Good Content with Shannon McKinstrie – Details, episodes & analysis

Ready or not, the holiday season is here! Let’s dive into holiday content ideas that will spark your creativity, no matter what your niche may be. From trending buzzwords to repurposing your best-performing posts with a seasonal twist, I’ll walk you through tons of actionable hooks, scenarios, and brand-specific concepts to help your content stand out this time of year. Whether you’re in real estate, food, home interiors, writing, or even a lawyer or pediatrician, I’ve got strategies that you can use too. This season can feel chaotic and stressful, but I want it to be fun! 

In this episode we’ll be covering:

• How to train your Instagram algorithm for holiday sales and trending topics discovery.
• Three strategies for viral holiday reels: scenarios, buzzwords, and relatable identifiers.
• Ideas and examples for home decor, food, real estate, and authors to maximize holiday engagement.
• Tips for updating previous posts with a seasonal twist for winter, Christmas, Hanukkah and beyond..
• Local marketing suggestions: spotlighting holiday events, markets, and must-visit spots in your city.

Featured content in this episode:

• Interiorjems: Ralph Lauren Christmas decor you haven’t seen
• Beyond_gray: Decorate your stair railing like a pro
• Beyond_gray: How do you hang your window wreaths?
• Lifebyleanna: Above sink garland hack
• Life_of_glow: How do you get your dried citrus so perfect?
• Miriamobrien_: Ralph Lauren inspired Christmas
• Drinkswithdanica: Your new favorite holiday cocktail
• Simplyeverydayliving: Christmas Shirley Temple
• Leahsguides: Books that make you feel like you're in a Hallmark movie
• Xchristmas365x: Christmas breakfast ideas
• Jingle.all.year: Ultimate Christmas movie calendar
• Emilywelchstyle: Soon life will feel like an early 2000’s rom-com
• Lindsforthegirls: Perfect Christmas fleece
• Cozycornerkai: How we’re surviving darker days
• Lex_nicoleta: Gifts for the coolest girl you know
• Leannebarlow: Picky girl christmas
• Katiegeorges: Gifts people actually want under $25
• Krystaldunn_: Girls craft night

Recommended episodes:

• Episode 057: Repurpose Your Content for More Impact with Less Effort
• Episode 067: The Importance of Belonging on Social Media
• Episode 083: Use the

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This episode is all about helping you think like a marketer, not just in theory, but in a way that’s practical and approachable. I’m breaking down how to connect deeply with your audience by moving beyond those generic identifiers and tapping into real-life scenarios, emotions, and storytelling that makes your content truly resonate. We’ll discuss the psychology behind great content, learn how to speak directly to your audience’s lived experiences, and you’ll leave with a quick win you can put into action this week. Whether you’re selling a product, a service, or simply trying to grow your presence on social media, the goal is to build genuine connection, community, and belonging through every piece of content you share. 

In this episode we’ll be covering:

• How to think like a marketer by knowing and understanding your audience almost as well as you know yourself.
• Practical tips for creating relatable content that focuses on real-life moments and scenarios that can be used in any industry.
• The why behind specific identifiers  vs generic labels like “busy mom” or “small business owner”
• The key reasons people choose to follow and buy: connection, community, and belonging, and making sure they are in any content you create.

Featured content in this episode:

• Masseya: Home cooked meal for your kids

Recommended episodes:

• Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert
• Episode 067: The Importance of Belonging on Social Media
• Episode 076: Create Content That Makes Them Want to Keeping Coming Back
• Episode 080: A Crash Course in Social Media Marketing

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This episode is an absolute wake-up call for anyone feeling overwhelmed, bored, or even frustrated by the never-ending content creation cycle. I’m not here to make you feel like you’re doing something wrong, because you’re not! Instead, I want to get real about what’s actually working in the world of content right now. Spoiler: it’s not hacks or gimmicks, and it’s definitely not boring, impersonal posts. Instead, we’re talking about humanizing your brand, sharing your vibe, and making your account feel like the kind of place people genuinely want to keep coming back to. I’m sharing lots of examples of content that’s resonating right now (find the links below!), explaining why building community is key, and giving you permission to have some honest, authentic fun online. 

In this episode we’ll be covering:

• Breaking free from the basic level content creation with real, personal, and humanized social media strategies that I see working right now.
• Building a genuine online community instead of chasing empty follower numbers, because we don’t need more unengaged followers.
• Start using more “me-centric” hooks and personal stories that boost engagement with examples.
• Simple steps to start showcasing your vibes, style, and personality on your business account to make your content more relatable and shareable.
• How to grow your brand with a little more fun and individuality, because we love to see it!

Featured content in this episode:

• mimi_drabik: Dumb things that make life more fun
• justina.franklin: Here’s how you're instantly going to make your life better
• tara_langdale: Things I find incredibly unchic
• candicedenise: Here’s some things you need to do to level up
• outsideeric: Making life a little more joyful
• courtney_hirsch: I don’t do it all  

Recommended episodes:

• Episode 005: Create Shareable Content to Increase Your Reach with the 3 S’s
• Episode 006: Selling a Lifestyle, Not Just a Product
• Episode 018: The 4 H’s Are the Only Content Pillars You Need for Reels
• Episode 024: Is Storytelling the Missing Piece in Your Content?
• Episode 053: Use Customer Insights to Create Reels That Attract and Convert
• Episode 061: Use The Relatable Expert Hook to Create Your Next Helpful Reel
• Episode 062: Why You Don’t Need Fancy Content to Stand Out

Join my Broadcast Channel on Instagram where we break down even more viral reels! 

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Consider your next five Instagram posts done! This week I’m sharing what I would post to your Instagram account if I was your social media manager, so you can stop wondering what to post. I’ll walk you through exactly what I would be posting if I was running your account, whether you’re a coffee shop owner, realtor, or run a bigger business. We’re talking about random thoughts to educational demos, with POV storytelling, community-building content, and the easy carousels that we’re all loving right now. I’ll break down each post type, with examples and hooks to get you started, plus, we’ll touch on the pressure of niching down and having a perfectly (un)curated grid.

In this episode we’ll be covering:

• Step-by-step content plan for business owners, whether it’s just you or your part of a larger business entity, this is exactly what I would post for you this week.
• Reminder of the importance of showing your human side and personality when you are creating content.
• How sharing random thoughts, hot takes, and POVs can boost your account engagement online.
• Using demos and conversational tips to create relatable, helpful Reels that resonate with your audience.
• Leveraging trending carousels, humor, and behind-the-scenes “happenings” for fresh content your community loves to see.

Featured content in this episode:

• chelsea_explains: I get to…
• Isabellapaige_: What my type is
• the.rosie.home: Are you even a girls girl?
• rebeccajade___: Of course everything is falling apart
• scottbrysonbts: Parking lot safety tips
• balancebymacy: 5 Articles that helped me fall back in love with life
• leadershipheather: I can tell by your emails
• shannonmckinstrie: The one friend who creates the Instagram story
• shannonmckinstrie: How our dream beach house came to be
• dietcoke: OOO

Recommended episodes:

• Episode 019: Convert Viewers to Followers with the “That’s Me” Reel
• Episode 030: Attract New Followers with Talk to Camera Reels
• Episode 049: Relatable Humor That Says “They Get Me!”
• Episode 060: Nail Your Short Form Videos with This Simple Formula
• Episode 066: Static Images vs Carousels vs Reels: Which Instagram Content Type Actually Works Best?
• Episode 067: The Importance of Belonging on Social Media

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I’ve been seeing and preaching this major shift on Instagram and across social platforms for a while. Yes, I’m talking about the move away from cold, expert-only content back to building authentic, human connection, so let’s get into why it matters, how it can make your business thrive, and what it really looks like in action. I’m sharing real examples, honest client stories, and practical advice to help you start blending your expertise with personality so your audience can actually relate to your content. Whether you love sharing life updates or prefer keeping things tip-focused, I’ll show you why letting us into your world, even just a little, can supercharge your growth without losing your authority.

In this episode we’ll be covering:

• The big shift back to human connection on all social media platforms like Instagram, LinkedIn, and TikTok.
• How to start showing more personality online, weaving personal stories into expert content.
• Moving away from strictly educational “how to” content to more relatable “how I” and personal experience sharing.
• Strategies for blending your expertise with humor and relatability as a business owner, without sacrificing credibility or authority.
• How to start using your Instagram Stories to build deeper relationships with your community.

Featured content in this episode:

• Guided.cosmos: Four years of therapy in one minute (https://www.instagram.com/p/DIhCwQkTc0E/)
• Designclassicshomes: Let’s make your house more magical (https://www.instagram.com/p/DMvZfoaA0xm/) 
• Erinondemand: Millionaire year (https://www.instagram.com/p/DK-N-nOxCH6/)
• Erinondemand: Having a husband who is your cheat code to life (https://www.instagram.com/p/DMY_1NmxbBn/)

Recommended episodes:

• Episode 054: Is There Enough “You” In Your Content?
• Episode 067: The Importance of Belonging on Social Media
• Episode 072: Creator Style Content is for Everyone, Even You
• Episode 073: Staying Top of Mind with Instagram Stories

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Without stories, I would not have the business or the community I have today, I truly believe that. For years I've been using Instagram stories as a way to bond with my community, not just as a tool for selling or boosting engagement, but as a real connection, sharing what’s happening throughout my day, what I’m doing, where I’m going, what I’m watching. I want that connection for you too, so I’m sharing my own experiences, like how a single Instagram Story led me to my new favorite restaurant, and simple ways to invite your community into your world, building a trusted, engaged community while keeping your audience hooked, because we want to see more than just tips and tricks, we want to get to know who you are and connect with you on a personal level.   

In this episode we’ll be covering:

• Sharing personal, everyday moments in Stories to create deeper human connections and boost engagement.
• Recommending businesses and products in Stories to stay top of mind and create word-of-mouth referrals.
• Balancing business promotion with personal content to make your social media presence relatable and enjoyable.
• Leveraging Stories in a way that works for you to overcome burnout and reignite your passion for content creation.
• Using Instagram Stories as a space to get comfortable on camera.

Recommended episodes:

• Episode 040: Build More Connections with Everyday Moments
• Episode 058: Embrace the Content Creator Mindset
• Episode 062: Why You Don’t Need Fancy Content to Stand Out
• Episode 050: Stories Work! Here’s how to make them work for YOU
• Episode 072: Creator Style Content is for Everyone, Even You

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Let’s get into one of the biggest hang-ups I see with business owners on social media: the belief that if you’re not a creator, you don’t need to make creator-level content. After a recent conference, I realized just how big this disconnect still is. So today, I’m breaking down why your content needs to have that human, personal touch (just like creators and even big name brands do). I’ll walk you through real life examples from my explore page, showing you how businesses of any size can easily add more personality to their posts, because let’s face it you are a creator, whether you like it or not, and your voice deserves to be heard.

In this episode we’ll be covering:

• How to create personal, human-focused content that drives sales and engagement on social media.
• Why business owners need to embrace the creator mindset, even if they don't identify as content creators.
• The shift away from corporate-style content toward storytelling and relatability.
• Examples of viral Reels and posts from travel agents, restaurants, and brands using creator-style content
• Adding personality and relatability to business content for higher audience resonance
• Strategies for creating shareable social media content that feels helpful, funny, or emotionally engaging.
• Breaking down misconceptions about "creator" content and explaining how big brands are using it successfully.

Featured content in this episode:

• Pinch of Yum: A week of Trader Joes meal ideas (https://www.instagram.com/p/DMkwu3hxGmq/)
• emilyjtattoos: Tattoos I don’t have on myself (https://www.instagram.com/p/DMlNiE8NqJE/)
• Usemotionapp: AI assistant (https://www.instagram.com/p/C2QF3m1tqm2/)
• Thenitrobar_: Blueberry watermelon lemonade (https://www.instagram.com/p/DMLXBBRsi6b/)

Recommended episodes:

• Episode 044: Become Their Favorite Comfort Creator with Everyday Moments
• Episode 063: Was That an Ad? Even the Big Brands are Making it Personal
• Episode 070: Instagram Growth Hacks That Actually Work and Give Your Account Personality

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Today we’re diving into something that so many of you have been asking for, how to start (or refresh!) your Instagram from scratch, without all the second guessing. Whether you’re brand new to the platform or you’ve been around a while and just need an account audit, I have tons of practical tips and golden nuggets to help you take the guesswork out of establishing a strong Instagram presence. We’ll walk through everything from the three lines every Instagram bio needs, to what your pinned posts should look like, and how to make your profile truly stand out. Plus, I’ll share some tricks for making engagement work for you right from the start, so you can stop stressing and start building a community that feels like your own little village.

In this episode we’ll be covering:

• How to start and optimize a new or existing Instagram account for business.
• Auditing your Instagram profile, bio, and pinned posts regularly to keep it fresh and up to date.
• Clarifying your unique value and why people would follow or buy from you.
• Tips for writing high-impact Instagram bios and leveraging the name field with keywords.
• Choosing the right profile photo for brands and individuals.
• Why your first three pinned posts are so important and how to choose them.
• Leveraging engagement, following others, and using Instagram Stories to build authentic connections.

Related episodes:

• Episode 010: Turning Testimonials into Engaging Content for More Sales
• Episode 023: Create Content That Pops by Knowing Why People Want to Buy
• Episode 053: Use Customer Insights to Create Reels That Attract and Convert
• Episode 068: Pin-Worthy Instagram Posts That Make Your Audience Feel Right at Home

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What really drives growth on social media? It might not be what you think. If you’ve ever felt stuck in a niche or worried your content is too personal to help your business, you need to hear this. I’m sharing how my mentor Sara Wiles exploded her Instagram following just by posting what she’s passionate about, and how big brands are nailing social by being, well, more human. We’ll break down my top two Instagram growth hacks, focusing on bonding with your audience and creating content that’s all you, even if it feels a little uncomfortable. I’ll discuss real content examples for inspiration, and make sure you don’t miss your assignment at the end! Whether you’re a business owner, service provider, or just wanting to have more fun online, this episode is packed with advice to remind you why social media can be enjoyable and effective.

In this episode we’ll be covering:

• My two favorite Instagram growth hacks that I’ve been using for years. 
• How to get outside your niche to attract followers and boost your engagement.
• Reminder to include "I" and "my" in your content to humanize your brand.
• How authentic interactions can trigger organic Instagram follower growth.
• The importance of posting non-business content for relatable moments
• Why entertaining, personal posts drive brand awareness, ditching icky marketing tactics.
• Embracing trending challenges and sharing life moments to bond with others on social media.

Featured content in this episode:

• Reel: New trend!
• Carousel: Popular Juice Company

Other episodes you might have missed:

• Episode 062: Why You Don’t Need Fancy Content to Stand Out
• Episode 063: Was That an Ad? Even the Big Brands are Making it Personal
• Episode 064: POV: They’re hitting follow… Immediately
• Episode 067: The Importance of Belonging on Social Media

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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 house
• Reel: Reminder to frame your momentos
• Reel: Top five mornings
• Reel: Blood Tests
• Reel: Don’t ask me for advice

Other episodes you might have missed:

• Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert
• Episode 053: Use Customer Insights to Create Reels That Attract and Convert
• Episode 061: Use The Relatable Expert Hook to Create Your Next Helpful Reel
• Episode 064: POV: They’re hitting follow… Immediately

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