Podcast Summary: Good Content with Shannon McKinstry Episode: How to Humanize Your Account When You Feel Stuck in Business Mode
Release Date: August 12, 2025

In this insightful episode of Good Content, host Shannon McKinstry delves into the crucial strategy of humanizing social media accounts, especially for those who find themselves entrenched in a purely business-focused approach. Shannon explores the shift from rigid, expert-driven content to a more personable and authentic style that fosters genuine connections with audiences. Below is a detailed summary capturing the key discussions, insights, and actionable advice Shannon offers.

1. The Challenge of Traditional Expert-Centric Content

Shannon begins by addressing a common predicament faced by many business owners and creators: relying solely on expert-driven content can lead to stagnation and disengagement from audiences. She shares an anecdote about a dog trainer client who initially thrived on Instagram by sharing tips and insights. However, as more "experts" flooded the platform with similar content strategies during the pandemic, the effectiveness of this approach diminished.

Shannon McKinstry (02:30): “A lot of people are just naturally really good at social media, right? And concentration. And again, there is no one way to do it.”

This saturation led to her client experiencing a decline in engagement, highlighting the need for a more nuanced approach to content creation.

2. The Pandemic's Impact on Social Media Dynamics

The COVID-19 pandemic drastically altered social media usage patterns. Initially, as people were confined to their homes, educational and expert content flourished because audiences were hungry for knowledge and ways to stay productive. However, as the pandemic progressed, there was a significant shift back towards seeking human connection and relatable content.

Shannon McKinstry (05:20): “We are so back to connection and human connection. Thank God, right? And we're craving it. Cause there was a loneliness epidemic during the pandemic.”

This transition underscores the importance of balancing expertise with personal touches to meet the evolving needs of social media users.

3. Rewiring Content Strategies for Authentic Engagement

Shannon emphasizes that adapting to this shift requires a fundamental change in how business owners and creators approach their content strategies. She notes that while many creators have embraced this human-centric approach, business owners often struggle to make the same pivot.

Shannon McKinstry (07:45): “The problem is, is that it is a huge rewiring in our brains as business owners and creators.”

To navigate this, Shannon suggests integrating personal elements without compromising on authority. This involves sharing personal stories, injecting humor, and showcasing the human side alongside expert advice.

4. Practical Strategies to Humanize Your Account

Shannon outlines several actionable strategies to help listeners effectively humanize their social media presence:

• Shift from "How To" to "How I": Instead of generic tips, share personal experiences and methods.

  Shannon McKinstry (15:10): “Let's say you are sharing a tip or a tutorial instead of how to X. It's how I X.”

• Incorporate Humor and Relatable Content: Use humor to make content more engaging and relatable without diluting your expertise.

  Shannon McKinstry (18:25): “Maybe once a week or once every two weeks when there's a funny trend, work in some sort of relatable situation dog parents find themselves in.”

• Show Behind-the-Scenes and Personal Life: Share snippets of your personal life to build a deeper connection with your audience.

  Shannon McKinstry (22:40): “You know my coffee orders, you know my quirks, you know, like random things that Chloe does…”

• Use Stories to Reconnect: Leverage Instagram Stories or similar features to share everyday experiences and maintain authenticity.

  Shannon McKinstry (45:30): “Stories is a great place to do that if you have lost your way.”

5. Real-World Examples of Humanized Content

Shannon provides concrete examples of how various professionals have successfully humanized their accounts:

• Therapist's Approachable Content: A therapist shares a reel walking down the street titled "Four Years of Therapy in One Minute," blending professional insights with a personable delivery.

  Shannon McKinstry (30:15): “It makes her feel approachable, but she's still an expert rather than just some stuffy therapy content.”

• Business Coach's Personal Snippets: A business coach showcases personal moments with her husband, highlighting the supportive dynamics of their relationship alongside business tips.

  Shannon McKinstry (32:50): “This is what I mean by you can still an expert and show your personal life. You can still be an expert and let people in.”

• Lawyer's Humorous Reel: A law office shares a lighthearted reel involving team members engaging in fun activities like clapping and celebrating, demonstrating their vibrant workplace culture without undermining their professionalism.

  Shannon McKinstry (28:00): “Does that mean we don't think they're experts anymore? No.”

6. Maintaining Authenticity Without Compromise

A recurring theme in Shannon's discussion is the importance of staying true to oneself while incorporating personal elements into professional content. She reassures listeners that it's possible to blend expertise with personality without sacrificing authority.

Shannon McKinstry (38:00): “What I want is that you can still an expert and show your personal life. You can still be an expert and let people in.”

Shannon highlights that audiences appreciate authenticity and are more likely to engage with content that feels genuine and relatable.

7. Actionable Takeaways and Homework

To help listeners implement these strategies, Shannon offers specific homework:

• Lean on Stories: Begin sharing more personal stories to reconnect with your audience.

  Shannon McKinstry (50:10): “Lean on stories. Stories are an incredible way to start.”

• Create a Content Series: Develop a recurring content series that blends humor and expertise, making it easier to maintain consistency and engagement.

  Shannon McKinstry (52:35): “Create a series, which is going to be really good to help... give her sense of humor mixed in with it.”

• Reintroduce Personal Elements: If you've previously removed personal content, find ways to reintroduce it to allow your audience to reconnect with you on a personal level.

Shannon McKinstry (55:00): “Reintroduce them. And this is what I told my client.”

8. Final Thoughts and Encouragement

Shannon concludes the episode by reinforcing the necessity of this content pivot. She passionately urges listeners to embrace a more humanized approach to regain the joy and authenticity in their social media interactions.

Shannon McKinstry (58:20): “Enjoy Instagram again and don't get burnt out and actually have fun and focus on the reason you're here.”

Her heartfelt encouragement underscores the broader message that human connection is paramount in the evolving landscape of social media.

Key Takeaways:

• Balance Expertise with Personality: It's essential to maintain your authority while showcasing your human side.
• Authenticity Drives Engagement: Genuine, relatable content fosters stronger connections with your audience.
• Adapt to Changing Dynamics: Social media trends evolve, and so should your content strategies to stay relevant.
• Incorporate Humor and Stories: These elements make your content more engaging and personable.
• Consistency is Crucial: Regularly blend personal and professional content to maintain authenticity and authority.

By implementing these strategies, Shannon McKinstry provides a roadmap for business owners and creators to rejuvenate their social media presence, making it both effective and enjoyable.