Good Content with Shannon McKinstrie

Episode: Use the REP Hook Formula and Start Filling in the Missing Pieces

Date: October 14, 2025
Host: Shannon McKinstrie

Episode Overview

In this episode, Shannon McKinstrie dives into her proprietary REP Hook Formula, designed to remove the confusion and overwhelm from content creation, especially when crafting social media hooks and prompts. Drawing on real client successes and fresh lessons from her Social Squad Society Mastermind, Shannon teaches listeners exactly how to fill in the blanks of popular content prompts, making their social posts more engaging, relatable, and results-driven. This is an actionable, motivational session for anyone feeling stuck with content hooks—offering a framework that works for all kinds of creators and business owners.

Key Discussion Points & Insights

1. The Power of Nailing Your Messaging (00:36)

• Shannon recounts her experience at the Social Squad Society Mastermind, working with seasoned business owners to refine their messaging—a crucial step before content creation.
• Real World Example:
  • A reading coach client applied the discussed techniques and instantly saw explosive results:
    • “She wrote this to me...600 new followers, $500 worth of sales in less than 24 hours from a digital product.” (02:04)

2. Why Hooks and Content Often Fail (04:00)

• The struggle most creators have is not knowing what to fill in the blanks of prompts or why certain hooks don't work.
• “I can tell you exactly why your hooks and content aren't working by these little missing pieces.” (04:22)

3. Introduction to the REP Hook Formula (04:54)

• Shannon outlines the three core elements for successful hooks:
  • R – Relatable Recognition:
    • Use specific terms, identity markers, or situations the audience immediately connects with.
    • Example: “Parents of first graders” rather than just “parents.”
    • “That one word needs to be something that speaks very specific to their identity.” (06:18)
  • E – Expertise:
    • Show why you, specifically, are trustworthy and knowledgeable.
    • “It's insider knowledge...what you were already told versus what you have left out and you need to know, right? That makes us go, oh, my gosh, curiosity, right?” (09:11)
  • P – Personal:
    • Add a personal touch to build connection and raise stakes.
    • “This is the curiosity gap...even if you just put the word I or my or we or us, that makes it personal.” (10:23)

4. The Fan Identity & “Attention is Currency” (12:02)

• Relating to well-known identity marketing ideas (Swifties as an example), Shannon emphasizes the importance of audience identity and relatability.

5. Fill-in-the-Blank Prompts and How to Use Them (14:25)

• Shannon shares her viral prompt:
  • Prompt Example: “The things about ___ that no one told you at ___, but I will.”
    • E.g., “The things about your metabolism and perimenopause your trainer didn’t tell you during your session, but I will.”
  • “What they didn’t tell you at...that was that relatable piece. They right away go, oh, I have that coming up.” (15:55)
• She demonstrates how to adapt the formula across niches: wedding planning, finance, therapy, nutrition, and more.

6. Customizing Prompts for More Impact (20:10)

• Shannon illustrates how to create hooks that pack a punch by combining relatability, expertise, and personal narrative.
• Sample Modifications:
  • “I’m an Instagram coach and this is how I edit my talk to camera reels in less than blah blah minutes or that get views like this.” (21:33)

7. More Hook Prompts from Shannon’s Reels (23:09)

• Encourages listeners to visit her latest Instagram reel for more hook suggestions.
• Examples Shared:
  • “What I would ___ if ___.”
    • “What I would wear if I was going to ___ this fall.” (24:00)
  • “The ___ I ___.”
    • “The cozy weeknight soup I can’t wait to make this fall.”
    • “The soup I make for dinner at least once every week that my kids love.” (25:04)
  • “___ I ___ that ___.”
    • “Books I read this summer that changed my brain chemistry.” (26:10)

8. Make the Stakes High (26:40)

• “You need to make the stakes higher. What are the stakes for my people discouraged by Instagram and about to quit? My hooks will save them.” (26:45)
• Importance of creating the "fear of missing out" or the promise of unique value.

9. Action Steps and Final Motivation (27:30)

• Shannon motivates listeners to try these prompts, reflect on specific language, and deeply consider who their content is for.
• “Go to these rep. Write down those relatable words, phrases. Write down the personal. Write down the places, the things that they have coming up.” (27:39)

Notable Quotes & Memorable Moments

• “The words need to have little psychological triggers that people attach to.” (05:10)
• “Attention is currency. You grab people's attention, and then you get them to engage and follow.” (12:30)
• “If you're discouraged with Instagram, this is the episode for you.” (28:10)
• “It's like Mad Libs. And once you crack it, consider Instagram your thing.” (29:00)

Timestamps for Key Segments

• 00:36 – Social Squad Society Mastermind recap & client success story
• 04:54 – Identifying why hooks don’t work; intro to REP formula
• 06:18 – Explaining “Relatable Recognition”
• 09:11 – The role of “Expertise”
• 10:23 – The importance of “Personal” storytelling
• 15:55 – The viral prompt’s breakdown
• 21:33 – How to showcase expertise & relatability with specifics
• 24:00 – Alternative, actionable prompts
• 26:45 – Raising the stakes for engagement
• 27:39 – Action steps and final encouragement

Summary Takeaway

Shannon’s REP Hook Formula—centered on Relatable Recognition, Expertise, and Personal touch—offers a clear roadmap for creating compelling social media hooks and prompts that drive engagement and sales. By using her detailed fill-in-the-blank examples and focusing on the specific language your target audience identifies with, you can transform your content from overlooked to impactful.

Recommended next step: Listen to this episode with a notepad, jot down Shannon’s prompts, and check her Instagram reel in the show notes for more real-world examples.