Good Content with Shannon McKinstrie

Episode: POV: They’re Hitting Follow…Immediately
Release Date: June 3, 2025

Introduction

In the episode titled POV: They’re Hitting Follow…Immediately, Shannon McKinstrie dives deep into the nuances of creating impactful social media content that not only attracts followers but also fosters a strong, engaged community. Shannon introduces and elaborates on her proprietary framework, the Four H's, designed to simplify content creation and eliminate the overwhelm often associated with maintaining a successful social media presence.

Understanding the Four H's Framework

Shannon begins by contextualizing the Four H's method, which she developed to streamline content creation by focusing on four distinct categories that resonate with audiences on an emotional level. These categories are:

1. Heard
2. Helpful
3. Humor
4. Happening

This framework contrasts with traditional content pillars like "inspire, educate, entertain," offering a more emotion-centric approach that aligns with the inherent feelings driving social media interactions.

Deep Dive: The 'Heard' Category

Definition and Importance

The 'Heard' H is Shannon's innovative approach to making followers feel recognized and understood. Unlike more generic content types, 'Heard' focuses on creating a sense of belonging and safety within a community. Shannon emphasizes that in today's social media landscape, users are more selective about who they follow and engage with, seeking accounts that reflect their values and identities.

Shannon McKinstrie [05:30]: "We are on here to feel seen, heard. We want to follow people where we feel safe."

Strategies for Creating 'Heard' Content

Shannon outlines several strategies to effectively implement the 'Heard' category:

1. Using POV Hooks:

   • Structure: "POV: You're a ____. [End with a relatable pain point]."
   • Example: "POV: You're a toddler mom who's tired of blah, blah, blah."

2. Community Naming:

   • Giving your audience a specific identity or community name to foster a sense of belonging.
   • Example: "Welcome to the side of Instagram where we celebrate middle travelers."

3. Relatable Narratives:

   • Sharing personal stories or behind-the-scenes glimpses that align with your audience’s experiences.
   • Example: "How life feels because you listened to that little voice in your head that told you to move to Florida."

4. Acknowledging Shared Experiences:

   • Addressing common frustrations or desires to show empathy and understanding.
   • Example: "POV, your reach is trash. And you find this trending audio and my favorite hooks and get out of 300 View jail."

Examples from the Podcast

Shannon provides concrete examples of 'Heard' content that have proven successful:

• Middle Travelers Reel:

  • Description: Celebrates individuals who are neither budget nor luxury travelers, creating a niche community.
  • Impact: Garnered 42,000 likes and 2,300 comments, with followers appreciating the specific identity provided.

  Shannon McKinstrie [17:45]: "They gave these people a community to be in. And you can do it too."

• Realtor's Florida Move:

  • Description: Highlights the emotional journey of moving to Florida, resonating with those who have made similar decisions.
  • Impact: Achieved 78,000 likes and 22,000 shares by making followers feel seen and understood.

Notable Quotes and Insights

• On Simplifying Content Creation:

  Shannon McKinstrie [02:00]: "The four H’s based on kind of feelings, but also great ways to serve and provide value that aren't always tips and tricks."

• On the Power of Feeling Heard:

  Shannon McKinstrie [15:20]: "We are on social media to feel seen, heard. That's a big part of it. Not just to learn and be entertained, just to know that you get us and we're safe here."

• On Community Building:

  Shannon McKinstrie [25:10]: "Shout them out. And then it's just, 'This is the vibe here. This is what I share, this is what I do.' And they feel heard."

Key Takeaways

1. Emotional Connection is Crucial:

   • Creating content that makes your audience feel seen and heard leads to immediate following and long-term engagement.

2. Specificity Enhances Relatability:

   • Tailoring your content to specific identities or communities fosters a stronger connection and sense of belonging.

3. Flexibility Within Categories:

   • The 'Heard' category is versatile, allowing for various content types, from personal anecdotes to community-focused narratives.

4. Consistency with Core Values:

   • Ensure that your content consistently reflects the core values and vibe of your brand to maintain trust and authenticity.

Conclusion

In POV: They’re Hitting Follow…Immediately, Shannon McKinstrie effectively demystifies the process of creating engaging social media content by introducing the Four H's framework, with a particular emphasis on the 'Heard' category. By focusing on making followers feel recognized and understood, Shannon provides actionable strategies and real-world examples that can help content creators elevate their social media presence authentically and meaningfully. This episode serves as an invaluable resource for anyone looking to deepen their connection with their audience and build a loyal, engaged community.

Stay tuned for more insights and strategies in future episodes of Good Content with Shannon McKinstrie.