Podcast Summary: Good Content with Shannon McKinstrie
Episode Title: Is There Enough “You” In Your Content?
Release Date: March 25, 2025
Host: Shannon McKinstrie
Introduction
In the episode titled "Is There Enough 'You' In Your Content?", Shannon McKinstrie delves into the evolving landscape of social media content creation. Shannon addresses the prevalent trend of overly curated and impersonal content, emphasizing the importance of infusing personal authenticity into online presence. She shares her insights on reconnecting with the core purpose of social media: to foster genuine connections through storytelling and personal narratives.
Reconnecting with Authenticity
Timestamp [00:00] - [04:30]
Shannon opens the discussion by reflecting on her own content strategy, stressing the necessity to stay true to one's authentic self amidst the noise of social media trends. She observes,
"We lost sight of why people are on social media in the first place, which is to connect with people."
— Shannon McKinstrie [02:15]
Shannon critiques the shift from personal, relatable content to purely value-driven posts that often alienate followers by stripping away the human element. She notes how big brands are now embracing behind-the-scenes glimpses and employee stories to maintain a human touch.
The Pitfalls of Over-Curated Content
Timestamp [04:31] - [10:00]
Diving deeper, Shannon discusses the drawbacks of maintaining a perfectly curated grid, especially for industries like interior design and wedding photography where aesthetics are paramount. However, she argues that even in visually-driven fields, there's room for spontaneity and authenticity. Shannon recounts her personal transition from sharing whimsical personal stories to a more content-heavy feed filled with tips and tricks, leading to a disconnect with her audience.
"Do not get me started... they were like, value only. Value, value. Tip, tip, tips. And the human went away from social media. The human, you."
— Shannon McKinstrie [07:45]
Returning to the Basics: Storytelling and Real-Life Moments
Timestamp [10:01] - [20:00]
Shannon advocates for a return to authentic storytelling as the foundation of effective content. She introduces the concept of the "four H's," which are based on eliciting feelings—whether it’s laughter, inspiration, or a sense of connection. According to Shannon, content that resonates emotionally is more likely to engage and retain followers.
Practical Tips for Authentic Content Creation
-
Pin Your Founder Story: Shannon recommends pinning a foundational story to your grid, akin to an "About Me" page. This can be a photo dump or a series of images that narrate your personal and professional journey.
"That's your bio for a speaking engagement. That's what it is."
— Shannon McKinstrie [13:20] -
Incorporate Daily Moments: Sharing everyday moments, such as a spontaneous surprise for a spouse or a humorous incident, can humanize your brand and foster deeper connections.
"Real life moments. Today, yesterday, a week ago."
— Shannon McKinstrie [16:45] -
Leverage Humor and Relatability: Incorporating humor, like showcasing a playful moment with family, can make your content more relatable and engaging.
"Nothing makes better content than real life moments."
— Shannon McKinstrie [19:30]
Embracing Versatility Over Niche
Timestamp [20:01] - [25:00]
Contrary to the common advice of niching down, Shannon champions versatility in content creation. She explains that her success stems from catering to a diverse clientele across various industries, proving that flexibility can enhance rather than dilute one's brand.
"I've never felt in a box with my content... I work with everyone from the plumbers to the craft breweries."
— Shannon McKinstrie [22:10]
Implementing the Four H's Framework
Timestamp [25:01] - [30:00]
Shannon elaborates on her "Four H's" framework, which centers on human emotions as the driving force behind engagement. She emphasizes that content should aim to elicit specific feelings, making it more impactful and memorable.
- Humor: Light-hearted and funny content that entertains.
- Help: Informative posts that provide value and assistance.
- Heart: Emotional stories that connect on a deeper level.
- Happenings: Real-time updates and personal anecdotes.
"We buy from feelings. We follow because of a feeling, and we damn you because of feeling."
— Shannon McKinstrie [26:30]
Encouraging Personal Expression
Timestamp [30:01] - [35:00]
Shannon encourages listeners to share content that genuinely interests them, without the constraints of fitting into a strict content strategy. She stresses that social media should be a reflection of one's life and passions, fostering a community built on shared experiences.
"Don't forget it's okay to just post something you want to for the sake of posting it. It's your social media."
— Shannon McKinstrie [34:15]
Conclusion: Bringing Joy Through Authentic Content
Timestamp [35:01] - [End]
Wrapping up, Shannon underscores the importance of injecting joy into both content creation and the content itself. She motivates her audience to share what brings them happiness, thereby creating a more positive and engaging social media environment.
"One of the best things you can do is bring some more joy to it. So what brings you joy? Share that."
— Shannon McKinstrie [37:50]
Shannon signs off with a heartfelt message, reinforcing the episode's central theme of embracing authenticity to cultivate meaningful connections on social media.
Key Takeaways
- Authenticity Over Perfection: Genuine, unpolished content fosters deeper connections than meticulously curated posts.
- Emotional Engagement: Content that evokes emotions is more likely to resonate and engage audiences.
- Versatility in Content: Embracing a diverse range of content types can broaden your appeal and prevent stagnation.
- Personal Storytelling: Sharing personal anecdotes and real-life moments humanizes your brand and builds relatability.
- Joy as a Content Driver: Infusing joy and positivity into your content enhances both creator satisfaction and audience engagement.
Notable Quotes
-
"We lost sight of why people are on social media in the first place, which is to connect with people."
— Shannon McKinstrie [02:15] -
"Do not get me started... they were like, value only. Value, value. Tip, tip, tips. And the human went away from social media. The human, you."
— Shannon McKinstrie [07:45] -
"Nothing makes better content than real life moments."
— Shannon McKinstrie [19:30] -
"We buy from feelings. We follow because of a feeling, and we damn you because of feeling."
— Shannon McKinstrie [26:30] -
"Don't forget it's okay to just post something you want to for the sake of posting it. It's your social media."
— Shannon McKinstrie [34:15] -
"One of the best things you can do is bring some more joy to it. So what brings you joy? Share that."
— Shannon McKinstrie [37:50]
Final Thoughts
In "Is There Enough 'You' In Your Content?", Shannon McKinstrie offers a compelling argument for prioritizing personal authenticity and emotional resonance in social media content. By advocating for a balance between professionalism and personal storytelling, Shannon provides actionable strategies for content creators seeking to reconnect with their audiences on a more meaningful level. This episode serves as a valuable guide for anyone looking to enhance their social media presence by embracing their true selves and fostering genuine connections.