Introduction
You’ve just published an amazing episode. Your guest was brilliant, the conversation flowed, the exchange was inspiring. And you think to yourself: “they’ll surely share it everywhere.”
And yet… nothing. No post, no story 😶
It’s frustrating. But it’s also a chance to take a step back: why does this happen? And above all, how can you prevent it from happening again? 💡
In this article, we’ll explore together:
- Why guests don’t share (it’s not always their fault)
- Why it’s a real missed opportunity for you
- And most importantly: how to increase your chances that they become active ambassadors for your podcast
Why It’s (Very) Important for the Guest to Share
You might think it’s “not a big deal” if the guest doesn’t share. In reality, you’re missing out on a powerful growth lever. Here’s why:
A leverage effect on immediate visibility
Every guest has a community. By sharing the episode, they give you access to an engaged, targeted audience, often hard to reach otherwise. That’s qualified acquisition 🚀
Social proof and credibility
When a recognized person re-shares content they appear in, it acts as validation. Your podcast gains legitimacy and visibility in broader circles 👏
An opportunity to build your network
A guest who shares is often a guest who had a good experience. They’ll be more likely to come back, recommend you to others, or mention you in different contexts 🤝
Free amplification of your marketing
No need to invest in advertising. A single well-crafted post from a guest with a strong community can generate hundreds of additional listens. That’s free visibility 💸
A maturity marker for your podcast
When your guests spontaneously re-share, it’s often a sign that your podcast is perceived as professional, well-organized, and high-quality. A real asset to attract the next ones 📈
Why Your Guests Don’t Share Your Episode
Now that it’s clear why this is important, let’s look at why it doesn’t happen automatically. Here are the most common reasons:
They don’t have the time (or mental energy)
Your guest may have loved the episode, but their schedule is overloaded. Result: no post ⏱️
They don’t see the benefit for themselves
They didn’t understand how sharing could bring them personal benefits (visibility, personal branding, etc.) 💸
They don’t know how to share it
Some people aren’t comfortable with communication tools. It’s essential to make it easy for them 🧩
They didn’t receive anything to share
Without visuals, text, or a link, the effort required is too much. It’s up to you to provide everything 🖼️
They don’t feel engaged
If the exchange was impersonal or the guest didn’t feel valued, it makes sense that they don’t feel involved in the promotion 💤
How to Increase the Chances a Guest Shares the Episode
Turning a guest into a co-promoter doesn’t happen by chance. It’s a strategic process that needs to be anticipated and structured. It plays out before, during, and after the episode, each stage being a decisive step to maximize your chances of seeing your guest share the content.
Before the Episode: Prepare the Ground
A common mistake podcasters make is believing the guest will naturally share out of enthusiasm. But it doesn’t always work that way. Preparation beforehand is essential.
The choice of the guest, first of all, should be intentional: beyond notoriety, it’s useful to evaluate their online behavior. Do they publish regularly? Do they engage with their community? Are they aligned with your podcast’s themes and audience? A very well-known guest who is absent from social media will have little impact in terms of distribution 🤝
Once the guest is chosen, it’s important to set expectations as early as the invitation. Clearly mention that you always prepare a promo kit to make sharing simple and quick. Presenting this step as a standard process helps normalize promotion. You can even go further by creating a guest sheet: a short biography, professional photo, and main social links. This support will later make it easier to create visuals and tag them in your posts.
During the Episode: Generate Shareable Moments
The work continues during the recording. This is when you can create content that will make your guest naturally want to put themselves forward.
A great habit is to note down punchlines, anecdotes, or actionable tips throughout the conversation. These moments can then be turned into video clips or graphic quotes 🎤
It’s also strategic to give your guest opportunities to shine through personal branding–oriented questions. For example: “What advice would you give your audience today?” or “How would you summarize your vision in one sentence?” Their answers become short, powerful content perfectly suited for social media.
Finally, remember that the way you showcase your guest matters a lot: the more they feel recognized and highlighted, the more they’ll want to show this episode to their own network 😎
After the Publication: Activate Distribution
The episode release is the decisive moment. To maximize your chances of a share, you need to make your guest’s job as easy as possible. Sending a complete media kit here is non-negotiable.
This kit should include a landscape visual for LinkedIn and a portrait one for Instagram, a short subtitled video adapted to vertical and horizontal formats, a concise text ready to post, and of course, the direct listening link. The goal: make sharing almost automatic 📩
Don’t hesitate to schedule a reminder as well: a first send on release day, followed by a friendly nudge a week later, often doubles the chances of diffusion.
Lastly, in your own posts, highlight the guest rather than the podcast itself. By emphasizing their words or expertise, you naturally encourage them to re-share, since they see themselves in the content ✨
Conclusion
If your guests don’t share your episodes, it’s not necessarily due to a lack of interest, it’s often a matter of lacking time, clarity, or resources 🤷♀️
By preparing the ground before recording, creating strong moments during, and providing ready-to-use tools after publication, you greatly increase your chances that they become active promoters 🔄
Their sharing represents much more than a visibility boost: it’s social proof, a free growth lever, and a sign of maturity for your podcast 🚀
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