Good Content with Shannon McKinstrie

Episode: Here’s What I Would Post for You on Instagram This Week

Release Date: August 19, 2025
Host: Shannon McKinstrie

Episode Overview

In this episode, Shannon McKinstrie offers a week-long Instagram content plan, breaking down post ideas day by day as if she were your “chief content officer.” Shannon discusses the evolution of the social media manager’s role, the importance of showing humanity online, and shares a practical, up-to-date blueprint (with real-life examples) for impactful, engaging posts anyone can adapt, regardless of their industry. The focus is on removing the overwhelm and making content creation fun and sustainable again.

Key Discussion Points & Insights

1. The Evolving Role of Social Media Managers

[01:11]

• Social media managers’ responsibilities have expanded far beyond posting pictures:

  “What it meant 10 years ago is totally different... You're editing, you're doing trend research, now you're data mining. You're the creative, right?”

• Shannon suggests updated titles: chief content officer, content director, social media strategist.

2. Why Human Presence Matters in Content

[03:02]

• Brands — even large companies — need to highlight “humans in your content.”
• Cites Chelsea Anderson (@chelsea_explains) as a powerful example: every hook starts with "I", "my", "me" to re-center the human story.

• “We missed the human side of social media and people’s content for a long, long time. And we’re so back. And I love [that].” — Shannon [03:36]

3. The Five Content Ideas for Your Instagram Week

Shannon outlines her formula, giving a daily structure for posting and explaining the logic behind each type:

Monday: The “Random Thought” Post (The Herd Category)

[06:10]

• Start the week with something light, personal, or even a “hot take.”
• Random thought can be a viral quote, a meme, or a quick video reflecting a personal or industry perspective.

• “What is a random thought...even if it wasn’t a reel, it could just be a quote graphic...It also shows your core values.” — Shannon [07:20]

• Example hooks:
  • “I don’t know who needs to hear this but…”
  • “I wish more people knew…”

Tuesday: Educational Demo or Tip (The Helpful Content)

[10:16]

• Post a helpful tip via a Reel — ideally demonstrating visually, not just telling.
• Use trending examples and conversational delivery.
• Mentions Scott At Bryson (retired Secret Service agent) who created a viral “parking lot safety tips” demo:

  “We don’t want to be told. We want to be shown...think show and tell.” — Shannon [10:40]

• For beginners: don’t worry about technical tricks; authentic talking-to-camera works great.

Wednesday: POV Post (Personal Perspective)

[13:45]

• Repurpose your tip from Tuesday by presenting it as a POV (Point of View), often using B-roll.
• Examples:
  • “POV: You start loading your groceries like this in order to protect your kids...”
  • “POV: Your out-of-office email is on, the UV is 9, and you just cracked a fresh Diet Coke.”
• Focus: evoke a feeling, provide a tip, or suggest an idea.

Thursday: The “That’s Me” Reel (Relatability/Identity)

[16:02]

• Craft a Reel that says “This is who I am/who I help.” Welcome your target audience directly, spotlight their desires or challenges.
• Examples:
  • “Waiting for the girls who don’t love their arms, who have hips and boobs—find me...”
  • “Waiting for all the business owners who want to exit their content flop era...welcome to my page.”

• “We’re creating these worlds for people. Enter where they belong.” — Shannon [17:00]

Friday: The Carousel Post (Resource-Rich, Saves & Shares)

[18:22]

• Create a carousel—photos, screenshots, useful lists or resources.
• High-performing examples:
  • “Five articles that helped me fall back in love with life.”
  • “I can tell if you’re a real leader by your emails. Let me show you how.” (by Leadership Heather)

• “It can be a selfie at your desk...It doesn’t have to be super polished or brand photography...it can be messy.” — Shannon [19:15]

4. Bonus: Humor and Relatability

[21:50]

• If you’re comfortable with it, add a humorous or highly relatable Reel—great for bonding with your audience.
• Shannon’s own example:
  • POV: “The one friend who creates the Instagram story the whole group will repost.”

  • “It’s not going viral—I don’t care. My audience is eating it up. People are tagging their friends, they’re sharing it...” — Shannon [22:50]

• Humor and fun create a sense of community.

5. Happenings (Occasional Content)

[25:12]

• “Happenings” (life & business updates, photo dumps, stories) shouldn’t be forced—use them when they’re genuinely relevant or exciting.
• Example: sharing the story of buying a beach house.
• Encouragement to include more than just “niche” content for authenticity and fun.

Notable Quotes & Memorable Moments

• “Gone are the days of just giving [your manager] stuff and walking away. It’s like, you gotta be involved because you are the face.”
  — Shannon [04:10]

• "I wish more people knew..."
  — Shannon’s favorite viral hook [08:30]

• “Don’t worry about perfectly curated. We just want your knowledge, your tips, your experiences, your perspective.”
  — Shannon [11:22]

• "We love to bond on social. And what bonds us faster than humor? I don't know."
  — Shannon [24:00]

• “All these rules have really sucked the fun out of all this.”
  — Shannon, on niching and rigid strategy [27:08]

Actionable Takeaways & Structure At-a-Glance

• Monday: Random thought, viral quote, or hot take (Herd category)
• Tuesday: Educational, demo-style tip—show, don’t just tell (Helpful)
• Wednesday: POV post—directly show how something feels/works (Personal)
• Thursday: “That’s Me” Reel—relate and welcome your people (Relatable)
• Friday: Carousel—useful lists, screenshots, or personal resource collections (Shareable/Savable)
• Bonus: Sprinkle in humor/relatable content for bonding
• Mix in “Happenings” as life and business updates naturally occur

Timestamps for Key Segments

• 01:11 — Social media manager role evolution
• 03:36 — Human-centered hooks & Chelsea Anderson example
• 06:10 — Monday: Random thought post explanation
• 10:16 — Tuesday: Education/demo tip post
• 13:45 — Wednesday: POV post strategy
• 16:02 — Thursday: “That’s Me” Reel
• 18:22 — Friday: Carousel/Resource post ideas
• 21:50 — Bonus: Using humor & relatability
• 25:12 — On “happenings” posts and breaking the niche mold
• 27:08 — Permission to ignore rigid rules and embrace creative freedom

Episode Tone

Warm, encouraging, and direct. Shannon uses friendly humor, personal anecdotes, and practical, jargon-free advice. She’s keen on demystifying content strategy, making it accessible and enjoyable for every creator — whether you’re a brand, business, or solo entrepreneur.

Summary prepared for those seeking real-world, usable Instagram content ideas—no jargon, just tactics and inspiration from one of the best in the business.