Good Content with Shannon McKinstrie

Episode 100: Use Identity Driven Content to Connect and Engage with Your Audience

Date: February 10, 2026
Host: Shannon McKinstrie

Episode Overview

In this milestone 100th episode, Shannon McKinstrie shares the power of identity-driven content and how it can radically boost connection and engagement on social media. Shannon emphasizes authenticity, embracing "messy starts," and leveraging personal and audience identities. She weaves in client success stories, practical hooks, and pop culture examples to illustrate how truly knowing—and naming—who you are and who you serve unlocks online growth.

Key Discussion Points & Insights

1. Start Messy and Embrace Imperfection

• Shannon begins by celebrating the new podcast studio and her own imperfect, "messy" beginnings.
• She encourages content creators to take action without waiting for perfection, emphasizing that creativity and authenticity matter more than flawless production.
  • “Start messy, post the content, be cringe, embrace it.” (02:20)
• Shannon’s belief: Many successful creators don’t hesitate—they let themselves experiment and learn by failing.

2. Messaging First, Social Second

• Shannon prioritizes clear messaging over rigid content planning.
  • “I’m not a quantity over quality person—absolutely not. I always say: messaging first, social second. Understand what your message is, understand who you’re trying to reach.” (04:10)
• Authentic content comes before sticking to a niche or strict content calendar.

3. The Power of Identity in Content Creation

• People follow, learn, and buy based on identities—either who they are or who they aspire to be.
  • "We purchase based off identities, right? Who do we want to be?" (06:34)
  • Shannon's own example: drawn to content for “type B creators, girl moms, people in North Carolina, Virginia Tech fans.”
• Success comes from calling out your own identity (expertise/credentials) and your audience’s identity (what makes them relate or aspire).

4. The Rep Hook Formula and Identity-Driven Hooks

• Shannon revisits her “Rep Hook formula”—a strong hook should include:
  • Something relatable (shared experience or taste)
  • Your expertise (why should people trust you?)
  • Something personal (your story or preference)
  • Example: “10 Amazon content creation tools I swear by as a type B creator.”
• She’s developing an updated identity-driven hook formula to further tap into audience aspirations and tribal markers.

5. Success Story: Viral “Trial Reel” with Identity Hook

• A dentist client, who also shares lifestyle/mom content, went viral by directly addressing her audience’s pain point and identity.
  • Reel opens with: ‘My home stresses me out and nothing ever sticks.’ (identity + relatable struggle)
  • At 0:03: “That’s because you haven’t met me yet.”
  • The reel uses B-roll footage showing systems to create a calm home—mess and all.
  • Results: Over 3400 followers gained in 24 hours, eventually hitting 14,000+ likes, 1600 shares, a massive surge in engagement.
  • “She took the assignment and ran with it—identity, journeys, what we desire. We gotta know that about our audience.” (18:04)
• Assignment for listeners: Name the specific scenarios or frustrations your target audience repeats and use them in your content hooks.

6. Identity in Pop Culture & Trends: The Super Bowl Example

• Shannon analyzes the polarization around Super Bowl halftime shows—how taste and identity shape engagement.
  • “Not everyone likes Bad Bunny. Not everyone likes Eminem and 50 and all them. That’s what makes the world go round.” (23:40)
• Advice: Use timely events, holidays, or trending topics to connect with your audience’s identities and passions.

7. Specific, Scenario-Based Hooks

• Use “POV” hooks or direct quotes that reflect your audience’s self-perception, e.g.:
  • “POV you find out there’s a nook of Instagram where burnt out and busy professionals are learning how to actually enjoy their evenings again without doom scrolling.” (30:21)
  • “I have ADHD, so I accidentally spent all morning perfecting the front of my to-do list instead of actually doing anything on the list.” (33:02)
• Even brief, direct identities work:
  • “Classic literature by Black authors.” (35:12)
  • “The snack my family asks for on repeat.” (35:40)

8. Bring Audiences Along Your Journey

• Share milestones, transformations, and the real stories behind what you do.
• Example: Budgeters Anonymous—showing a three-month-old’s net worth as a relatable, attainable financial journey for families (36:24).

9. Case Study: Kevin James and Social Media Storytelling

• Kevin James’ character-driven Instagram marketing for his new movie: he assumes his character’s identity on IG and brings followers into his world through story vignettes.
  • “They have studied what works on social media and they have turned it into an Instagram account.” (39:30)
  • The audience is “in on the joke”, invested in the ongoing journey—even knowing it’s a promo.

10. Final Advice: Content is Perspective

• Content should reflect your current thoughts, experiences, and life seasons. Invite others in.
• “What can you share today? What thought, perspective—that is your content.” (43:08)

Notable Quotes & Memorable Moments

• "Nothing I've ever created started with the perfect lighting...I did everything really messy, and I know that's really hard for a lot of people...But I think sometimes being type B can really have its advantages in the entrepreneur space." (01:16)
• “You are inviting us in to be part of this identity, and to be part of this journey, and to be part of a story. That, my friend, is social media in a nutshell.” (44:05)
• “Stop thinking so much about these algorithms and content. The content is your thoughts. The content is your perspectives, your journey, everything you’re going through. Join the conversation. That is social media.” (29:23)
• “When all else fails, look at what the big guys are doing. This is what we’re doing for movies now. This is crazy, and I’m obsessed.” (41:27)

Important Timestamps

• Start messy & overcoming perfectionism: 00:58 — 04:10
• Messaging > content calendars: 04:10 — 06:00
• Role of identity in content & buying behavior: 06:34 — 10:50
• Rep Hook formula breakdown: 12:00 — 15:56
• Viral client “trial reel” case study: 16:00 — 20:36
• Super Bowl, Bad Bunny & identity in pop culture: 21:30 — 27:40
• Identity-driven hooks & POV examples: 29:15 — 33:45
• Additional identity hook examples: 35:12 — 36:00
• Budgeters Anonymous/financial journey story: 36:24 — 38:59
• Kevin James character-driven Instagram case study: 39:00 — 41:20
• Final takeaways & call to action: 43:00 — end

Takeaways & Action Steps

• Start and share, even if it’s messy; perfection isn’t required to connect.
• Lean into your identity (and your audience’s), explicitly calling out who you are and who you serve.
• Create scenario-based, specific hooks using phrases and situations your audience actually says or experiences.
• Tell your story as a journey, and invite your followers into your real-time process, struggles, and wins.
• Look for inspiration in what works for big brands and celebrities—adapt the strategy, not just the tactics.

Next Episode Teaser

Shannon will unveil the new identity-driven hook formula and dig deeper into writing powerful, specific hooks. Listeners are encouraged to start compiling lists of their own and audience identifiers to prepare.

For social media that resonates: know who you are, know who they are, and invite them along for the ride.