Podcast Summary: What’s Working With Instagram Marketing Right Now

Social Media Marketing Podcast with Michael Stelzner
Guests: Shannon McKinstry & Michelle Gifford
Date: December 11, 2025

Episode Overview

This episode dives deep into the most effective Instagram marketing strategies as of late 2025, focusing on how storytelling, community, and authentic, personalized content can drive growth and engagement. Host Michael Stelzner brings together Instagram strategists Shannon McKinstry and Michelle Gifford to unpack key shifts on the platform, the types of content that are currently outperforming, and actionable tactical tips for marketers eager to evolve their approach for 2026. Whether you’re stuck in “200 view jail” or looking to future-proof your content, this episode offers tested advice, notable success stories, and a look ahead at Instagram’s growing emphasis on search, series, and signature content.

Key Discussion Points & Insights

1. The Major Shift to Personalization and Storytelling

(02:27, 03:58, 05:15)

• The most successful content now is rooted in authentic, personalized perspective.
• “Hooks need to be me centric and personalized. But it’s a big mindset shift because everyone was told to do the opposite for so many years. … Now, it’s not selfish, it’s smart.” – Shannon McKinstry [02:27]
• “It’s really that form of storytelling…less about the blog writing…making it in a story form with our hooks and with our content—it’s a skill that we have to learn. But that’s what people are craving right now: these longer form content that tell a story and bring me in.” – Michelle Gifford [03:58]
• People follow personalities, not just professions—unique stories set you apart from a crowded field.

2. Content Mix That’s Winning on Instagram

(05:54, 08:29)

• Carousels are surging but must be used for storytelling and not just information dumps.
• Everyday, real-life photos from your camera roll, paired with brief tips or stories, perform best.
• “A client grew 16,000 followers in this week alone from two carousels.” – Shannon McKinstry [06:58]
• Mix carousels, reels, educational, humorous, relatable, and “call out” content.
• Consider each piece of content’s job:
  • Attraction: Draw in new followers
  • Nurture: Deepen connection with current audience
  • Sell: Directly drive conversions

3. Attraction vs. Nurture Content

(09:41, 11:11)

• Go “on the edges of your niche” to attract new people—share aspects of your life/personality or content style that expands your reach.
• “I did a reel where I’m lifting weights…Text on screen says: ‘When I don’t feel like doing arm day. But then I remember, what if my best friend needs me to punch someone in the face?’ It’s been shared, like, 24,000 times…That’s more of an attraction, it’s going to reach a different audience.” – Michelle Gifford [09:41]
• Talk-to-camera “talking head” reels consistently bring new followers.
• Identity-based and scenario-based “call out” content triggers the algorithm to send content to those who self-identify with your messaging.

4. The Power of Analytics and Community

(14:14, 14:32)

• Successful creators are obsessed with their analytics, using them as clues—not judgments.
• “If you have a reel that flops, we all do. Get over it…it is just information for us to know. Maybe we need to hone in on our hooks. … That’s one of the big algorithm shifts this year: Instagram is measuring watch time.” – Michelle Gifford [14:32]
• Mid-reel hooks (teasers mid-way through a longer video) help retain viewers, which is crucial as watch time is a primary ranking signal now.

5. Pivoting from the Old Playbook

(20:34, 22:53)

• Still running 2023 or 2024 strategies? Now’s the time to pivot.
• “Don’t think you have to reinvent the wheel. Take what you liked talking about before and just adjust the hook and have more fun with it. … There were never rules, but there are way less rules now.” – Shannon McKinstry [20:50]
• Instagram is a free, evolving platform—success comes from adapting and experimenting, not blaming algorithm changes.
• “People like my mom would say, people dumber than you are doing it. So just as well try.” – Michelle Gifford [23:43]

6. Tactics: The Mid-Reel Hook & Carousel Subtitles

(25:14, 27:06)

• Mid-reel hook: Insert curiosity-based teasers part-way through your video to boost watch time.
  • Example: “You’re going to want to stick around till the end because the last one is the one that’s going to get you the most followers.” [26:19]
• Carousel Subtitles: Stack the opening slide with the main promise and “why they should care” for emotional resonance.
  • “The first title slide of a carousel, you want to pack that thing in so that people go, ‘Dang, if I don’t go to the end of this, I’m missing out’.” – Shannon McKinstry [27:06]
• Use POV (point of view) reels for rapid growth—practice often and tweak the language to match what actually resonates with your target audience.

7. Auditing Your Strategy & First Steps for the Stuck

(29:57, 33:15)

• Start with research: search your niche’s keywords, study what’s getting traction, and break down hooks and content styles.
• “Success leaves clues. Thank you, Tony Robbins. … Use that information. You’re not going to copy it, but you’re going to use it. When we do that, then we are not starting from our starting point, right?” – Michelle Gifford [29:57]
• Separate yourself emotionally: view your account as a marketing channel to experiment on, not a personal judgment.
• Test, iterate, and be comfortable with flops—virality can arrive from persistence, not luck.
• Lean into POV reels (“You’re a ___ and you find ___”)—keep adjusting until you strike the right relatability.

8. Looking Forward: Trends for 2026

(37:07, 39:15, 41:09)

• Search & SEO: Instagram search is catching up, so optimize descriptions, captions, and content with keywords.
• Storytelling & Series: Linked reels (series) will become more popular; creating “signature” content is key.
  • “Instagram now, you can link reels to each other. So…if one goes viral, then because it’s linked to another, it can really just completely ramp up your page.” – Michelle Gifford [37:07]
• Community as Channel: The goal is people typing in your name and returning for your unique series or personality-driven content.
  • “You want to literally think of it like I am a channel. … You want people to actually pick up Instagram and go to your channel.” – Shannon McKinstry [41:09]

Notable Quotes & Memorable Moments

• On hooks:
  “It’s not selfish, it’s smart.” — Shannon McKinstry [02:27]

• On analytics:
  “Analytics are just clues to what will do well in the future.” — Michelle Gifford [14:32]

• On watch time:
  “One of the big algorithm shifts this year is the watch time. Instagram is measuring watch time.” — Michelle Gifford [14:32]

• On series:
  “I think people will have more series. … I also think we’ll start seeing more signature content.” — Michelle Gifford [37:07]

• On resilience:
  “People dumber than you are doing it. So just as well try.” — Michelle Gifford [23:43]

Key Timestamps

| Timestamp | Segment / Topic | |------------|---------------------------------------------------| | 02:27 | Hooks, personalization & “me-centric” mindset shift | | 03:58 | Storytelling’s rise over generic “how-to” content | | 05:54 | The hottest content mix: Carousels, storytelling | | 08:29 | Content jobs: Attract, Nurture, Sell | | 09:41 | Examples: broadening niche for attraction | | 11:11 | “Call out”/identity reels, scenario-based hooks | | 14:14 | Analytics as guide; measure watch time | | 20:50 | Why it’s easier yet more important to pivot now | | 23:43 | “Pull it together…People dumber than you…” | | 25:14 | Explaining the mid-reel hook | | 27:06 | Carousel tactics: Pack the opening slide | | 29:57 | Auditing your strategy & research tactics | | 33:15 | Taking inspiration from other niches | | 35:26 | POV reels—why they still work | | 37:07 | Future: Search, series, and signature content | | 39:15 | Becoming a must-visit “channel” | | 41:09 | Channels, community, and closing statements |

Takeaways & Action Steps

• Master “me-centric” hooks and personalized storytelling—your experience is your differentiator.
• Embrace a varied content mix, but double-down on carousels, reels, and story-based formats.
• Use analytics for constant feedback—especially watch time and saves—don’t be afraid of “bad” data.
• Test the “mid-reel hook” (and carousel subtitles) to keep viewers engaged.
• Create content for both attracting new audiences and nurturing your current tribe; learn the nuances.
• Cultivate a unique series or signature content—make your account a destination, not an accident.
• For those stuck with flat results: research your niche, analyze viral content, detach emotionally, test relentlessly, and don’t be afraid of flops.
• Prepare for further shifts: Instagram search and SEO are rising, and “series” storytelling will soon dominate.

Resources & Where to Find the Guests

• Shannon McKinstry:

  • Podcast: Good Content
  • Membership: The Reels Lab
  • Website: shannonmckinstry.com

• Michelle Gifford:

  • Instagram: @IAMMichelleGifford
  • Website: IAMMichelleGifford.com
  • Podcast: Social Strategist
  • Agency & Club 10 content plan

This episode is loaded with insights that cut through Instagram’s 2025 complexity, offering an actionable blueprint for content creators and marketers preparing for an even more competitive, personality-driven 2026.