Good Content with Shannon McKinstrie

Episode: How You’re Going to Become Really Good at Content Creation in 2026 (Part 1)

Release Date: November 25, 2025
Host: Shannon McKinstrie

Episode Overview

In this energetic and candid solo episode, Shannon McKinstrie kicks off a two-part series aimed at equipping listeners with practical and inspiring strategies to become “disgustingly good” at content creation leading into 2026. Shannon focuses on removing overwhelm from social media, delivering timely advice for both product-based creators and service providers. She shares actionable, real-world advice, viral content hooks, and an actionable ChatGPT prompt designed to help listeners generate targeted, scenario-based social content. The episode is especially relevant for busy business owners and creators as they navigate the hectic holiday season, encouraging consistency over perfection.

Key Discussion Points & Insights

1. Context for Content Creation (00:40–06:00)

• Holiday Season Overwhelm: Shannon empathizes with listeners juggling content creation amidst holiday chaos—Thanksgiving, Christmas, travel, and family duties.
• Focus on Simplicity: “We're gonna focus on really simple pieces of content for you to share in this two-part episode,” stressing that easy, replicable strategies are critical right now. (03:05)
• Consistency is Key: “If you want social media to pay you like a job, you need to treat it like a job.” But it's about showing up reliably, not putting in 8-hour days. (04:30)

2. The Two Paths: Content Creators vs. Service Providers (06:00–09:30)

• Different Approaches: Shannon divides her advice into two core groups:
  • Products/Brand Deals/Creators: For those aiming for brand partnerships or showcasing products.
  • Service-Based Businesses: For those where content is a small piece of their overall business (e.g., lawyers, VAs, coaches).

3. Becoming “Disgustingly Good” as a Product-Focused Creator (09:30–24:50)

• Create an Experience Through Scenarios: Successful creators don’t just showcase products—they set a scene their audience relates to.
  • Example: “POV: you're feeling too tired to floss tonight, and you almost skip it…” (from a dentist’s viral reel) (13:20)
  • “Help them see themselves in your content. That is the secret.” (21:45)
• Psychological Triggers in Viral Hooks:
  • “Things I bought on my recent trip that you’ll use and wear on repeat.” (11,000+ comments—creates curiosity and FOMO) (15:28)
  • “POV: You don’t feel like cooking, but still want a home-cooked meal.” (38,000 likes) (17:36)
• Share Everything, Tag Brands: “Just start posting. Share everything. Every restaurant you’re at, what you ordered, what jewelry’s in your Amazon cart.” (10:20)
• Follower Count Doesn’t Matter: “You do not need 10,000 followers to get recognized, to go viral.” (19:44)

Notable Examples & Quotes

• Dentist Reel Example: “Over 9000 likes. Even more shares...And just a simple five seconds of B-roll.” (13:45)
• Lifestyle Content: “When someone suggests Starbucks run on vacation, but I’ve already planned all the niche local coffee shops I want to visit...that’s taste content.” (19:28)
• Gifting Scenario: “Favorite things party gifts I would steal. If you have a favorite things party coming up in the holidays…” (20:55)
• Recipe Reel: “This is the meal I would make you if you just had a baby.” (22:35)

4. Content Frequency, Formulas & Habits (24:50–28:45)

• Shannon’s Posting Formula:
  • 1 carousel per week
  • 2–3 B-rolls with trending audio per week
  • 1 talk-to-camera video per week
  • Aim: 5 pieces of content/week (26:50)
• Tips for Busy People: “Focus on reels that take no more than five to ten minutes to create.” (27:15)
• Testing & Practice: “Every video will get better, every carousel will get better as you get to know your audience.” (28:15)

5. Becoming “Disgustingly Good” as a Service Provider (28:45–34:00)

• Mirror Your Client’s Scenario: Service providers should create content that places the viewer in a relatable situation.
  • Example: “Me, when I’ve explained 397,116 times that anxiety is repressed anger…and my clients are shocked when feeling their anger gives them immediate relief.” (31:02)
• Showcase What You Do: “Here’s the tasks I did for my client this week and how long they took—puts us in that scenario where, like, okay, I can see myself passing that off.” (32:15)
• Simple Content Works: “Million views—someone getting a pedicure. It says powder white…people in the nail salon…documenting and giving it a fun name.” (33:18)

6. Final Action Steps & ChatGPT Prompt (34:00–End)

• Just Start: “For my people just getting started in the product, you guys want to create your brand, you want to get brand deals—just start shouting brands out in your stories…” (35:05)

• Paint the Scenario: “Give us the feeling and put us in…the scenario so they see themselves. We want to see ourselves in your content.” (36:15)

• Actionable ChatGPT Prompt (39:00):

  • “Go into ChatGPT and type: ‘Act as a professional marketer and give me 12+ unique, specific scenarios my people find themselves in right now. Here’s what I do…’”
  • Include testimonials, model viral hooks with identity/taste/scenario, iterate for December scenarios specifically.

• Preview for Part 2: Next episode, Shannon dives deeper into identifiers, keywords, and “buzzwords that get people to watch more,” plus tiny techniques to increase retention.

Notable Quotes & Time Stamps

• “[If] you want social media to pay you like it’s a job, you need to treat it like a job. Does that mean clocking in for eight hours? No, no, not at all.” (04:32 - Shannon)
• “Share everything…That's how you get noticed. You just gotta start posting. It doesn’t have to be perfect.” (10:24 - Shannon)
• “Help them see themselves in your content. That is the secret.” (21:45 - Shannon)
• “You do not need 10,000 followers to get recognized, to go viral.” (19:44 - Shannon)
• “It’s the feeling, it’s the emotion, it’s the identifier, it’s the situation, it’s the scenario…that’s where you’re going to become disgustingly good at content.” (22:53 - Shannon)
• “For my people just getting started…just start shouting brands out in your stories…Tag the brand. They will reach out eventually.” (35:12 - Shannon)
• “Go into ChatGPT and I want you to type this prompt…I want you to act as a professional marketer, and I want you to give me 12+ unique, specific scenarios my people find themselves in right now…” (39:03 - Shannon)

Key Timestamps for Important Segments

• 00:40 - Holiday overwhelm, why content creation feels tough right now.
• 06:15 - Content creators vs. service providers: two main content types.
• 09:30 - How product/brand content can go viral with scenarios.
• 13:20 - Dentist viral reel example.
• 15:28 - Product/brand examples with viral engagement.
• 19:44 - Follower count myth-busting.
• 24:50 - Shannon’s weekly content formula and time-saving tips.
• 28:45 - Techniques for service providers: scenario-based reels.
• 33:18 - “Powder white” pedicure example.
• 35:00 - Quick-start for new creators; shoutout brands and products.
• 39:03 - Actionable ChatGPT prompt for generating scenarios.

Takeaways & Next Steps

Shannon’s advice boils down to a simple but potent message: Put your audience in the scenario, make them feel seen, and show up consistently with easy-to-create, situation-based content. Whether you're aiming for brand deals or showcasing your freelance skills, start painting vivid, relatable pictures your followers can step into.

Action Steps:

• Try Shannon’s ChatGPT prompt to generate scenario-based content ideas.
• Capture everyday situations, tag relevant brands, and use viral hooks that speak directly to your audience’s current needs or moods.
• Tune into the next episode for advanced techniques on identifiers and buzzwords that boost watch time and engagement.

Shannon signs off with high energy and encouragement, promising more detail and viral psychology tips in Part 2.