Good Content with Shannon McKinstrie

Business owner to business owner, can we just take a moment to have a conversation about running a business during these heavy times? Between the constant news cycle and everything that’s happening in the world and in our personal lives, I want to take a moment to remind you to trust yourself. You know what’s best for you, especially as we navigate life right now. 
I want to share a little about my time with CNN during some really dark and difficult times and how that experience shaped how I care for my nervous system now. I’ll touch on the responsibilities we face as content creators and business owners and why it’s important to listen to your gut when deciding what to share. I also have a quick win to help you keep your content human and transparent, even when things aren’t perfect behind the scenes, because I think we all need it right now.

In this episode we’ll be covering:
An honest discussion about the realities of maintaining a business when the world is on fire.
The emotional toll and impact on our mental health from news overload.
Following your instincts when it comes to posting content and promoting your business.
How to handle expectations and public pressure when it comes to speaking out. 
Managing within your personal capacity and protecting your mental wellbeing.
Quick win for posting content right now: less polished, personal perspectives and lived experiences that lean into transparency and belonging. 

Featured content in this episode:
Shannonmckinstrie: The content actually growing accounts right now

Recommended episodes:
Episode 67: The Importance of Belonging on Social Media
Episode 74: How to Humanize Your Account When You Feel Stuck in Business Mode
Episode 77: Simple B-Roll and Strong Hooks for Low-Effort, High-Impact Instagram Content
Episode 95: Building Real Community with Stories and Shared Moments

Send a message!
If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response)


Join me in the Reels Lab!
Love this conversation? Make sure to follow and subscribe so you never miss an episode.
Connect with me on Instagram!

One of the biggest challenges in business is how to actually sell on social media, without feeling awkward or like a sleazy salesperson. I’m sharing my personal journey and my tried-and-true “sandwich method” for making sales feel natural, fun, and effective. Whether you’re pushing a low-ticket digital product or a high-ticket offer, I’ll walk you through exactly how I show up every day, explain my strategy for converting followers into buyers, and talk about why your excitement and real client wins make all the difference. We’ll discuss using different platforms to drive traffic where it counts, and I’ll present  you with a challenge to help you start selling with confidence, no hard sell required.

In this episode we’ll be covering:
My struggles with selling on social media and the early challenges I faced in my business around feeling salesy. 
How I was able to lean into Instagram stories as a sales tool in a way that felt comfortable and familiar. 
My go-to Instagram stories strategy, also called “the sandwich method” with a breakdown of each step.
My personal approach to selling higher ticket vs lower ticket items on stories. 
Integrating client successes and testimonials into stories in a way that feels natural and shares excitement. 
The role of sales funnels and email marketing and how everything works together to drive sales. 

Featured content in this episode:
Shannonmckinstrie: First three stories to share

Recommended episodes:
Episode 053: Use Customer Insights to Create Reels That Attract and Convert
Episode 056: The Reel That Had Me Clicking Buy Immediately
Episode 073: Staying Top of Mind with Instagram Stories
Episode 092: This is the Era of Experiences and Belonging

Send a message!
If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response)


Join me in the Reels Lab!
Love this conversation? Make sure to follow and subscribe so you never miss an episode.
Connect with me on Instagram!

The theme for today’s episode is familiarity. We all love familiarity, it’s comforting, it feels safe, and it gives us a sense of belonging, which has a huge impact on your online presence. We’ll look at real examples from creators that cultivate this sense of familiarity through scenarios, locations, and identifiers, making their audience instantly feel seen and at home. We’ll also discuss the viral 2016 Instagram trend and the psychology behind why we tend to gravitate towards scenarios we recognize. 

In this episode we’ll be covering:
Making your content feel familiar to your audience and the impact it has on trust and engagement.
The emotional safety and belonging that comes from familiar relationships, and how to evoke a similar feeling through your content.
The role that nostalgia and simpler times plays in content right now, reminiscing about significant or everyday moments and the feelings that it creates.
Why familiarity works in content, attracting and retaining viewers, offering connection and belonging.
How to create familiarity in your content with trial reels, identifiers, and crafting scenarios that are relevant to everyday and lived experiences.

Featured content in this episode:
Inside Edition Interview on YouTube
Kay.harike: Stranger Things New Years Eve Party
Smillagrundholm: One day closer…
Everythingemili: New taco night fav
Ashroedl: Road trip and 2016 playlist
Everydaywithmandy: Mom to mom
Shannonmckinstrie: 2016 Trend Post

Recommended episodes:
Episode 081: Your Next Powerful Piece of Content is Already on Your Phone
Episode 085: Start Thinking Like a Marketer So People See Themselves in Your Content
Episode 087: How to Get New Followers on Instagram: Trial Reels, Bios, and More!
Episode 091: Here’s What Good Content Will Look Like in 2026
Episode 095: Building Real Community with Stories and Shared Moments

Send a message!
If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response)


Join me in the Reels Lab!
Love this conversation? Make sure to follow and subscribe so you never miss an episode.
Connect with me on Instagram!

I’ve said this before, we’re going back to basics when it comes to creating content online. In this AI age we are craving memorable content that connects us and feels human, content that feels real and tangible. There’s an increasing trend for an analog lifestyle, we’ll explore what those trends look like with lots of examples (all linked below!) and how I plan to incorporate this into my own content in 2026. We’ll talk about how the viral Topgolf story ended and what viral unplanned moments can teach us about belonging online. We’ll also discuss how important your retention rates are and why community interactions are key to engagement and growth.

In this episode we’ll be covering:
Reframing trendy content, especially if you feel anti-trend and don’t want to follow along.
Getting people to interact with your posts and how I get so many comments.
Creating content that makes people feel connected and like they belong somewhere.
Why the analog trend is working so well right now and how to start incorporating it into your own content plan.
How to hold audience attention, and increase retention rates and watch time with current trends.

Featured content in this episode:
Shannonmckinstrie: Topgolf breakdown
Travelingtoretirement: Our number one money rule as a married couple
Professorcorporate: Ways to call people stupid at work
Satmasterclass: Writing
Ambitiouslyalexa: January journal prompts 
Wordsof_emmaheaphy: Journaling on screen
Askbridgetteg: Boyfriend instruction manual
Theselfhelpplanner: Four goals you need for 2026
Vuongdusti: Media I’ve been consuming instead of doomscrolling
Cheesegal: You let your kids pick the menu
Tahirashome: 10 Things we did to make

Recommended episodes:
Episode 067: The Importance of Belonging on Social Media
Episode 088: Find Your Content Rhythm and Build a Simple Content Strategy
Episode 090: How You’re Going to Become Really Good at Content Creation in 2026 (Part 2)
Episode 092: This is the Era of Experiences and Belonging
Episode 096: Building Real Community with Stories and Shared Moments

Send a message!
If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response)


Join me in the Reels Lab!
Love this conversation? Make sure to follow and subscribe so you never miss an episode.
Connect with me on Instagram!

Let’s kick off the new year with a little fun as I share some TikTok’s that had me laughing out loud. We’ll dive into why these viral moments were such a hit and we’re bringing it all back to community because this year we want to create content that truly connects by sharing real journeys and moments. I hope this episode reminds you that social media success starts with community and being you. So take a breath and join me for a light but meaningful start to the year.

In this episode we’ll be covering:
The importance of building a community on social media that sticks with you long after the initial journey ends.
Sharing personal journeys and moments online helps bond with your audience, creating loyal followers.
Viral videos that showcase a vibrant and engaged community rallying around a shared moment. 
Sharing fresh perspectives and behind-the-scenes moments.
Pivoting your content doesn’t have to mean losing your audience.
Getting active in comment sections and using stories to spark genuine interaction.

Featured content in this episode:
_tatianaforbes
Viral Topgolf
Fixed for Logan

Recommended episodes:
Episode 076: Create Content That Makes Them Want to Keeping Coming Back
Episode 082: How to Get New (and Old!) Followers to Binge Your Content
Episode 091: My Personal Predictions for Instagram in 2026
Episode 092: This is the Era of Experiences and Belonging
Episode 093: The Instagram Algorithm is Not the Villain: Being More Intentional with Your Content
Episode 094: You Want Your Content to Fit Your Life, Not Become Your Life

Send a message!
If you use the send a message option above, be sure to include your email address if you would like a reply! (Please allow 3-5 business days for a response)


Join me in the Reels Lab!
Love this conversation? Make sure to follow and subscribe so you never miss an episode.
Connect with me on Instagram!