Podcast Summary: Good Content with Shannon McKinstry
Episode: Use The Relatable Expert Hook to Create Your Next Helpful Reel
Release Date: May 13, 2025
Introduction and Recap
In this episode of Good Content, host Shannon McKinstry delves into effective strategies for creating engaging social media reels. Building on the insights from her previous episode where she emphasized sharing content you are passionate about, Shannon reinforces the importance of authenticity in content creation.
"There are no rules. It's about what works for you. It's what lights you up."
— Shannon McKinstry [02:15]
Authenticity and Passion in Content Creation
Shannon underscores that genuine enthusiasm for your subject matter resonates with audiences. She challenges the notion of strictly niching down, advocating instead for sharing content that truly excites you, as this passion naturally attracts and engages your audience.
"If you’re not excited, we aren't excited because your audience can feel it."
— Shannon McKinstry [00:45]
Introducing the Relatable Expert Hook (REP)
The core of the episode revolves around the Relatable Expert Hook (REP)—a formula designed to enhance the effectiveness of your social media reels. Shannon explains that REP integrates three essential elements: Relatable, Expertise, and Personal, to create hooks that captivate and retain viewer interest.
"REP stands for Relatable, Expertise, Personal. You want to add in those three elements, something that they can relate to."
— Shannon McKinstry [13:30]
Breaking Down the REP Formula
1. Relatable
Shannon emphasizes the importance of making your content relatable. This can be achieved through recognizable brands, common phrases, or shared experiences. Relatability ensures that viewers immediately see themselves in your content, fostering a connection.
"Relatable could be a brand they already know... It could also be a phrase... Something that they go, 'that's me or I'm interested.'
— Shannon McKinstry [14:20]
Examples include using popular sayings like "couch rot" or referencing everyday scenarios that your target audience can identify with.
2. Expertise
Demonstrating expertise builds credibility. Shannon advises leveraging your professional titles or unique qualifications to establish authority in your content.
"If you can't think expert, what's your title?... something that makes them go, yes, I believe you."
— Shannon McKinstry [16:05]
Titles don't have to be conventional; they can be creative descriptors that highlight your specialized knowledge or experience.
3. Personal
Adding a personal touch makes your content authentic and trustworthy. Sharing personal anecdotes or aspects of your life humanizes your brand, making you more approachable to your audience.
"And something personal. Maybe you're a fellow X, Y, Z or a recovering people pleaser."
— Shannon McKinstry [17:50]
Case Study: A Client's Viral Success
Shannon shares a compelling case study of one of her clients, a nutritionist and busy mom, who achieved viral success using the REP formula. After a brief hiatus post-childbirth, her client's recent reel garnered over 500,000 views, thousands of likes, and shares, significantly boosting her follower count.
"She’s gotten over a thousand new followers. She's had almost 4,000 shares."
— Shannon McKinstry [22:10]
Hook Example:
- Relatable: "Current couch snack"
- Expertise: "Nutritionist"
- Personal: "Busy mom" and "15 weeks postpartum"
This blend made the hook instantly appealing to viewers who identified with being busy moms or interested in nutrition, leading to high engagement.
"It's the simple things like knowing what your target audience relates to and integrating your expertise and personal story."
— Shannon McKinstry [25:00]
Practical Tips for Creating REP Hooks
Shannon provides actionable advice on crafting your own REP hooks:
- Identify Relatable Elements: Use familiar brands, phrases, or scenarios that resonate with your audience.
- Highlight Your Expertise: Clearly communicate why you are a credible source of information.
- Incorporate Personal Stories: Share aspects of your personal life or experiences to build trust.
"Work on that formula. Look at my reel. All about it. It will be in the show notes."
— Shannon McKinstry [35:45]
She encourages creators to experiment with different combinations and consistently apply the REP formula to produce engaging and trustworthy content.
Conclusion and Final Thoughts
Shannon wraps up the episode by reiterating the effectiveness of the Relatable Expert Personal hook in creating impactful social media reels. She advises content creators to focus on what they love, integrate their unique expertise, and share personal stories to foster deeper connections with their audience.
"Once you've really nailed that formula, do maybe one a week and that'll be your helpful reel for the week. And you've got it."
— Shannon McKinstry [40:00]
Shannon's insights provide a clear roadmap for social media enthusiasts aiming to elevate their content through authenticity and strategic storytelling.
Key Takeaways:
- Authenticity and passion are crucial for engaging content.
- The REP formula (Relatable, Expertise, Personal) is a powerful tool for creating effective hooks.
- Combining relatable elements, demonstrating expertise, and adding personal touches can significantly boost content engagement and virality.
- Practical application through consistent practice and experimentation is essential for mastering the REP hook.
For more detailed strategies and examples, listeners are encouraged to view Shannon's reels and refer to the show notes provided in the podcast.