test” and why you don’t need to post every single day. Remember, good content is good content, so let’s ditch the toxic advice and have fun on Instagram again!

In this episode we’ll be covering:

• Impactful ways to use stories for connection and content that resonates
• Encouragement to take days off from posting, without fear of penalties
• Practical tips to make social media less draining and more fun
• Common myths around content creation and posting on Instagram
• Avoiding toxic advice and following credible sources
• Joining the conversation for genuine connections and community-building
• Making sure social media is actually a fun experience

Missed a few episodes? Head back to the beginning to binge all the short, ten minute episodes while you're folding laundry, in the car, or by the pool - you'll be caught up in no time!


Links + Resources: 

Get the Grow Your Gram Guide

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How well do you know your audience? When you're creating good content, you have to know your audience. You have to know what they'll find funny. You have to know what their worries are. What are they searching for on the Internet? You have to know them that well. You may have seen these gurus saying, you have to do this, you have to stop doing this, you have to…I’m reminding you that you know your people best. There are no absolutes and what works for one person, doesn’t necessarily work for another. It’s all about what works for you and your goals.

In this episode we’ll be covering:

• Doing your homework as a business owner
• Not all market research has to be boring, you can make it fun!
• Marketing expert red flags 
• The only rules you need to worry about on Instagram
• Do data backed opinions and observations make it a rule?
• How to know when you should throw out the “rules”

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If you have been wanting to throw out Instagram, please don’t! I know we have seen some crazy shifts on Instagram lately, which means it’s more important than ever to create good content. So let's talk about creating the type of content that gets you sales, because I know you guys are here to make money. Creating testimonial content has nothing to do with another Canva graphic, instead we're turning client success stories into engaging content that actually makes sales, even if you haven’t made any yet.

In this episode we’ll be covering:

• What you need to know about the algorithm
• Repurposing content and keeping it simple
• Proof this actually works, I’m doing the research for you right here
• The one video type I post that always leads to sales
• Solutions for anyone who doesn’t want to talk to the camera
• Creating content around your clients that gets sales

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I haven’t been feisty on the podcast yet, but today’s the day. I know you’ve probably heard the algorithm is changing again. Here’s the thing, it’s not that the algorithm is changing, it’s what works is changing, and what you need to know is that Instagram favors engagement. Let's take a peek at the Reels content we created at the Annual Social Squad Society Retreat and discuss why people don’t want to be educated on Instagram anymore and what to do instead.

In this episode we’ll be covering:

• Creating the simplest Reels ever
• How service providers can create shareable content 
• Reminders we really need to hear in your content, even if you think we already know it
• You can make sales without going viral
• Three things to keep in mind when you’re creating your next Reel

Links + Resources: 

Did you miss the episode I recorded in Savannah at the Annual Social Squad Society Retreat? Head to Episode 008: Creating Content That Starts a Conversation to listen, there’s a surprise guest at the end!

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Let’s dive into what’s working right now on Instagram in May 2024. Here’s the deal, a lot of people are overthinking their content. So today, we’re going to chat about creating conversational content to bring people into your world and how to keep it simple.

Did I mention this episode is coming to you from the Social Squad Society retreat in Savannah, Georgia? Make sure you stay till the end for a surprise guest!

In this episode we’ll be covering:

• Sharing mind-blowing tips is easier than you think
• Giving your audience a chance a chime in and join the conversation
• Keeping your content simple and easy to digest
• How to turn conversational content into market research
• The latest stats from one of my recent Reels
• Applying the 3 S’s to your content

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It’s the end of April 2024 and creating relatable content has been on my mind all week. If you are struggling to post relatable content because you think your life is boring, nothing ever happens, or sharing your daily life just doesn’t come naturally to you, I need you to hear this: you’re not boring, the magic is in the mundane, friend! 

In this episode, I’m breaking down my own success with relatable content (yes, we are going all the way back to my early days as a social media manager), how to be relatable even if your life feels too boring to share, and as always, we'll be taking a look at real examples from my Instagram feed.

In this episode we’ll be covering:

• How to actually get intentional in your stories
• How to marketing rule of 7 has changed over time
• Using breadcrumbs and finding a connection point
• Why the first three stories of the day are so important
• Tips for Instagram stories while you’re in launch mode
• What to do when sharing doesn’t feel natural to you
• How I help my clients feel more comfortable on camera 

Links + Resources: 

Pinned Reel about relatable stories

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