Podcast Summary: Good Content with Shannon McKinstrie

Episode: "This is the Era of Experiences and Belonging"

Date: December 16, 2025
Host: Shannon McKinstrie

Episode Overview

This episode centers on a major shift in effective social media strategy—moving from generic, informational content to crafting experiences and fostering belonging. Drawing on over a decade of experience in social media marketing, host Shannon McKinstrie unpacks why experiential and community-driven content is dominating, gives practical examples, and offers actionable advice on creating engagement that makes audiences feel seen and connected.

Key Discussion Points & Insights

1. From Generic Value to Experiential Content

• Shannon recalls pandemic-era advice to “provide value,” highlighting how many businesses struggled to translate this into practical, engaging content—especially brick-and-mortar stores. Value isn’t just “how to” guides; it’s showing what it’s like to engage with your business or product.
  • “Value is like showing what it's like to walk into your store... We want experiences, even on social media.” (02:30)
• Applies to all industries: service providers, product sellers, even corporations—everyone should show the experience of engaging with them.

2. The Shift to 'ME Centric' Hooks and Storytelling

• The most influential content is no longer “teaching” in a generic way. Instead, it's about lived experiences and personal perspectives.
  • “We've gone from these teachy, boring, generic hooks to hooks that are either helpful, humorous, make people feel heard, or share what we're doing behind the scenes with a storytelling twist.” (06:10)
• Examples of effective ME Centric hooks:
  • “The books I recommend to my clients as a XYZ...”
  • “How I helped my client buy their dream home when they thought...”
  • “Five things I'd never do in my kitchen as a builder...”
• Storytelling remains central: Instagram—and social media at large—is still a storytelling platform, despite algorithm changes and trends.

3. Psychological Impact: Making People Feel

• Shannon emphasizes the importance of emotional resonance:
  • “What does feeling do? Creates an experience.” (10:40)
• Example: A viral video showing a sauna built inside a shower doesn't just showcase a renovation—it lets viewers feel what it's like to have that wellness space.

4. Specific Examples of Experiential Content

• Timestamp 11:00:
  • Interior Design: “POV: You put a sauna inside your shower...” (video helps audiences imagine themselves in the space)
  • Product Demo: Transforming furniture that folds out for small spaces (viewers experience the product in real life context)
  • Travel: “I have found the most baby-friendly, all-inclusive resort in Mexico’s Riviera Maya...” (shows lived experience, not just dry information)

5. The Era of Belonging and Community

• The need to feel seen and part of a community is equally crucial as the desire for experiences:
  • “We want to feel seen, we want to belong, we want a safe place and we want an experience. That's what your content needs to do in 2026 and starting today” (18:20)
• Tactics:
  • Call out who your audience is (cat moms, former athletes, locals, etc.)
  • Borrow familiarity: Referencing popular local spots or national brands increases resonance.
  • Behind-the-scenes content for relatability and intimacy.

6. Familiarity and Repetition

• Don’t fear repeating successful content or referencing familiar brands, cities, and events—it strengthens connection.
  • “We want to feel familiar with your content. We want to feel cozy, comfy, like you get us.” (15:55)

7. Behind-the-Scenes and Process-Driven Content

• Letting people in on your process is magnetic:
  • Example: Photographer showing “POV: photographing 20 years of friendship like it’s a 2000s coming-of-age movie”—highly relatable, emotional content. (21:30)

8. Actionable Advice for 2026

• Always ask, “Why do they care?” when crafting hooks or carousels.
  • “Make sure your carousels, your videos, and your on-screen text for your reels create an experience. Invite them in, make them feel something.” (23:15)
• Stress less about algorithms and more about audience needs, values, and emotional experiences.

Notable Quotes & Memorable Moments

• On social media evolution:
  “As much as things change, so much still stays the same... What has always worked? Good content.” (01:18)

• On experiential focus:
  “If you can figure out how to make your content an experience, your Instagram stories an experience—you’ve won.” (04:50)

• On belonging:
  “If you can help people belong in 2026, you can create an experience with your content... you're going to crush it.” (14:36)

• Recipe for success:
  “We just want to be seen... That's what your content needs to do in 2026 and starting today.” (20:40)

• On content creation mindset:
  “Stop stressing so much about the algorithm. Start stressing about your people and the experience.” (25:05)

• Relatable humor:
  “Even my silly POV last week … the funny Jon Hamm trend… all my millennials can feel that moment when we used to just post on Facebook without a care in the world.” (26:05)

Timestamps for Important Segments

| Timestamp | Segment Description | |-----------|-----------------------------------------------------------------| | 01:18 | The enduring principles of good content | | 02:30 | Defining “value” as creating experiences | | 06:10 | The rise of “ME centric” hooks & examples | | 10:40 | Creating experienced-based content (sauna video example) | | 14:36 | Understanding belonging and fostering community | | 15:55 | Familiarity and the comfort of repeated themes or brands | | 18:20 | Calling out your audience and why belonging matters | | 21:30 | Power of behind-the-scenes content (photographer example) | | 23:15 | Actionable advice for crafting experiential content | | 25:05 | Focus shift: algorithms → people and their emotions | | 26:05 | Humorous relatability and generational nostalgia in content |

Takeaways for Listeners

• Create experiences in your content—help your followers feel what it's like to engage with you or your offerings.
• Foster belonging—call out your specific audience so they feel seen and welcomed.
• Prioritize real, lived experience—share personal stories, perspectives and process.
• Leverage familiarity—reference places, brands, and trends your audience already connects with.
• Focus on people instead of algorithms—craft every piece of content from the perspective of: “Will my people care about this? Will they feel something?”

Shannon’s guidance in this episode is actionable, empathetic, and rooted in real-world success, making it essential listening for anyone ready to build a thriving social media presence as we enter the “Era of Experiences and Belonging.”