The Value of Podcast Guest Research in the Cannabis and Psychedelics Industries

The Value of Podcast Guest Research in the Cannabis Industry

Who makes a great podcast guest on a cannabis or psychedelics show?

The cannabis industry is growing rapidly, and with that growth comes competition and complexity. As brands, entrepreneurs, and thought leaders within this space seek to stand out, podcasts have become a powerful medium for amplifying their message. However, making an impact as a guest on a podcast requires more than just passion for the industry—it demands strategic placement and thoughtful research.

In this blog, we’ll explore how good podcasting—including featuring the right guests—turns business owners into thought leaders and listeners into customers. We’ll also discuss who makes a great guest and why researching that guest ahead of time is your best defense against a dull podcast episode. We’ve even handpicked a few cannabis and psychedelic podcasts that we love and have supported with our guest research services.

7 Ways Good Podcasting Turns Listeners into Customers

Podcasting has proven to be an effective medium for selling products and services, and there are some compelling statistics to back that up. Here are a few highlights:

1. Podcast listeners are highly engaged: According to Edison Research, 80% of podcast listeners stay tuned for most or all of an episode, giving brands a highly captive audience. This engagement often leads to increased trust in the host and their recommendations.

2. Podcast ads drive purchasing decisions: Research from Acast found that 55% of listeners have purchased a product or service after hearing about it on a podcast. Listeners tend to trust their favourite hosts’ endorsements.

3. Listener loyalty benefits brands: Nielsen data shows that 67% of podcast listeners can recall brands and products advertised on their favourite podcasts. The intimate nature of podcasts fosters strong brand recall and loyalty.

4. Higher purchasing power: According to Podcast Insights, 45% of podcast listeners have a household income of $75,000 or more, giving them the purchasing power to act on product or service recommendations.

5. Podcasts influence niche markets: Podcasts cater to specific interests, making them a powerful way for brands to reach niche audiences with targeted products. This approach often leads to better conversions.

6. Listeners trust podcast hosts: A Podchaser survey revealed that 72% of listeners trust the hosts they follow, making host-read ads particularly effective in driving product sales.

7. Podcast ad spending is growing: The Interactive Advertising Bureau (IAB) projects podcast ad revenues will surpass $2 billion by 2024, highlighting podcasting as an increasingly vital marketing channel.

These statistics demonstrate that podcasts not only engage highly targeted audiences but also foster trust and convert listeners into customers—making them an ideal medium for promoting products and services.

Why Does Podcast Guest Research Matter?

Podcasts offer a unique opportunity to connect with audiences authentically and engagingly. In the cannabis and psychedelics industries—where stigma and regulatory challenges are common—communicating clearly and credibly is crucial. Whether you’re advocating for policy changes, promoting a new product, or educating consumers on the science behind cannabis, podcasts provide a platform for honest, nuanced conversations.

For cannabis brands, a well-researched podcast appearance can help position you as a thought leader, build trust with your audience, and even drive sales. But landing the right podcast and delivering a meaningful message starts with identifying shows that align with your brand’s values and goals.

The Importance of Podcast Guest Research

Not all podcasts are created equal. In the cannabis space, some focus on policy and regulation, while others cover consumer education, business, or culture. Identifying the right podcasts to target for guest appearances can be time-consuming and challenging, especially in a niche industry.

That’s where podcast guest research comes in.

Proper guest research ensures you’re matched with the right shows that resonate with your brand’s message, goals, and target audience. A comprehensive research process evaluates:

  • Podcast focus and tone: Does the show align with your key message and industry perspective?
  • Audience demographics: Are you reaching the right listeners—whether they be consumers, policymakers, or industry leaders?
  • Host reputation: The credibility of the podcast host is crucial. Are they respected voices in the cannabis community?
  • Reach and impact: Is the show large enough to warrant your time? Will it connect you with the right listeners?

Each appearance is an opportunity to build your reputation, and with proper guest research, you ensure that opportunity is maximized.

How Alan Aldous Can Help Research Your Podcast Guest—Fast

At Alan Aldous, we specialize in podcast guest research tailored to the cannabis industry and psychedelics space, respectively. We don’t just connect you with any show—we make it our mission to match you with podcasts, amplifying your message and reaching the audiences that matter most.

Our research process involves a deep dive into potential podcasts, assessing their alignment with your brand, their audience, and the impact your appearance can have. We also offer tips on communicating your message engagingly and authentically.

Focusing on strategic guest placement ensures that every podcast appearance drives value for your business—whether by enhancing your brand’s reputation, expanding your audience, or fostering connections within the industry.

Examples of Top Cannabis and Psychedelics Podcasts

Here are some of the top cannabis and psychedelics podcasts that prioritize well-researched guest appearances—and yes, Alan Aldous has helped with guest research for several of them:

  • Psychedelics Today: Focused on the science, culture, and business of psychedelics, featuring interviews with researchers, therapists, and thought leaders. Listen here
  • Psychedelic Salon: Hosted by Lorenzo Hagerty, this podcast explores consciousness and psychedelic research, featuring discussions with influential voices. Listen here
  • The Cannabis Investing Podcast: A finance-centric show covering the investment landscape in cannabis, featuring insights from market experts and business leaders. Listen here
  • Cannabis & Tech Talks: This podcast covers the intersection of cannabis and technology, discussing industry trends, innovations, and new research. Listen here

These podcasts offer a range of perspectives on cannabis and psychedelics, whether you’re interested in science, business, or industry trends.

Ready to Leverage Podcasts to Grow Your Cannabis Brand?

If you’re ready to elevate your voice in the cannabis industry, Alan Aldous is here to help. Book a meeting with us to learn more about how we can support your podcast guest research and positioning needs.

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