Should Your Podcast Have a Celebrity Host?

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Does a celebrity host actually help your podcast?

Dear Annie,

I work at a skincare brand in the early stages of developing a podcast. We’re planning to do an interview-style show looking at self-care trends and asking whether they’re actually worth the hype. Think: what is slugging and is it really worth it? Is fibre the new protein? Is bed rotting backlash to hustle culture, or just a new way to make us feel guilty for resting? The goal is to feel smart, and also culturally relevant.​

The one thing we can’t agree on is the host.

​I have two colleagues who really want to host the podcast. They have some media experience, and I have to admit, they really do have great chemistry. They’re enthusiastic, polished, and genuinely funny together. But I’m not totally convinced they have enough of a profile to make this show stand out.

​I keep coming back to the idea of bringing in a celebrity host, someone with a built-in audience. I realize this would be a more significant investment, but in my mind, this is money we’re spending to quickly grow the audience. We’d be buying built-in credibility and an existing audience from day one. I’m really afraid that without a bigger name attached, this podcast won’t get the reach it needs to justify the investment.

So what do you think, who should host our podcast? Should I relent and let my colleagues take on the hosting job? Or should I push harder on hiring a celebrity host?​

Sincerely,

Seeing Stars

The best host may be the one you least expect...

Hi Seeing Stars,

The short answer (and the one you probably don’t want to hear) is it depends. There are opportunities and potential risks to any potential host you might choose for your podcast. The right decision will really depend on your ultimate goals and constraints. Let’s talk through your options.

First, you could let your eager colleagues host the podcast. The obvious upside here is cost– in this scenario, you don’t need to pay an additional host fee. But hosting a podcast (the right way) is a serious commitment: are your colleagues ready to devote a significant amount of time to the show? Is the company prepared to have them step away from their day jobs for a little while? Another potential upside to an internal host is that it creates a tighter association between your brand and the content, and you’re almost certain to generate more brand awareness. It’s a great opportunity to highlight your talent and thought leadership, which makes it a great move for B2B brands.

For consumer brands, it’s more risky. Audiences are less likely to care what your head of marketing thinks about slugging. If you shoehorn in someone from your brand to host your show, it can just come across as inauthentic– think Steve Buscemi carrying a skateboard, saying, “How do you do, fellow kids?” Your show will read as an ad right away, and they’ll turn it off. That said, if having someone internal feels really important to you (or if you get voted down), you could develop a show with a format where the host plays a lighter role. You could also try pairing one internal host with someone external who brings their own credibility and audience to the table.

​So, what about that celebrity host? Hiring someone external and recognizable does signal to audiences that this is a real show, not just one big advertisement. And it’s fair to assume that a bigger name host will bring a built-in audience. Look at all the celebrity-hosted podcasts dominating the charts: Conan O’Brien Needs a Friend, Good Hang with Amy Poehler, Armchair Expert with Dax Shepard, Smartless with those three guys. But unfortunately, slotting in a celebrity to host your podcast does guarantee you an audience. In fact, it almost seems like the bigger the celebrity, the less likely they are to really drive an audience to your show. And that’s because the more famous your hired host is, the less invested they’re likely to be in the success of your show.

All those celebrity podcasts I mentioned above are successful because they were initiated by the celebrities themselves, and those celebrities are heavily invested in promoting the shows. They’re posting, guesting, touring. They will not do that for your podcast unless it’s written into their contract, with a hefty budget to match.

I’ve watched brands pour their entire marketing budget into a celebrity hosting fee, then see almost no audience growth. It just doesn’t convert the way you might expect– at least not without a serious advertising and PR budget behind it.

If neither of these options sounds right to you, let’s talk about a third (and fourth? And fifth?) potential option. An influencer could be a great middle-ground option to host your show. If your brand is already working in the influencer space, this could be a really natural fit. Influencers are used to making their own content, tend to bring a natural authenticity that translates well to podcasting’s intimate format, and are more likely to effectively and compellingly promote the show to their followers. If you’re thinking about developing a broader ambassador relationship with a specific influencer, a podcast can be a great way to anchor and deepen that relationship.

Another great option is hiring a podcast host to host your podcast. This strategy is often overlooked by brands, but it’s frequently the smartest one. Someone who already hosts a popular show in a similar space brings professional hosting experience, a built-in audience that’s already primed for podcast consumption, and (crucially) a genuine incentive to promote your show. Mentions of your new podcast in their existing feed can drive meaningful traffic to your show– that’s a real built-in audience. This option is more cost-effective than a celebrity, and often way more effective.

Finally, the last option I want to propose to you is an industry expert. For a show from a skincare brand, there’s real value in having someone with real credentials behind the mic. A dermatologist or doctor could lend the show authority it might otherwise lack when diving into topics like slugging or fibre intake.

So what feels right to you? Unfortunately, I can’t give you the answer– you’ll have to dig deeper into exactly what you need this podcast to do for you and what you’re able to invest. But before you go all-in on a celebrity host, consider all your options– you might find someone that brings more listeners, more flexibility, more credibility, and leaves you with a bigger budget for promotion.

​

Good luck,

Annie