Maintaining Your Brand Identity When Everything is Trendy - Good Content with Shannon McKinstrie

Summary

Podcast Summary: Good Content with Shannon McKinstrie
Episode: Maintaining Your Brand Identity When Everything is Trendy
Release Date: November 19, 2024

Introduction

In the latest episode of Good Content, host Shannon McKinstrie delves into a pressing concern many content creators and businesses face today: maintaining brand identity amidst ever-changing trends. Released on November 19, 2024, this episode tackles the delicate balance between leveraging social media trends and preserving the unique voice and identity of a brand.

The Core Question: Preserving Identity Amid Trends

Shannon begins the episode by addressing a poignant question she received during a recent conference:

“With all the trends and the tips and the tricks out there, how do I make sure I'm not losing my identity in my content?”
— Shannon McKinstrie [00:00]

This question struck a chord with Shannon, highlighting a common anxiety among content creators: the fear of becoming just another voice lost in the social media cacophony. She emphasizes that this concern is the very reason she is passionate about her work and this podcast.

Two Types of Marketers: Quick Fixes vs. Sustainable Approaches

Shannon introduces a powerful analogy to differentiate between two distinct types of marketers:

Quick Fix Marketers
- Characteristics: Use fear tactics, clickbait, and promise instant results.
- Examples: Claims like “I cracked the algorithm” or “Magic pills for quick success”.
- Outcome: May gain followers rapidly but struggle with long-term engagement and authenticity.
Sustainable Marketers
- Characteristics: Rely on data-driven, science-based methods that prioritize long-term growth.
- Examples: Emphasizing sustainable weight loss with nutritionists, or building quality in home construction.
- Outcome: Establishes a loyal and engaged audience that resonates with the brand's genuine values.

“There’s a lot of unethical marketer marketing out there… I teach from a sustainable, approachable, data facts backed approach.”
— Shannon McKinstrie [04:30]

Shannon underscores that both approaches can yield followers, but sustainable methods foster lasting relationships and prevent the loss of brand identity.

The Pitfalls of Quick Fix Strategies

Delving deeper, Shannon critiques the prevalent use of quick fix strategies in social media marketing:

Lack of Authenticity: These methods often detach content from the creator’s true self, leading to a disconnection with the audience.
Temporary Gains: While they may attract attention initially, they fail to build a meaningful and engaged community.
Algorithm Dependency: Reliance on unproven hacks makes content vulnerable to platform algorithm changes.

“People feel disconnected. So while the quick fixes and the fun, like, do these little hacks to gain followers. Sure. Cool, I’m over here.”
— Shannon McKinstrie [08:45]

Shannon argues that authenticity is the cornerstone of sustainable success, urging creators to prioritize genuine connections over fleeting trends.

Revisiting the Basics: Authentic Content Strategies

Shannon advocates for a return to foundational content creation practices that emphasize personal authenticity:

Personal Stories and Experiences
- Example: Sharing a relaxed moment with a glass of wine or a casual conversation with friends.
- Impact: Humanizes the brand, making it relatable and approachable.
Behind-the-Scenes Happenings
- Example: Posting about attending a conference or reaching a follower milestone.
- Impact: Provides a transparent glimpse into the brand’s journey, fostering trust.
Relatable Humor and Situations
- Example: Sharing industry-specific jokes or humorous anecdotes.
- Impact: Enhances engagement by resonating with the audience’s experiences.

“You are allowed to post something you want to post just for the heck of it.”
— Shannon McKinstrie [16:10]

Shannon emphasizes that incorporating personal and relatable elements ensures that content remains unique and true to the brand’s identity.

Practical Tips to Maintain Brand Identity

Shannon offers actionable strategies for creators to integrate their identity into their content effectively:

Introduce Personal Elements in Content
- Technique: Start posts with personal reflections or stories before delving into business-related content.
- Example: “I saw a hilarious one from realtors I followed today...”
Shift from Generic to Specific Narratives
- Technique: Replace broad advice with personalized experiences and methods.
- Example: Instead of “Five ways to declutter a room,” use “The five steps I take when decluttering a room for a client.”
Utilize Humor and Relatability
- Technique: Share humorous industry scenarios to connect with the audience.
- Example: Relating to realtors’ frustrations with home inspections.
Highlight Happenings and Milestones
- Technique: Celebrate and share significant events or achievements.
- Example: “I just got to work with my dream client.”
Create Engaging and Original Content
- Technique: Blend personal anecdotes with professional insights to craft content that stands out.
- Example: Combining a personal breakfast routine with tips on morning productivity.

“Three things I do at night to make sure I wake up.”
— Shannon McKinstrie [17:50]

By personalizing content and sharing genuine experiences, creators can maintain their unique voice while still leveraging effective social media strategies.

Enhancing Audience Connection Through Capability and Wow Factor

Shannon touches on the importance of empowering the audience through content:

Making People Feel Capable: Ensuring that content helps the audience feel competent and confident in taking action.
- Example: Demonstrating how a product can enhance their lives, like gifting candied grapes for a unique holiday present.
Creating a Wow Factor: Introducing surprising or delightful elements that leave a lasting impression.
- Example: Sharing unexpected uses or benefits of a product.

“You’re making them wow people, right? That's one of the big things is making people feel capable.”
— Shannon McKinstrie [22:30]

Shannon suggests that content should not only inform but also inspire and empower, reinforcing the brand’s identity and fostering a deeper connection with the audience.

Conclusion: Championing Authenticity in the Social Media Landscape

Wrapping up the episode, Shannon reiterates the crucial role of authenticity in maintaining brand identity:

“If you feel like your identity is gone in your content, let's get it back. Love you, friend.”
— Shannon McKinstrie [24:00]

She encourages creators to embrace their unique voices and integrate personal elements into their content. By doing so, they can stand out amidst the noise, build genuine relationships with their audience, and achieve sustainable growth.

Key Takeaways

Authenticity Over Trends: Prioritize genuine, personal content to maintain brand identity.
Sustainable Strategies: Opt for data-driven, long-term methods rather than quick fixes.
Engage Personally: Share personal stories, humor, and behind-the-scenes moments to connect with your audience.
Empower Your Audience: Create content that makes your audience feel capable and inspires them.
Consistency is Key: Regularly infuse your unique voice into all forms of content to reinforce your brand’s identity.

By following Shannon McKinstrie’s insightful advice, content creators and businesses can navigate the ever-evolving social media landscape without compromising their core identity, ensuring that their message remains authentic, engaging, and impactful.

Transcript

A (0:00)

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 I was asked a really cool question at a conference I was speaking at earlier this week. Also kind of made me sad, but it's such a great question because I've actually never, or this has never come up in my gosh, 11 years of managing socials and teaching social media and this is what she asked. She said, you know, with all the trends and the tips and the tricks out there, how do I make sure I'm not losing my identity in my content? I don't know if you feel that way ever, but I was like, oh my God. And that is why I do what I do, and that is why I have this podcast and why I create the content I do and why I have the formulas and methods I come up with and why I have the reels lab, because. And that's why there are blanks when I give people prompts. You know, I help them fill in those blanks with powerful messaging. But because it needs to be you. In this age of AI and ChatGPT, everyone keeps saying nothing's original anymore. I'm like, yeah, and that's a problem. And that's why I'm on this mission and have been forever in teaching social media a little bit differently than I wouldn't say most. But here's what I'll say. There's two types of marketers. Okay, ready? There's two types of businesses. Let me put it in an analogy. There's weight loss coaches out there, I'm sure, or weight loss programs, products that go, magic pill, quick fix. And then there's the nutritionists, the dietitians, the science based people who are like, no, this is, you know, there's the quick fix. Like, lose this. Do keto. Maybe. I don't know. I'm not hating on keto. Keto warriors don't come at me. I've done keto. I actually loved it and felt great, but for me it wasn't sustainable. Like, I'm gonna want cake on my birthday. I need a bagel when I'm in New York City. You know what I'm saying? There's so many different ways to lose weight. There's the ketos, there's the macro. I don't even know what half the stuff is out there. I'm just like, bruh. That's why I started going to see nutritionists and dietitians for my weight loss journey. Because I was like, look, I need something sustainable and I know it's not gonna be easy and I know there's no quick fix. Cause every time I've done the quick fix, the weight comes back, same thing. So we're talking science based and quick fixes. I'm not hating on either or saying one is better than the other. Okay, hey, sometimes you really just need to lose 10 pounds in a week and go on a cabbage diet. I don't know. There's also. Think of home builders. We are right now building a home in the outer ranks. I'm sure there's home builders that could be like, we could get this up. It could be we went the longer route, the more expensive route because this is, we can afford it now. We picked the really nice stuff. I'm sure you're like, yes, this all makes sense. Right? Every industry. And I know you're going, yep. And there's people in my industry who do this magic pill stuff too. And I do more of the data science, approachable, sustainable. There we go. So are there social media marketers out there who preach fear tactics and clickbait? Yeah, and good on them. I mean their stuff goes bananas. Stuff like, I cracked the algorithm. No you didn't, you can't. That's a great hook. And usually most people who say that will be like, I mean, I didn't, there's no cracking. But here's what I did. And they'll take you through it. I don't know that I wouldn't say that's exactly unethical, but there is a lot of unethical marketer marketing out there. We know that. So just like in my industry I teach from a sustainable, approachable, data facts backed approach. And then there's the marketers who are like, magic quick fix, da da. Both work, right? You might get a lot of followers cause it's one of their tactics, but you want to get them to stay. And that's where I come in. I'm like, okay, I'm more the long term, a lot of them are the more of the short term. Not hating, not talking smack. It's the truth. So there's two types of marketers out there. There's two types of everything. So the quick fixes, that is where people seem to really struggle with losing their identity because it doesn't feel right to them. And there's a reason a lot of these things don't feel Right. And you know, someone saying you have to do this and speaking in absolutes makes people feel like they don't even want to show up on social media in the first place. Social media is your account. Is it for a target market? Is it for an audience that you have studied and that you're serving and showing up for? Yeah. You are still in the content. And that's where I get so worked up with all the people saying, you know, grab this from ChatGPT or do this. No, because then you're lost. You're not. It's. You're gone. And guess what happens? People feel disconnected. So while the quick fixes and the fun, like, do these little hacks to gain followers. Sure. Cool, I'm over here. Like, I wanna help you find the right followers so that you have an army behind you of people who love you and are spreading the word about you. Right. Both are great. Take the short term people and then pair it with my stuff and let's go. Right. But again, there are a lot of unethical things out there that aren't backed by data and that stuff gets me triggered. But we don't have to go there today. We're gonna be happy. So with that said, how do you not lose your identity? What I've been saying for months on this podcast, on Instagram, on TikTok, on LinkedIn, we have to go back to basics. And I mean basics. I want you to think, in 2010, what were you posting on Instagram? You were probably posting your latte. You're probably posting where you took your dog to the park. You're probably posting golf with the boys. Right. Why aren't you posting that anymore? You can still post that. I posted something silly about a crisp Pinot Grigio and a night of yapping with your girlfriends the other day. Nothing to do with my business. Brought in followers though. Cause guess what happened? People went to my bio and are like, oh, she teaches Instagram too. I could use some tips. And they followed me like, you don't always have to post about business. You don't always have to use my 4H method. You don't always have to use someone's nurture versus growth method. You guys are allowed to post something you want to post just for the heck of it. So anyway, but how do you take my tips and other people's tips and keep your identity in it? When I say heard content, you can bring yourself into it. That would look like, I don't know who needs to hear this today, but blah, blah, Blah, blah, blah, blah. And then the caption tell a story about why that was on your heart. For helpful content. This is what I made this morning for breakfast. £40 down that way. You're not just saying, here's a fun breakfast. It's like, no, this is what I'm eating. Y'all want to pull up a chair? Let's eat together. The nutritionist, I keep telling every dietitian, they're like, oh, I'm sorry. I'm like, what are you eating for lunch? And show us. Show us the bowl. Show you putting the stuff in. Like, that's what we want to see. That's how you bring your identity back in. You've got to get away from five tips to this. Why bring yourself into it? So instead of saying, like, five ways to. I'm looking at a horrible, messy corner in my house. Five ways to declutter a room. The five steps I take when decluttering a room for a client. Do you see how that lands stronger? That's not chatgpt. That's you. That's not AI. That's you, right? Three things I do at night to make sure I wake up. Blah, blah, blah. Not three things to do at night. Three things I do. Three things my people do. Do you see what I'm saying? And then for the humor, of course, describe relatable situations that you find yourself in. I saw a hilarious one from realtors I followed today about, like, they're saying, congrats, it's time for home inspection. And then it turns the person who was pretending to be the home buyer, and they go, great, my dad's going to come. And then it flips back to the realtors, and they're fml. Every realtor listening to this knows. Cause they're like, great. I was joking about it earlier with people saying, like, great, here comes Bob the Builder. Here comes Tim the Tool Man Taylor to wreck it. All right. It's like a Realtor's worst nightmare. That's what I mean. Humor, situations, you find yourself in that, you know, people in your industry or your ideal clients will hear and be like, gosh, that's really funny. That's that. And that's how you bring your identity back in, too. Because whatever you find situations that are kind of humorous. There you go. And then lastly, happenings. That's one of the best ways, because what you're doing is me sharing. Going to Taylor Swift with my daughter. That's a happening. Me saying, I just spoke at a conference in front of 200 women that's a happening. Maybe you just got to 10,000 followers. That's a happening. It's an announcement in your business, something behind the scenes. Maybe you just got to work with your dream client. That's a happening. That's you. No one can take that from you. And guess what? People can copy you all day. They can do whatever you are, why they're following you or your team, the team culture, the company culture. There was another question I got the other day. Someone said, you know, because I was like, you want to make people feel capable in your content, right? That's like one of the big things. That's one of the big things is making people feel capable. And someone wrote me, I love this question. She's like, well, I sell products. I sell, like, candied grapes. And I was like, well, it's not that people don't feel capable to buy candy grapes. We know what to do. We put in an order. We get it. You're making them wow people, right? So the holidays are coming up. I told her she should do something like pov. You're. You're tired of giving your clients chocolate every Christmas as a gift. And you. And you, instead, you wow them this year with candied grapes. And just the video shows it. You're making them feel capable of going like, what is it about your product? If it's food, if it's the sign behind me, right? Like, this isn't. This isn't life or death. I don't need this sign. It was a fun novelty gift for my husband, and he surprised me, and I was wowed. And I was like, how? I was. I was so touched. So a lot of you, when you're selling product, that's kind of what you're doing. You're making people feel capable of buying something, wowing people at a party, blah, blah, blah, that sort of thing. So there you go. There you have it. Um, that's how you don't lose your identity and your content will feel original because, yes, there is nothing feels original anymore. That is right. And that's the problem. And that's why we are going to be champions in this battle of fighting the algorithm, of getting our content in front of more people, because it's not going to look like everyone else's. So there you go. Yeah. If you feel like your identity is gone in your content, let's get it back. Love you, friend.