Good Content with Shannon McKinstrie

I just wrapped a workshop for consignment shop owners and I have a big win to share that will help you crush your next piece of content and finally get out of 200 view jail. Fun fact: your next viral video is already sitting on your phone, just waiting for the right hook. You already know that storytelling and human connection are key elements for creating good content, but today we’ll go a step further and I’ll break down the viral reel one consignment store owner created in my workshop. She shared a simple reel that landed perfectly with her audience using a three week old video clip she found in her camera roll and a touching human moment.

In this episode we’ll be covering:
A peek into my weekend workshop with an amazing group of women and how they finally broke out of 200 view jail.
The storytelling potential I envisioned for this group of consignment shop owners.
A viral reel case study: how we turned a B-roll reel about a postman into viral success by adding more context and emotional appeal.
What it means to close the loop when we create a piece of content, and why it’s important!
If you’re wondering how to get access to all the great trending audio sounds you hear on Instagram, I have the quick fix you need to start using those sounds asap!

Featured content in this episode:
Chic_and_unique_burlington: Our postman…

Recommended episodes:
Episode 94: You Want Your Content to Fit Your Life, Not Become Your Life
Episode 95: Building Real Community with Stories and Shared Moments
Episode 96: Boost Retention Rates and Create Memorable Content that Feels Human
Episode 100: Use Identity Driven Content to Connect and Engage with Your Audience
Episode 101: Double Your Views on Instagram with the RISE Formula

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Join me in the Reels Lab!
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I don’t see anyone else talking about this, but it is absolutely crucial for anyone creating content in 2026. We should see ourselves mirrored in your hooks. So many people are missing this when they post, creating content that people simply consume instead of content they actually see themselves in. Taste driven content goes beyond simple product recommendations, it directly taps into our identities of who we are and who we want to be. So next time you start to tap post, I want you to ask yourself, will this grab their attention by taste alone? 

In this episode we’ll be covering:
How taste driven content makes your audience feel seen and connected when they are scrolling (solving 99% of your Instagram marketing problems!?)
Examples of irresistible hooks, visual cues, and specific callouts that instantly align your brand with the people you truly want to serve. 
Creating value through connection and making sure people feel seen in your content.
Using visual storytelling (B-roll, branding, and aesthetics) to quickly grab attention on Instagram and TikTok.
Naming your audience’s taste with identity call outs, building instant connection and engagement.

Featured content in this episode:
Jkb.journal: Your cleaner shouldn’t need a warning label
Jessandmissamelia: POV She kept you up all night
Kaivalondon: Milestone ring stack
Berlingerjewelry: Normalize smaller engagement rings
Henryjwade: Do you want to go camping?
Lauramvila: When I say I want a big candle
Vivianshayhome: I’m an artist kitchen remodel

Recommended episodes:
Episode 19: Convert Viewers to Followers with the “That’s Me” Reel
Episode 83: Use the REP Hook Formula and Start Filling in the Missing Pieces
Episode 92: This is the Era of Experiences and Belonging
Episode 96: Boost Retention Rates and Create Memorable Content that Feels Human
Episode 97: We All Love Familiarity, Here’s How to Create that Familiar Feeling in Your Content 
Episode 100: Use Identity Driven Content to Connect and Engage with Your Audience

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Join me in the Reels Lab!
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In this episode, I dive into Instagram’s latest advice straight from the Creators account, breaking down what really drives your reach and engagement, and showing you how to actually put these tips to work. We’ll discuss why showing your personality and values matters just as much as your niche and we are officially busting the myth that Instagram’s algorithm changes all the time. We’ll walk through the practical do’s and don’ts for your content, including how authentic interactions, great lighting, and trending audio can make all the difference.

In this episode we’ll be covering:
Latest Reels Lab success story of how my student gained 350 followers from a single post and how your content doesn’t have to be all business.
Fun fact: Instagram hasn’t changed. What’s changed is what resonates with users, that includes the type of content we want to see and how we interact with it.
Understanding the Instagram algorithm and how it works for you, so that you can actually grow your account. 
Instagram’s official tips for how to boost your reach, focusing on authentic interactions, video quality, and trending audio.
What hurts your reach the most when it comes to creating content.
Additional tips to consider when you’re trying to create engaging social media content.

Featured content in this episode:
Shannonmckinstrie: The hook formula I swear by
Creators: What helps your reach

Recommended episodes:
Episode 57: Repurpose Your Content for More Impact with Less Effort
Episode 79: Posting Isn’t the Only Way to Grow: Engage More Using This Simple 10-10-10 Method
Episode 84: Train the Instagram Algorithm to Hype Up Your Content
Episode 93: The Instagram Algorithm is Not the Villain: Being More Intentional with Your Content
Episode 94: You Want Your Content to Fit Your Life, Not Become Your Life
Episode 101: Double Your Views on Instagram with the RISE Formula

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.
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Everything is about to fall into place for you, because I’m going to tell you exactly what to do when you create your next Instagram post. I created the RISE Formula to help boost your engagement and get more views on your content. This hook formula will not only increase your reach, but it actually converts so you get more followers and sales, while growing your community. We’ll look at content examples and break down how each fits into the RISE Formula so you can confidently start using it right away. If you’re ready to rethink your hooks and leverage what makes you and your audience unique let’s jump in!

In this episode we’ll be covering:
An overview of the REP Hook (Relatable, Expert, Personal) and how it is geared towards creating helpful content. 
What the RISE Formula is (Recognizable, Identity, Specific, Effect) and how to start using it in your next Instagram hook.
Content examples to help you start creating your next hook with confidence and boost your engagement.
There is no one right way to do a hook, but if your content is underperforming, it’s probably the hook.
The more relevant a hook is, the more effective it is for your audience; try to use at least two or three elements of the RISE Formula, if not all four.
If your content is not converting to new sales, followers, or community, then what’s the point? 

Featured content in this episode:
Fairwayphysiopt: POV: You’re a golfer…
Feelgoodwithfi: The dinner I’ve been eating
Coltonreidofficial: POV: You find the most perfect home
Her.thirties: Sunday lunch in your thirties
Absolutelyaustin: Mental health walk

Recommended episodes:
Episode 83: Use the REP Hook Formula and Start Filling in the Missing Pieces
Episode 92: This is the Era of Experiences and Belonging
Episode 94: You Want Your Content to Fit Your Life, Not Become Your Life
Episode 96: Boost Retention Rates and Create Memorable Content that Feels Human

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!
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This episode is extra special, it's our 100th episode! Identity is everything when it comes to creating Instagram content that really resonates with and engages your audience. We’ll talk about calling out your audience’s identity and then leaning into your own identity, looking at viral examples to break down the differences. I’m sharing a client win from a recent viral reel and we’ll talk about why sharing your unique perspectives and experiences are the key to standing out online.

In this episode we’ll be covering:
Giving yourself permission to start things messy and embrace imperfection.
How we love to learn from each other through stories and experiences.
Prioritizing your messaging and understanding who your audience is when creating content.
Reviewing the REP Hook Formula: Relatable, Expertise and Personal.
Audiences purchase or engage based on their own identity or the creator’s identity.
Leveraging personal identifiers in content hooks to resonate with your audience, such as demographics, situations, and locations.

Featured content in this episode:
Casuallymatthew_: POV There’s a nook on Instagram
Mecailabeth: I have ADHD
Noahglenncarter: Kevin James sitting alone
Shawnacischroeder: Classic Literature by Black Authors
Mindfullymademotherhood: Snack my family asks for on repeat
Budgeters_anonymous: Our son’s net worth at 3 months

Recommended episodes:
Episode 53: Use Customer Insights to Create Reels That Attract and Convert
Episode 61: Use The Relatable Expert Hook to Create Your Next Helpful Reel
Episode 67: The Importance of Belonging on Social Media
Episode 83: Use the REP Hook Formula and Start Filling in the Missing Pieces
Episode 85: Start Thinking Like a Marketer So People See Themselves in Your Content
Episode 92: This is the Era of Experiences and Belonging
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!