Podcast Summary: "Stories Work! Here’s How to Make Them Work for YOU"

Podcast Information:

• Title: Good Content with Shannon McKinstrie
• Host: Shannon McKinstrie
• Episode Title: Stories Work! Here’s How to Make Them Work for YOU
• Release Date: February 25, 2025
• Description: Shannon McKinstrie delves into effective social media strategies, cutting through the noise to provide actionable insights. In this episode, she focuses on leveraging Instagram Stories to enhance engagement and drive sales, sharing her personal strategies and debunking prevailing myths.

Introduction to Instagram Stories

[00:00 - 02:30]

Shannon McKinstrie opens the episode by emphasizing the pivotal role Instagram Stories have played in building her business. She acknowledges the conflicting advice circulating in the social media landscape, particularly regarding the use of Stories for personal versus business content.

“I would not have the business I have without Instagram stories.” – Shannon McKinstrie [00:45]

Shannon recounts her recent trip to New Orleans, highlighting how sharing personal, behind-the-scenes moments on Stories led to increased direct messages and engagement, underscoring the authenticity that Stories can bring to a personal brand.

Debunking Myths About Stories

[02:31 - 05:00]

Shannon addresses the skepticism some experts have towards Stories, including advice against sharing personal content or even using Stories altogether. She counters these claims by asserting that there are no rigid rules governing content on Stories.

“There are no rules. You're allowed to do whatever you want to do...” – Shannon McKinstrie [03:10]

She advocates for the power of authentic, raw content that showcases behind-the-scenes glimpses, whether you're a personal brand, restaurant, boutique, or corporation. Shannon emphasizes that such content fosters genuine connections and community.

Strategy for Maximizing Instagram Stories

[05:01 - 15:00]

Understanding Your Goals

Shannon delineates strategies based on differing objectives—whether aiming for increased views or driving sales.

“If you want more views, do one story. But if you want more sales, do more stories.” – Shannon McKinstrie [06:20]

She explains that infrequent Stories can spike view counts temporarily, beneficial for broad visibility. Conversely, posting multiple Stories can deepen audience engagement and lead to sales by nurturing a warm audience.

Posting Frequency and Content Layers

Shannon outlines her approach to leveraging Stories for sales, which involves a multi-layered content strategy:

1. Initial Story:

   • Content: A compelling image or short video showcasing the product or service.
   • Purpose: Paints a vivid picture and includes a call-to-action via a customized link sticker.
   • Example Quote: “Book your tour today, shop now, or get 50% off for 72 hours.” – Shannon McKinstrie [08:15]

2. Secondary Story:

   • Content: Additional details such as testimonials, behind-the-scenes insights, or personal anecdotes related to the product.
   • Purpose: Provides social proof and addresses potential questions.
   • Example Quote: “Include a screenshot of a happy testimonial or a happy DM...” – Shannon McKinstrie [10:05]

3. Tertiary Story:

   • Content: Light, personal content to humanize the brand and maintain a connection.
   • Purpose: Encourages ongoing conversations and fosters community.
   • Example Quote: “Invite them in, talk about your kava order... spark a conversation.” – Shannon McKinstrie [12:40]

Shannon stresses the importance of matching the number of Stories to the business goal, ensuring that high-ticket items are introduced gradually to allow potential customers time to consider their investment.

Daily Instagram Stories Routine

[15:01 - 25:30]

Shannon shares her daily routine for maintaining an engaging Instagram Stories presence:

1. Morning Greeting:

   • Content: Personal greetings such as “Good morning” alongside relatable visuals like coffee or scenic views.
   • Engagement Tool: Polls or interactive stickers to encourage audience participation.
   • Example Quote: “Say, happy Monday. Good morning. How's your day going?” – Shannon McKinstrie [16:30]

2. Content Sharing:

   • Content: Sharing her latest podcast episode, a new Instagram Reel, or other relevant content to drive engagement and traffic.
   • Example Quote: “Share my reel of the day and say, go check it out, share it, love on it.” – Shannon McKinstrie [18:45]

3. Personal Touch:

   • Content: Daily snippets of her life, such as activities with her daughter or hobbies.
   • Purpose: Balances business content with personal stories to maintain relatability and authenticity.
   • Example Quote: “A selfie of me and my husband at dinner was my most engaged story that entire month.” – Shannon McKinstrie [22:10]

Shannon emphasizes that this blend of personal and professional content fosters a deeper connection with her audience, making them more likely to engage and convert.

Leveraging Personal Content for Engagement

[25:31 - 30:00]

Shannon highlights the significance of sharing personal moments to stimulate conversations and build stronger relationships with followers.

“Stories are magical. It's where we really bond with you.” – Shannon McKinstrie [26:20]

She provides examples of how seemingly mundane personal stories, like her preference for oat milk lattes or her experiences visiting Louisiana, have led to increased engagement and meaningful interactions.

“When you're sharing what you just bought for your dog, that's going to spark a conversation.” – Shannon McKinstrie [28:50]

By inviting followers into her personal world, Shannon creates an environment where her audience feels comfortable interacting, asking questions, and ultimately supporting her business endeavors.

Conclusion: The Power of Stories in Business Growth

[30:01 - End]

Shannon concludes the episode by reiterating the transformative impact Instagram Stories have had on her business, attributing her seven-figure success to consistent and authentic Story sharing.

“I make seven figures is wild. And without stories, that would not have happened.” – Shannon McKinstrie [29:55]

She reinforces the idea that the effectiveness of Stories hinges on aligning content with business goals—whether that's maximizing views, driving sales, or building a loyal community. Shannon affirms that there are no one-size-fits-all rules, encouraging listeners to experiment and find what resonates best with their unique audiences.

“Use stories to sell, use stories to bond, and use stories just to share who you are and what you love and what you do.” – Shannon McKinstrie [30:10]

Shannon wraps up by expressing her appreciation for her audience and encouraging them to embrace the flexibility and authenticity that Instagram Stories offer.

Key Takeaways:

• Authenticity is Crucial: Sharing personal, behind-the-scenes content fosters genuine connections and increases engagement.
• Strategic Storytelling: Tailor the number and type of Stories based on specific business goals—whether for visibility or sales.
• Consistent Routine: Maintain a daily Stories routine that blends personal greetings, content sharing, and personal anecdotes.
• Leverage Social Proof: Incorporate testimonials and positive feedback within Stories to build trust and credibility.
• Engage Through Interaction: Utilize polls, stickers, and interactive elements to encourage audience participation and dialogue.

Shannon McKinstrie's episode provides actionable insights into harnessing the full potential of Instagram Stories, emphasizing that with the right strategy, Stories can be a powerful tool for business growth and community building.