Podcast Summary: The Abigail Peugh Podcast
Episode 27: What’s Actually Working For Instagram Growth w/ Shannon McKinstrie
Release Date: October 15, 2024

Introduction

In Episode 27 of The Abigail Peugh Podcast, host Abigail Peugh dives deep into effective Instagram growth strategies with her guest, Shannon McKinstrie. Shannon, a seasoned social media marketer with over a decade of experience, shares her insights on building a successful personal brand, creating engaging content, and debunking prevalent social media myths. This episode is a treasure trove for entrepreneurs and digital product creators aiming to enhance their Instagram presence authentically and sustainably.

Guest Background and Journey into Social Media

Abigail (00:04): Introduces Shannon as a powerhouse in social media marketing, highlighting her transition from TV production to managing social media for businesses.

Shannon (01:58):

• Early Beginnings: Grew up documenting life with camcorders and digital cameras, leading to a career in TV production at networks like CNN and C-SPAN.
• Transition to Social Media: Faced burnout in the corporate media world, prompting a shift to marketing roles. Initially struggled to find joy in various marketing jobs until discovering the potential of social media management.
• Entrepreneurial Leap: During maternity leave in 2013, decided to start her own social media management business, eventually growing it from a side hustle to a full-fledged enterprise by 2017-2018.

Messaging and Audience Identification

Abigail (07:12): Emphasizes the importance of clear messaging in content creation and asks Shannon how she helps her students refine their messaging.

Shannon (08:14):

• Audience Alignment: Advises that most personal brand audiences are versions of the brand owner from five years ago. This perspective helps in crafting messages that resonate deeply.
• Content Connection: Encourages using the language and problems identified from testimonials and DMs to tailor content that speaks directly to the audience’s needs and desires.

Notable Quote (08:00):
Shannon: “Your messaging is like who you are talking to. If you don't know who you're talking to in your content, it's probably not going to do very much for your business.”

Debunking Instagram Myths

Shannon (14:11): Discusses common Instagram myths that can hinder growth, such as the belief that certain actions (like copying captions from notes) can negatively impact reach.

Abigail (14:29):

• Myth Busting: Both hosts agree that many social media “rules” are unfounded and often perpetuated to sell courses or gain followers.
• Practical Advice: Encourage listeners to focus on authentic messaging rather than getting bogged down by myths and constantly changing platform algorithms.

Notable Quote (14:30):
Shannon: “There's no secret sauce. If someone's selling that, like, red flag red.”

Content Strategies and Tactics

Reels Types and Their Impact

Abigail (28:03): Discusses different types of Instagram Reels and their effectiveness.

Shannon (28:05):

• Talk to Camera vs. POV: Highlights the effectiveness of "talk to camera" reels in converting views to followers and sales, despite varying view counts.
• Engagement Focus: Emphasizes that the quality of engagement (e.g., meaningful interactions) outweighs sheer view numbers.

Notable Quote (29:22):
Abigail: “It’s more about how you’re connecting with people, honestly.”

Reel Covers and Visual Consistency

Abigail (36:38): Questions the necessity of curated Reels covers.

Shannon (37:06):

• Intentional Covers: Recommends using either screen grabs or simple, clear text on white backgrounds to maintain consistency and recognizability.
• Practical Tips: Suggests taking selfies during recording sessions to have ready-made covers that match the reel’s content.

Notable Quote (36:22):
Shannon: “Always a cover. Make it intentional. But do you have to use a curated one? No, but I do a variety.”

Font Selection for Readability and Aesthetics

Abigail and Shannon (32:30 - 35:31):

• Font Choices: Discuss the importance of selecting readable fonts that align with the brand’s aesthetics. Shannon favors "classic" and "literature" fonts for their readability and alignment with her brand’s vibe.
• Accessibility: Emphasize ensuring that fonts are legible across all devices to cater to a diverse audience.

Notable Quote (35:26):
Shannon: “Every single piece has to be intentional. But once you figure it out, it’s easier. Copy paste your strategy.”

Looping Reels and Their Effectiveness

Abigail (41:35): Asks Shannon's thoughts on looping reels.

Shannon (41:48):

• Mixed Results: Shares that while looping reels can gain high views, they don’t always translate to new followers or conversions.
• Strategic Use: Advises using looping reels as a tactic within a broader content strategy rather than relying on them exclusively.

Notable Quote (42:48):
Abigail: “Do not fear to try something. Serve your people, give them fun things, make them laugh.”

Personal Branding and Community Building

Abigail (19:13): Discusses the current challenges in Instagram growth and the importance of personal branding.

Shannon (20:56):

• Human Connection: Stresses building a personal brand that resonates on a human level, allowing followers to connect beyond just the products or services offered.
• Content Variety: Encourages sharing personal anecdotes, interests, and day-to-day moments to foster a sense of community and relatability.

Notable Quote (21:23):
Shannon: “Build that personal brand. What you sell should be the last thing that you focus on.”

Long-term Growth vs. Hustle Culture

Abigail (26:38): Reflects on the toxic nature of hustle culture in entrepreneurship.

Shannon (25:19):

• Sustainable Growth: Advocates for focusing on long-term strategies over short-term gains. Emphasizes building a brand that can endure rather than chasing immediate success.
• Work-Life Balance: Highlights the importance of balancing hard work with rest and personal time to prevent burnout.

Notable Quote (26:40):
Abigail: “I'm planning to take most of December off. There are ebbs and flows. It’s not a never-ending hustle.”

Vulnerability and Connection in Content

Abigail (45:49): Shares her experiences with vulnerability in content creation.

Shannon (46:24):

• Authenticity: Encourages sharing personal stories and struggles to build trust and relatability with the audience.
• Human Connection: Believes that vulnerability fosters a deeper connection, making the audience feel seen and heard.

Notable Quote (46:59):
Abigail: “Making somebody laugh is valuable. Making somebody feel heard and seen, valuable.”

Shannon’s Reels Lab and Resources

Shannon (50:08):

• Reels Lab Overview: A program designed for individuals who already have a solid understanding of their brand and are comfortable creating content. Provides weekly fresh ideas with trending audios and industry-specific scripts.
• Additional Offerings: Includes monthly calls, the Social Squad Society, and her podcast Good Content for comprehensive support.

Notable Quote (50:54):
Shannon: “If you are a blogger, whatever it is, we got you covered.”

Conclusion

Episode 27 of The Abigail Peugh Podcast offers invaluable insights into authentic Instagram growth through strategic messaging, personal branding, and meaningful content creation. Shannon McKinstrie’s expertise demystifies common social media myths and provides actionable strategies tailored for long-term success. Listeners are encouraged to focus on building genuine connections, embracing vulnerability, and maintaining a sustainable work-life balance to cultivate a thriving online presence.

Notable Quotes with Timestamps

• Shannon (08:00): “Your messaging is like who you are talking to. If you don't know who you're talking to in your content, it's probably not going to do very much for your business.”

• Shannon (14:30): “There's no secret sauce. If someone's selling that, like, red flag red.”

• Shannon (21:23): “Build that personal brand. What you sell should be the last thing that you focus on.”

• Abigail (26:40): “I'm planning to take most of December off. There are ebbs and flows. It’s not a never-ending hustle.”

• Abigail (46:59): “Making somebody laugh is valuable. Making somebody feel heard and seen, valuable.”

Resources Mentioned

• Shannon McKinstrie’s Instagram: @shannonmckinstrie
• Shannon’s Reels Lab: Reels Lab Information (Link to be included in show notes)

For more actionable advice and strategies on building a profitable online business, tune in to The Abigail Peugh Podcast every Tuesday.