Good Content with Shannon McKinstrie

Episode: Give Your Social Media Content a Holiday Twist

Date: November 4, 2025
Host: Shannon McKinstrie

Episode Overview

Shannon McKinstrie delivers a practical, upbeat solo episode on holiday content strategy for social media. The episode breaks down how any brand or business—regardless of niche—can infuse seasonal relevance and trending hooks into their posts. Drawing inspiration from what’s buzzing on Instagram and TikTok, Shannon provides a broad suite of holiday campaign ideas, tactics, and memorable examples, all designed to reduce the overwhelm of content creation and make the process fun and impactful.

Key Discussion Points & Insights

1. Why Holiday Content Matters Right Now

• The holiday conversation online starts early, even before Black Friday.
• “If you wait another week, you’re severely behind… and I am too. I haven’t started either.” (02:10)
• Social platforms—especially Instagram—are surfacing content based on current interests, making holiday-related content highly discoverable.

2. Training the Algorithm for Seasonal Success

• Instagram is increasingly "interest-based," mirroring TikTok's approach (01:30).
• Search, engage with, and create around trending seasonal topics to get your content shown to the right people.
• Holiday topics people are searching for: gift guides, deals, outfit inspiration, local markets, events, Amazon décor, etc. (02:36)

3. Holiday Hook Formulas & Identifiers

• Situation/Scenario-based hooks increase relevance:
  • Not just “here’s wine,” but “if you’re hosting a ___, you need this wine.” (03:23)
  • Not just “gold hoops,” but “the earrings every gold hoop girly needs for Christmas.” (03:38)
• Buzzword power: Use culturally resonant references or current trends like “Nancy Meyers Christmas,” “Ralph Lauren Christmas,” “Little Women Christmas.” (04:41)
  • "Something in that hook has to resonate... either a situation, an event, or location they're interested in." (05:15)

4. Niche-Specific Strategies with Examples

A. Home Decor & Lifestyle Brands (06:00–09:10)

• Trending hook examples:
  • “A Nancy Meyers meets Ralph Lauren kind of Christmas.”
  • “Heard you’re going for a Ralph Lauren Christmas? Bet you haven’t seen these...”
  • “How to decorate your stale railing like a designer.”
• Repurpose top-performing educational content with a holiday twist.
• Carousel concepts: “Ralph Lauren-inspired Christmas on Amazon.”

B. Food, Beverage & Restaurant Accounts (09:11–11:38)

• Example: “How do you get your dried citrus looking so perfect?” (just add Christmas visuals).
• Winter beverage content ideas:
  • “Holiday Lemon Drop”
  • “Christmas Shirley Temple”
  • “Christmas Breakfast Ideas” (“Send this to someone you want to do Xmas breakfast with.”)
• Use photos and reels from past holidays, adjusted for this year’s format.

C. Realtors & Local Businesses (11:39–13:09)

• Highlight city or neighborhood happenings: “Northern Virginia Holiday Markets” (Canva carousel).
• Ideas: “Places to take out-of-town guests this Christmas in [location].”
• "These are highly shareable, highly saveable, and really good for visibility." (12:32)

D. Authors, Writers & Book Accounts (13:10–14:14)

• Hooks:
  • “Books that make you feel like you’re in a Hallmark movie.”
  • “What book would you gift the picky reader in your life?”
• Add little identifiers: instead of “books to gift your friends,” specify relationship or personality.

E. Bloggers & General Content Creators (14:15–15:36)

• Viral carousel: “The ultimate Christmas movie calendar for the holiday season.”
• Generalize format for boutiques, coffee shops, etc.: “Soon your Saturday morning coffee dates will feel like you’re stepping into a Hallmark movie.”

F. Fashion Influencers (15:37–16:06)

• Minimalist viral example:
  • “POV: You found the perfect Christmas fleece. ☕️❄️🎄” (Photo in fleece, a few emojis, that’s it.)

G. Mindset, Wellness & Therapists (16:07–16:35)

• Address seasonal issues: “How we’re surviving darker days and winter blues.”
• Switch up from holiday stress; focus on winter self-care, not just festivities.

H. Gift Guides for All Niches (16:36–18:12)

• Add specificity: price, brand, persona.
• Examples:
  • “Content Creator gifts under $20 on Amazon.”
  • “Niche gifts for the coolest girl you know.”
  • “Niche wines from Trader Joe’s for the cheap wine connoisseur in your life.”
  • “Gifts people actually want that are less than $25.”

I. Makers & Artists (18:13–19:20)

• “Your next girl's night craft” but Christmas-ified—a familiar concept with added seasonal visuals.

5. Action Steps & Encouragement (19:21–End)

• Find a successful post from your own archive and give it a holiday or winter spin.
• Make use of trending hooks, but always adapt to your brand, your audience, and your voice.
• “Do not copy content, we do not steal content. But take whichever one you really liked... throw the exact hook in ChatGPT and say, 'How can I do this as a plumber? A lawyer?'... That’s what you do.” (19:50)
• “Make it fun. In the words of the great Mariah Carey, it’s time.” (21:30)
• “This is a fun process and I want it to be fun... Take one of these ideas. Just one. Don’t overwhelm yourself.” (21:41)

Notable Quotes & Memorable Moments

• On Seasonal Timelines:
  “If you wait another week, you’re severely behind and I hate to say it, but…” (02:10)

• On Hook Psychology:
  “Something in that hook has to resonate with them. A situation, an event, or a location.” (05:15)

• On Repurposing Content:
  “You have probably created so much content over the years... All you have to do is look at what those successful posts have been and put a holiday twist on it.” (07:35)

• On Shareability:
  “These are highly shareable, highly savable, and really good for visibility.” (12:32)

• On Customizing Trends:
  “If you’re listening, you’re like, Shannon, you didn’t cover my niche. I got you. You take one that you like and say, how can I do this as a plumber?...” (19:50)

• On Keeping It Fun:
  “This is a fun process and I want it to be fun. In the words of the great Mariah Carey, it’s time.” (21:30)

Timestamps for Important Segments

• 00:00–02:36 | Introduction and holiday content urgency
• 02:37–06:00 | Algorithm tips & scenario-based hooks
• 06:01–09:10 | Home decor/lifestyle content examples
• 09:11–11:38 | Food and restaurant content holiday twist
• 11:39–13:09 | Local business and realtor strategies
• 13:10–14:14 | Authors, bookstagram, and booktok
• 14:15–15:36 | General content creators/bloggers
• 15:37–16:06 | Fashion viral content example
• 16:07–16:35 | Mindset and wellness ideas
• 16:36–18:12 | Gift guides that work for any niche
• 18:13–19:20 | Makers, artists, creatives—putting a twist on familiar formats
• 19:21–End | Action steps, wrapping encouragement, and closing thoughts

Summary Flow & Takeaways

Shannon provides straightforward, actionable advice with a signature conversational and motivating tone. The episode empowers listeners to audit their own content, ride the wave of trending cultural moments, and implement relevant hooks and identifiers that make holiday content irresistible and shareable. The focus is on repurposing, minor pivots, and creativity—removing second-guessing so creators and entrepreneurs can thrive and enjoy this season’s unique content opportunities.