Podcast Summary: Good Content with Shannon McKinstrie

Episode: How You’re Going to Become Really Good at Content Creation in 2026 (Part 2)

Date: December 2, 2025
Host: Shannon McKinstrie

Episode Overview

In this insightful and energizing episode recorded from the Bahamas, Shannon McKinstrie dives into the core of content creation success as we approach 2026. She emphasizes returning to the basics: genuine human connection and storytelling, supported by strategic use of AI and viral content hooks tailored for your audience. Shannon reflects on her own journey, dispels current frustrations about social media growth, and shares actionable formulas for creating magnetic content that resonates.

Key Discussion Points & Insights

1. A Decade in Social Media: Then vs. Now (00:10–02:20)

• Shannon reflects on her early days starting her business in 2014 and the skepticism around social media as a “fad.”
  • “10 years ago, people thought social media was a fad… Now people have full on social media teams at their companies!” (01:16, Shannon)
• She credits her continued happiness and freedom to building her own brand through Instagram, leaving behind unsatisfying corporate roles—even at CNN.
• Encourages listeners that social media growth is more possible now than ever, even if virality isn’t instantaneous.

2. Why Social Growth Is “Easier” in 2026 (02:20–04:50)

• Growth is different now: not about one-off viral moments, but consistent, genuine connection.
  • “We have gone back to the basics of social media: human connection, storytelling, all that stuff.” (03:48, Shannon)
• The shift: Many 2020 viral creators now struggle because they didn’t build sustainable, authentic brands.
• You don’t need to dedicate hours daily—30 minutes (“locking in”) is sufficient if you show up with purpose.

3. AI as an Inspiration Tool, Not a Crutch (04:51–07:40)

• Shannon reviews last week’s AI-assisted homework: using ChatGPT to generate scenarios based on testimonials and stories.
  • Advises using AI/LLMs (e.g., ChatGPT, Claude) only as prompts to spark ideas: “Do not rely on AI too much, because that's not what we’re going to do. You lean on it as a little crutch, just to kind of help boost and get some ideas going.” (05:25, Shannon)
• The goal is to craft content rooted in real-life situations, not AI-generated blandness.

4. Real-World Application: Wedding Photographer Example (07:41–13:00)

• Shannon shares a case where she uses ChatGPT to build content prompts for a wedding photographer.
• Key lesson: Move beyond listing what you do—speak to the transformation and emotion.
  • “You don’t just say they take pretty pictures. That's not what you do…we're buying a better version of ourselves.” (09:00, Shannon)
• Effective content hooks inspired by AI prompts:
  • “Things I did at this wedding that turned their photos into instant family heirlooms.” (08:26)
  • “POV: You almost hired a cheaper photographer for your wedding in [location], but then remembered your photos become your family's future heirlooms.” (10:05)
  • These short, scenario-driven hooks can easily be adapted for carousels, reels, or static posts.

5. Transcending Price with Emotional Storytelling (10:50–12:30)

• Addresses the core value of memories vs. cost, relating it to both weddings and experiences like travel.
  • “It’s not about…how much this trip costs. We're going to remember the memories we've made.” (11:40, Shannon)
• The lesson: Put the emotional scenario in the forefront—this is what sells and inspires loyalty.

6. Curating, Tweaking, and Injecting “YOU” into AI Prompts (13:01–17:00)

• Not every AI prompt is gold—approximately 70% Shannon received weren’t good.
  • “You’ve got to think like a marketer. You gotta look through these and go, which ones actually connect, resonate, make us feel.” (14:00, Shannon)
• Tips to boost relatability:
  • Add buzzwords (e.g., “secret,” “boring,” “off-the-grid”) for curiosity.
  • Customize hooks to your hyperlocal area or specific audience.
  • For carousels: Use “Things I do…” or “Poses I have my clients do…” style lists.
• Example: “10 shot ideas couples always thank me for—from someone who's photographed 200+ weddings.” (16:08)

7. What Makes Content “Good” in 2026 (17:01–21:30)

• The biggest missing pieces in bad content:
  • Emotion: Content needs to make people feel.
  • Personalization & Relatability: Content should let people see themselves.
  • Avoid bland, “blog post titles from 2019”—be dynamic, current, and personality-driven.
  • “You take the hook from a viral piece of content, you put your words, energy, personality, skills, and the emotions your people want to feel.” (17:56, Shannon)
• You don’t need formal training; the formula is accessible with reflection or simple brainstorming.

8. Real-Time Empathy: Applying the “Four H’s” (21:30–End)

• Shannon’s advice for continuous ideation:
  • List out current struggles and scenarios of your audience.
  • Humor, support, tips, and empathy (“the four H’s”) make content both seen and relatable.
  • “If you make them feel seen and helped and supported and that you have the product or service for them that's going to change their life—or at least their morning or their afternoon—they're in. And they're a fan for life.” (22:45, Shannon)
• Encourages listeners: You don’t need to work with her to succeed—follow the formula, keep learning, and you'll excel.

Notable Quotes & Memorable Moments

• “[In 2026,] I think it’s easier to grow on Instagram now more than ever. I think it’s easier to grow on TikTok now more than ever.” (01:41)
• “We have gone back to the basics of social media: human connection, storytelling, all that stuff.” (03:48)
• “You don’t just say they take pretty pictures. That’s not what you do… We’re buying a better version of ourselves.” (09:00)
• “POV: You almost hired a cheaper photographer... but then remembered your photos become your family’s future heirlooms.” (10:05)
• “70% of these [AI ideas] were not good. Like, not good. So that’s where you gotta think like a marketer.” (14:00)
• “If you make them feel seen and helped and supported… they’re in. And they’re a fan for life.” (22:45)

Memorable Timestamps

• 00:10 – Personal reflections on the Bahamas and the early days of social media
• 02:20 – “It’s easier to grow on Instagram now more than ever”
• 05:25 – Caution about over-relying on AI and using it as a creative spark
• 08:26 – Wedding photographer case study: transforming prompts into strong hooks
• 10:05 – Memorable POV hook for emotional content
• 14:00 – The importance of curating and thinking like a marketer
• 16:08 – Example of viral-style hook for Instagram reels/carousels
• 17:56 – Recap of the “secret sauce” for content creation
• 22:45 – Final words of encouragement and content formula summary

Key Takeaways for Listeners

• The future of content creation is about genuine storytelling, emotional connection, and understanding your audience’s everyday scenarios—not just tactics and trends.
• AI tools are helpful for idea generation but must be filtered through the lens of your audience’s desires and your brand’s personality.
• To truly succeed in 2026 and beyond, creators must revisit the “basics” and infuse emotional depth, relatability, and authenticity in every post or story.
• If you make your audience feel seen, supported, and inspired, sustainable impact and loyal followers will follow.

For listeners eager to excel at content creation, this episode is an inspiring, tactical, and empowering guide to making your mark in 2026.