Good Content with Shannon McKinstrie
Episode: Was That an Ad? Even the Big Brands are Making it Personal
Release Date: May 27, 2025
In this engaging episode of Good Content with Shannon McKinstrie, host Shannon delves into the evolving landscape of social media content, focusing on the fine line between genuine personal engagement and subtle advertising. Titled "Was That an Ad? Even the Big Brands are Making it Personal," Shannon explores how both individual creators and major brands are adopting a more personalized approach to connect authentically with their audiences.
1. The Viral Content Dilemma
Shannon kicks off the episode by sharing her recent experience with a viral Instagram reel centered around a new social media trend involving six-syllable beats paired with catchy sayings (00:30). She highlights the dual nature of virality—while it amplifies reach, it also attracts negative attention from trolls and content stealers.
Quote:
"I was trying to think of a relatable one for people in my world... So I said, 'Don't steal people's content. Don't steal people's content,' and you do it four times" (02:15).
Shannon discusses how the trend's relatability contributes to its viral success but also makes it a target for content theft, emphasizing the importance of originality and personal spin in content creation.
2. Navigating Content Theft and Copyright Issues
A significant portion of the discussion centers on content theft within the social media sphere. Shannon expresses frustration over individuals who copy entire captions, hooks, or even proprietary methods without attribution.
Quote:
"If someone copies your content word for word... That's annoying. Cause it's like, oh, I, you could have given me credit. But it's not stolen... That's not what we're here to talk about today" (09:45).
She clarifies the difference between being inspired by content and outright copying, urging creators to add their unique perspectives or seek permission when drawing heavily from someone else's work. Shannon also provides practical advice on handling copyright infringements, including filing claims and seeking legal recourse when necessary.
3. The Shift Towards Personalization in Big Brands
Shannon shifts the focus to how major brands are embracing personalization to make their advertising feel more authentic and less intrusive. She introduces the R.E.P. Hook framework—Relatable, Expert, Personal—as a strategy that both individual creators and large companies are utilizing to enhance engagement.
Quote:
"The best marketing does not feel like marketing. You do not even know you're being sold to until you're handing your credit card" (27:30).
Using Oreo and Canada Dry as prime examples, Shannon illustrates how these brands incorporate personal language and relatable scenarios to create content that resonates with audiences on a human level.
Oreo Example:
"Upgrading my store bought cake with Oreo mini bars" (14:10).
This approach makes the content feel more like a friendly recommendation rather than a hard sell.
4. Expertise and Authority Through Personalization
Shannon emphasizes that personalization doesn't dilute a brand's authority; instead, it can strengthen perceived expertise. By sharing personal experiences and incorporating expert knowledge, creators can build trust and establish themselves as authorities in their niches.
Quote:
"If I say blah, blah, blah from a therapist, that makes me go, oh yeah, they're an expert, they're an authority. But if I say a therapist with anxiety, I'm like, okay, that's personal" (22:50).
This blend of personal narrative and professional insight allows audiences to connect on a deeper level while recognizing the creator's expertise.
5. The Creator Economy and Platform Expectations
Addressing the broader shift in the social media ecosystem, Shannon discusses how platforms like Instagram are encouraging creators to adopt more personalized branding. She shares her own experience with Instagram requesting the addition of the word "creator" to her profile, signaling a trend where platforms are blurring the lines between personal and corporate identities.
Quote:
"These platforms, we're creators now, whether you like it or not. So we need to be creating based on what a creator would create" (19:00).
This evolution necessitates that businesses and individuals alike adapt to a creator-centric approach, fostering more authentic and engaging content.
6. Upcoming Content and Community Engagement
Towards the end of the episode, Shannon previews future topics, including a deeper dive into the HERD framework—an extension of her content creation strategies. She emphasizes the importance of creating a safe and engaging community where followers feel comfortable interacting and sharing their stories.
Quote:
"We're on social media to feel seen, heard, and have a safe place... Your core values match mine. Your prices align with what I can afford" (30:15).
Shannon reiterates her commitment to helping listeners navigate the complexities of content creation, ensuring their strategies are both effective and authentic.
7. Final Thoughts and Encouragement
Shannon wraps up the episode by encouraging creators to observe and emulate the personalization strategies of big brands. She underscores that adopting a more personal approach doesn't mean compromising professionalism but rather enhancing relatability and trust with the audience.
Quote:
"If you start noticing, you will notice the biggest brands are doing this, so why aren't you? And you need to be too" (35:00).
Her optimistic outlook assures listeners that with the right strategies, they can elevate their social media presence and enjoy the content creation process once again.
Conclusion
This episode of Good Content serves as a comprehensive guide for creators and businesses aiming to navigate the delicate balance between personal engagement and effective marketing. Shannon McKinstrie provides actionable insights, real-world examples, and motivational advice to empower her audience to create content that is both authentic and impactful.
Stay tuned for next week's episode, where Shannon will explore the HERD framework in detail, providing further strategies to enhance your social media presence and foster a thriving online community.