Podcast Summary: Good Content with Shannon McKinstrie

Episode: We All Love Familiarity, Here's How to Create that Familiar Feeling in Your Content
Host: Shannon McKinstrie
Release Date: January 20, 2026

Episode Overview

Shannon McKinstrie dives into the power of familiarity in content creation and social media. She illustrates how creating that "familiar" feeling in your content leads to higher engagement, increased trust, and a devoted audience. Shannon uses personal stories, real-time examples, and practical advice to show listeners how to leverage the psychology of familiarity for business growth.

Key Discussion Points and Insights

1. The Psychology of Familiarity

• Why Familiarity Matters:

  • We naturally gravitate toward environments, people, and content that feel familiar, safe, and non-judgmental.
  • Shannon recalls reconnecting with a long-term friend and how the safety and warmth of that relationship mirrors feelings audiences crave in online content.

    "It's that feeling of safety, it's that feeling of belonging... those are the feelings your content has to put out into the world." (01:40)

• Relating to Social Media:

  • Familiarity in content creates a sense of community and belonging, essential for audience trust and engagement.
  • Referencing routines and simple joys from the past (like early Instagram days) evokes nostalgia that connects emotionally with users.

2. Case Study: The 2016 Instagram Trend & Inside Edition

• Shannon's Viral Moment:

  • Shannon participated in the trending “2016 Instagram” challenge and almost skipped posting.
  • That post led to Inside Edition reaching out for an interview—a direct link between being relatable/in-the-moment and exposure opportunities.

    "If I hadn't posted that, they might have been like, well, this girl isn't even talking about it. So post your content." (08:30)

• Nostalgia as Familiarity:

  • Revisiting 2016 content reminded Shannon (and many others) of simpler, more carefree social media sharing, reinforcing why people seek out what’s familiar online.

3. Making Content Feel Familiar: Practical Strategies

• Use Identifiers and Locations:

  • Add specifics to your content that your audience relates to—locations, brands, life stages (e.g., “Trader Joe’s haul” or “mom of toddlers in Cary, NC”).

    "If you say millennial, type B, girl mom, North Carolina, whatever it is… those words I'm going to attach to." (17:40)

• Show Scenarios Your Audience Knows:

  • Frame content using scenarios your audience faces (e.g., intimidation at the gym, the comfort of a favorite local spot).
  • Shannon shares her own gym intimidation and how seeing her future Pilates studio’s staff and space online made joining feel natural.

• Introduce Your Team and Environment:

  • Especially for brick-and-mortar businesses, introduce staff and give behind-the-scenes glimpses to make visitors feel they already belong.
  • Viral examples include funny dentist office skits or in-office interviews with relatable generational jokes.

    "There's a dentist that goes crazy viral all the time... it's with the dentist and it's with the front desk staff so you feel familiar. It changes everything." (23:10)

• Anchor Content in Trends and Shared Experiences:

  • Use popular culture hooks (TV shows, brands, trends) or shared routines (taco night, summer plans) to boost instant rapport.

4. Specific Content Hooks & Templates

• Add Familiar Touchpoints:

  • "[My] five favorite grab-and-go protein snacks as a dietitian—Target Edition." (13:30)
  • "Best neighborhoods for families in [local city]."

• POV and Relatable Scenarios:

  • "POV: You want to get fit, but gyms intimidate you, so you join a cozy Pilates studio."
  • For recipes, use: "POV: You’re craving something savory but don’t feel like cooking..."

• Use Nostalgic/Shared Templates:

  • "I'm not saying we should [do X], but I'm not not saying it either..."

    "For example: 'I'm not saying we should skip work and go antiquing all day, but I'm not not saying that.'" (38:00)

• Memorable Moment:

  • Viral reels with daydream captions ("Today might be boring, but at least you're one day closer to UV, clear water, salty hair, zero deadlines…") transport viewers to a scenario they long for. (36:10)

5. The Result: Belonging, Loyalty, and Engagement

• Audiences are more likely to engage, comment, share, and become loyal when they see themselves in your content.
• Familiarity leads to trust and dedicated followership:

  "When you're familiar with something and feel seen and like you belong, you're going to be devoted and a loyal fan and follower of that brand." (31:00)

Notable Quotes & Memorable Moments

| Timestamp | Quote | Speaker | |-----------|--------|---------| | 01:40 | "It's that feeling of safety, it's that feeling of belonging... those are the feelings your content has to put out into the world." | Shannon McKinstrie | | 08:30 | "If I hadn't posted that, they might have been like, well, this girl isn't even talking about it. So post your content." | Shannon McKinstrie | | 13:30 | "If you say millennial, type B, girl mom, North Carolina, whatever it is… those words I'm going to attach to." | Shannon McKinstrie | | 23:10 | "There's a dentist that goes crazy viral all the time... it's with the dentist and it's with the front desk staff so you feel familiar. It changes everything." | Shannon McKinstrie | | 31:00 | "When you're familiar with something and feel seen and like you belong, you're going to be devoted and a loyal fan and follower of that brand." | Shannon McKinstrie | | 38:00 | "I'm not saying we should skip work and go antiquing all day, but I'm not not saying that." | Shannon McKinstrie |

Section Timestamps

• Intro & Theme Setup – 00:00-04:00
• 2016 Nostalgia & Inside Edition Story – 04:00-12:00
• Familiarity in Content: Why & How – 12:00-22:00
• Examples & Identifiers – 22:00-32:00
• Hook Templates and Trends – 32:00-39:00
• Final Thoughts & Wrap – 39:00-End

Actionable Takeaways

• Make your audience feel at home—use familiar references, locations, situations, and identities.
• When possible, showcase real people and real moments from your story, team, or environment.
• Use trends, nostalgia, and pop culture as “hooks” to pull your audience in, while grounding your content in shared experiences.
• Not every post must use familiarity, but adding these layers consistently will grow loyalty and engagement.

Shannon leaves listeners with confidence:

"You have got this. Love you, friend. Talk to you next week." (End)