Summary of Podcast Episode: "Use Customer Insights to Create Reels That Attract and Convert"
Podcast Information:
- Title: Good Content with Shannon McKinstry
- Host: Shannon McKinstry
- Episode: Use Customer Insights to Create Reels That Attract and Convert
- Release Date: March 18, 2025
Introduction
In this engaging episode of Good Content, host Shannon McKinstry delves into the strategic use of customer insights to craft compelling Instagram Reels that not only attract but also convert viewers into loyal customers. Shannon emphasizes the importance of understanding why customers choose your products or services and leveraging those insights to create authentic, viral content.
Harnessing Customer Testimonials for Reels
Shannon begins by revisiting the concept of making customers feel seen and heard, a foundational strategy discussed in the previous episode. She underscores that when customers feel acknowledged, they recognize the value in your offerings, paving the way for successful content creation.
Notable Quote:
"It's marketing. One on one. It's all we want to do is help our customers and clients feel seen."
— Shannon McKinstry [02:15]
Practical Application: Jewelry Designer Case Study
Shannon shares a real-world example from a Reels workshop she attended in Cary, featuring a female jewelry designer. A customer testimonial highlighted how purchasing matching necklaces fostered a deeper connection between partners—an insight the designer hadn't previously considered.
Key Steps Advised:
- Capture Authentic Moments: Shannon advised the designer to create a video showcasing the necklaces being worn, possibly by a couple.
- Utilize Trending Formats: She suggested using the "POV" (Point of View) format with trending audio to enhance engagement.
- Leverage ChatGPT for Prompt Ideas: Although not perfect, Shannon demonstrated how ChatGPT could generate creative prompts to inspire Reel content.
Notable Quote:
"You're not just saying, hi, I have pretty jewelry. You're saying, my jewelry is an experience."
— Shannon McKinstry [10:45]
Developing Effective Reel Prompts
Shannon introduces two powerful prompt structures to transform customer feedback into engaging Reels:
-
POV Prompts:
- Example: "POV you found the perfect necklace that even your boyfriend likes."
- Purpose: Creates a relatable scenario that resonates with the audience.
-
Not to Be Dramatic Prompts:
- Example: "Not to be dramatic, but installing a saltwater hot tub will actually change your life."
- Purpose: Adds a touch of humor or relatability, making the content more shareable.
Notable Quote:
"Specificity, simplicity are the two magic things. And that's what makes shareable content that gets reach follows sales."
— Shannon McKinstry [25:20]
Diverse Industry Applications
Shannon extends her advice beyond jewelry, illustrating how businesses across various industries can utilize these prompts. She provides examples from a hot tub company, a realtor, and a business coach, highlighting how each can tailor their content based on unique customer testimonials.
Hot Tub Company Example:
- Customer Insight: Customers desire full-service installation rather than a self-drop solution.
- Reel Prompt: "POV you find a hot tub company in North Carolina and you're relaxing with a glass of wine after the kids go to bed, within a week."
Notable Quote:
"You take what your customers and clients are telling you and you put it into these prompts I give you every week here on the Rails lab."
— Shannon McKinstry [35:10]
Success Stories from Reels Lab Students
Shannon proudly shares the success of her Reels Lab students, noting that many have achieved viral success by implementing her strategies. One student, a baker, garnered over 3 million views and 3,000 new followers within two days using a simple B-roll video of her cookies combined with Shannon's prompt.
Notable Quote:
"My Reels Lab students are killing it. They're even taking the prompts and throwing them on threads and some of them are going viral."
— Shannon McKinstry [45:30]
Final Insights and Conclusion
Shannon wraps up the episode by reiterating the power of customer testimonials in creating authentic and effective content. She encourages listeners to interview past customers, extract meaningful insights, and seamlessly integrate them into their Reels. Emphasizing the importance of consistency, specificity, and simplicity, Shannon assures that these strategies will lead to increased reach, followers, and sales.
Notable Quote:
"When all else fails, look at those testimonials."
— Shannon McKinstry [55:50]
Shannon closes with enthusiasm, expressing her excitement for upcoming content and continued success for her listeners.
Key Takeaways:
- Leverage Customer Insights: Use real customer feedback to inform and inspire your content.
- Utilize Effective Prompts: Implement "POV" and "Not to be dramatic" prompts to create engaging Reels.
- Tailor to Your Industry: Adapt strategies to fit the unique needs and experiences of your business.
- Consistency is Key: Regularly produce content based on customer insights to maintain engagement and drive conversions.
- Engage Authentically: Create content that not only showcases your products but also the experiences and connections they facilitate.
By following Shannon McKinstry's expert advice, businesses can create authentic, engaging, and high-converting Instagram Reels that resonate deeply with their audience, ultimately fostering stronger customer relationships and driving business growth.