Podcast Summary: Good Content with Shannon McKinstrie

Episode: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram Content
Date: September 2, 2025
Host: Shannon McKinstrie

Episode Overview

In this jam-packed episode, Shannon McKinstrie dives into the realities of content creation for business owners (as opposed to full-time influencers) and shares her best strategies for creating high-impact Instagram content with minimal effort. The focus is on leveraging simple B-roll and sharp, effective text hooks to keep your socials active, relatable, and growth-ready—even during the busiest weeks. Shannon debunks myths circulating from "Instagram experts," lays out practical steps for a monthly B-roll routine, and generously offers her favorite plug-and-play hooks that reliably boost engagement.

Key Discussion Points & Insights

The Realities of Creating Content as a Business Owner

• Life gets busy, but Instagram doesn't have to be stressful.
  • Shannon shares her own chaos—balancing travel, parenting, and business ([00:06]):
    “Hey, I'm in Nashville for the weekend. Ran out of time to record the podcast this week because it was so crazy with just the kids and, you know, Chloe's still in preschool. It's just been a lot, right?”
• Repurposing and quick wins:
  • Most content is repurposed or spun from real-life moments—think of content as documenting, not production ([00:35]).
  • "The more you record on the spot... throw it on threads or throw it in notes. And then you got your content and you can just throw it with some B roll and some simple text, right?"

B-Roll is Alive and a Lifesaver

• Debunking the Myth:

  • Despite claims that “B-roll is dead,” it’s just poor hooks/text that fail, not the format itself ([02:52]).
  • “Good content, if it's good text, if it's a good story, if it's whatever—we're going to watch, right?”

• Why and How Shannon Schedules B-Roll Days:

  • Shannon schedules one intentional B-roll day a month—just as important as any other meeting ([02:50], [05:18]).
  • Any neutral, everyday footage works: typing, car rides, coffee shop moments, walking, or even playful, emotional expressions at the camera ([04:14]–[05:07]).
  • Pro Tip:
    “One day a month, just shoot a bunch of B roll. Could be anything. I prefer you in it...Move your camera slowly for these B rolls. Or just set the B roll up on a tripod and let it record for one minute. You've got tons of content.” ([05:18])

• B-Roll Brunch:

  • Make it fun—a social event with your spouse or biz partner; find a cool location and shoot together ([06:22]).
  • “Another fun way that my husband and I do is we will literally schedule a B roll brunch....we use that B roll.”

The Power of a Strong Hook

• Hook Writing 101:

  • More important than the visual is the text—copy is king for B-roll reels ([04:16]):
    “If I just put ‘subliminal hooks’ as my hook, no one cares. I made sure my hook said, why should they care? Because they're super subtle and they increase views.”

• Four H’s and Emotional Resonance:

  • Content works because it creates feelings. Make your B-roll text explain the emotion shown in the clip ([05:04]).
  • “Content is emotion. It's feelings. And that's why I came up with the four H's. So when you want to do a random B roll reel to go viral and crazy, you could take that B roll of you winking or shrugging… and then the text on top says why you're having this emotional feeling.”

Go-To Hooks and Inspiration

(See [07:37]–[13:24] for hook examples and explanations)

• Quote/Reaction Formula:

  • “I recently saw a quote that said…” or “Someone recently told me…”—followed by your reaction ([07:37]).
  • Reaction lines: “I’ve never felt more seen” or “It shook me to my core.”
  • “These reels go crazy…I’m always shocked at the engagement. That one will get more engagement than the actual quote itself.”

• Professional POVs & Hot Takes:

  • Ex: “Call me crazy, but…”, “I have this theory…”, “Maybe we should start…”
  • Positioning yourself as relatable and opinionated, instantly connecting with your tribe ([08:20]).

• Identifying Your Audience and Solutions:

  • For example, “POV: You want to feel less stressed at home but are worried about tossing things that mean something to you, and you find my account.”
  • Give the next step in the caption, nurture curiosity ([10:04]):
    “Remember, go off the feelings. Not ‘you want to declutter’. No one wants to declutter. They want the feeling that comes after decluttering.”

• “Patiently waiting for…” and Humor:

  • Add humor or anticipation related to your niche for relatability and shares ([10:41]).
  • Ex: “57,000 likes. So there you go. You do not have to rely on heavy carousels, crazy edits. I don't do any of it.” ([14:07])

• Branded/Business Account Hooks:

  • Identify who you help and the transformation they crave—e.g.,
    “POV: You want to blank, but you’re worried about blank. Then you find my page. Easy peasy.”

• Tips for Making It Snappy:

  • Keep B-roll-length to match the time it takes to read your text out loud ([09:13]).
  • “Read your hook out loud…that’s how long your reel should be.”

Examples of Viral B-Roll + Hook Combos

• Fitness: B-roll of weightlifting, with precise, relatable text—“If you’re losing fat without managing kid meltdowns, school drop offs, and bedtime routines, I don’t want your tips.” ([12:09])
• Mom lifestyle: “You want to stop being a miserable mom? Do this first.” ([13:14])
• Food/Nutrition: “Five more protein bowls I eat on repeat when it’s time to drop body fat at 52.” ([13:25])
• Humor: B-roll with a pumpkin mug—“It’s okay diva. Fall is coming.” ([13:46])

Notable Quotes & Memorable Moments

• On Content Simplicity:

  • “You do not have to rely on heavy carousels, crazy edits. I don't do any of it.” ([14:07])

• On Hook Importance:

  • “If I just put ‘subliminal hooks’ as my hook, no one cares. I made sure my hook said, why should they care?” ([04:16])

• On B-Roll Utility:

  • "B roll is secondary, first footage...It's not the A roll. It's not the shot that is the main character talking to the camera." ([05:54])

• On Repurposing:

  • “I use the same B roll all the time. I'm literally using B roll from October still. And I just smack some text on top and it does well.” ([06:03])

• Humanizing Through Reaction:

  • “What does it do? It humanizes you. It makes it feel like you're hearing it from an actual person and you're getting the reaction they got and then you're hearing how they reacted so that you can then relate to them. Brilliant. It's all about connection.” ([07:57])

Timestamps for Important Segments

| Time | Segment/Topic | |---------|-------------------------------------------------------| | 00:06 | Introduction; balancing life and content | | 01:30 | Repurposing content; low-lift approaches | | 02:50 | Debunking “B roll is dead” and scheduling B roll days | | 04:14 | Examples of intentional B roll you can record | | 05:02 | Emotional B roll and the Four H’s | | 05:54 | Explaining the B roll concept (news, sitcoms) | | 06:22 | B roll brunch: making B roll a fun event | | 07:37 | Go-to B roll hooks (quotes, opinions, POVs, etc.) | | 09:13 | How to time your B roll length to your text | | 10:04 | Writing copy that focuses on feelings, not features | | 12:09 | Case study: viral fitness reel breakdown | | 13:14 | Mom/lifestyle viral reel example | | 13:25 | Food/nutrition viral reel example | | 13:46 | Humor example and high engagement | | 14:07 | Final thoughts: simplicity, strategy, and balance |

Tone, Style, and Final Encouragement

Shannon’s voice throughout is friendly, energized, and reassuring. She validates the busyness of her audience’s lives and speaks directly to the needs of business owners—not content creators. She blends practical guidance with humor and plenty of quick, actionable examples. Her ultimate message: “Don’t overcomplicate it—record what’s easy, slap on a strong hook, and stay consistent. Good content wins.”

For those who missed the episode:
If you want to upgrade your Instagram presence without burnout, implement monthly B-roll days, master emotional copywriting for your overlays, and lean into documenting, not producing. Shannon’s episode hands you the playbook for doing less—but so much better.