Good Content with Shannon McKinstrie

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

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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

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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

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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

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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!
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