← Good Content with Shannon McKinstrie
Good Content with Shannon McKinstrie
Spark Conversation with Reels Your Audience Will Want To Respond To
00:12:07
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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. All right, guys, I'm so excited about this episode because as I've mentioned, you can tell I'm very, very excited. I am one of the keynotes at Social Media Marketing World next month in California, which I'm completely pinching myself and just finished the presentation and I'm just so stoked, Like, I just cannot wait to give this presentation or this speech or whatever you want to call it, because I just, I know, like, we have definitely entered a completely new era of social media. We've known that for a couple years now as we've been watching what's working, what no longer works, right? It went from sharing cute pictures of our lattes and our dogs and our travel adventures and, you know, with our friends and family. Then it went to heavy education, like coach it. Da, da da, da, da. Right? And now we're like, oh, God, we had to, like, we, you know, the pendulum, right? We had to kind of overcorrect, where now it's back to human connection again. And that's what my whole talk will be about, is the return of, you know, human connection. Because as we know, there is a loneliness epidemic, right? People are lonely, and we're busier than ever, and we're on our phones more than ever. So a lot of the human connection we get these days, which is. It's sad, but it's true, is from our phones. But again, like I've said before what a blessing it is to connect with people and serve people and be there for others, especially during crazy times, right? So I just got back from Florida for my friend's 40th birthday, Ms. Sarah Wiles. It was a blast. And it was funny because we're sitting at the airport bar, right? I always have to get my little, you know, mimosa before the flight. So my husband and I are sitting there, and as we're sitting there, we. I basically did a challenge, right? I was like, give me your phone. I'm gonna grab a video that's already on your phone. I'm gonna post it. By the time we land, it will have quadruple the views of what you normally do. And sure enough, it did. And it's already over 10,000 views. And normally he gets like 300, 400, because even though that's my husband, he doesn't always listen to my tips. And it's so funny because it just, you know, and he overthinks every single post I see him and I'm like, press post already. See, I know what you guys are going through. I also obviously have one on one clients. I even still manage some accounts. So I'm in the trenches with y'. All. Trust me, I don't just grow my account, I grow others as well. So it's really fun. And we did three reels over the span of a couple days and all of them are going crazy for them. So it's really exciting. But it's funny because as we're sitting there at the bar, a story that I love to tell people is like, I like to think of social media, all the platforms as an airport bar because what happens that is an at an airport bar. Well, I always joke about how if you need to restore your faith, humanity, go sit at an airport bar. It's literally strangers going to all different destinations from all different walks of life who randomly are overhearing conversations. Or someone will have a shirt on that has maybe the school they went to, the team they root for, the resort that they love in Hawaii, whatever it is, and they're like, oh, oh, hey, where you go? Where are you off to? Or my dad went to that college, right? We're literally sitting there and people are making connections. And it's so funny to me that the bartenders know, you know, when they strike a connection with the person, they're going to get bigger tip. But it's also because we just want to connect with others. And what happened was as we're sitting there and I'm creating a reel for Ryan and I'm literally talking about. Because one of his reels talks about how the 835 square foot home we bought in Alexandria in 2016 when we had no money, we were lucky enough to get like a zero down. Long story short, it was a major fixer upper. A lot of you guys were actually along for that journey. As we started, you know, about a year after we moved in, we, we just, it was, what do you call it, sweat equity, I guess. Like Ryan did the floors himself. We did our half bathroom ourself. We did hire out for our kitchen, but you know, it was like a family friend, literally when I say, and that tiny little house, that was a very much a starter home that was not ideal or in the neighborhood we wanted, but that home bought us this home in Cary, our forever home. That home got us on this path of creating wealth for ourself. And obviously, as my business grew and his real estate business grew, things are moving. And so. But when we look back to 2016, that tiny. We call it the Tiny Townhouse that could. It was on Jason avenue in Alexandria, Virginia, and we were able to sell in 2020, and then we moved down here. So, anyway, we were talking about that, and I was like, let's create a reel about that. Let's put the screen. I've seen other people do it too. Like, this is a reminder that your first, your baby, little starter home is the down payment for your dream home, right? And it's a video of Ryan walking into a house that he already had on his camera roll. And in the caption, I told the story of buying the house and where we are today. And we use it as, you know, because it's fun. Like, I love reels like that because the reel itself was educational. It gives, like, a tiny, like, little bit of advice. And then the caption, you're able to make them feel heard with your own story. And those types of reels just do really, really well, no matter what niche you're in, whatever you sell. That's why reels are so dope, because you can do one thing, one type of value in the video and add extra value in the caption. Okay, with all that said, I did really well. But as we're saying this, our bartender goes, oh, man, I wish I knew that back in whatever, whatever when he was in his twenties, something like that. And we're like, yeah. And he goes, yeah. He's like, you know, l. Luckily my family and I bought a house in 2020. And, like, he was talking about all this stuff, right? But he's like, man, the way we would have been so much better off if we had done it earlier. And Ryan's like, yeah, man. And talking to him. And my husband's really good at talking to anybody. And he's. That's one of his gifts. I always joke, like, Ryan, you can throw him anywhere, and he's gonna make a best friend. But with that conversation, what happened? They struck up a conversation. They were talking about. He was given stories. He was asking Ryan for advice. And it's those moments that I'm like, this is literally what social media is, too. If you think about. As you're scrolling, you're seeing a lot of content from people you don't know anymore. That's a big shift we've had, right? They're strangers. They're strangers. And you're not going to chime in in the comments section if it's something you can't really weigh in on or if you don't have a question about, you're going to scroll away. So your content has to do the same thing. It has to resonate, it has to connect. It has to make them feel like this is for them. And a lot of people will say, oh, I tried this hook. It didn't work. I'll look. And I'm like, it's way too vague. I don't understand what it's about. I can't connect to it. I can't weigh in on it because I don't get it. Right? I don't know. This is what I love to say. We did three reels. One was about the Raleigh airport. Why it's our favorite airport. We love rdu. Second one was about the homeownership thing, and the third was like a funny one of Ryan, like, doing the silly influencer trend. So what's funny is the RDU one. Immediately people are commenting because they're like, go to best airport ever. I love it. Right? That's easy to weigh in on. Now Ryan starts explaining mortgage rates. I mean, he. He'll get some stuff. He might get some questions, but we're typically not trying to talk mortgage rates when we're scrolling Instagram, right? So what does he do? I'm like, encouraging him to share. Hey, if you have one day in Durham, this is where we're going. If you're single, dude, moving to Raleigh in your 20s, these are the neighborhoods you should look at, right? That's the type of stuff that makes people go, ooh. Not just neighborhoods in Raleigh to check out. That's boring. We have to see ourselves, right? So when you think about it, the fact that what Ryan said resonated with the bartender. He said, same. Wish I knew that sooner. And it goes for the same. You know, you're looking at all these other people. Some are in suits, some are in, you know, March Madness gear, right? Right now it's like March Madness. So you're seeing all these people, and someone stopped the other guy at the bar being like, oh, did you go there? And he's like, my son does. And they were talking about the whatever shirt he had on, and they're like, yeah, you beat us so bad last year. Da, da, da, da. So they're all talking about that, and it's just like, that's it. It's that simple. Think of social media. Take the social media part out of it. And just think of real life humans. We want to be able to weigh in on something. We want to give what we think about a situation that's happening. We want to laugh with you. Right. I know for a fact, like when I shared this when. When we were sitting at that airport bar, I did the trend of no one's coming to save you. And then you react with, yeah, right. And mine said, it's like, no, as long as my husband's on God's green earth, he's come to save me immediately. And then I said something like, a matter of fact. He's already here. It's him walking up to the bar. And I made the caption like, CEO of saving me for myself or something like that. Funny, everyone in the caption, my husband too. My husband too. My husband, too. It's something easy for people to weigh in on. Do my Instagram tips get a lot of engagement, too? Of course. But a lot of people, it's because they're like, oh, I'm stuck. I need help. But then those super human moments and just things that we can, like I said, attach to and weigh in on are really fun. And I love sharing content like that because even though I share social media tips, it's fun to just connect with my people sometimes and give them a glimpse into my life. And. And people all the time are like, oh, my gosh, I love when you and your husband, your. Your Instagram stories with him. You guys have so much fun. It just helps us trust each other, right? And then the people in my stories all weekend, oh, my gosh, that I've been to that restaurant and that pasta. You're right, it's insane. Cause my brother told us about this restaurant to go to, Bukan in West Palm Beach. Holy moly was amazing. And same thing, sitting at that bar, we're hearing all these people ask conversations. There's this one guy asking these older gentlemen, he goes, what wars did y' all fight in? And it was just like, when you think about it in that way, we're just trying to find something to talk about together and to connect over and something to attach to. So with that said, I'll just give you a few reels that are going crazy just to show you how easy. And so, like, oh, duh. Right. Let me just scroll and we'll just find a couple. Okay. All right, so. Oh, my gosh, this is hilarious. It says, POV, you're in Florida. It's 8am you just grabbed a coffee. It's 75 degrees, and you're headed to the beach for a dip in the ocean before work. That's hilarious. Because. Why am I seeing this? Because I was just in Florida. Like, it's just. And the algorithm's so smart. It knows what content I want to see right now. And with me, just been in Florida yesterday, it knows that. Okay. Oh, here's a good one. We grew up on Real World and Jersey Shore. Play the damn season talking about the Bachelorette. Now, obviously that's a very controversial subject right now, but there you go. It gives people something to chime in on, and it also tells the person's age immediately, right, that she's probably a millennial. So, again, gives something for people to weigh in on. Now, is that going to sell your product services? No, but I'll find one. Just so you guys see, too. I know you're probably like, shannon, that's not going to. I'm like, I know, I know. Love this. Here we go. If I had to lose 50 pounds before May, here's exactly what I'll do. So again, he is putting himself in the viewer's shoes. He's talking directly to the person. That's their goal. He knows if he just says, if I want to lose, you know, some weight for summer, not as it's £50 before May. And then he. In the video, he's demoing and he's in the gym. So obviously, if people. He's not going to get people interested if they hate the gym. Right. They see themselves in it. I'll do one more. All right. Love this one. Weird rules we follow to stay lean and jacked year round as parents in our 40s again, this is what I mean. They're using language their people use. They're saying they're in their 40s. Why am I saying that? Because I'm in my 40s, so I feel like I am seen and I can weigh in. That's something I can have an opinion on or learn from and then follow them. Be like, yeah, they're the people I want to follow. So I'll make sure for next week, we go deep into hooks that are working right now. But this is, again, a fun little exercise. What are conversations that you have maybe had with strangers that came up that are business related? So you can use that energy in your content to get more views, human connection at the end of the day, Guys, love you. I'll talk to you next week.