Good Content with Shannon McKinstrie

Let’s dive into one of my favorite topics: where to find content ideas so you never run out of inspiration. I’m sharing all my favorite strategies for uncovering endless ideas, starting with questions I receive directly from you! I share how listening to your audience, keeping an eye on news updates and industry changes, and using tools like Google Alerts help you stay ahead and create content that keeps your audience engaged.
This means leveraging places like Reddit, YouTube, and TikTok comments, as well as tapping into magazines, books, and even TV segments, which is perfect for you if scrolling social media gets overwhelming. We’ll look at real examples so you know exactly how to apply this to your own content with viral hook strategies and repurposing winning content structures from other niches. I’m sharing plenty of actionable tactics you can implement right away on Instagram, TikTok, LinkedIn, Facebook, or whatever platform you choose, and don’t forget your homework this week!

In this episode we’ll be covering:
My number one place for finding content ideas and where you can find inspiration when you’re just starting out. 
Staying in the know for your industry so you become the trusted go-to for new and updated information.
How to use a hook or trend thats completely unrelated to your niche and make it work perfectly for your audience.
Other placed to find content inspiration, especially when social media becomes too overwhelming.
My quick hack for what to do if you’re stuck and too nervous to be on camera.

Your homework this week: Find something that is brand new happening and turn it into content.
Make sure you’ve joined the Hook Hotline! You’ll find my broadcast channel in my Instagram bio.

Featured content in this episode:
Dermguru: Unsexy Drugstore HairCare
Thriftyblondeblog: Becoming “That Girl”
Euge.park: Heavyweight T-Shirts
Shannonmckinstrie: I fixed these hooks

Recommended episodes:
Episode 60: Nail Your Short Form Videos with This Simple Formula
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 101: Double Your Views on Instagram with the RISE Formula

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Are you ready for a challenge? This weekend I was sitting in the airport with my husband. I told him I was going to grab a video already on his phone, post it, and by the time we land it will have quadruple the number of views he normally has. The result? It’s already over 10,000 views and he normally gets around 300 to 400. I see him overthinking his content and I know you are too. We are in a loneliness epidemic, people want to connect and we connect through conversations and storytelling. If your content feels personal, your audience will see themselves in your story and engage. Don’t overthink it, let your personality shine and watch your community grow. Human moments drive good content, trust me, it works!

In this episode we’ll be covering:
How this era of social media focuses on authentic human connection and relatable storytelling.
Building relationships and finding connection on social platforms through storytelling and relatable posts.
Easy-to-weigh-in content drives engagement, such as local recommendations or trending (and sometimes controversial) topics.
Using real-life conversations to inspire attention-grabbing hooks and content that gets more views
A simple exercise to try this week: What conversations have you had with strangers that came up and are business related? Use that energy in your content for human connection.

Featured content in this episode:
Petfriendlyhomesfl: POV: You’re in Florida
Iam_alisanporter: The Bachelorette
Takai.raashid: Weight loss
Breakthroughbyjill: Weird rules we follow

Recommended episodes:
Episode 67: The Importance of Belonging on Social Media
Episode 81: Your Next Powerful Piece of Content is Already on Your Phone
Episode 97: We All Love Familiarity, Here’s How to Create that Familiar Feeling in Your Content 
Episode 103: Hot Take: We’re Following Accounts Where We See a Reflection of Ourselves
Episode 104: How to Create Viral Reels From Everyday Video Clips

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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)

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Ten years ago, I never could have imagined that I would be where I am right now, and if you are feeling discouraged when it comes to social media, I want you to know that so much can change in just a year. When I first started out on social media, there were no “rules” but now Instagram is flooded with “guru’s” telling you what to do and what not to do. Not only did it suck all the fun out of social media, it can get confusing with all the conflicting information. 
So instead of feeling like you’re doing everything wrong when it comes to social media, I want you to think about the advice you’re listening to, does it fit into your life? Does it make sense for you and where you are in life right now? 
Human connection is the heart of social media, so don’t stress about having perfectly polished content, I want you to keep sharing your heart and making people feel seen in the process. That's such a huge gift and it's helping people become obsessed with you because you get them. How cool is it that you can post a few times a week, show up in stories, document your days in simple ways, and make people feel connected to you and like you're their friend.

Featured content in this episode:
What I would post for you this week

Recommended episodes:
Episode 30: Attract New Followers with Talk to Camera Reels
Episode 41: Let’s Make Content Creation the Easiest Thing on Your To Do List
Episode 74: How to Humanize Your Account When You Feel Stuck in Business Mode
Episode 92: This is the Era of Experiences and Belonging
Episode 94: You Want Your Content to Fit Your Life, Not Become Your Life

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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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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)

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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

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!