This episode talks about social media and how you can use it in your business to reflect true authenticity! Read more about the journey of authentic content creation!
Watch the full episode on YouTube!
Social media marketing can feel like a make-or-break game for your business—trust me, you’re not alone in feeling the pressure! If you’re worried you’re doing something wrong, let me reassure you: there’s no one-size-fits-all guide to mastering social media. It’s time to stop overanalyzing and start cutting yourself some slack.
In this episode, I’m joined by the incredible Shannon McKinstrie, and together, we dive into the journey of creating authentic, impactful content. Whether you’re battling frustration with the algorithm or feeling stuck in your strategy, this conversation is here to remind you that you’ve got this. Let’s take the stress out of social media and focus on building real connections!
Authentic Content Creation Discussed by Cayleigh & Shannon
I’m so excited about this episode because we had a very special guest join us—Shannon McKinstrie! She’s an absolute gem on Instagram and one of my favorite sources of inspiration and validation when it comes to content creation. Her posts are a constant spark for my creativity, whether it’s brainstorming reels, crafting captions, or refining my overall social media strategy. I know you’ll love her insights as much as I do!
Today, we’re talking all things social media—going viral, navigating the so-called “rules” of platforms like Instagram, and breaking down the barriers that hold us back. Remember, the biggest thing stopping most people from posting isn’t the algorithm—it’s the pressure you put on yourself. It’s time to let that go together and embrace a fresh perspective!
Showing Up Authentic In Your Business
In today’s episode, I’m thrilled to welcome Shannon McKinstrie! She shared a bit about her journey, starting with her roots in Arlington, Virginia, and her move to North Carolina during the pandemic, which she and her family now love. Shannon’s path to becoming a social media manager began in 2014 when she turned what was initially a hobby into a business. With a background in marketing and communications—and a passion for video editing dating back to high school—she found her calling managing a company’s Facebook page in 2013.
After a challenging postpartum experience, Shannon decided not to return to her 9-to-5, opting instead to build her own business. She started small, putting up flyers in local shops, working with realtors, and offering free sessions to build her client base, earning just $600 a month at first. Over time, she gained confidence, raised her prices, and fully committed to her business. Now, 10 years later, she’s thriving in her field and grateful for the journey that brought her here. It’s an inspiring story of perseverance and passion!
Honestly, one of the main reasons I keep coming back to her page is for the constant inspiration. She consistently shares practical tips and tricks, and for me, the biggest takeaway is how she address’s all the common social media questions—like whether captions should be long or short, if hashtags belong in the comments or captions, or whether to focus on trending reels or ones that are more tailored to your audience.
There’s so much advice out there, but what I love most about her approach is that your answer is always simple: just do what works for you! Even if 10-minute reels are the current trend (which, let’s be honest, they’re not), she reminds us that if you don’t have time for that, it’s okay—just do what you can and create content that feels right for you!
Check her out below to see what I am talking about!! She’s the best!
Instagram: @shannonmckinstrie
Website: www.shannonmckinstrie.com
Topic #1: Do You Think That Social Media Has Changed?
Shannon shared her perspective on going viral on social media, explaining that while it’s more predictable than ever, it’s not always something she strives for. Viral content often comes with challenges, like misunderstandings or negative comments, which can make the experience stressful. She’s had to disable comments on viral posts when her message was misinterpreted, especially on myth-busting reels. She recommends people to “window shop” when they are scrolling through Instagram instead of leaving hateful comments. But, honestly the best thing you can do is ignore and recognize that they are just going to help boost your engagement anyway.
Topic #2: Doing Stuff That Feels Like You!
Social media is more predictable now! Specificity is literally everything! Stop being vague because it all has to resonate! While she knows the tricks to create viral content—like using hacks or clickbait—she prioritizes creating meaningful, authentic content over chasing views. Shannon has successfully helped others go viral in various niches, such as photography and real estate, by keeping strategies simple and true to their brand. And, the underlying rule is to always do things that feel like you and stay true to YOU! This will ultimately help you find your dream clients too!
Topic #3: Know What You Offer & What You Do!
You are the expert right? So, start acting like it!! If you are having trouble figuring our what to talk about on your stories or in your content, then start talking about how you prep your clients for your sessions in reels or in your content! Talk about what you know. It is so important to be self aware and know who you are as a photographer and this will help you immensely.
Start breaking down your life and your job into topics and then those are your content pillars! Helps make your life easier on figuring out what to post about and what to actually talk about to your potential clients/audience! Think: How can you share the same information in different ways? That’s the key to repurposing content, making your life easier.
Topic #4: The Key Points of TikTok
The number one tip Shannon said was start treating TikTok as Instagram stories and just try to have fun with it so you stay consistent! Just grab your phone and spill the tea about your day, like “OMG, you won’t believe what happened at the grocery store!”. But, Shannon believes that we should think about the timing based on your potential clients behaviors. Think about when your potential clients or current clients would actually be scrolling their feed, for example, early in the morning or while you are sitting in the car pickup line for their kids. Honestly, keep it real, be patient, be consistent, and think about your audience’s habits. That’s the TikTok game in a nutshell!
Topic #5: Reels Aren’t Everything – Authentic Content Creation Is!!
Make sure it’s the best of the best photos that you are sharing that are going to relate to your potential clients. Think about how you can get the clients to scroll through the carousel! An idea for your caption to get them to interact: “Swipe to see the reality of what actually happened BTS”! A great tip is to share other parts of a wedding day that can be shareable amongst others. Don’t just post photos of the happy couple, but maybe a fun seating chart or a unique item that was done at the wedding day that you’ve never seen before!
We Believe In You!
In the end, you’ve got this! Stop making excuses—you’re fully capable of succeeding! Don’t let doubt hold you back. Stay consistent, keep posting, and start having fun with your business! If you need advice, support, or guidance, I’m here to help. I’d love to assist you in building your confidence and helping you shine in your business. Interested in additional photography mentorship? Visit my education page here to learn more and take the next step toward growth and success!
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