Good Content with Shannon McKinstrie

Episode: Double Your Views on Instagram with the RISE Formula
Date: February 17, 2026
Host: Shannon McKinstrie

Episode Overview

In this episode, Shannon McKinstrie dives deep into the art and science of creating Instagram content that not only jams with the algorithm but––more importantly––grabs attention, engages viewers, and leads to meaningful conversion. Shannon shares her tried-and-true RISE Formula for crafting compelling hooks, ensuring your posts double (or even quadruple) their views and engagement. Drawing from years of experience, she breaks down what actually works right now, dispelling confusion and providing actionable tactics for everyone from overwhelmed newbies to seasoned creators facing algorithm slumps.

Key Discussion Points & Insights

The Importance of Good Hooks

[01:55]

• Shannon emphasizes that the key reason most content underperforms is a weak hook:

  "Nine times out of 10, if something is not working, it is the hook for real." (02:28)

• Hooks aren’t just words—they can be compelling visuals or situations that capture the audience’s interest instantly.

• Over-delivering or cram-packing too much info is a content killer, especially on fast mental-scroll platforms like Instagram and TikTok.

The 'Rep' Formula Recap

[06:45]

• Shannon shares her tried-and-true ‘rep’ formula for educational posts:
  • R: Relatable (references to brands, locations, shared experiences).
  • E: Expert (shows expertise or authority).
  • P: Personal (adds a personal story/touch).
• Example, for content about tools:

  "My 10 favorite Amazon content creation tools under $50 from a social media strategist." (09:00)

The 4H Method

[11:30]

• Every post should deliver on at least one of:
  • Humorous
  • Helpful
  • Heard (makes audience feel seen)
  • Happenings (behind-the-scenes, stories)

Introducing the RISE Formula

[12:30]

• Shannon’s original formula: R.I.S.E.

  "I came up with what I want to call the RISE formula because I want you to think of like your engagement rising." (12:46)

• Breakdown:

  • R: Recognize (something instantly familiar/relatable: brand, location, scenario)
  • I: Identity (either the creator's or the viewer’s identity; who they are or aspire to be)
  • S: Specific (concrete detail, not vague)
  • E: Effect (the outcome—what does the audience get from this?)

• Not every hook needs all four, but strongest hooks feature at least 2-3 elements.

Examples of the RISE Formula in Action

[16:05]

Helpful/Instructional Example

• Video: A golfer stretching
• Hook:

  "POV: You are a golfer who does this every morning, and now your swing feels smoother, your low back pain decreases, and you outdrive all your friends."

  • Recognize: golfer/stretching
  • Identity: golfer
  • Specific: morning routine, smoother swing
  • Effect: less back pain, outdriving friends

Relatable/Heard Example

• Visual: Women at lunch
• Hook:

  "The Sunday lunch in your 30s. One's budgeting for IVF, one’s booking Bali, one’s deep in couples therapy, one’s quietly grieving, one’s finally happy alone. Different chapters, same table. Everyone’s carrying something different. No one’s ahead. No one’s behind."

  • Recognize: lunch scene
  • Identity: 30-something women
  • Specific: distinct life events
  • Effect: audience feels deeply “seen”

Quick Value Example

• “The dinner I’ve been eating weekly that only takes 15 minutes to make.”
  • Recognize: dinner
  • Specific: 15 minutes
  • Effect: quick meal solution

Real Estate Example

• “POV: You find the most perfect 1930s home in Nashville, Tennessee.”
  • Recognize: Nashville
  • Specific: 1930s home

Practical Guidelines & Encouragement

[24:50]

• Use at least two elements of RISE in any hook for significantly better engagement.

• Consider the hook in every piece of content: out-loud intro, caption, carousel title, or on-screen text.

• Don’t overthink or get “lost in the sauce.”

  "I don't want you guys obsessing too much because it is a lot—try, test, tweak." (27:18)

Notable Quotes & Memorable Moments

• On the RISE Formula's Power:

  "If you add even one of these into your hook, you will, I guarantee it, you'll double your views. I'm telling you. And then hopefully quadruple." (15:40)

• On relatable content:

  “It’s not just to get content that goes crazy, it’s to create content that goes crazy but converts. Because if it’s not converting to new followers, sales, community growth, building—what’s the point, right?” (01:14)

• On perseverance:

  "Do you know how long I've been at this, do you know?...I know people need my help. Because I know what awful advice is out there." (03:46)

• On content fatigue:

  "Have someone that you can lean on to send your reel, carousel, et cetera, to. Because I'm the type of person I'm going to always want to over deliver, but over delivering on Instagram especially, it's a lot." (05:50)

• On specific detail:

  “Specific, not vague. Not just, you’re going to play better—that’s boring. ‘Outdrive all your friends.’ That’s exciting.” (19:22)

Important Timestamps

• 00:00 – 02:30: Shannon’s journey, encouragement for creators
• 02:30 – 06:45: Why most content flops—importance of hooks
• 06:45 – 12:30: ‘Rep’ formula for educational hooks
• 12:30 – 13:55: The 4H method: all content should hit one ‘H’
• 13:55 – 16:05: Origins and breakdown of the RISE formula
• 16:05 – 21:30: Real-world hook examples for each RISE component
• 21:30 – 25:00: Evaluating and improving your hooks; practical advice
• 25:00 – end: Final encouragement, not overthinking, experimenting, and invitation to DM Shannon

Takeaways for Listeners

• Effective hooks are the #1 key to Instagram content performance.
• Use the RISE formula—Recognize, Identity, Specific, Effect—to craft hooks that draw in viewers, resonate deeply, and drive outcomes.
• Strong hooks feel personal, natural, and “for you” even if someone’s never heard of you.
• View content creation as a process of testing and adjusting, rather than perfection.
• If you hit a plateau or struggle to break through, focus on upgrading your hook with at least two RISE elements.

For more examples, guidance, and to share your results with Shannon, reach out via Instagram. Implement these strategies, and, in Shannon’s signature style—go “effing crush it!”