Podcast Summary:

Good Content with Shannon McKinstrie
Episode: Create Content That Makes Them Want to Keep Coming Back
Host: Shannon McKinstrie
Date: August 26, 2025

Main Theme & Purpose

Shannon McKinstrie delivers a passionate, no-nonsense episode aimed at helping creators and business owners escape the overwhelm and guesswork of social media. She debunks widespread myths pushed by “experts” and urges listeners to focus on human, personalized, and community-building content. Her mission: reclaim the joy of content creation, build real connections, and adopt strategies that actually work on Instagram and beyond in 2025.

Key Discussion Points & Insights

The Current State of Social Media Advice (00:25–03:39)

• Shannon expresses frustration with the endless stream of bad advice circulating among “gurus,” especially those pushing quick hacks and one-size-fits-all strategies.
• She shares the emotional toll on creators, who often DM her feeling lost after following ineffective advice or buying underdelivering courses.
• Shannon’s motivation: “It brings me so much joy when I hear this stuff… but when I hear the other side of the coin, I just get angry because… there’s so much going on in the world… and when I see people giving… bogus advice, it just grinds my gears.” (02:26)

Personalization & Humanization: The Real Secret Sauce (03:40–06:42)

• After a call with her mentor, Shannon admits to recently feeling bored with her own content due to comparison habits and excessive consumption of others’ trends.
• She highlights the ongoing, across-platform shift toward more human content, sharing that what works on TikTok inevitably migrates to Instagram, emphasizing that “your account isn’t just content; it’s a community. It’s a village. It’s a vibe.” (05:37)
• “What is the energy when you walk into the room, or when someone leaves your presence, they should be able to feel that, right? When they get to your account… they should be like, this is my person. I need to be in that room.” (06:13)

Creating a Welcoming “Vibe”: A Relatable Story (06:43–08:34)

• Shannon uses a personal story about moving to North Carolina to illustrate how an Instagram account should feel like “coming home”—comfortable, welcoming, and memorable.
• Whether you’re a small product seller or an established company, your brand’s “vibe” is crucial.
• She reiterates: “It doesn’t matter what you sell… People should feel like they want to stay, know you, and come back.” (08:33)

Why Hacks Don’t Work Anymore (08:35–10:14)

• The “tricks” and “gimmicks” of 2022–2023 are outdated—success is no longer about viral one-offs.
• Today, Instagram is about your “entire account and your community,” so content must make people want to return.
• “We are on Instagram. We’re not here for your one piece of content. We’re here for your entire account and your community.” (09:12)

The Power of “Me-Centric” Hooks (10:15–11:33)

• Shannon reintroduces her signature concept: “Me-centric hooks.” Instead of impersonal, generic tips, lead with authenticity and personal experience.
• Example: shift from “Here’s a chocolate cake to bake” to “Here’s the cake I always make for people when…”
• “Make your tips more personal… It’s what’s working—trust me!” (11:28)

Busting the “Don’t Talk About Yourself” Myth (11:34–13:00)

• Shannon criticizes advice telling creators not to be personal, insisting that human stories and vulnerability are the drivers for loyal communities—and revenue.
• “When I saw all this happening about a year and a half ago, I was like, this is literally detrimental. Me, as a marketer, I know. This is what I do.” (11:40)

Concrete Examples & Viral Content Trends (13:01–22:00)

• Shannon walks through saved viral reels and TikToks, highlighting the format and why they work:
  • Human moments, e.g., “cracking a Dr. Pepper in her car” or narrating daily rituals (e.g., taking a break at 2:15pm)—ordinary things that signal personality and relatability. (18:55)
  • Use of phrases like “Dumb things that make life more fun” or “Things I do as a type B to make life less chaotic.”
  • “The biggest takeaway: If she had put ‘things that make my life more fun’ instead of ‘dumb things,’ it’s so much more compelling. And it’s not that deep—we love that on social media.” (16:42)
  • Everyday routines, confessions (“I don’t do it all. I’m a CEO, I’m a mom of three.” (22:02))—audience connects with real humans, not faceless brands.
• Assignment: Make at least one piece of content this week that is about what you do or believe—simple, shareable, and specific, using Shannon’s “Rep Hook” (Relatable, Expert, Personal).

How to Leverage Personal Content as a Brand (22:01–24:10)

• Shannon assures even product-based businesses must show their unique human side.
• She points to brands like Diet Coke, Duolingo, and TSA as examples of large, traditionally “faceless” brands humanizing their content for massive growth.
• “The personal stuff on my business account is what has literally helped me grow my brand all these years. It’s why I have a seven-figure business, period.” (22:52)

Encouragement & Final Thoughts (24:11–End)

• Shannon reassures listeners overwhelmed by conflicting advice: “If you want to continue to grow in 2025 without wanting to throw your phone out the window and quit, I’m holding your hand. I promise. I got you.” (24:35)
• She urges everyone to “have fun with your content”—share your quirks, routines, dating life, family, or even solo adventures: “Invite us in. That’s what we’re looking for.” (25:21)
• She closes by celebrating “the ethical marketers” and reinforcing the value of authenticity in building a sustainable, joyful brand.

Notable Quotes & Memorable Moments

• “It brings me so much joy when I hear this stuff… but when I hear the other side of the coin, I just get angry because… when I see people giving… bogus advice, it just grinds my gears.” – Shannon (02:26)
• “Your account isn’t just content; it’s a community. It’s a village. It’s a vibe. It’s your tastes, it’s your style.” – Shannon (05:37)
• “When someone leaves your presence, they should be able to feel that, right? When they get to your account… they should be like, this is my person. I need to be in that room.” – Shannon (06:13)
• “The gimmicks and the tricks and the hacks… that was 2022, 2023. They don’t work anymore.” – Shannon (09:09)
• “It’s what I love to do, so why wouldn’t I share it?” – Shannon (01:09)
• “Make your tips more personal… It’s what’s working—trust me!” – Shannon (11:28)
• “Personal stuff on my business account is what has literally helped me grow my brand all these years. It’s why I have a seven-figure business, period.” – Shannon (22:52)
• “Have some fun. I’m giving you permission to have some fun with your content.” – Shannon (25:09)

Important Timestamps

• 00:25: Shannon’s intro & frustration with social media “expert” advice
• 03:40: Real talk about boredom and content comparison
• 05:37: The power of “vibe” and humanization on Instagram
• 08:33: Story about forging community in a new city—and online
• 09:09: Gimmicks don’t work anymore: A new era on Instagram
• 10:30: “Me-centric” hooks – turning tips into stories
• 13:00–18:00: Examples of viral, human, and personal content formats
• 22:00: Product-based businesses & big brands can (and should) be human
• 24:35: Encouragement: Ignore bad advice, embrace fun, build community

Takeaways

• Stop chasing trends and tricks—what works now is being human, personal, and building a true community.
• Lead with stories and perspectives that only you can share.
• “Me-centric” content (personal hooks, experiences, confessions) is more effective and more fun—for you and your audience.
• You do NOT have to mimic high-production creators: authenticity and simplicity win.
• The long game (and bigger joy) is in building recurring, loyal connections through your content “vibe.”

For more actionable examples and content breakdowns, check Shannon’s broadcast channel and past podcast episodes.