Good Content with Shannon McKinstrie

In a recent Reels Lab Q&A, I walked my students through several reels that are going viral right now. They left with so many new ideas, I thought I'd share some of those reels with you. I’m also going to address the misleading reels that “Instagram Coaches” are sharing right now. We’ll discuss the pitfalls of clickbait tactics and why ethical, specific, and engaging content is always your best bet for success. This ten minute episode is full of actionable tips to help you create genuinely good content that will actually resonate with your audience.

In this episode we’ll be covering:

• The misleading and unethical advice on Instagram on right now
• Creating ethical hooks vs unethical hooks in your content
• Real examples of using specificity that are actually working 
• One simple thing I do to understand why a video is so successful
• How using specificity in your content creates a connection point 

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If you’ve been stressing about your Instagram captions, you need to hear this episode! No more wondering how long a caption should be, I’m sharing an easy to remember formula with all the essentials. We’re discussing hooks and how to use them, the importance of your call to action (especially if your goal is to grow and sell!) with helpful examples to start writing your ideal caption.

In this episode we’ll be covering:

• The Instagram Creators account and "engagement bait"
• The essentials of writing an Instagram caption
• Captions vs on screen text
• Different types of hooks and when to use them
• Writing readable content that even skimmers won’t want to miss
• Keeping your caption simple to maximize engagement
• Important questions to ask yourself when writing a caption 

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If you're feeling overwhelmed on Instagram, just know you're not the only one. It’s time to cut through the noise and bust some major social media myths that everyone is asking about. I’m calling out the biggest lies on Instagram right now (copy and pasting, editing and deleting, hashtags, and engaging with content outside your niche) and sharing the no-fluff advice you need to hear. I’ll talk about how instrumental Instagram stories have been to my business, how I use the “story test” and why you don’t need to post every single day. Remember, good content is good content, so let’s ditch the toxic advice and have fun on Instagram again!

In this episode we’ll be covering:

• Impactful ways to use stories for connection and content that resonates
• Encouragement to take days off from posting, without fear of penalties
• Practical tips to make social media less draining and more fun
• Common myths around content creation and posting on Instagram
• Avoiding toxic advice and following credible sources
• Joining the conversation for genuine connections and community-building
• Making sure social media is actually a fun experience

Missed a few episodes? Head back to the beginning to binge all the short, ten minute episodes while you're folding laundry, in the car, or by the pool - you'll be caught up in no time!


Links + Resources: 

Get the Grow Your Gram Guide

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How well do you know your audience? When you're creating good content, you have to know your audience. You have to know what they'll find funny. You have to know what their worries are. What are they searching for on the Internet? You have to know them that well. You may have seen these gurus saying, you have to do this, you have to stop doing this, you have to…I’m reminding you that you know your people best. There are no absolutes and what works for one person, doesn’t necessarily work for another. It’s all about what works for you and your goals.

In this episode we’ll be covering:

• Doing your homework as a business owner
• Not all market research has to be boring, you can make it fun!
• Marketing expert red flags 
• The only rules you need to worry about on Instagram
• Do data backed opinions and observations make it a rule?
• How to know when you should throw out the “rules”

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If you have been wanting to throw out Instagram, please don’t! I know we have seen some crazy shifts on Instagram lately, which means it’s more important than ever to create good content. So let's talk about creating the type of content that gets you sales, because I know you guys are here to make money. Creating testimonial content has nothing to do with another Canva graphic, instead we're turning client success stories into engaging content that actually makes sales, even if you haven’t made any yet.

In this episode we’ll be covering:

• What you need to know about the algorithm
• Repurposing content and keeping it simple
• Proof this actually works, I’m doing the research for you right here
• The one video type I post that always leads to sales
• Solutions for anyone who doesn’t want to talk to the camera
• Creating content around your clients that gets sales

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I haven’t been feisty on the podcast yet, but today’s the day. I know you’ve probably heard the algorithm is changing again. Here’s the thing, it’s not that the algorithm is changing, it’s what works is changing, and what you need to know is that Instagram favors engagement. Let's take a peek at the Reels content we created at the Annual Social Squad Society Retreat and discuss why people don’t want to be educated on Instagram anymore and what to do instead.

In this episode we’ll be covering:

• Creating the simplest Reels ever
• How service providers can create shareable content 
• Reminders we really need to hear in your content, even if you think we already know it
• You can make sales without going viral
• Three things to keep in mind when you’re creating your next Reel

Links + Resources: 

Did you miss the episode I recorded in Savannah at the Annual Social Squad Society Retreat? Head to Episode 008: Creating Content That Starts a Conversation to listen, there’s a surprise guest at the end!

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Let’s dive into what’s working right now on Instagram in May 2024. Here’s the deal, a lot of people are overthinking their content. So today, we’re going to chat about creating conversational content to bring people into your world and how to keep it simple.

Did I mention this episode is coming to you from the Social Squad Society retreat in Savannah, Georgia? Make sure you stay till the end for a surprise guest!

In this episode we’ll be covering:

• Sharing mind-blowing tips is easier than you think
• Giving your audience a chance a chime in and join the conversation
• Keeping your content simple and easy to digest
• How to turn conversational content into market research
• The latest stats from one of my recent Reels
• Applying the 3 S’s to your content

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It’s the end of April 2024 and creating relatable content has been on my mind all week. If you are struggling to post relatable content because you think your life is boring, nothing ever happens, or sharing your daily life just doesn’t come naturally to you, I need you to hear this: you’re not boring, the magic is in the mundane, friend! 

In this episode, I’m breaking down my own success with relatable content (yes, we are going all the way back to my early days as a social media manager), how to be relatable even if your life feels too boring to share, and as always, we'll be taking a look at real examples from my Instagram feed.

In this episode we’ll be covering:

• How to actually get intentional in your stories
• How to marketing rule of 7 has changed over time
• Using breadcrumbs and finding a connection point
• Why the first three stories of the day are so important
• Tips for Instagram stories while you’re in launch mode
• What to do when sharing doesn’t feel natural to you
• How I help my clients feel more comfortable on camera 

Links + Resources: 

Pinned Reel about relatable stories

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I just got back from my trip to Coachella, where my favorite beverage brand Poppi won marketing, hands down. I know a lot of you have been asking, “what is good content for products?” This episode is definitely for my product people, but if you’re a social media manager, web designer, realtor - anyone in the service industry, you’ll find this helpful too. We’re going to explore Poppi’s brand journey from a small following to the drink everyone was talking about at Coachella, because it’s all about good content that drives shares, saves, and connections. 

In this episode we’ll be covering:

• Creating a connection that feels like they are part of your brand journey
• Going beyond simple product photos with user generated content
• Creating connection and lifestyle content that people are obsessed with
• Know what's going on in the world and what people are doing with their lives right now
• Leverage your market research to figure out what your people are into
• Understanding the cultural differences between different apps

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It’s April 2024 and everyone is asking right now “how can I get my content to more non-followers?” For the majority of the people I’m talking to, non-follower reach is drastically down, and most of their content is going to their followers. If you are seeing this with your own content, this episode is for you! 

In this episode we’ll be covering:

• How to reach more non-followers on social media
• The impact shareable content has on your reach and growth
• What shareable content is and how it looks different depending on your industry
• What the 3 S’s are and how to apply them to your own content
• Real examples of shareable content so you can start creating today!

Want to learn more about the 4 H’s? Tune into Episode 2!

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One thing you should know is I am really passionate about marketing messaging AND helping people grow on social media. In this episode, I’m getting real about the ever-changing world of marketing and social media, and why being specific in your content is key to your success. Let's get into what's working right now so you can start creating content that truly connects with your audience. 

In this episode I’ll be covering:

• The challenge of keeping up with social media as it is constantly evolving
• Timeless marketing strategies and why they actually matter
• The one book I recommend to all my clients
• Adapting your message to the types of content working right now
• Why specificity matters when it comes to creating content
• How knowing your audience helps create effective, specific content

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What I see doing really well on social media right now is simple content, in this episode we’re talking about how you might be overthinking your content and what you can do instead. I’m also sharing the four H's of content creation, with real examples of what I see working right now on Instagram, because keeping it simple really does connect with your audience. 

In this episode I’ll be covering:

• My thoughts behind viral content and how your excitement plays into content success
• How we absorb information has changed over time
• What people think quality content is vs what it really is
• The types of content that resonate and why you need it
• How you might be unintentionally overwhelming your audience 
• The new way to educate in 2024

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Is growing a business and marketing going to be a lot of work? Yes, of course it is! But what I want to do is make your life a whole lot easier by making the process as simple as possible. Stay tuned because I’m revealing exactly what I do to create good content, in less than five minutes. I want to help you create better content, so let’s dive in so you can start today!

In this episode we’ll be covering:

• Understanding your audience's needs and mindset for relatable content
• Questions to ask yourself before making your next Instagram post
• How to apply the 4 H’s when creating your content
• The types of content that we save and share most
• Why we follow so many people and what makes us hit that follow button

Want to hear more about the Four H's? Head over to Episode 2 for a breakdown of applying the Four H's to your content.

Send a message!

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What is your account to people? I really stopped to think about that for today’s episode as we explore the power of creating content that evokes feelings like comfort or relief. I’ll be sharing examples as we talk about the importance of knowing what your audience needs to hear, and how what works on one platform may not work on another. Alright, let’s talk about how creating good content that genuinely connects, leaves a lasting impression. 

In this episode we’ll be covering:

• Buying better versions of ourselves
• Creating content that keeps people coming back for more
• Understanding the feeling you want your content to evoke in your audience
• What does it mean to create content that creates a feeling?
• Why knowing why your person taps follow will help you make better content
• Analyzing and adjusting your content strategy
• My rule of thumb for the best time to post on social media

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Do you ever miss the days where you actually enjoyed showing up on social media? If you’re ready to show up and promote your business without all the extra guesswork and overwhelm, you’re in the right place. Each week we’ll be talking about actionable ideas and strategies that are working right now, so you can actually have fun on social media while growing your business with good, quality content. 

Send a message!

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