How to Humanize Your Account When You Feel Stuck in Business Mode

Summary

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.

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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.

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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.

Transcript

[Shannon McKinstry]

Foreign. I am your host, Shannon McKinstry. Welcome to Good Content, the podcast where I remove the never ending content creation, guesswork and overwhelm so that you can actually enjoy being on social media again and growing your business with what has always worked. Good Content. So some people have been a fan of what I've been preaching on Instagram for a year plus now. Some people have been pushing back and I'll tell you exactly why. I had an audit with a client recently, she is a dog trainer. And she said to me on the call, she said, I used to love Instagram. She's like, I loved it. I shared tips, my life, my dogs, whatever. And, and then again during 2020, like I've been saying for a while, all these experts, quote unquote, came out of the woodwork. And, and I, I'm not saying that to be mean. I'm saying that because a lot of people were growing in 2020 and 2021, but that didn't mean they could help other people grow. But I digress. 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. But they were preaching like this is how to do it, period. I'm like, no, it's not, there's not. That's not true. Maybe like a fitness coach saying there's only one way to write. Okay? So you know, she took the I have to be an authority and I have to be an expert and she dove right in. And of course it worked for a little bit and now it's not working anymore. And this is why, because we have literally gone back because the gurus, the experts suck the fun out of social media. And at the time, again, we were all home baking sourdough. We were bored. So we were kind of like in that educate, educate, educate expert. Cuz we were glued to our fun. We had nothing else to do except like go outside and wave to our neighbors from afar. Right. During the pandemic. So things have changed. 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. So the hooks, the boring hooks are done. I've been saying it for year plus now. I've been watching all the big brands completely make the pivot to. But the problem is, is that it is a huge rewiring in our brains as business owners and creators. And well, the creators have kind of gotten it, but the business owners and the entrepreneurs, it's a big shift now. I said something on Instagram the other day about it. I said, the reason, you know, Instagram is human again and you got to get with the program, right? And I told people exactly what to do to do that to get there. A lot of people took it, okay, so now. But I'm not a lifestyle account. I'm like, I'm not saying we're lifestyle accounts now. Don't. And that's the thing. Everything is so nuanced, right? And it's hard for me to get everything out in a real. That's why I love this podcast. What I mean by that, and I've talked about it a lot in this podcast. It's going from. Let's say you are sharing a tip or a tutorial instead of how to X. It's how I X. Or I love this brilliant reel I saw. I'll make sure it's in the show notes. She said something like, here's what I want would put in your home if you would let me as an interior designer. Brilliant. Instead of here's five home trends, right? It's boring. It's boring. So again, it's going from that to that. That still positions her as an expert. And again, right now we're talking educational, helpful, like, I call it content. Not to be confused with like all the other content out there. This is how you come off as an expert and authority, with also being a human and making it fun for us to enjoy and watch and share. But also it's personable. You feel like you're on a phone call with a friend. You feel like you're talking to a friend. That right there is the ticket. And it's been really hard for me to really drill home. And I would love to hear back from you guys because I'm hoping this podcast makes it make sense. Because my job is to make Instagram make sense, make marketing make sense, make sales make sense, make whatever platform you want to grow on make sense. And right now, what makes sense is why. Why they started social media in the first place. Connection, keeping up with people. And now our content, what we love as users is feeling seen, feeling heard, feeling validated, laughing, entertainment, et cetera. So this dog trainer, right, she's amazing. And I told her I think something that she needs to lean into because she has stopped having fun. I said was humorous content, right? You don't have to do. You don't have to become a dog humor account. But 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. Right. Maybe it's like you think you're finally. You think you finally got the dog to calm down for the night, and they're getting the zoomies, right? And you take whatever that trend is and you take the wording and you tailor it to that. I saw a brilliant one. And again, I'll put it in the show notes. You know when the guy is, like, trying to, like, get the dog to come in and the dog's doing the, you know, the. The typical pose. We're like, oh, we're playing. And he's like, no, we're trying to go inside. So I was saying, like, make that the humor. And then in the caption, you educate. So she's still the expert, even though she's relating to the dog owner. So with all that said, let me tell you a couple other reels that I saw that really drive this home. Because if you want a brilliant marketing strategy in 2025, it is humanizing your account. That does not mean ripping authority and expert away. It means leaving room for the human, which is you. Even a lawyer account I saw earlier, like, the someone at the law office is like, putting. Is like printing stuff. And everyone's around her clapping, going, yay. And they're, like, rooting on Brenda, so she brings us banana bread. Just hilarious. Does that mean we don't think they're experts anymore? No. I mean, if there's someone who's really tightened up and, like, offended that a. A lawyer team would make a funny reel, well, you probably don't want them anyway. Right? And they probably are representing people that would appreciate the humor. If humor is not your thing, don't do it. It's totally okay if you only want to share tips and be an expert all the time. Awesome. Because that's you. I'm not gonna take that away from you. What I'm not gonna do is a. So as your social media strategist and. And mentor, whatever you want to call me, I'm not going to make you do anything that is not you. And that is the point, because someone else said, well, I actually really prefer, you know, following people who are experts. I'm like, yes. But there's probably something about their personality that draws you to them, and maybe it is because you really like that bulldog type personality that really. Right. Or they're just the really classy type of expert, like, whatever it is, but their personality is weaved into their content. You know what they're like as a business owner and And a human. That's what I mean. I don't want you to think I'm trying to say you're a full time creator. Now, I would never call myself a full time creator. I'm a social media expert. But you guys know my personality. You know my coffee orders, you know my quirks, you know, like random things that Chloe does, things that Cam's into, you know, my husband, that he's into golf, you know, where we go, you know, where we vacation, you know, do you know what I mean? And I'm telling you right now, that is why I have continued to build a seven figure business. Because a lot of people hire me, follow me especially, et cetera, for my expertise. But then they get to know me and they're like, yes. And I'm like, well, good. And a lot of people don't like me. Fair. Hey, you know, we're not tacos. Not everyone's gonna like us, whatever that quote is. So let me grab a couple reels to share with you, just real quick. Cause this is the other thing I wanted to go to. If you want to blow your content out of the water and I'm talking crazy bananas, you are still an expert with a personality. You're an expert. But again, I think personality, we straight up go, are you entertained? Like jazz hands? It's like, no, you don't need to be like, it's. What is your personality? So I, I use that word lightly. Human expert. Right? You're an expert who's not chatgpt. And again, we've seen the realtors doing the funny home tours. We've seen. That's educational too. That's helpful with humor. So you can mix them all. Again, it comes down to your personality. If you're a very more serious type, that's fine. So here is a therapist. So one that you're going to see in the show notes is from a therapist. Her Instagram is guided Cosmos. And her reel, literally, it's her walking down the street and she says, four years of therapy in one minute. And she just breaks it down again. It makes her feel approachable, but she's still an expert rather than just some stuffy therapy content. So here's another perfect example. This creator named Aaron, she's a business coach. In addition to sharing her tips and her journey on her way to being a millionaire, she'll do simple B roll with her husband, saying, you know, this is what it looks like to have a husband who's your cheat code of life, who lets you shine, who doesn't have too much pride, et cetera, et cetera. 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. And that's what we want. We want to be invited into your world, period. Because once we feel like we belong in your world, we feel like we belong in your world. And what a huge, amazing gift to give someone. Invite us into your world. We want to be a part of something. We want to root for you. So if you don't let us in on who you are besides what you do, how can we really do that? So with that said, I hope that clears everything up. Again. It's not how to, it's how I. It's not five ways. It's five things. I, et cetera. Right? Or five ways. I. I just got a text from my friend. I can see my text right here. She just goes, miss you again. It's like, that's what Instagram should feel like. We're not just businesses. I don't know how to say it. Sorry, I'm getting like, like, I just want to hammer this into your all's heads in a very kind, loving way with a big hug wrapped around it. It's why all the content on LinkedIn I see going Fire Crazy is about people's journeys and like, or a retreat they went on and sharing their journey. It's not just expertise and authority. Yes, we know you're an expert. We know. Look at Gary Vee. I mean, he's exactly who he is. I'm sure he's. If you meet him, he's probably exactly who he is in person as he is on Instagram. I know he is because I've heard that from people. And the best way to do this. Here's your. Here is your goal for the week. Okay. If you're just still like, well, Shannon, I took, I did. I took all the human out of my content and now my people don't know anymore. Reintroduce them. And this is what I told my client. I said, start with stories. Right now, one we're doing, we're going to create a series for her, which is going to be really good to help or not a series, but like a repetitive thing that she can. And again, I want you guys to know series are just something you repeat like once a week. Where she's going to. It's going to help give her sense of humor mixed in with it. So again, it's like. And it's going to be relatable. To dog owners, but also so that she's like, but it's okay, guys, I'm over here to help. Right? That's what we want. So we're really excited. So your homework. And this is what I told her. Lean on stories. Stories are an incredible way to start. Kind of because I tell everyone. The reason I didn't get so caught up in all the riff raff craziness. The gurus were spitting. And while I did, I really did focus mainly on educational content during that era. But I still, like, once a week would do a. Hi, I'm Shannon. I was pregnant during the time I shared my pregnancy journey. I shared the gender announcement. I did all that. So I kept showing me. I. My daughter would be in the videos with me sometimes my oldest, we would do skits, right? But, like, I tried really hard not to get caught up in it. I did a little bit for a second, but I always made sure that I was in my content and that my humor was in my captions, right? My love of Real Housewives and margaritas and this and that. But my stories, my stories. I showed up hot mess, talking about what I'm watching, what I'm doing, what happened on a client call. I kept people in my world. Everyone knew about the whole process of us moving to North Carolina. You guys helped me pick out what rug to put in my living room. I mean, y' all were in on the journey with me. Stories is a great place to do that if you have lost your way. That is how to grow on Instagram. And I'm telling, I'm begging you, this is not going to change from what I can tell for a long, long time. This is the pivot you need to make. This is the new way to Gram, to LinkedIn, to TikTok, to everything. So if you find yourself in the Instagram expert echo chamber and everything I'm saying, you're like, no, no, no. You got two choices. Follow their lead because I'm sure whatever they're doing is working for them, or come back, enjoy Instagram again and don't get burnt out and actually have fun and focus on the reason you're here. And yeah, that will lead to virality and views. It just does. Love you, friend. Talk to you next week.