Podcast Summary: Good Content with Shannon McKinstrie

Episode: "Your Next Powerful Piece of Content is Already on Your Phone"

Host: Shannon McKinstrie
Date: September 30, 2025

Episode Overview

In this energetic and practical solo episode, Shannon McKinstrie shares insights fresh from presenting at the Happy Adventures conference at Disney, focusing on how the most compelling content is likely already sitting on your phone's camera roll. Shannon breaks down actionable strategies for using everyday footage—especially B roll—to create social media content that resonates deeply with target audiences. She stresses the immense power of identifiers, calling out specifics that make followers feel seen, and offers tips drawn from her own work and real examples to level up your content game now.

Key Discussion Points & Insights

1. Your Next Great Content Piece is Already on Your Phone

Timestamps: 00:30–01:10

• Shannon reflects on her hotel room after speaking at a conference and gets straight to her central message:

  "Their next really powerful piece of content is probably already on their phone." (00:30)

• She describes observing countless powerful video moments at Disney in just 24 hours.

2. The Power and Simplicity of B Roll

Timestamps: 01:11–03:20

• Explains B roll as video clips where no one is directly speaking to the camera—background footage that adds context and atmosphere.
• Acknowledges that her own B roll often feels "boring" (herself working at a computer, etc.), but when paired with the right text or copy, it becomes the star of the reel:

  "The text is the star of the reel." (02:16)

• For visually stunning businesses (like travel or restaurants):

  "If that video is gorgeous, you guys don't even need any text on the video." (02:25)

3. Making Your Audience Feel Seen: Identifiers & Calling People Out

Timestamps: 03:21–08:00

• Calls out the importance of using words and phrases that make your audience feel personally addressed and understood.
• She shares real hook formulas:
  • “If you are a 2026 groom or getting married to one…” (04:10)
  • “If you want your bedroom to look fuzzy like mine…” (04:29)
  • “If you don’t want to be broke in your 30s…” (04:35)
• Shannon credits the viral nature of these hooks to their power in helping people identify themselves and feel part of a community:

  "Do you know how powerful that is that she gave her people an identifier, a place to be right away? They're like, I belong here. This is the person for me." (06:46)

• Recommends using ChatGPT to research and clarify what your audience calls themselves, using DMs, testimonials, and even competitors' language.

4. Concrete Examples: Niching Down Works

Timestamps: 08:01–11:30

• Shares the story of a travel agent who went viral with:

  "Welcome to the side of Instagram where we celebrate middle travelers." (06:12)

  • Sparked comments like: "Oh my gosh, I never knew there was a name for who I am." (06:33)
• Talks about working with a nutritionist client, Katie, who shifted from generic snack posts to "couch snacks," making content far more relatable:

  "Do you know how boring that is? ...So she and I work together... we came up with couch snacks, because how relatable is that?" (08:39)

5. The Importance of Community and Hyperlocal Content

Timestamps: 11:31–13:20

• Highlights how social media builds communities around brands and identities faster than other media.
• Hyperlocal content works:

  "I see content all the time from creators in Raleigh Durham area because the algorithm knows I attach myself to that area." (09:54)

• Brands with wide appeal still benefit from personality and a sense of community (example: Scrub Daddy).

6. Call Outs & Practical Scripts for Any Niche

Timestamps: 13:21–17:30

• Gives industry-specific hooks:
  • Travel agents: "2026 bride who wants relaxation but your husband wants adventure—here's where you're going." (13:59)
  • Yoga studios: Call out if your community is mostly beginners or hardcore yogis.
• Advocates for using language that highlights situations and frustrations, not just demographics:

  "When I say identifier... it means situations they find themselves in, frustrations they have, and calling those out." (15:18)

7. Action Steps & Wrap-Up

Timestamps: 17:31–End

• Encourages listeners to:
  • Document everything as B roll
  • Use those clips paired with audience-identifying hooks and relevant captions
  • Regularly review audience language via DMs, testimonials, and prompts from tools like ChatGPT
• Leaves listeners with motivating advice to "create amazing content that makes your people feel something and see you for who you are and how amazing you are." (End)

Notable Quotes & Moments

• “We are creating experiences. When we can see ourselves in those experiences… that’s when content works.” (01:58)
• “Once you know what to call your people and what words, phrases that they attach to, you're going to double, quadruple your views, your reach, your engagement, your followers, your sales—everything.” (07:48)
• “I love to help my clients do—you create a space where they are like, you have created part of my identity.” (10:56)
• “You can turn [silly videos] into really high performing reels by simply calling out your person so they feel seen and then giving them some sort of idea, suggestion, tip or feeling.” (05:14)
• “Social media does [this] quicker than anything… quicker than a billboard, quicker than a website, quicker than a commercial.” (11:10)

Key Takeaways

• Your camera roll already holds great, relatable content—especially B roll—for social media.
• The most powerful content calls out specifics about your audience’s identity or situation, helping them feel seen and like they belong.
• Use language from your community, DMs, testimonials, and prompts from tools like ChatGPT to refine these identifiers.
• Hyperlocal or personality-driven content can distinguish your brand—even if you “sell to everyone.”
• Don’t overcomplicate: pair mundane footage with audience-affirming text to supercharge performance.

Action Item:
Start scrolling your phone’s camera roll and experiment with pairing everyday video clips with copy that specifically calls out your ideal audience—name the feeling or situation only they understand. Watch your reach and engagement grow.