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:
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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]
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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]
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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]
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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]
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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.