Podcast Summary:

Good Content with Shannon McKinstrie
Episode: Boost Retention Rates and Create Memorable Content that Feels Human
Host: Shannon McKinstrie
Date: January 13, 2026

Episode Overview

In this episode, Shannon McKinstrie dissects what’s really working on social media as we head into 2026: building genuine community and creating content that feels “human,” analog, and tangible. Drawing examples from viral events, relatable reels, and content trends, Shannon argues that the biggest “trend” is actually a return to basics—making followers feel like they belong, intentionally slowing down content, and standing out with authentic, analog touches in an AI-saturated world.

Key Discussion Points & Insights

1. Viral Moments & Community Building (00:00–06:30)

• Recap and Reflections: Shannon shares an update on the “Topgolf situation,” noting the viral spike from the event and the humor and enjoyment experienced by participants and observers.

• The Fleeting Nature of Virality: She emphasizes that while viral moments are fun and can temporarily boost attention, they're often unplanned and not directly tied to business goals.

• Key Insight:

  “What starts is something kind of random that just sparks this, you know, viral spike... you often can’t plan those right. And that’s why people love them and rally around them on social media, because it is authentic and that’s what people want.” (04:00)

• Community Over Virality: Building a loyal community is more sustainable than chasing viral moments. Community emerges through shared experiences, comments, and stories that go “beyond what you’re sharing on your feed.” (05:00)

2. Belonging Is the Secret (06:30–09:30)

• Belonging Drives Engagement:

  “The word belonging is something you guys got to write down every time you’re doing a post. How can I make people feel like they belong in my community?” (07:10)

• Overcoming Industry Frustrations: Shannon addresses common concerns from realtors and creators who feel their content is only seen by peers.

  “If I see other realtors or whoever’s in the comment section... that shows me, like, oh, wow, they’re trusted in their field.” (08:30)

• Actionable Tip: Don’t be dismayed by “wrong” engagement—every comment helps the algorithm and builds visible trust.

3. The 2026 “Trend”: Go Analog, Get Human (09:30–22:00)

a. Analog Aesthetics and Slowed-Down Content

• People crave content that feels tangible and human. Examples include:
  • Physical props: Paint, books, journals, whiteboards, planners—“it just slows our brain down a little bit.” (12:10)
  • Handwritten visuals: “If you think about basics of human connection, of basics of just life before social media... people are creating content that looks analog.” (09:45)
• Analogy:

  “When we are in this new AI age, we want to see something that feels human and that feels human. Seeing the paint, seeing the pen and paper, seeing physical, seeing the whiteboards...” (19:00)

b. Standout Examples & Tactics (12:00–19:00)

• Hooks with Identifiers:
  • “Our number one money rule as a married couple”—hooks that include roles, life stages, or other identifiers draw direct connections with viewers. (12:30)
• Simplicity and Handwriting:
  • “It is literally just someone with a pencil and a paper. It says, ‘What is 7% of 300?’ … That’s what I mean by analog.” (13:50)
  • Lists or prompts “written out” keep viewers watching to see the process or the final result.
• Carousel Example:
  • “10 things we did to make our house feel less like a new build”—offering a virtual tour that slows viewers down and invites them in. (21:00)

c. Audience Participation

• Invite participation and comment by making content relatable, using visual cues, and sparking curiosity (“what’s in that notebook?”).
• “How do I get people to comment?... what can you not continue scrolling on until you’ve commented? … Study that and learn from these moments and then do it in your own content.” (07:30)

d. Retention Metrics (17:30–19:00)

• Retention is Everything: Instagram prioritizes “watch time” and “retention rate.”
• Why Analog Works: People stick around to see the process, like handwriting or completing a list, boosting retention rates.

4. Memorable Quotes & Notable Moments

• On belonging and engagement:

  “It all comes down to belonging. I’m telling you, the word belonging is something you guys got to write down every time you’re doing a post.” (07:10)

• On analog content:

  “If in 2026 you break out the pen and paper, break out something that feels analog—a book, a notepad... you can play along with me and see if it helps.” (14:35)

• On audience psychology:

  “...our brains want to slow down a little bit. That’s my biggest prediction. Create content that feels comfortable, engaging, feels like there’s a community already built around it so that you want in. And we’re in there. In there like swimwear.” (17:15)

• On trends vs. collective feeling:

  “It’s not so much that it’s a trendy trend to be trendy... it’s more like this is a common collective feeling in society right now that we just want to slow down a little bit.” (20:12)

Timestamps for Key Segments

• 00:00–05:00 – Viral moments, Topgolf anecdote, and lessons about authentic attention
• 05:00–09:30 – How belonging drives real engagement; addressing frustrations about “wrong” followers
• 09:30–19:00 – The analog content trend, specific examples, and lessons for all industries
• 17:30–19:00 – Retention rates, why analog slows viewers, and practical tips
• 21:00–End – Final examples and Shannon’s predictions/wrap-up

Shannon’s 2026 Content Predictions & Actionable Takeaways

The Two Big Keys:

1. Build Community & Belonging

   • Focus on inside jokes, recurring themes, and helping people feel part of your world.
   • Engage in comments, use stories, and make followers feel seen.

2. Create Content That Feels Tangible and Human

   • Use pen, paper, whiteboards, planners—anything physical or analog.
   • Slow down your content to match audiences’ collective desire to experience something “real.”

Practical Steps:

• Analyze viral analog content in your niche—how can you adapt for your field?
• Add visual, tangible elements to your on-camera work.
• Use highly relatable hooks and identifiers.
• Invite participation—make followers curious, make them feel like they’re “in the room.”
• Shift away from chasing trends purely for attention—focus on what resonates emotionally and builds true retention.

Final Thoughts

Shannon closes by encouraging everyone to “build that community, lead with intention, take us into your life,” and vows to experiment with these analog touches herself. The throughline of the episode is clear: in 2026, people want to belong and slow down—and content that looks and feels human will win every time.

“How can you help people belong? How can you help slow their brain down as they’re consuming content? And you’re going to win in huge ways in 2026.” (21:22)

For actionable examples and inspiration, see the show notes (as referenced throughout the episode).