We All Start at Zero: Embrace Storytelling to Connect with Your Community - Good Content with Shannon McKinstrie

Summary

Podcast Summary: "We All Start at Zero: Embrace Storytelling to Connect with Your Community"

Podcast Information:

Title: Good Content with Shannon McKinstry
Host: Shannon McKinstry
Episode Title: We All Start at Zero: Embrace Storytelling to Connect with Your Community
Release Date: October 22, 2024
Description: Shannon McKinstry helps listeners cut through social media noise by answering burning questions and sharing effective, real-time strategies to elevate their social media presence through "good content."

Introduction to Storytelling and Its Importance [00:00 - 03:00]

Shannon McKinstry kicks off the episode shortly after attending the ERAS tour in Miami for Taylor Swift's "Era Tour." While sharing her personal experience at the concert, Shannon segues into the main topic: storytelling on social media.

"Instagram has been a storytelling app. It always will be. That is one thing that will never change." [02:15]

She emphasizes that storytelling is a timeless tool for connection, drawing inspiration from Taylor Swift's mastery of engaging her audience through authentic narratives.

Taylor Swift as a Marketing Genius [03:00 - 07:30]

Shannon discusses Taylor Swift's evolution from a Gen Z icon to someone who resonates with a broader audience, including elder millennials like herself. She highlights how Taylor's ability to relate to her fans has been pivotal in building a massive, loyal community.

"Taylor Swift is a master storyteller. I don't want that to intimidate you. You can be a storyteller too." [05:45]

Shannon underscores that Taylor's success isn't just about her music but also about how she leverages social media to provide behind-the-scenes glimpses into her life, thereby fostering a deep connection with her fans.

Building a Community from Zero Followers [07:30 - 15:00]

Drawing from her own journey, Shannon shares how she started her social media presence with zero followers, focusing initially on gaining a few clients rather than a large audience. This organic growth was driven by authentic storytelling and taking her audience along on her professional journey.

"I wasn't trying to get a big following on social media when I started my business. I was just trying to get a few clients." [09:20]

She recounts early days of sharing mundane aspects of her work, such as using an old Dell laptop in Washington, D.C., and how these genuine snapshots attracted and engaged her audience.

The Essence of Good Content [15:00 - 22:45]

Shannon defines good content as content that resonates, makes people feel connected, seen, and heard. She cautions against overcomplicating content creation and encourages simplicity and authenticity.

"Good content is content that resonates. It makes people feel connected, makes them feel seen, heard. It's that simple." [11:50]

She advises that consistent sharing of daily activities, thoughts, and behind-the-scenes moments helps build a strong community. Even simple posts, like a picture of her coffee with a caption about her day's work, can foster engagement.

Practical Storytelling Tips and Homework [22:45 - 35:30]

Shannon provides actionable advice on how listeners can incorporate storytelling into their social media strategies:

Share Your Personal Stories: Encourage listeners to think of a story they love to tell—whether humorous or heartfelt—and practice sharing it on camera.

"I want you to talk to the camera and tell it. I don't care if it's a 10-minute long video, you might never share this. I want you to get it out and I want you to watch that video back and see how you sound." [19:30]
Be Unapologetically Yourself: Emulate Taylor Swift's authenticity. Embracing one's quirks and being genuine can significantly enhance audience connection.

"She's unapologetically herself. She's quirky... And that's another reason people love her." [21:10]
Front Load Your Stories: Ensure the first few stories in your Instagram feed capture attention and achieve your content goals for the day.

"Front load your Instagram stories. We do tend to fall off after three. It's okay, it's normal. But you want to make sure those first two to three stories really hit on something that you're either trying to accomplish in your business or connecting with them every day." [07:15]
Document Your Business Journey: Share interesting or cool happenings in your business to keep your audience engaged and invested in your journey.

"Share just something interesting or cool that's happened in your business. Whether it's an event. You just did a cool order you sent out, right? Package this order with me. Package this $100 order with me." [28:40]
Use Polls and Interactive Features: Engage your audience by asking questions and involving them in your content decisions.

"Use polls to ask what they want to learn about. Ask them how just their day is going." [33:20]

Embracing Vulnerability and Authenticity [35:30 - 45:00]

Shannon shares a personal anecdote about her husband's experience running a 10-miler, using it as an analogy for sustainable business growth.

"It is not a sprint. You need to slow down." [29:10]

This story illustrates the importance of pacing oneself in content creation and business development, highlighting that longevity and authenticity are key to building a lasting community.

Connecting Through Behind-the-Scenes Content [45:00 - 55:00]

Shannon emphasizes the power of behind-the-scenes content in making the audience feel part of the creator's world. By sharing mundane and significant aspects of her life, she makes her community feel seen and valued.

"She makes her community feel seen, like her fans, her people feel seen like nothing I've ever seen in my frickin life." [14:50]

She encourages listeners to document their daily activities, business operations, and personal moments to foster a deeper connection with their audience.

Conclusion and Upcoming Topics [55:00 - End]

Wrapping up the episode, Shannon reiterates the core message: Simplify your approach to content creation by embracing storytelling and authenticity. She reminds listeners that everyone starts with zero followers and that the key to growth lies in inviting people into your world through genuine content.

"We all start at zero and we work our way up. And the ones that are killing it are the ones inviting people into their world and creating really good content. That's it." [52:30]

She hints at the next episode's focus on carousel posts, encouraging listeners to apply the storytelling techniques discussed and prepare for more advanced content strategies.

"When I'm doing a podcast, I'm like, hey, guys, what do you want me to talk about next week? And I do a poll, and from that poll, that's where I decide what I'm going to do. And it's funny because everyone voted on carousel posts and I promise that's coming next week." [37:45]

Key Takeaways

Storytelling is Essential: Utilize personal narratives to connect with your audience on a deeper level.
Authenticity Over Perfection: Be yourself and embrace your quirks to foster genuine connections.
Consistent Behind-the-Scenes Sharing: Provide your audience with insights into your daily life and business operations.
Engage with Interactive Content: Use polls and questions to involve your community in your content creation process.
Start from Zero: Everyone begins with no followers. Focus on building your community organically through good content.

Notable Quotes

"Good content is content that resonates. It makes people feel connected, makes them feel seen, heard. It's that simple." [11:50]
"Taylor Swift is a master storyteller. I don't want that to intimidate you. You can be a storyteller too." [05:45]
"We all start at zero and we work our way up. And the ones that are killing it are the ones inviting people into their world and creating really good content. That's it." [52:30]

Final Thoughts:

In this episode of "Good Content with Shannon McKinstry," Shannon delivers a compelling argument for the power of storytelling in building and nurturing a social media community. By drawing parallels with Taylor Swift's successful engagement strategies and sharing her personal experiences, Shannon provides listeners with practical, actionable advice to enhance their own content creation efforts. The emphasis on authenticity, consistency, and genuine connection serves as a valuable blueprint for anyone looking to elevate their social media presence and foster a loyal, engaged audience.

Transcript

Shannon McKinstry (0:00)

Foreign. I am your host, Shannon McKinstry. Welcome to Good Content, the podcast where I remove the never ending content creation, guesswork and overwhelm so that you can actually enjoy being on social media again and growing your business with what has always worked. Good Content. Hello. Welcome to another episode of Good Content. I'm gonna keep this one short and sweet. Today I'm fresh off a plane, basically from the ERAS tour in Miami. We were there for night two of Taylor Swift. If you're not a Taylor Swift fan, don't worry, this whole podcast is not gonna be about that. Although I will tell you to study her because she is actually a marketing genius, which I appreciate. But what we're gonna talk about today is storytelling. Because I've said it before in this podcast and I'll say it again right, Instagram has been a storytelling app. It always will be. That is one thing that will never change. And in case you didn't know, again, I'm an elder millennial. I was not raised on Taylor Swift. I was raised on no doubt 3:11. Jay Z. Right. So I didn't really become a Taylor Swift fan until my daughter became a hardcore Swiftie. But I also knew Taylor Swift. I've known her so long because my sister, who is Gen Z, did grow up with Taylor Swift and has been to many of her shows, et cetera. And you know, I was like, oh, it's my sister's favorite singer, you know, for years. And then as Taylor Swift got older and I could actually relate more to her songs, I was like, okay, now I actually really like Taylor Swift. Like, dang, she's so talented, right? So that was my journey with her. I couldn't wait to go to the era. So where we went, it was absolutely incredible. I'm not going to make this all about it, but I just, it's going to be my personality for the remainder of the year for sure. It was amazing. And from someone who is obsessed with marketing, watching it all unfold was really fascinating too. The only thing I really want to focus on is because I know this from my sister. When Taylor Swift first started out, social media was how she connected with her fans. And she took them through everything. And it's what I say all the time on this podcast. With social media, you are creating an experience. So if you are creating good content, right? Good content is content that resonates. It makes people feel connected, makes them feel seen, heard. It's that simple. We all overcomplicate it. It is literally, that's it. If they feel seen and they can connect to you and attach you. And they almost identify with your community. Sales engagement through the roof. Taylor Swiss Community. Never seen anything like it. Even when I was, like, going to the bathroom, everyone working in the stadium was dancing, trading bracelets, people working. She brings people together like no other. And it all started a lot of it, you know, obviously playing songs, Right? Obviously. And making records. But she would connect with her fans on social media. She took them behind the scenes. She let them see what her life is like, what her core values are, everything about her. And that's what you need to be doing if you are not showing up on stories every day, at least saying something, part of your mission, taking them behind the scenes. I always say, you know, front load your Instagram stories. We do tend to fall off after three. It's okay, it's normal. But you want to make sure those first two to three stories really hit on something that you're either trying to accomplish in your business or connecting with them every day. First thing I always share is like, hey, guys, here's what I'm up to today. Here's what happened yesterday. Blah, blah, blah. I share. I take y'all behind the scenes of my life. And if it's a busy morning where I'm like, I'm crazy busy. I'll just take a picture of my coffee and my computer and say, here's what I'm working on today. What's in your cup today? How are you guys feeling? And it's not cause I'm trying to get engaged. It's because I actually give a darn about my community. I started with zero followers too, just like all of us do. And the way that I built my community was by accident. I wasn't trying to get a big following on social media when I started my business. I was just trying to get a few clients. And I use social media the way that people. It was meant to be used just to take people through the journey. So I took people on my journey of being a social media manager with a handful of clients in Washington, D.C. taking my daughter to Starbucks so I could work from this old dusty laptop that was my husband's old Dell computer from, like a government job. And I would take them through, and I'd be like, writing captions for my clients, and people would be like, wait, what are you doing? I'd be like, sending out a hashtag vault. They'd be like, what are you doing? I want one of those. Here's 50 bucks. That was in the very, very beginning. And it's kind of fun to look back on in my stories archive and I see how far I've come. That is where it started. Okay. I did this without a strategy. I just used social media for what it was intended to connect. Okay. So the big word today is storytelling. And connect stories, connect us all. Remember, we remember stories 20 times more than statements, figures, et cetera, et cetera. Right. Obviously, we know Taylor Swift is a master storyteller. I don't want that to intimidate you. You can be a storyteller too. So one thing I want you to do for homework today, I would think of a story that you love to tell at a dinner party or. Or that you love to tell. Like, I don't know, maybe on a podcast interview you're on, like something that you. A story you love to tell people. It's either funny or like really heart wrenching, whatever it is. And I want you to talk to the camera and tell it. Okay? I don't care if it's a 10 minute long video, you might never share this. I want you to get it out and I want you to watch that video back and see how you sound. Because here's another thing about Taylor Swift that we can learn from her. She's unapologetically herself. She's quirky, she's a millennial. She knows she's cringy sometimes. Like, right? And I love that about her because, you know, someone will be like, oh, gosh, when she does that one move, it's so cringey. I'm like, that's a millennial move. Like, that's what we do. But she embraces who she is and that's fantastic. And that's another reason people love her. Okay? Right. So let me just real quick to break it down. And this is what I would tell anyone. Marketing a business who make money on social media and grow their following, grow their community, core values, storytelling. Taking people behind the scenes. That's it. And when it comes to selling, obviously she's a master, right? Lots of those Easter eggs, quote unquote surprises. When I'm doing a podcast, I'm like, hey, guys, what do you want me to talk about next week? And I do a poll, and from that poll, that's where I decide what I'm going to do. And it's funny because everyone voted on carousel posts and I promise that's coming next week, but I just felt like I had to get this off because this is really important to talk about. Okay. Because again, we overcomplicate this all Taylor Swift did in the beginning and build this loyal fan base who is still obsessed with her was tell stories and take them behind the scenes and use her content, right? To show her in the studio with her cats in the mall, playing whatever with her brother with her mom and dad. Like, do you guys see how it's documenting and it's storytelling and it's not overthinking it? So another thing she said that I thought was so fascinating while she spoke about her albums Folklore and Evermore, right before it, she said, you know, during, during the pandemic, I wrote these albums, like started them like two days into the pandemic. And she said during that time I was terrified I wouldn't see you all again. And right before that, she, you know, had the crowd go, hey, who's seen me before in concert? And half the stadium was like, yay. She's like, who's first time? And the other half, we were like, yay. That was me, right? She was like, wow. She goes, you know what's crazy? She was like, whether you've been here, you know, you see me a dozen times, or is your first time, like, I feel like you guys have all been here all along. Everything she said, guys, you felt like you were part of her world. I was like, oh, Taylor and I are besties, okay? She's never met me, but like, she knows me. She makes her community feel seen, like her fans, her people feel seen like nothing I've ever seen in my frickin life. And again, I truly believe it all started in the roots of her very early days in social media. Being humble and playing in front of a fan base of five people at a malt, right? You guys have got to stop over complicating this, okay? So I want you to think about that for a second. Number one, bring your community along with you. Use stories to do that. When I talk about happenings, my content category happenings, which I would encourage you to try to do at least once a week, is sharing just something interesting or cool that's happened in your business. Whether it's an event. You just did a cool order you sent out, right? Package this order with me. Package this $100 order with me. Sending off to a family in Little Rock, Arkansas. Take us on the journey, okay? So bring your community together. Document your days, what you're doing, and then again, when it comes to your content, focus on that herd happenings. Humor, helpful, right? And all of those you can build stories into. So remember when I said do that exercise of Sharing a story. What I want you to do now, after you record that story, take a day or so if you need to think about how it applies to your business and how you can segue it. This is something I'm obsessed with doing with my clients. Okay. For instance, my husband years ago passed out at the finish line before the finish line at a 10 miler. Okay. It's all because he took off and tried to run with my stepdad, who is like a professional runner, and he exhausted himself. I love telling that story because it was obviously scary, but it's one of our favorite stories and it's one of Ryan's favorite stories. It's hilarious. Okay, let's be real. It's hilarious. He was. Okay. I used that story a few years ago to tell the story of how business owners feel trying to keep up with full time content creators. It is not a sprint. You need to slow down. Okay? So when it comes to storytelling, I think people find it intimidating. That was storytelling. I was like, oh, my gosh. This one time, my husband, da, da, da. What can you learn from that as a business owner? And then you segue it into. And I want you to talk to the camera this week. I know carousel posts. Everyone's talking about him. We're then going to what we're going to do next week. I'm going to help you turn that into a carousel and we're going to start there with next week's podcast. Okay? So this week I want you to get it out on camera, tell a story, embrace your inner Taylor Swift, your inner Jay Z, whatever it is. Every artist tells stories. Okay? But again, what you need to know is take people behind the scenes and stories, share what's going on. Document it is how you build a community. And again, this should come natural to you once you get going on it. People are so interested in just the most random stuff you're doing and how you've gotten here and just make your people feel part of it. Right? So again, what Taylor does so well, it feels like we've all been there all along. It was not about her once during the show. It was all about her fans and her people. So in stories, what can you do? Use polls to ask what they want to learn about. Ask them how just their day is going. You guys, social media obviously has become this huge deal. We didn't overcomplicate it 10 years ago. Actually, we probably started over complicating it then. I want you to think about everything I just said and use today to document your Days and stories. Connect with your people and think of a story you can tell to the camera. Record it, sit on it for a while. If you need to figure out a way to segue it, rerecord it with that same energy. I want you to bring the same energy. Be you a thousand percent. You do not be anyone else and use that story to serve people and to help people and connect with people. Just being at the ERAS tour, I mean, I've never had more story views, more dms. I ran to Savannah Guthrie at the airport yesterday, freaked out, fangirled so hard everyone was freaking out. I take people behind the scenes. I'm not just a social media marketer. Okay, cool. I know a lot about marketing and I can help people go viral and build their businesses, blah, blah, blah. Awesome. I care that my people know me and they know who I am and they know what I love and what my core values are. So again, use your content and your stories this week until next week we talk again. Get to know your people, build that community, make them feel seen. And from that you need to do some market research and understand what's going to make them feel seen. But you're already doing that if you've been listening to this podcast. Anyway, this was just a kind of a rant. I'm not going to go much further than this. I want to keep it short and sweet, but the next time you're over complicating it and being like, what do I post? What do I say? Well, anyone care? Think about little Taylor Swift, little Sabrina Carpenter, little. I'm trying to think of other, like, artists that were around in the early days of social media, right? Like, who use social media to get where they are today. Like, I think we've forgotten that we all start at zero followers. That's it. We all start at zero and we work our way up. And the ones that are killing it are the ones inviting people into their world and creating really good content. That's it. So be sure to listen to other podcasts if you're new here. There are so many that I give you hooks that have literally, I get DMS from listeners all the time going, oh my gosh, I use that hook and I went viral and it's the good kind of viral. So I just wanted to kind of have a come to Jesus talk, if you will, with you guys today. Stop over complicating it, tell a story, practice being on camera, and we'll talk carousels next week. I love you.