Let’s talk marketing… because things have changed (again). If you’re a coach, service provider, or consultant, you’ve probably noticed that the marketing strategies that used to work like magic just aren’t hitting the mark anymore. It’s not just you—things really have shifted. In this episode of the Boss Mom Podcast, Dana Malstaff sits down with Shannon McKinstrie, social media expert and content pro, to chat about what’s changed, what’s working now, and what you should focus on to stand out online. From user-generated content trends to the power of personal stories, this chat is packed with tips you can take and run with—so let’s break it down together.Marketing is Harder Than It Looks (But Also Kind of Fun)
Shannon’s been in marketing for years, and she’s quick to remind us that it’s not all rainbows and viral videos. Real marketing takes time, testing, and a lot of trial and error.
“People think one video is going to be their lottery ticket, but marketing is about playing, testing, and tweaking until you get it right.”
Here’s the thing: marketers love the process. If something flops, they’re the first to say, “Ooh, let’s fix this!” If you’re someone who gets frustrated by the ups and downs of marketing, that’s okay—but it might be time to find someone who loves the messiness.
Big, Expensive Programs Are Out, Small Wins Are In
Remember a few years ago when everyone said, “Sell high-ticket programs”? That trend has shifted in a big way. People are tired of massive, expensive courses that promise the moon but don’t deliver.
Why the change? Well, blame it on burnout.
During the pandemic, we all had time to learn new things and buy into programs. Now, people are:
- Overwhelmed with information.
- Tired of spending thousands on courses that don’t help.
- More likely to outsource the problem instead of learning how to solve it themselves.
“People just want to focus on what they’re good at. They’re tired of trying to do everything on their own.”
So, what does this mean for you? If you’re selling something, focus on smaller, more specific solutions that meet people where they are.
Stop Posting Generic Content & Share Your Story
If your content still looks like, “5 Tips to Do This” or “3 Steps to Fix That,” it’s time to switch things up. Shannon explains that the days of generic, “helpful” posts are over.
“People want to know you. They want your personal take, your experiences, and your stories.”
Instead of posting generic tips, try:
- Making it personal: Share what you do and why it works for you.
- Asking questions: Make your audience part of the conversation. For example, “What are you making for Thanksgiving?” hits differently than “5 Recipes for Thanksgiving.”
- Using relatable hooks: Try a POV-style post like, “POV: You’re tired of losing your temper with your kids, and you find my account.”
It’s all about connection. Let people see who you are and what makes you, well, you.
Why User-Generated Content is Crushing It
Here’s the truth: highly produced, polished content isn’t connecting with people anymore. User-generated content (UGC) is where it’s at. Why? Because it feels real, relatable, and trustworthy.
Shannon points out that:
- UGC is relatable: It looks like something you or your friend would create.
- Short videos win: Platforms like TikTok, Instagram Reels, and YouTube Shorts are changing the game.
- React-style content is trending: People love commentary, reactions, and personal takes on popular content.
“We forgot the point of social media, which is connection. User-generated content marketing brings that connection back by focusing on real people and their experiences.”
If you’re not using user-generated content yet, it’s time to start. Shannon’s Reels Lab is a great resource to help you create scroll-stopping, organic content that works.
Get Specific—Really Specific
If you want to stand out online, general content isn’t going to cut it. Today’s audience wants specificity.
For example:
- You’re not just a nutritionist; you’re a nutritionist who helps busy moms with meal prep.
- You’re not just an interior designer; you’re the designer who makes small spaces look amazing.
Shannon’s advice? Pay attention to the words your audience uses. Look at your DMs, comments, and feedback—those are gold mines for content ideas.
“Take your audience’s words and turn them into content. It’s not copying; it’s connecting.”
User-generated content marketing works especially well here because it highlights your audience’s real struggles and successes while building trust.
The Long Game: Why People Are Taking Longer to Buy
Dana calls this the “Age of Sleuthing,” and she’s spot on. People aren’t making quick decisions anymore. They want to binge your content, go down the rabbit hole, and get to know you before they buy.
This means your content has to:
- Show up consistently.
- Be relatable and trustworthy.
- Offer value without pressure.
It’s a slower game, but if you stick with it, the payoff is huge.
“If you’re in it for the long haul, there is so much opportunity to build a loyal audience and make serious money.”
Simple Ways to Make Your User Generated Content Better (Right Now)
Here are Shannon’s top tips for creating content that connects:
- Share your experiences: Talk about what’s working for you and why.
- Be specific: Speak directly to your audience’s problems with words they use.
- Try the POV format: “POV: You’re tired of X, and you find my account.”
- Leverage user-generated content: Share stories, testimonials, and videos that highlight real people using your products or services.
- Test and tweak: Treat your content like an experiment and keep improving as you go.
User Generated Content Is Still Effective
At the end of the day, marketing is about connection. The best content doesn’t just teach—it makes people feel seen and understood. So stop trying to be perfect, start sharing the messy, real-life stuff, and let people connect with you.
“Show up as yourself and share what makes you relatable. User-generated content marketing and personal stories are what build trust and keep people coming back.”
Where to Find Shannon McKinstrie
- Instagram: @ShannonMcKinstrie
- LinkedIn: Shannon McKinstrie
- TikTok: @ShannonMcKinstrie
- Reels Lab: Learn More Here
December 19, 2024
User Generated Content Marketing in 2025 with Shannon KcKinley
