Podcast Summary: Good Content with Shannon McKinstrie

Episode: The Instagram Algorithm is Not the Villain: Being More Intentional with Your Content
Host: Shannon McKinstrie
Date: December 23, 2025

Episode Overview

In this episode, Shannon McKinstrie dives deep into the latest updates on Instagram’s hashtag policy and dispels myths about the Instagram algorithm being a villain. She offers actionable advice for creating intentional, impactful content, adapting to platform changes, and building genuine audience connections in 2026. Shannon’s tone remains casual, encouraging, and notably candid, focused on empowering creators and business owners to cut through social media noise and overwhelm.

Key Topics & Insights

1. Instagram's New Hashtag Limits and Best Practices

• Instagram now limits hashtag use to 3-5 per post (big change from the previous 30).
• Hashtags now function primarily as keywords and content categorizers rather than main reach drivers.
• Key Advice: Use highly specific hashtags that match both your content and audience, NOT generic, spammy ones.
  • (08:40) “They want to make sure your hashtags are specific to your content. And we, And I've been saying that forever.”
• Use hashtags like “#Instagramforbusiness” or “#nyinteriordesigner”—not broad ones like “#reels” or “#socialmediamarketing,” unless truly applicable.
• Actionable Example: For a fashion creator for women over 30, use “#womenover30,” “#midsizemoms,” and brand-specific tags.
• Shannon suggests using tools like ChatGPT to brainstorm keywords, but always check inside Instagram for actual usage and community fit.
  • (13:22) “Search it, the content, does it look like you belong in that club?” (On checking hashtags for relevance)

2. Debunking Algorithm Myths

• The “algorithm” is not a villain or a fixed enemy; it’s a curation tool that mirrors user interest and behavior.
  • (22:13) “Think about walking into a store...everything you want is right in front of you...That’s what the algorithm does, and that is tight.”
• Algorithm changes are exaggerated; the basics remain: keep users engaged so they stay on the app.
• Key signals Instagram rewards:
  • Strong initial hook
  • High retention (viewing carousels/reels to the end)
  • Shares and saves
  • Profile visits from posts

3. Content Strategy Essentials for 2026

• Forget old “rules”: Users and platforms have both evolved.
• Hooks Matter, but So Does Retention:
  • Make hooks personal, using “me-centric” and relatable storytelling.
  • Go beyond generic “3 tips” intros. For example, “Here’s how I handled X” or “Me when I...”
  • Use trending, evocative words (e.g., “disgustingly,” “odd,” “unsexy”) to stand out.
    • (32:55) “One of the words we’ve seen a lot is ‘disgustingly’—how to get disgustingly good at reading or how to be disgustingly wealthy...That’s a fun buzzword.”
• AI and “textbook” tones are out: Content must be human, relatable, and vibrant.
• Post Frequency: 3-4 times per week of quality content is ideal—not daily quantity.
• Format Focus: Do what you enjoy and what your audience likes (e.g., carousels, reels, static images).
  • (40:22) “If you can do four times a week quality content, you’re gonna fricking kill it.”

4. The Big Shift: Storytelling and Authenticity

• Faceless, generic accounts will falter unless they adapt to more storytelling and personality.
• Being audience-obsessed is more important than gaming the algorithm.
• Specificity Wins: Refer to your audience in detailed ways—“parents of first graders” instead of just “parents.”
  • (49:10) “[My client] started using words and copy in her hooks to make sure her people felt more seen. So instead of ‘parents,’ she used things like ‘parents of first graders.’”
• Transparency and sharing your values, experiences, and viewpoints will help you stand out and build loyalty.
• Relatability Trumps Virality: Share content that’s validating, useful, or deeply relatable—this drives shares, saves, and algorithmic favor.

Notable Quotes & Memorable Moments

• On hashtag changes:
  (06:20) “Hashtags don’t work as much for reach. They work more for—the way I like to say is like, they’re keywords.”

• On algorithm paranoia:
  (22:54) “There was like a leak of the new algorithm. It’s just these things get people to freak out. But again, is any of it…not true? No, but…The algorithm is the algorithm.”

• On content creation focus:
  (41:17) “I always tell people though, it’s great to do a mix of what your audience enjoys consuming and what you enjoy creating.”

• On outdated advice:
  (46:38) “The villain of 2026 is not the algorithm. The villain is outdated tips from 2023...Vague copy is the biggest villain.”

• On audience obsession:
  (57:08) “The biggest algorithm hack: Bond with your audience...Connection will win. It will continue to win.”

Timestamps for Key Segments

• 00:00 – 09:15: Breaking news—Instagram’s hashtag update, why intentional hashtags matter
• 09:16 – 14:30: Using specific hashtags; importance of keyword-rich captions and text
• 18:55 – 24:40: Algorithm myths, user behavior, what Instagram actually favors
• 27:10 – 34:30: The importance of hooks, storytelling trends, “me-centric” content strategies
• 36:20 – 41:40: Frequency and format of posting, focusing on quality over quantity
• 43:10 – 52:20: Building human connection, audience specificity, transparency in content
• 52:21 – End: Wrapping up: Bonding with your audience, repetition, and the continuing importance of connection

Shannon’s Action Checklist for 2026 Social Media Success

• Use 3-5 highly relevant, intentional hashtags per post
• Lean heavily into specific, audience-reflective keywords and “me-centric” hooks
• Ditch robotic, generic, or “AI-sounding” copy for storytelling and authentic voice
• Post 3-4 times per week (prioritizing quality and audience-friendly formats)
• Repeat what works in creative new ways—find 50-100 ways to say your most resonant message
• Know your audience deeply: Interview, poll, and engage in stories and comments
• Remember: “Connection will win. It will continue to win.” (57:08)

This summary captures the core ideas, advice, and signature style of Shannon’s episode. Ideal for busy creators who want actionable takeaways and an honest perspective on social media trends as we head into 2026.