Podcast Summary: Good Content with Shannon McKinstry

Episode Title: Start Talking About Yourself in Your Content
Release Date: March 4, 2025
Host: Shannon McKinstry

Introduction

In the episode titled "Start Talking About Yourself in Your Content," Shannon McKinstry delves into a transformative strategy for content creators: integrating personal narratives into their social media presence. Breaking away from the traditional advice of maintaining a detached persona, Shannon advocates for a more authentic and relatable approach to content creation that fosters deeper connections with audiences and drives engagement.

Key Topics Covered

1. The Shift from Detached Content to Personal Narratives
2. The Power of Human Connection in Social Media
3. Effective Strategies for Incorporating Personal Stories
4. Success Metrics and Engagement Insights
5. Practical Examples and Real-World Applications
6. Common Pitfalls and How to Avoid Them

1. The Shift from Detached Content to Personal Narratives

Shannon begins by addressing the prevalent advice in the social media landscape: "provide value" often interpreted as delivering educational content, tips, tutorials, or hacks. However, this approach can sometimes render content impersonal and monotonous.

[05:45] Shannon McKinstry: "Human connection stories. Laughs. That's all valuable too."

She emphasizes the importance of moving beyond mere informational content to include personal stories and experiences, which resonate more deeply with audiences.

2. The Power of Human Connection in Social Media

Shannon underscores that social media thrives on connections between people. "We're actually here to connect with people and buy from people and learn from people," she states, highlighting the fundamental human desire for interaction and relatability.

By sharing personal journeys, challenges, and successes, creators can make their content more engaging and trustworthy, fostering a loyal community.

3. Effective Strategies for Incorporating Personal Stories

Shannon introduces the concept of the Four H's—a framework she elaborates on in her podcast:

• Happenings: Sharing recent events or milestones.
• How-tos: Demonstrating processes or methods.
• Habits: Showcasing daily routines or practices.
• Humor: Infusing content with relatable humor and lightheartedness.

She particularly focuses on Happenings, advocating for content that reflects real-time updates and authentic experiences.

[15:30] Shannon McKinstry: "Here's how I plan my client's content calendar or here's how I set up a content calendar."

4. Success Metrics and Engagement Insights

Shannon shares her recent success with a reel that gained over 20,000 views and 1,000 likes within a short period. This example illustrates the effectiveness of personal content in driving engagement.

[08:20] Shannon McKinstry: "I just threw my phone up in my car yesterday while I was driving and took B roll of just me driving. I then put it with some trending audio and put my story of my journey on text about eight seconds long. It's going crazy."

She explains how authentic, unscripted moments can capture audience attention and encourage interaction.

5. Practical Examples and Real-World Applications

Shannon provides numerous examples from various professions to demonstrate how personal content can be tailored:

• Photographers: Sharing behind-the-scenes moments or personal favorite shots.
• Pediatricians: Discussing daily routines or personal insights into their profession.
• Home Organizers: Showcasing their organizing processes and personal habits.

[25:10] Shannon McKinstry: "Day 26 of me... a wedding photographer sharing songs I think would be epic at a wedding. 232,000 likes."

These examples highlight the versatility of personal storytelling across different niches.

6. Common Pitfalls and How to Avoid Them

While encouraging personal content, Shannon advises against overtly copying others. Instead, she advocates for studying successful content to understand timing, text placement, and storytelling techniques without replicating the exact copy.

[35:50] Shannon McKinstry: "Study these in the show notes. Study the timing, study the text placement. You guys don't copy the copy."

She also cautions against making every piece of content personal, suggesting a balanced approach to maintain professionalism while being relatable.

Notable Quotes

• On Human Connection:

  [05:45] Shannon McKinstry: "Human connection stories. Laughs. That's all valuable too."

• On Personal Success:

  [12:10] Shannon McKinstry: "Next month, I'm speaking at Social Media Marketing World. Pinch me, I cannot even deal."

• On Content Strategy:

  [22:05] Shannon McKinstry: "Put yourself back in your content, your people. Either you, your employees, your team, all of it."

• On Engagement:

  [28:25] Shannon McKinstry: "If you take this one single reel idea where you are demoing and bringing yourself back into the hook and talking about why you, why it's your opinion while it's your thought, why it's your tip, why it's your routine, it will go crazy."

Insights and Conclusions

Shannon's episode serves as a compelling argument for the inclusion of personal narratives in content strategy. By sharing her own experiences, such as her journey to becoming a seven-figure business owner and her upcoming speaking engagement, she not only demonstrates the application of her advice but also builds credibility and relatability.

Key takeaways include:

• Authenticity Drives Engagement: Audiences crave genuine connections and are more likely to engage with content that reflects real experiences.

• Balanced Content Mix: While personal stories are powerful, they should complement, not completely replace, educational or value-driven content.

• Strategic Storytelling: Effective personal content leverages hooks, storytelling techniques, and relatable scenarios to maximize impact.

• Continuous Learning: Studying successful content provides valuable insights without resorting to imitation, allowing creators to develop their unique voice.

Final Thoughts

Shannon McKinstry's "Start Talking About Yourself in Your Content" episode is a valuable resource for content creators seeking to enhance their social media presence. By integrating personal stories and authentic experiences, creators can foster deeper connections, boost engagement, and ultimately grow their businesses more effectively.

As Shannon aptly puts it:

[50:10] Shannon McKinstry: "People want to know your thoughts, your recommendations, your opinions, your perspectives because you are the one they're following."

Embracing this approach not only humanizes brands but also paves the way for a more engaged and loyal audience.

Listen to the full episode here to gain deeper insights and actionable strategies for elevating your social media content through personal storytelling.