Podcast Summary: Good Content with Shannon McKinstry
Episode: Is Engagement the Most Important Metric on Instagram?
Release Date: November 5, 2024

Introduction

In this episode of Good Content, host Shannon McKinstry delves into the critical role of engagement on Instagram, investigating whether it stands as the platform's most vital metric. Shannon brings her extensive experience in social media strategy to dissect recent insights from Instagram’s leadership and shares actionable advice for content creators striving to elevate their Instagram game.

Understanding Instagram’s Engagement-Driven Algorithm

Shannon begins by referencing a recent announcement by Adam Aseri, Instagram’s head, regarding the platform’s algorithmic adjustments:

“During his Ask Me Anything series on stories, he noted that video quality on Instagram goes down once engagement dies down.”
[00:00]

Shannon interprets this as Instagram’s strategy to prioritize content that keeps users engaged, thereby maximizing the platform’s profitability. She emphasizes that while the terminology used by Instagram may suggest penalization, it’s more accurate to view it as a reward system for high-engagement content.

Key Points:

• Engagement as a Reward: Content with high likes, comments, shares, and saves is more likely to be promoted within the platform.
• Algorithm Transparency: Instagram’s transparency about its metrics allows marketers to better strategize their content.
• Business Perspective: Instagram prioritizes content that retains users on the app, indirectly benefiting content creators and businesses.

The Restaurant Analogy: Decoding the Algorithm

To elucidate how Instagram’s algorithm operates, Shannon employs a relatable restaurant analogy:

“If you are walking down the street and there's all these restaurants and one has a huge line outside, and then all these others are like, dark, no one's in there. Which one are you going to pay attention to more and want to get in line for?”
[03:15]

Insights:

• Visibility through Popularity: Just as a bustling restaurant attracts more patrons, highly engaged content captures more eyeballs.
• Social Proof: High engagement serves as a form of social proof, signaling to the algorithm and users that the content is valuable.

Shannon’s Rant: The Decline of Authenticity on Instagram

Shannon voices her frustration with the current state of Instagram, highlighting the prevalence of robotic and copy-paste content that fails to genuinely connect with audiences.

“We have lost humans on social media; it has become robotic, it has become copy paste, carbon copies of everyone's thing.”
[15:45]

Key Concerns:

• Lack of Originality: Overreliance on formulas and viral trends leads to homogenized content.
• Superficial Engagement: Content that doesn’t foster real connections suffers in visibility.
• Quality vs. Quantity: Emphasizing engagement metrics can sometimes overshadow the intrinsic quality of content.

Strategies for Maximizing Engagement

Shannon outlines several strategies to enhance engagement on Instagram, focusing on authenticity and deep audience understanding.

1. Harnessing Strong Copywriting

“I rely on strong copy. So if you don't have really powerful, awesome video, you better understand copy.”
[22:10]

Recommendations:

• Powerful Messaging: Craft compelling messages that resonate with your audience’s emotions and needs.
• Specificity: Avoid vague statements; be precise to foster better connection and understanding.

2. Deep Audience Empathy

“Spend a day pretending you're your person and like write down, go through their day and every single thing that they run across.”
[18:30]

Action Steps:

• Persona Development: Create detailed personas to comprehend your audience’s daily experiences and pain points.
• Emotional Connection: Address specific frustrations and aspirations to build a stronger bond with your followers.

3. Leveraging Human Connection in Content

Shannon emphasizes the importance of infusing content with genuine human elements to foster meaningful engagement.

“We took the people out of social media and just went value, educate, educate, educate. We forgot that we also want to connect on a human level.”
[28:50]

Implementation:

• Authentic Stories: Share personal anecdotes and relatable experiences.
• Interactive Elements: Encourage audience participation through questions, polls, and interactive content.

Case Studies: Viral Reels That Exemplify Engagement

Shannon shares examples of viral Instagram Reels to illustrate successful engagement strategies.

1. Maria Marzullo’s Relatable Content

“Someone who supports you in your career growth so much that they order books on it to learn more and be involved... it’s about human connection.”
[32:00]

Metrics:

• Followers: 38,000 on Instagram, 20,000 on TikTok.
• Engagement: Over 500 shares and 100,000 views.
• Likes: Nearly 5,000 likes.

Analysis: Maria’s content thrives due to its relatability and authentic representation of human connections, proving that even creators with modest followings can achieve viral success through genuine engagement.

2. The Fit Blondie’s High-Protein Dip Recipe

“An easy high protein game day dip with 75 grams of protein that tastes incredible... over 8,000 likes, over 4,000 shares.”
[35:20]

Elements of Success:

• Practical Value: Provides actionable advice that the audience can implement.
• Visual Appeal: High-quality visuals paired with useful content enhance engagement.
• Community Focus: Encourages sharing and participation within the community.

Final Thoughts and Recommendations

Shannon wraps up the episode by reiterating the paramount importance of engagement on Instagram. She urges content creators to focus on authentic, audience-centric content that fosters real connections rather than chasing fleeting viral trends.

“Your message stays the same. Your pain, your person's pain point typically stays the same. All we're doing is tweaking the message a little bit and using a formula that's working.”
[40:10]

Takeaways:

• Consistency: Maintain a consistent message that addresses your audience’s core needs.
• Adaptability: Stay flexible with content strategies to align with evolving platform algorithms.
• Authenticity: Prioritize genuine human connections over superficial metrics.

Shannon encourages listeners to engage with the content creation process thoughtfully and emphasizes that meaningful engagement is achievable through dedication to quality and authenticity.

Conclusion

This episode of Good Content provides a comprehensive exploration of Instagram’s engagement-centric algorithm, offering valuable insights and practical strategies for content creators. Shannon McKinstry effectively underscores the importance of genuine engagement and provides actionable advice to help listeners navigate the complexities of social media marketing.

Notable Quotes:

• “There is nothing to be alarmed about. The reason it's interesting to me and other marketers is because they're being more transparent, which I appreciate.”
  [05:20]

• “Our content keeps people on their app so that they make more money in turn.”
  [06:10]

• “All the pluses, all the things. So just trust me, okay?”
  [25:00]

• “She shows how much he cares that is what I'm saying when it comes to human connection.”
  [34:15]

Resources Mentioned:

• Viral Reels by Maria Marzullo and The Fit Blondie: Links available in the show notes.

Connect with Shannon McKinstry:

• Website: www.goodcontent.com
• Instagram: @shannonmckinstry

Note: This summary is based on the transcript provided and aims to capture the essence and key points discussed in the episode.