Good Content with Shannon McKinstrie

If you’ve ever wondered about going viral on Instagram and what it really takes to grow your business through content creation, I’m sharing stories about how I recently helped two different accounts skyrocket over 30,000 followers using a simple, strategic reel with a powerful hook and how you can prepare if something similar happens to you. We’ll talk about the importance of having systems in place to capture and communicate with your new audience, and how I use tools like ManyChat to build my email list. I’m also taking a moment to reflect on my own business journey, including the recent explosion of my new content series that earned me thousands of new followers in just days, and why slow, steady growth can be just as valuable as an overnight viral moment. Remember, every growth journey looks a little different, so experiment a little and have fun creating! 

In this episode we’ll be covering:
How finding success always looks a little different for everyone and a quick look at two different accounts that gained 30K followers from one reel. 
Preparation for going viral by having systems and tools in place to manage the influx of followers and messages, especially important for new creators!
Having fun with content creation will help you create better content, and most often the simplest content performs the best!
Overnight growth vs. slow and steady, a reflection of my own business journey (spoiler: I wouldn’t change a thing!)

Featured content in this episode:
Chelsea Explains
Bitter Builds

Recommended episodes:
Episode 120: Three Things To Set Up Before Your Content Goes Viral
Episode 126: Make More Sales by Building Trust with Your Audience
Episode 127: Create Trial Reels that Turn Viewers into Followers with Personalized Content
Episode 128: The Rise of the Conversational Expert
Episode 129: Start Thinking Outside Your Niche

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Join me in the Reels Lab!
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If you feel stuck in the cycle of strictly business content, consider this your permission to start thinking beyond your niche. For your next post I want you to experiment and have some fun, show us who you are and what you’re up to. We’ll discuss why posting about your random interests can spark engagement and attract new followers and how curiosity and connection will always be the heart of social media success. Make sure to tune into the next episode for part two!

In this episode we’ll be covering:
Try this “Ask me about” exercise to start thinking beyond your niche to connect with your audience on a personal level.
There’s value in posting seemingly “random” content that ventures outside your niche.
Embrace your interests! You aren’t confusing the algorithm by posting beyond your niche, the algorithm favors interest and curiosity, and you can still reach aligned followers.
Skip product only posts, share your stories and humanize your brand, there is growth and sales potential for any brand with heart. 

Featured content in this episode:
Stop only posting within your niche
7 Out-of-the-box things to post this week

Recommended episodes:
Episode 109: The Human Side of Content That Sells
Episode 119: Your Boring Life Moments are the Shortcut to Success
Episode 121: Discover What’s Valuable Once You Start Posting
Episode 127: Create Trial Reels that Turn Viewers into Followers with Personalized Content

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!

This episode might just change your life. We’re discussing a particular style of video that is exploding right now, it’s unpolished and feels like you’re having an off the cuff Facetime call with a friend. We’re in a new era of talk to camera reels that I like to think of as the conversational expert, and I really need you to understand just how powerful this type of reel is. If you’ve been feeling stuck when it comes to your content, make this talk to camera reel this week. It’s not difficult and I’m sharing lots of viral examples as we talk through why these reels were so successful, so you can start creating your own today.

In this episode we’ll be covering:
Creating talk to camera reels where you show up and speak authentically, while also calling out identity.
How the conversational reel captures attention when we are already running on short attention spans. 
What’s going viral right now, we’ll analyze several examples to understand exactly what elements resonate and connect right now. 
Applying storytelling and attention grabbing details to your talk to camera reels.
The fall of authority driven content and how authority is perceived today, in what I like to refer to as soft authority.

Featured content in this episode:
Wellbysabzi: Substack / No Expectations
Wellbysabzi: Substack / The peace of letting people
Unpinnedwine: I drink a lot of champagne…
The.stroke.doc: Dementia prevention hacks
Dom_dowling: Easiest way to build happiness
Channelallday: Money things 17 years of marriage taught me
Drshantesays: Exposure is a form of generational wealth
Annikaunmasked: Easier childhood
Livelohy: 5 trips before you die

Recommended episodes:
Episode 106: Spark Conversations with Reels Your Audience Will Want To Respond To
Episode 109: The Human Side of Content That Sells
Episode 115: It’s Time to Get Yapping On Camera
Episode 118: Identity Maxxing Will Help You Find Your Ideal Audience
Episode 120: Three Things To Set Up Before Your Content Goes Viral

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 wanted to take today to talk about creating trial reels and making your content feel human again. (And yes, this applies to all the social media apps, not just Instagram!) The old advice of removing “I” and “my” from your content actually makes your content less engaging, and switching to more personalized hooks can make a massive difference in your engagement rates. I’m taking you on a scroll to share real examples, demonstrating how to apply them to your niche, whether you’re selling products or sharing your own lived experiences. I also break down my approach to trial reels, why lived-in, authentic moments work, and how to test out different hooks that make your ideal audience feel seen.

In this episode we’ll be covering:
The myth of “personalized” content, why it doesn’t work and how to create relatable and engaging content around “I” and “my”.
Examples of successful content that uses “I” and “my” and how they stand out from generic content.
Using a lived experience to build a strong hook that actually reaches and resonates with the right audience, instead of a weak hook that gets lost in the scroll.
Adding elements of your human experience and personality to create value and connect with like minded people.
Application of the 4H’s to real content, with examples so you can add your own twist!

Featured content in this episode:
Dietcoke: Don’t text I’m busy
Candleglambyperry: 320 Candles in 1 Day
Macroswithem: When Diet Coke starts hitting better than alcohol
Macloafe: Birkenstock Future shoe of the year
Shannonmckinstrie: Your friend is “trying to be an influencer”

Recommended episodes:
Episode 19: Convert Viewers to Followers with the “That’s Me” Reel
Episode 111: It’s How You Fill in the Blanks That Makes the Hook Unique to You
Episode 120: Three Things To Set Up Before Your Content Goes Viral
Episode 122: Insider Style Content is Taking Over Social Media
Episode 123: Fill in the Blanks and Start Sharing Your Insider Knowledge
Episode 124: Have More Conversations and Let Your Audience Shape Your Content

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!

We’re getting personal in this episode! I'm sharing my thoughts on imposter syndrome and ethical marketing, but I’m also breaking down the huge Reels Lab sale that I just had, with numbers, and why this was so important to me. We’ll talk about two key marketing strategies that no one else is talking about (building trust and sharing your values) that made this sale a major success. PS. I’m sharing everything, how many emails went out, social media posts, how many story views I had, and how much I actually made, because I want you to walk away from this episode feeling inspired and know that this is possible for you too.

In this episode we’ll be covering:
Revisiting my early days as a baby social media manager and the unethical sales and marketing techniques many of us experience.
Real number transparency: I’m pulling out actual data from this $140K four day sale so you can see exactly what happened behind the scenes, all while I was relaxing at the beach.
Building trust with your audience will help you make more sales, especially now as very weary customers.
Sharing your values to reach and resonate with the right people, we want to know who we are working with and that we share common ideals.
Ethical marketing and trusting your instincts when it comes to buying, plus a look at my approach when it comes to The Reels Lab (and any other offers)!

Featured content in this episode:
Itsmommysalami: I think the library is cooler than Target

Recommended episodes:
Episode 105: Know When to Tune Out the Guru Advice and Trust Yourself
Episode 113: This Instagram Story Strategy Became My Biggest Sales Funnel
Episode 117: How to Start Making Money Without Fancy Funnels
Episode 118: Identity Maxxing Will Help You Find Your Ideal Audience
Episode 121: Discover What’s Valuable Once You Start Posting

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!