Podcast
Good Content with Shannon McKinstrie
Hosted by Shannon McKinstrie · EN
Open a bottle of pinot grigio or whip up an oat milk latte and relax with your host, Shannon McKinstrie, as she cuts through the obnoxious social media noise, answers all your burning questions, and shares exactly what’s working right now in real time. No more second-guessing, it’s time to level up your social media game the tried and true way…with good content.
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Episodes
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Static Images vs Carousels vs Reels: Which Instagram Content Type Actually Works Best?
Jun 17, 202500:16:16Summary readyToday, we’re diving into something that trips up so many entrepreneurs and content creators: understanding the strengths and differences between static images, carousels, and reels on Instagram. These formats have evolved so much over the years, and in this episode I’ll break down what makes each one unique, why you don’t need to choose just one, and how to play to your strengths and your audience’s preferences. We’ll talk about the shifts in content trends, like the rise of “me” and “I” centric copy, how big brands are nailing it with simple, story-driven posts, and how you can use your favorite hooks not only for reels, but also for carousels and captions. If you’ve ever struggled with your reach or felt overwhelmed by different content options, this episode is for you!In this episode we’ll be covering:Content formats explained: The key differences between static images, photo dumps, carousels, and reels.Importance of powerful hooks for increasing engagement and how hooks work for reels, carousels, and captions interchangeably.Mixing and matching content formats, testing and analyzing what resonates with your audience and what makes you happy.Shift toward authentic, personable, "me” centric messaging, spotlighting your experience or perspective.Links from this episode:Reel ExampleCarousel ExampleOther episodes you might have missed:Episode 033: Turn Your Content into Swipe-Worthy Carousel PostsEpisode 054: Is There Enough “You” In Your Content?Episode 058: Embrace the Content Creator MindsetEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 063: Was That an Ad? Even the Big Brands are Making it PersonalSend a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryHow to Start Using Trial Reels for Your Instagram Account
Jun 10, 202500:09:27Summary readyHave you ever felt puzzled by how trial reels actually work, or wondered what type of content actually pops off for non-followers? You’re not alone! I’ve been experimenting with trial reels since they first launched, testing out different hooks and content styles, and I’m here to share what’s really working. We’ll explore why storytelling and clear elevator pitch style intros just might be the secret sauce for trial reels, plus I’ll walk you through my step by step process so you can test, duplicate, and optimize your content with ease. There’s no magic one size fits all code, but I’ll break down exactly how to find the formula that works for you, and how to repeat it. In this episode we’ll be covering:Tips for using Instagram trial reels to test content before sharing with your main feed.How to duplicate reels for both trial reels and your public Instagram feed.The importance of clear, storytelling hooks that introduce your account and vibe.Prompts and ideas for trial reels, including POV introductions and personalized captions.Testing multiple reel variations and analyzing which ones actually gain traction.Other episodes you might have missed:Episode 060: Nail Your Short Form Videos with This Simple FormulaEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 063: Was That an Ad? Even the Big Brands are Making it PersonalEpisode 064: POV: They’re hitting follow… Immediately.Send a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryPOV: They’re Hitting Follow…Immediately
Jun 3, 202500:11:33Summary readyThis episode is coming to you straight from the beach and we’re diving into one of my favorite categories from my signature 4H Method. If you’ve ever felt overwhelmed by all the advice about content calendars, conversion posts, and complicated strategies, this is the episode for you. I’ll break down why making your audience feel heard is so important when it comes to creating your Instagram content, plus I’m sharing some of my most effective hooks and real viral examples that have actually converted viewers into followers. In this episode we’ll be covering:An overview of the 4H Method and the real reason I created it.Why “traditional” content pillars didn’t work for me and why they probably don’t work for you either.Focusing on creating content that evokes feeling and emotion, creating a safe space for your audience.Viral hooks and reels that actually work, converting viewers to followers immediately.Trading inspirational and motivational content for content that makes people feel like you actually see and understand them.Giving your audience and identity or a name that makes them feel like they actually belong.Links to reels in this episode:Reel: Middle TravelersReel: Florida RealtorReel: Summer CountdownReel: This VibeOther episodes you might have missed:Episode 043: We’re Getting Back to Basics and Loving Our ContentEpisode 049: Relatable Humor That Says “They Get Me!”Episode 054: Is There Enough “You” In Your Content?Episode 063: Was That an Ad? Even the Big Brands are Making it PersonalSend a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryWas That an Ad? Even the Big Brands are Making it Personal
May 27, 202500:12:09Summary readyThis summer is going to be amazing for your content and we are going to kick it off by exploring how today’s biggest brands (think Oreo, Taco Bell, and DSW) are embracing a more personal, relatable approach in their content marketing. We’ll walk through some big brand reels breaking down how they fit into the REP hook, discussing why the best marketing doesn’t feel like marketing, and how being human and relatable always wins, even in a world driven by trends and algorithms. In this episode we’ll be covering:Viral reels, trolls, and using the latest content trends for inspiration, not copyright infringement.The importance of adding your personal spin to trends and hooks on social media.The content shifts toward personalization and examples of how the big brands are adapting.The power of using the REP hook and moving beyond boring how to content.Links to reels in this episode:Reel: “Don’t Steal People’s Content”Other episodes you might have missed:Episode 058: Embrace the Content Creator MindsetEpisode 059: Are You Talking About What You Love?Episode 060: Nail Your Short Form Videos with This Simple FormulaEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelEpisode 062: Why You Don’t Need Fancy Content to Stand OutSend a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryWhy You Don’t Need Fancy Content to Stand Out
May 20, 202500:13:52Summary readyToday’s episode is a bit extra special, because I’m recording from our very own beach house at the Outer Banks! I’m sharing the wild, emotional journey of how I was able to buy the lot next to my grandmother’s original cottage and how content creation made it all possible.We’ll also talk about why the best content these days looks and feels like it’s coming from a real person, and I’ll break down strategies for simple, relatable posts that make you the friend people want to follow, no matter your business size or follower count. Plus, I’ll highlight real examples as inspiration so you can create easy, authentic content that fits right into your life.In this episode we’ll be covering:The power of posting authentic, relatable content rooted in real life.A huge follower count does not necessarily equate success.Instagram’s new Blend feature and creative ways to use it for marketing insights.Why posting like a person, not a brand, connects and resonates better with audiences.Creating low-stress, effective content by simply documenting moments from your daily life.Links to reels in this episode:Reel #1: Two player board gamesReel #2: Person with this initial owes you a beer…Reel #3: Solution to my problemsReel #4: Color mixing stationOther episodes you might have missed:Episode 058: Embrace the Content Creator MindsetEpisode 059: Are You Talking About What You Love?Episode 060: Nail Your Short Form Videos with This Simple FormulaEpisode 061: Use The Relatable Expert Hook to Create Your Next Helpful ReelSend a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryUse The Relatable Expert Hook to Create Your Next Helpful Reel
May 13, 202500:13:28Summary readyWhen you create content you’re passionate about, your audience feels it, and that authenticity leads to better engagement and faster growth for your brand. Today, we’re talking about my tried and true R.E.P. hook formula: Relatable, Expertise, and Personal. We’ll discuss how to infuse these elements into your reels, using relatable words, recognizable brands or phrases, and personal storytelling to create effortless, trust-building content. I also share tips on structuring your hooks on screen, demoing in your videos for maximum impact, and using your own expertise without overthinking it.In this episode we’ll be covering:What it really means for your Instagram content to go viral.How to craft your on screen hooks using the R.E.P. formula: Relatable, Expertise, and Personal.Overcoming content creation overwhelm by focusing on what truly excites you.Real-life example from a client who had a reel go viral using this exact formula.Tips for integrating personal stories and professional expertise to build trust and relatability.Examples of effective hooks for different industries like nutrition, fitness, and design.Links to reels in this episode:The REP ReelOther episodes you might have missed:Episode 051: Start Talking About Yourself in Your ContentEpisode 054: Is There Enough “You” In Your Content?Episode 059: Are You Talking About What You Love?Episode 060: Nail Your Short Form Videos with This Simple FormulaSend a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryNail Your Short Form Videos with This Simple Formula
May 6, 202500:16:48Summary readyLet’s break down exactly how to nail your short form videos without feeling overwhelmed, whether you’re creating Reels, YouTube Shorts, or TikTok videos. In this episode, I’m sharing real examples of reels that have exploded with engagement and how the three S’s apply every single time.. We’ll discuss why certain words work so well to make your videos relatable and actionable and the importance of specificity in your hooks to truly connect with your audience and increase shares. We even cover how to benchmark what viral really means for you, average engagement rates, and leveraging trends that make your content instantly relatable.In this episode we’ll be covering:Quickly creating reels that focus on simplicity, specificity, and shareability - the three S'sWhat going viral could look like for your account and typical engagement rates you can expect..Importance of using relatable and specific hooks to increase engagement.Why showing the desired end result first in short form video grabs attention quicklyUsing intentional word choices to create easy, actionable contentLeveraging specificity in video hooks such as locations, occasions, and brands.Links to reels in this episode:Reel #1: Design and Delights Stamp vs WallpaperReel #2: All Inclusive ResortReel #3: Mental Load Kids Clothing SwapReel #4: Jaws TrendOther episodes you might have missed:Episode 005: Create Shareable Content to Increase Your Reach with the 3 S’sEpisode 021: Getting Your Audience to Care About Your ContentEpisode 042: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 055: We Love B-Roll Because Simple, Shareable Content Never Goes Out of StyleSend a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryAre You Talking About What You Love?
Apr 29, 202500:09:54Summary readyLet’s talk about self-awareness in marketing and why truly loving your topic is your secret sauce for both content creation and business growth. I have a question for you today: what’s that one thing you could jump on national TV and feel confident sharing? Because when you tap into that area of expertise, your excitement lights up your audience, and your content becomes magnetic. We’ll walk through real examples where you can sense the creator’s passion, and discuss how borrowing popular words, phrases, or brands can help make your content relatable and attention-grabbing. If your social content feels bland or forced, this episode is your permission slip to reset, pivot, or even rebrand if what you’re talking about no longer excites you. In this episode we’ll be covering:Self awareness in digital marketing and creating content you genuinely love.Discovering the one topic you can passionately talk about, even on national TV.Going beyond simple tips and creating genuine connection that your audience can feel.Using popular phrases, brands, and hooks to make your content more relatable.The importance of being the go-to expert in your unique area of expertise.Ways to make content relevant to current events and seasons for increased engagement.Links to reels in this episode:Reel: Build Your Grown Woman WardrobeReel: Color Combos that Look Expensive in SummerReel: McDonald's Migraine HackReel: Never Order an Uber to the AirportOther episodes you might have missed:Episode 021: Getting Your Audience to Care About Your ContentEpisode 027: Let Your True Personality ShineEpisode 037: Personalization is the Key to Your 2025 Content StrategyEpisode 054: Is There Enough “You” In Your Content?Episode 058: Embrace the Content Creator MindsetSend a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryEmbrace the Content Creator Mindset
Apr 22, 202500:08:28Summary readySometimes it’s the most simple yet powerful tweaks that can take your content from just okay to truly engaging, and in a recent Reels Lab coaching call, we did just that. You may not realize just how much of a difference one or two small changes can make, whether it’s adding a descriptive word or slightly tweaking your messaging, to make your content feel more relatable. I’m sharing examples from various industries like travel, real estate, and home decor, and showing you exactly how these creators have crafted content that instantly captures your attention and builds a sense of belonging. We’ll talk about the importance of personal branding, yes, even if you’re a business, and why treating your business account like a personal account is key to building real community online.In this episode we’ll be covering:How small tweaks in your reels text or hooks can boost engagement and relatability.Creating content based on feelings, like nostalgia, helpfulness, or a sense of belonging.Using hyper specific, identifying words and personal brand storytelling in your content.Treat your business account like a personal account for genuine connection and community.Using Instagram stories and behind the scenes content to build stronger relationships.Links to reels in this episode:Reel: THE Wine Stopper on AmazonReel: No Passport NeededReel: Probably Needed a Hug…Reel: DIY’s that make your home look more expensiveOther episodes you might have missed:Episode 007: Relatability in Everyday Content with Instagram Stories and ReelsEpisode 027: Let Your True Personality ShineEpisode 040: Build More Connections with Everyday MomentsEpisode 049: Relatable Humor That Says “They Get Me!”Episode 054: Is There Enough “You” In Your Content?Send a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
SummaryRepurpose Your Content for More Impact with Less Effort
Apr 15, 202500:12:52Summary readyDo you want to save hours of your time when it comes to creating content on social media? I know you do! That’s why we are going all in on how to repurpose your content with ease across various platforms. We’ll discuss the difference between reposting and repurposing, why repurposing is the way to go, and how content performs differently across platforms like LinkedIn, TikTok, and Instagram. We’ll also look at what typical engagement rates are, and review real examples as I walk you through how I would repurpose those posts if they were my own.In this episode we’ll be covering:Why everyone should be repurposing content for social media marketing. The difference between repurposing and simply reposting.Strategies for tailoring content to different platforms like LinkedIn and TikTok.Converting your content into multiple formats, from reels to newsletters, with minimal effort.Real examples of how I would repurpose viral content for various industries.Links in this episode:Loyalty Programs CarouselNo Frills Diner ReelBest Design Decisions ReelFurniture IndustryContent I’ve Repurposed:First Three Instagram Stories CarouselFirst Three Instagram Stories ReelOther episodes you might have missed:Episode 010: Turning Testimonials into Engaging Content for More SalesEpisode 033: Turn Your Content into Swipe-Worthy Carousel PostsEpisode 053: Use Customer Insights to Create Reels That Attract and ConvertSend a message!Sign up for Reels Lab Join the Social Squad Society Love this conversation? Tap the follow button so you never miss an episode. Connect with me over on Instagram!
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