Summary: Good Content with Shannon McKinstrie

Episode: Building Real Community with Stories and Shared Moments
Host: Shannon McKinstrie
Date: January 6, 2026

Episode Overview

In this engaging, upbeat episode, Shannon McKinstrie kicks off the new year by exploring what truly works in social media: authenticity, shared stories, and community-driven content. Dispelling outdated “guru” advice, she demonstrates—through both inspirational examples and hilarious viral moments—why building real connections and shared experiences is the secret to sustainable audience growth. The episode is both practical and encouraging, aimed at content creators, entrepreneurs, and anyone feeling overwhelmed by the pressure to “perform” online.

Key Discussion Points & Insights

1. Season of Reflection & the Power of Routines

• Shannon starts with a frank look at her own exhaustion coming out of a busy December, and the importance of setting new routines.
• She emphasizes 2025 as “the year of yes” but vows 2026 will be more strategic.
• Key Insight: Your past year’s hard work lays the foundation; now it’s time to “coast” a little and enjoy the fruits of consistency.
  • “2025 proved I need to get some routines going… All the work that you put in in 2025… 2026 is going to be the year that really cool things happen for you.” (03:04)

2. Why People Stay Beyond the ‘Journey’

• People flock to follow creators for inspiring journeys (weight loss, home transformations, challenges).
• The secret to keeping them? COMMUNITY.
• Pivot fear is addressed; Shannon assures that fans stick around for you as a person.
  • “When you build a community around your brand, they’ll stick around… give people the option to stick around.” (07:26)
• Example: Tatiana, who transitioned from scaling-agency expert to running influencer, retained most of her following by staying authentic and nurturing her audience.

3. Creating Content People Actually Want

• The era of generic “3 ways to ___” content is fading. What thrives now?
  • Personal, “me-centric” stories
  • Fresh perspectives
  • Sharing what’s missing in your space (Trader Joe’s hauls, unique life hacks)
• Don’t be afraid to experiment, even just in Stories.
  • “If you’re ever stuck… looking the freaking same, right? ...What’s missing from people’s Trader Joe’s hauls that you haven’t seen?” (11:48)

4. Viral TikTok Moments: How Community Happens By Accident

• Shannon details the now-famous “Topgolf Net” episode:
  • A TikTok showed a net falling at Topgolf Auburn Hills.
  • Someone named Logan comments, “They better have that fixed by January 9th. My work Christmas party is there.”
  • The entire TikTok community rallies to “help Logan,” catching Topgolf social’s attention.
  • Topgolf responds in good humor, fixes the net, and celebrates Logan’s party with 1.2 million likes!
    • “This is what I mean by community. Everyone all of a sudden is rallying for Logan and attacking Topgolf, saying, ‘You guys better fix this net by the 9th or we’re boycotting.’” (18:50-20:10)
  • Takeaway: Community can bloom around the silliest moments, through inside jokes and shared concern—not marketing plans.
• Another simultaneous viral joke: Tony’s “Is anyone mad at me?” TikTok
  • The comment threads from both viral posts start to merge, users cross-reference inside jokes, and Topgolf’s community expands.

5. Social Media’s True Heart: Being Social, Human, and Relatable

• Shannon reflects on how restrictive rules from 2020 gurus (“post 18 million times a day!”) sucked the life out of social.
• Now, audiences crave authenticity, silliness, and genuine connection.
• Even serious brands can foster community—connection can come from empathy or shared struggles, not just humor.
  • “It’s just people being social. And we lost that back in 2020… and in 2026, we are so back.” (22:58)
• Importance of providing shared moments and making people feel included.

6. Tactical Tips for Building & Engaging Community

• Get in the comments—even on accounts outside your niche.
• Use Stories to share real life and invite casual conversations.
• Don’t overthink it: test content, but allow for spontaneity.
• Pose easy, relevant questions in captions to encourage participation.
• Quality over quantity: Community > follower count.
  • “I had a six figure business with less than 10,000 followers… The reason I’m still here and have not burned out all these years? My community, because I love you guys so much.” (34:08)
• End goal is not to be remembered for follower numbers, but for genuine help and connection.
  • “When I’m dead and gone one day no one’s gonna be like, ‘Oh my God, she had so many followers.’ I hope they’re saying, ‘Oh my gosh, she helped me so much… I got to connect with her on a human level.’” (35:12)

Memorable Quotes & Moments

• “2026 is going to be the year that really cool things happen for you. Everyone was in full beast mode last year, right? And now hopefully we can all kind of coast.” (03:24)
• “If you’re sharing a journey and you’re worried about people sticking around after the journey is complete, this is where community comes into play.” (07:52)
• “This is the power of social media. It’s just humans connecting with humans over a common joke, a common belief, a passion, a journey.” (23:15)
• “It’s why reels and TikToks go viral… We want to know the people behind the brand. We don’t want the flashy, perfect curated stuff anymore. We just don’t.” (31:18)

Timestamps for Notable Segments

• 03:04 – Reflection on burnout, routines, and what’s working in 2026
• 07:26 – Why community outlasts content “journeys” (pivoting, audience retention)
• 11:48 – Ideas for more personal, “me-centric” content
• 18:50 – The viral Topgolf Net anecdote and instant community-building
• 23:15 – Social media’s true purpose: real connection, not rigid rules
• 31:18 – The downfall of perfectionism and the rise of relatable content
• 34:08 – Personal testament: Community > follower count

Takeaway

Shannon’s message is clear: Let go of outdated, performative “growth hacks.” Instead, invite your audience into shared moments—whether that’s your journey, a viral joke, a behind-the-scenes look, or simply a relatable story in your niche. Focus on real connections, and the numbers will (eventually) follow.
“Share from your perspective, be a human. Share moments that people can connect with you over. And you’re going to dominate. I know you will. I love you, friend.” (36:04)