Do you have any incentives/advice on how to get your guests to share more?

I've found that having guests on podcasts is a very interesting duality. The fact is, very rarely is a guests appearance of equal value to both the guest and the show, and generally speaking in my experience, the side that is set to gain the most, generally is more adamant that it IS of equal value to both. You want higher value guests because they bring more to your show (how you assign value is relative to you). Unfortunately, the higher value a guest is, the more likely they will feel like being on your show is a favor, or good deed, or just fun. When a guest feels like there is value to them to be on your show, they are more likely to promote it. Think about shows that often have big stars on it, like say, the tonight show. Do you think major celebs on the tonight show are posting all over there social media about how they are going to be on it? Usually not. And on the rare occasions they do, it's usually because someone they hired to do PR took it upon themselves to promote it. No, most high end peeps let the shows promote themselves, because if they can't promote themselves then they probably aren't worth being on. That being said, if you want high value guests for your topic, you need to get permission from them to promote your show in their field of influence. If you want your guest to promote then you need to have guests that are looking for reach and already want to promote themselves to begin with. That's my experience, sorry for wall of text.

I never ever have the expectation that a guest promotes an episode. That's my job. Big guests are super busy guests with multiple contractual obligations, paid marketing campaigns, and personal projects at any given moment. Marketing your show isn't a priority for them, They've already given up time for you (and especially if it's not through a legit PR agency) because they liked you and your show. Not sure if you know what that lifestyle is like, but after working with lots BIG names it seems so tiresome to *always* have to be marketing something. Yet, I've had these sorts of guests eventually promote their episode many months later. My (probably unpopular) advice is to leave guests alone about marketing your show. Instead, send them a URL for the episode and the artwork you made for it to show them what's now published along with a big THANK YOU for your time. Add something you personally took away from the conversation. Then, follow up in 3-6 months to ask them back on.

Don’t expect your guests to do your marketing for you. They’ve already given you their time. They owe you nothing else. If they don’t share it with their audience then you should share it with them. Message their followers and let them know about it. Buy ads that target those people. People with huge audiences tend to be extremely busy and posting on Facebook is probably the least of their worries.

I have a podcast but am also asked to be on podcasts pretty frequently. To be honest if a podcast made me sign a contract that I would promote I would say no, it would be a big turn off. I do other people’s podcasts because it exposes me to new audiences and it’s great practice for me to keep up on my area of expertise. Most of the time I’ll repost a story when someone tags me in the promo but my first priority is my own social content and promoting my podcast and online products. But I’d say the best thing to do is just make it easy for them to share by letting them know they can just reshare what they want to.

Write a post about a key takeaway you took from the interview with them and tag them in, they're much more likely to share that than a templated post you've created that's a generic "listen now" format.

My clients have found it helpful to create a brief guest contract and provide them with assets. One of my clients hands over a transcript, multiple different sizes of graphics (cover art, a quote of their, graphic of their so they're more inclined to share it), and an audiogram with a quote of theirs. If yo're giving your guests valuable assets that revolve around them, they're more likely to share. Hope this helps!

This is how I’ve done it; Have a page on your website your guest can pull general assets from like “as seen on”. Post show send them an email and tell them when it’s going to publish. Then as the show goes live have your email ready with the image, caption, link to access, and send them the assets link - with this is for your website. Give direction for how best to promote it. Sometimes the answer is they don’t know what’s possible, they may not have time, so you make it as easy and accessible as possible.

Do not create assets with someone else's branding beyond adding their name or logo to your promos. When I send the direct show link to my guests I include two promotional blurbs, two images, and the full links to my social media. Then I tag them in my posts so it's easier for them to repost. I've had guests thank me for making it easy to share. I also give them a few suggested dates to promote.