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.
98episodes
Episodes
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The Reel That Had Me Clicking Buy Immediately
Apr 8, 202500:11:29Summary readyDid you know only 3% of your audience is ready to buy right now? That’s an interesting number, isn’t it? Typically, someone needs to see your content 77 times before they are ready to buy, but there are occasions where someone is ready to buy instantly, just like I was this weekend. This reel stopped my scroll and had me hooked immediately. I was ready to buy without hesitation, and I’m breaking down exactly why this particular reel was so effective, so you can recreate your own. In this episode we’ll be covering:Social Media Marketing World recap, I am so honored to have been a speaker this year!The fascinating stats I learned during Brenna McGowan’s session on Anticipation Marketing.Consistency in your content marketing strategy, building trust and awareness through repeated exposure. Not relying on a single platform to market your business, instead diversifying your content and creating multiple touchpoints for your audience to connect with you.The formula I want you to try this week to create your own reel that makes people want to buy instantly.Plus, a sneak peek of what we’ll discuss on next week’s episode!Links to reels in this episode:Reel: POV You…Other episodes you might have missed:Episode 023: Create Content That Pops by Knowing Why People Want to BuyEpisode 032: We All Start at Zero: Embrace Storytelling to Connect with Your CommunityEpisode 035: Turning Inspiration into Unique and Original ContentEpisode 042: Your Simple B-Roll Can Become Easy Reels That Actually ConvertEpisode 050: Stories Work! Here’s how to make them work for YOUSend 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!
SummaryWe Love B-Roll Because Simple, Shareable Content Never Goes Out of Style
Apr 1, 202500:12:41Summary readyYou have probably heard that b-roll is boring and that’s why your content isn’t performing well. That’s simply not true. B-roll has been around forever, it’s not new, social media didn’t invent it, it’s always been there. In fact, “boring b-roll” isn’t the problem, pair it with a good trending audio and quality copy and it works. Remember, it's not about the fancy shots and edits, but the story your content tells, making people feel seen and heard.In this episode we'll be covering:Step by step instructions on how to find the perfect trending audio on Instagram to pair with your b-roll video clips, including what key indicators I look for when picking out a sound.A quick peek at what my journey into social media marketing looked like, all the way back to high school when I always had a camera in my hand.Always quality over quantity, you don't need to post daily. Instead, focus on creating quality content that resonates with your audience.B-roll is far from dead! It's a timeless tool that can add depth and context to your stories. Pair it with trending audio and captivating text, and your b-roll will be anything but boring.Keeping your marketing strategies timeless with content that's simple and specific, yet shareable. Make them feel heard, introduce humor, or share helpful tips to build genuine connections.Links to reels in this episode:Reel: “I Googled my symptoms and it turns out ___” Reel: “I wish more people knew ___”Reel: “Did you know ___”Other episodes you might have missed:Episode 005: Create Shareable Content to Increase Your Reach with the 3 S’sEpisode 026: Start a Signature Series That People Keep Coming Back ForEpisode 029: Tailoring Successful Reel Techniques to Your NicheEpisode 040: Build More Connections with Everyday MomentsEpisode 042: Your Simple B-Roll Can Become Easy Reels That Actually 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!
SummaryIs There Enough “You” In Your Content?
Mar 25, 202500:13:18Summary readyCan you remember why we all hopped on social media in the first place? I think we've strayed a bit too far with all the perfectly curated content, replicating the endless cycle of tips and value posts that sometimes, let's be honest, feel a bit impersonal.So, let’s talk about the shift back to basics, where real, human connections spark genuine engagement. Whether it's a simple story about a surprise happy hour at home or sharing those seemingly mundane moments that make us who we are, it's time to bring YOU back into the social media equation.In this episode we’ll be covering:The real purpose of social media and why you need to share your personal stories and experiences.Trading in perfectly curated grids to embrace storytelling and sharing real, less edited content.Sharing personal stories from your daily life or business that maintain the human element to connect and engage with others.What to pin at the top of your grid, including my favorite!Using timelines in your content to draw people into your experience and build a more engaging narrative (yesterday, last week, etc.)Links to reels in this episode:Reel: Pilates BoyfriendReel: Mixing Play-dohReel: Spotify PlaylistReel: What Mom and I eat for LunchOther episodes you might have missed:Episode 040: Build More Connections with Everyday MomentsEpisode 043: We’re Getting Back to Basics and Loving Our ContentEpisode 044: Become Their Favorite Comfort Creator with Everyday MomentsEpisode 051: Start Talking About Yourself in Your ContentSend 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 Customer Insights to Create Reels That Attract and Convert
Mar 18, 202500:10:44Summary readyWhat are your customers really telling you? If you did last week’s homework (go back to episode 52 if you missed it!) you should have some great market research right now. In this episode, we are going to put it all into action with two viral reels prompts: "POV: You find/found" and "Not to be dramatic". Our goal is to attract and convert, so we’ll walk through examples of how to showcase your feedback and testimonials, pairing them with simple B roll and text for reels you can create in a matter of minutes. In this episode we’ll be covering:How to put these two viral reels prompts into action with tons of examples!Creating connection through stories and experiences to attract ideal customers and make sales. Making sure that clients and customers feel seen and heard in your content. How client stories and testimonials can offer new insights in how your product or service is used or perceived.Using visual storytelling for showcasing products and services. Other episodes you might have missed:Episode 010: Turning Testimonials into Engaging Content for More SalesEpisode 016: Overcome Social Media Overwhelm with Timeless Marketing StrategiesEpisode 038: How to Make ChatGPT Work for Your Business (and Three Prompts to Get You Started)Episode 052: You’ll Want to Start Using This Brilliant Marketing StrategySend 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!
SummaryYou’ll Want to Start Using This Brilliant Marketing Strategy
Mar 11, 202500:12:51Summary readyToday we're diving into the way you create content and connect with your audience. First up, I'll share a brilliant marketing strategy that shows us how shifting focus from the product to the experience can make all the difference. We'll discuss the value of using customer testimonials and feedback (aka their own words) to craft compelling marketing materials that actually resonates. Stay tuned til the end, where I'll break down three key questions to ask, even if you're just starting out, so you can elevate your messaging, captivate your audience, and boost your sales. Trust me, you won't want to miss this episode!In this episode we’ll be covering:How a focus on customer experiences creates more engaging content. Incorporating the words and experiences clients and customers use into your marketing content to engage potential buyers.Analyzing websites and reviews can provide insights into creating effective messaging.Collecting testimonials and feedback to help refine your messaging and understand the client's perspective.Conducting interviews with previous clients or ideal customers can provide valuable insights into why they chose your product or service.Three key questions to ask past or ideal clients: why they bought, how they felt before their purchase, and why they would recommend it.Links to videos in this episode:TikTok VideoOther episodes you might have missed:Episode 006: Selling a Lifestyle, Not Just a ProductEpisode 010: Turning Testimonials into Engaging Content for More SalesEpisode 016: Overcome Social Media Overwhelm with Timeless Marketing StrategiesEpisode 019: Convert Viewers to Followers with the “That’s Me” ReelEpisode 023: Create Content That Pops by Knowing Why People Want to BuySend 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!
SummaryStart Talking About Yourself in Your Content
Mar 4, 202500:10:39Summary readyI know over the years you’ve been told time and time again NOT to talk about yourself and it’s because of this that content has become kind of boring, it took out the connection piece. You need to talk about yourself in your content! We want to hear from you, your journey, why YOU choose to do something a certain way. So today, we’re talking about this type of reel and I want you to try it, because not only can it lead to sales and new followers, but also conversations. In this episode we’ll be covering:We’ll look at examples of viral reels that are using I, Me, and Our in the hooks.Why we love to see demos of your process!What creating valuable content really looks like (it’s not educating…)The importance of storytelling and showing your personal journey, creating human connection.Putting yourself into the content to take a hook from basic to feeling like you’re talking to a friend.Studying these reels and applying these strategies to your own content (without copying!)Links to reels in this episode:Reel 001: Couple RoutineReel 002: Epic Wedding SongsReel 003: PediatricianReel 004: Non-Toxic Body CareReel 005: White WineOther episodes you might have missed:Episode 018: The 4 H’s Are the Only Content Pillars You Need for Reels Episode 030: Attract New Followers with Talk to Camera ReelsEpisode 040: Build More Connections with Everyday MomentsEpisode 049: Relatable Humor That Says “They Get Me!”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!
SummaryStories Work! Here’s How to Make Them Work for YOU
Feb 25, 202500:12:01Summary readyIf the “experts” are telling you not to post on stories, I wholeheartedly disagree. Instagram stories changed everything for me, so we’re going all in and discussing how to make stories work for YOU! Stories can be magical for your business, use them, love them, and have fun with them! Whether your goal is to boost engagement or increase sales, we’ll chat through some of my tried and true strategies that you can start using today. In this episode we’ll be covering:My own business journey with Instagram Stories and how they changed everything.Finding the best way to tailor stories to your business and lifestyle - there’s no wrong way!Strategically using stories to make sales (I’ll walk you through my go-to method!)Sharing daily stories and connecting over mundane day to day activities. Using your goals to define your story strategy.More episodes:Episode 007: Relatability in Everyday Content with Instagram Stories and ReelsEpisode 032: We All Start at Zero: Embrace Storytelling to Connect with Your CommunityEpisode 040: Build More Connections with Everyday MomentsEpisode 043: We’re Getting Back to Basics and Loving Our ContentSend 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!
SummaryRelatable Humor That Says “They Get Me!”
Feb 18, 202500:10:19Summary readyWe're diving into the world of funny and relatable content and how it can strengthen your social media presence and connect you with your audience like never before. We'll cover different strategies to infuse humor into your content, from evergreen prompts to trending memes, and I’ll share tips to leverage tools like ChatGPT to generate creative ideas. Whether you're looking to boost engagement or wanting to add a touch of lightheartedness to your feed, you’ll find tons of ideas help you create good content that people can't help but share.In this episode we’ll be covering:How relatable content, especially humor, bonds people.Humor isn’t for everyone, many viral accounts succeed without humor, so don’t feel the pressure to create something that doesn’t feel right for you.Try using ChatGPT prompts to generate creative content ideas that your audience will connect with.We’ll talk through three common types of funny content for regular posting.Create evergreen content that doesn't rely on trends.Embrace trial and error throught testing and tweaking content strategies for success.Links to reels in this episode:Reel #1: Drinking + GolfingOther episodes you might have missed:Episode 019: Convert Viewers to Followers with the “That’s Me” ReelEpisode 038: How to Make ChatGPT Work for Your Business (and Three Prompts to Get You Started)Episode 040: Build More Connections with Everyday MomentsEpisode 041: Let’s Make Content Creation the Easiest Thing on Your To Do ListSend 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!
SummaryTHIS is the Secret to Success on Instagram
Feb 11, 202500:13:47Summary readyToday, we're diving deep into the secret sauce for success on social media, the three S's of content creation: Simple, Shareable, and Specific. We'll be talking about how you can tap into these elements to create engaging content that resonates across platforms like Instagram and TikTok. We'll also review real examples from content creators who've nailed one or more of these S's, resulting in viral reels that capture attention and inspire shares.In this episode we’ll be covering:Creating and sharing platform specific content: knowing your audience and the types of content that are successful.The importance of having a solid message to share with your audience.Test, try, and tweak!Content planning around specific events and holidays that your audience might be looking for.Creating simple and specific content, use scenarios and identifiers that enhance relatability.Group chat hero? We’ll look at what makes content shareable and how to start applying it.The role of humor in content (PS: Stay tuned for an upcoming episode around humor!)Links to reels in this episode:Reel #1: Balloons!Reel #2: St. Lucia ResortReel #3: Etsy TemplateReel #4: PassportOther episodes you might have missed:Episode 017: Turn a Simple Idea into a Reel People Will LoveEpisode 029: Tailoring Successful Reel Techniques to Your NicheEpisode 034: Is Engagement the Most Important Metric on Instagram?Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually 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!
SummaryMaking Sense of the Instagram Algorithm
Feb 4, 202500:10:17Summary readyLet’s talk about the Instagram algorithm, it’s not that scary, I promise! The overall goal is simple: keep users on the app. Remember, the algorithm rewards good content! I’m going to walk you through the differences between connected and unconnected reach, along with key factors like watch time, likes, and shares. We’ll also look at a few viral reels right now and I’m sharing some easy ideas you can run with!In this episode we’ll be covering:Understanding the goal of the Instagram algorithm and how to make it work for you.Do some types of engagement matter more than others? We’ll talk through the different types of engagement, like shares, likes and saves.Two types of content reach: connected vs. unconnected.Content engagement metrics and key indicators that can affect your content ranking.Links to reels in this episode:Reel #1: Birthday TraditionsReel #2: Never forget the paint colorReel #3: Costco HacksOther episodes you might have missed:Episode 005: Create Shareable Content to Increase Your Reach with the 3 S’sEpisode 029: Tailoring Successful Reel Techniques to Your NicheEpisode 030: Attract New Followers with Talk to Camera ReelsEpisode 034: Is Engagement the Most Important Metric on Instagram?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!
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