Podcast Summary:

Good Content with Shannon McKinstrie
Episode: Hot Take: We’re Following Accounts Where We See a Reflection of Ourselves
Date: March 3, 2026
Host: Shannon McKinstrie

Episode Overview

In this thought-provoking solo episode, Shannon McKinstrie dives deep into a subject she believes is largely ignored in the world of social media marketing: the vital role of “taste” and identity in content creation. Shannon unpacks the reasons people become followers or customers—not just through the value you provide, but because they see themselves, their taste, and their aspirations reflected in your content. With lively examples and Shannon’s signature encouraging, direct style, this is an essential listen for entrepreneurs, creators, and marketers aiming to step up their social media game in 2026.

Key Discussion Points & Insights

The Real Reason People Follow: Reflection & Taste (00:15–04:00)

• Shannon sets the stage by arguing most content advice misses a crucial factor—people follow and buy from accounts that reflect who they are or want to be.
• “We really underestimate something that... I really do not see anyone else talking about this. And it's so important.” (00:33)
• Hooks and intros should mirror back to your audience (“Oh my gosh, that’s me!” reaction).

Value Is Connection, Not Just Information (05:00–07:00)

• Shannon redefines “providing value”—it’s not merely about tips or knowledge, but about helping people feel seen and understood.
• “Value is connection. Value is making people feel seen. And a lot of times just your taste can make people feel seen.” (06:15)
• Taste shows up in everything—from the clothes you wear to how you film your reels—even if it’s not the focus.

Taste-Driven Content in Action (07:00–12:00)

• Real-world examples: photo dumps from moms in casual outfits, restaurants or boutiques that match your vibe—all lead to instant engagement.
• Shannon encourages experimenting with “taste-driven content” to increase resonance and engagement.
• “Content that you’re not just consuming, they see themselves in it because that taste triggers that identity that we crave as we scroll.” (08:15)
• The importance of good B roll: capture the aesthetic and details that showcase your (and your brand’s) unique taste.

Visuals, Identity, and Shareability (12:00–20:00)

• Key principle: Visual “taste” alignment leads to instant follower/buyer decisions.
• “It’s not just value, it’s taste alignment. And that’s crucial, crucially strong right now on Instagram because we are scrolling so fast.” (14:44)
• Use highly specific language and visuals: “For the neutral-loving mom on the go—Old Navy edition,” etc.
• Taste appeals across niches: photographers, home decorators, gift shops, even dental offices (“Maybe you’re the dentist office that’s really bougie—own it.”).

Examples That Nail Identity & Taste (20:00–28:00)

• Shannon runs through standout examples:
  • On cleaner products: “Your cleaner shouldn’t need a warning label.” (22:48)
    (Calls out the “scrunchy” identity, anti-chemical approach, and aligns instantly with specific taste and values.)
  • On jewelry: Different ring styles appeal to different identities—minimalist, whimsical, athletic, etc.—and language needs to reflect exactly who’s being targeted.
  • On engagement rings: “Can we normalize smaller engagement rings again? And choosing a stone that suits your hand best instead of thinking over three carat is better. Hello, identity, taste—all of it.” (26:10)
• Social media tools like POV captions (e.g., “POV: she kept you up all night, now she’s giggling…”) deepen identity resonance.

Practical Advice: How to Leverage Taste (28:00–35:00)

• Reframe your own content: Ask, “Is my taste shining through?”
• Taste is visually obvious: décor styles, home offices, even coffee shop choices in your videos matter.
• Identify what gets you to stop in a store or video—that’s your taste, and chances are your followers share it.
• “Think about what gets you to stop in the store. That's kind of a good way to get to know what your taste is and kind of take note of that.” (33:30)

Motivation & Action Steps

• Final challenge to listeners: Audit your own content for taste and alignment.
• “That's your little homework for this week. Love you guys and I'll talk to you soon.” (end)

Memorable Quotes & Moments

• On identity and taste:
  “Taste, taste, taste. This is the missing factor.” (23:30)
• On content examples:
  “If she was in my area, I'd be like, yeah, how do I work with you? Bye. Your taste is my taste. Let's hang.” (35:00)
• On connecting with your audience:
  “You will literally solve 99, I'm gonna say it. 99% of your problems on Instagram and TikTok and LinkedIn on everything.” (16:45)
• On practical content creation:
  “Make sure your video be like, will this grab someone by taste alone? Then you add that text on top. Boom, right?” (11:26)
• Instant alignment:
  “Immediate. Your cleaner shouldn’t need a warning label. Immediately, guys, immediately. I know if that is my taste or not.” (22:48)

Timestamps for Key Segments

• 00:15–04:00 — Introduction: Why taste and identity matter
• 05:00–07:00 — Value beyond information: Connection and feeling seen
• 07:00–12:00 — Taste-driven content examples and visual tactics
• 12:00–20:00 — The power of visuals and specificity in identity
• 20:00–28:00 — Standout content examples that showcase taste and identity
• 28:00–35:00 — How to leverage taste in your own content; actionable advice

Episode Takeaways

• People engage with accounts that reflect their current identity or who they aspire to be; your “taste” visually and contextually signals this.
• Specific, taste-driven content—language, visuals, relatable scenarios—are what makes someone stop scrolling, follow, and ultimately become a customer.
• Audit your content: Are you showcasing your taste? Do your visuals and words instantly align with your audience’s preferences?
• Try content experiments that let your taste shine, and observe what resonates.
• This “taste-first approach” is immediately actionable and can solve the majority of engagement issues on social media today.