Convert Viewers to Followers with the “That’s Me” Reel

Shannon McKinstrie [00:00:05]:
I am your host, Shannon McKinstrie. Welcome to Good Content, the podcast where I remove the never ending content creation guesswork and overwhelm so that you can actually enjoy being on social media again and growing your business with what has always worked. Good content. Hey, friend. Welcome to another episode of Good Content. Today we are talking a reel that I swear by, if you've been following me on Instagram for a little bit, you may have even seen some versions of these hooks that I love to share. But we're going to dive into exactly why they work so well and why they not only go viral, but they bring in followers so they convert from views to followers. That's huge.
Shannon McKinstrie [00:00:47]:
That's what we want, right? We don't want to go viral just to go viral. We want to go reach the masses of our target market. And I call this reel, the that's me reel meaning when your people see it, they literally go, oh, my gosh, that's me. He's talking to me. She's talking to me. That business is talking to me. I am their person. I need that.
Shannon McKinstrie [00:01:08]:
Okay? And it's three parts. All right? And we're going to break it down now. Let me pull up my client. She just went viral again for, like, the 10th time since we've been working together, or maybe not ten, but at least like, seven or eight reels she's had go viral. I talked about her on this podcast before. She's more than doubled her sales, quadrupled her following, quadrupled her email list. It's not just about virality, it's about business. Right? Within three months of working together, she was like, I've already made my sales that I normally make in a quarter and a month.
Shannon McKinstrie [00:01:36]:
So trust me when I say if she can do it, you can do it. She loves working with me, and I love working with her. And the reason she loves it is because she's really busy, and she's also an introvert and doesn't really want to, like, put herself out there and do reels that she doesn't want to. And all the reels that we create together take her literally five minutes to create. Even her scripts, like, they're just easy peasy. So the one that went viral the other day is the same type of hook that I've been using for the past year with clients and help them go viral. Now, it has three parts, so I'm going to break down those three parts. Are you ready? And again, this comes down to good content because it makes people feel seen.
Shannon McKinstrie [00:02:11]:
And at the end of the day, we are on social media to feel validated, seen, heard. Of course we want helpful, useful stuff. Of course we want humor, but in that we feel seen, it's like someone's giving us this tip. It makes us feel heard because we needed that. But really, like I said, when it comes down to those four pillars, I teach you guys, the humor pillar and the heard are the big ones for this. So what's so cool about this prompt that I'm about to give you and this formula of reels, of this particular type of reel, of the, that's me reel is there's three really simple parts to it, but it really isn't like heavy on the education. It's just calling out like, hi, I'm an account that you need.
Shannon McKinstrie [00:02:47]:
It can be transcribed to something useful and helpful. And I'm going to tell you that in a second. So, depending on your audience, you know your people, right? You've been doing your market research. You know what your people are looking for, what they're engaging with, why they're picking up their phone. So I'm going to give you some examples for this, but this is what hers. I'm just going to tell you what the three parts are. Okay? So at the top of her reel, it shout outs her exact person, okay? She is in the coaching space. A lot of the people she works with are introverts.
Shannon McKinstrie [00:03:16]:
She's an introvert. Okay. So once, while working with her, once we realized this, I was like, well, let's call out introvert. She also has a lot of people who follow her who have ADHD. So while she doesn't only serve one type of person, we know what to shout out to get her. People that don't know her yet, her target market, to see her account and feel like, oh, she's talking to me. Okay, let me read this first. So number one is calling out your target market.
Shannon McKinstrie [00:03:42]:
That is the first piece that needs to be in your copy on the reel. Now, these reels, these, that's me reels can be any b roll. Or if you're talking about something that you're selling in the video or showing them a recipe or a piece of clothing or a piece of art, make sure that's in the video. Okay? You'll see what I mean. So again, the three parts, we're going to go through them one by one. Part one, call them out. For me, that's saying small business owners or, you know, on TikTok, I talk a lot to people in my field. So me saying social media managers, social media marketers.
Shannon McKinstrie [00:04:10]:
They go. That. They go, oh, that's for me. That's me. That's me, that's me. Right. So first things first. Number one, call out your person.
Shannon McKinstrie [00:04:17]:
Are you a blogger who shares recipes for busy moms? Call it out. Moms of three. Right. You're allowed to get specific. What do we talk about on this podcast? A lot. Specificity. Another big one is calling out age groups, types of people, certain niche. Right, got it.
Shannon McKinstrie [00:04:35]:
You know your person. You know what to say. Number two, I'll show you exactly what this sounds like once. Once we're done. Number two is to mention something they're familiar with. This is the key. It's really easy to be like business owners, realtors, mid sized moms, toddler moms, introverts, ADHD. Right.
Shannon McKinstrie [00:04:54]:
That's easy. That's easy. We can. We know what to call our people. The tricky part is this one, and this is where I want you to maybe make this an exercise. This is your homework. Words that they are familiar with and attach to. This could be a number of things.
Shannon McKinstrie [00:05:07]:
It could be location. So if you're in real estate or you're local, you're brick and mortar. The city and state. The town. What do you call the people in your area if you're in Jersey? Mention the shore. If you're in DC? Washingtonians. Right? Like, what do they call themselves? Or just call out the city state. Another way to do it is brands they already know.
Shannon McKinstrie [00:05:27]:
Okay? This is Target, Amazon, Tonic Shop. Right? Like, if you're in the web, design, etcetera. Like, most people know Tonic Shop. They know Flodesk, they know Dubsado. Okay? Think of brands that your people are familiar with. For me, that's Instagram. For me, that's Reels. So obviously, if I shout out reel and, you know, I know my people know those words because their goal is growing on Instagram and selling.
Shannon McKinstrie [00:05:50]:
So other ways to do this. Phrases, so locations, brands, phrases that they know again. Or it could even be. When I say brands, it could be like, tv shows they watched and magazines they read, podcasts they listen to, anything that they go, wait, I shop there. I watch that. I say that all the time. I live there. Okay, that's number two.
Shannon McKinstrie [00:06:10]:
So number one, call out their name. Number two, phrases, words, brands, something they attach to. And then the third is painting the desire, the pain point they might not necessarily know they have. So that could look like I saw a great one the other day from a creator saying, like, you know, here we go. Ready? I'm going to do it. POV, you're a mid size mom, whatever. Meaning your body type. You're not like a size two.
Shannon McKinstrie [00:06:35]:
You're not. You're right in the middle. Right. You're a mid sized mom. Call that a person who doesn't like to show their arms or something like that. That's the, the pain point, the desire. And you find this dress from blank, and it was like Amazon or Target.
Shannon McKinstrie [00:06:49]:
She did one, two, three. Those can be. They don't have to be in one, two, three order. Got it. I just did one and then three and then two. See what I mean? They don't have to be in order of this. That the third, you just need to mention those three things in this type of reel, because what this reel is doing is saying, hi, I'm sharing content for you and you need to be following or you're missing out. That's what this reel does.
Shannon McKinstrie [00:07:10]:
So while that one actually did educate and was useful to people and helpful because you're like, hi, this dress, she could have said, POV, you're a mid sized mom with toddlers. Like, maybe you want to get that specific. Who spends her days shopping at Target but doesn't know what to buy, and you find my account. So there you go. Mid sized mom, Target. Because if that's your specialty, you share lots of stuff from Target, Walmart, or something. And then the third is the desire. They need someone.
Shannon McKinstrie [00:07:36]:
You are their guide. Okay? You can do this in so many ways. So, again, if you've been following me on Instagram for a while, you know, I helped, like, literally, when I say, over 100 people go viral with this prompt, and it was all, pov, you're tired. You're a blank. Target market. What are you? What do they call mom? Parent, woman over 40, realtor in blah blah blah. Whatever. Right? You're a blank.
Shannon McKinstrie [00:07:57]:
You're a business owner. You're a whatever. Tired of or who wants to blank. There's the desire, the pain point, and then you find my account or whatever. This version of my. That's me reel. Takes it even one step further. And this is what has helped my client go viral so many times.
Shannon McKinstrie [00:08:12]:
We drop something they are already familiar with. Okay, so that takes that prompt one step further. So for her, she said, let me grab it. Introverts, beware. That was her first hook. Introverts, beware. Okay. If you learn how to become a transcript proofreader, you make money reading true crime because she's in the proofreading space as a coach.
Shannon McKinstrie [00:08:31]:
True crime was the phrase that grabbed their attention. If I'm an introvert, I'm like, sure. She's talking about, oh, true crime. I'm an introvert and I like true crime. Do you see what I mean? Bam, bam. Thank you, ma'am. They attached to it. Introverts, beware.
Shannon McKinstrie [00:08:42]:
If you learn how to become a transcript proofreader, you can make money reading true crime and fixing mistakes while working from anywhere. That's the desire they don't know they have yet. And they're like, I want to work from everywhere and read true crime. Do you see how easy that is? And when I say, we have done this for her five, six, seven times, and every single time it goes viral, she also mentions certain true crime books and characters that people can attach to. I'm not going to give away all her secrets, but because of that, not only does an introvert go, oh, that's me. But they also go, oh, yeah, I used to watch that show. I've read that book, and, oh, my gosh, she's going to teach me how to make an extra
Shannon McKinstrie [00:09:16]:
Whatever. Da da da da. Okay, other ways to do that. I had another person do this who said something like, you know, Pov, you're a 2024 bride. Boom, right? Didn't just say bride. Didn't just say soon to be bride. Said 2024 bride. So when you are calling out your person, start really specific.
Shannon McKinstrie [00:09:33]:
So another way to your 2024 bride, who wants, what's the desire? Who wants their wedding to look like Nicole Richie? Do you see what I mean? Like, call out the phrases, the brands, the celebrities that they already are attaching to. But you're doing it on a budget and you find my account. What's the pain point? They're on a budget, but they want the Sophia Richie wedding. Do you see where I'm going here? Again, you can do this for anyone. If you're a plumber, you could obviously mention the city, state. You want a house, an HGTV worthy house. Do you see what I mean? Like, you. You're watching HGTV and you wish you could do this, but you're on a budget and you find our account.
Shannon McKinstrie [00:10:07]:
You guys call out the name of the person, mention something they're already familiar with, that they can attach to and familiarize themselves with, and then end it with how you are the hero, or how the product you found is the hero, your course is the hero. What is it? So there you go. That's the that's me reel. It goes viral every single time for my clients. And now, because I have that one client who keeps going viral with these prompts. I then remix them a bit and give them to my reels, lab students and in the show notes, there is a freebie in there for you to grab if you want to have some fun with these. But I'm telling you guys, good content doesn't always mean educate, educate, right? If it's helpful, it's useful. It makes them feel seen, heard.
Shannon McKinstrie [00:10:44]:
That's what it is. It resonates. Good content resonates with not everyone. If you really want to appeal to everyone, that's impossible though, to your people. So there you go. Have fun creating that good, awesome content. I can't wait to hear how it goes and I'll talk to you next week.