Podcast Guesting Is a Scam Nobody Talks About
f you're paying to be on a podcast, you're not promoting your brand—you’re killing its credibility.
Do you want to get on a podcast? So-called experts will tell you it’s one of the best ways to promote your business, brand, or idea. But there’s a catch they won’t mention: it’ll cost you. And to me, that feels like a scam—a hollow trick designed to make money off contributors without offering real value to listeners, guests, or anyone except the people collecting the fees.
Let me explain.
Where I’m Coming From
I come from a journalism background. Paying for a guest spot is unethical—full stop. But when I started exploring platforms that connect podcast hosts with potential guests, what I found was a mess. My inbox filled with marketers trying to pitch clients for a fee. Some even asked what my fee was. The platforms themselves encouraged it, taking a cut along the way.
This isn’t just sleazy—it destroys trust. Everyone involved starts to look shady. Listeners can tell, and credibility evaporates.
The Rise of the Infomercial Podcast
The worst kind of podcast is one where the guest is there only to push a product, service, or personal agenda. I tried hosting a show for a few weeks but quickly lost interest. I couldn’t have real conversations with people who were only interested in landing their next client.
Unless you’re a full-time marketer, this kind of setup is exhausting—and boring. Nobody tunes in for a sales pitch disguised as content.
What Works (and What Doesn’t)
If you’re serious about podcasting—or being a guest—start with merit. Build credibility around yourself and your brand. The best podcasts don’t charge for guest spots. They feature people who are interesting first, and only allow light promotion as a side note. It’s not an infomercial. No one wants that.
Look at shows like Lex Fridman’s or Joe Rogan’s. They’re not paying guests to come on, nor can you pay to appear. At most, they’ll cover travel. And those hosts are highly selective about who gets on the mic.
Beware of PR people claiming they can get you on top-tier shows. They’re usually selling a fantasy. These hosts don’t work with shady outreach agencies based who-knows-where, scraping together AI-generated media kits for a fee.
What Listeners—and Platforms—Need to Do
If you’re a listener, avoid podcasts that feel like paid spots. They’re empty, self-serving, and offer little value. Platforms should be doing more to crack down on the marketers polluting the space. Instead, they’re enabling it—and it’s ruining the experience.
We need to police ourselves. Marketers will fill every available gap if we let them.
Avoid the Trap
Here’s the core of my theory: avoid the marketers. Dodge the PR firms promising media exposure without a credible track record. If someone’s selling access, real value probably isn’t part of the deal.
Nobody worth listening to is using these scams.
So next time you’re searching for a podcast—or thinking about guesting on one—keep this in mind: Build credibility first. Don’t sell. Ever.